HPL Hotels & Resorts Experiences Exponential Growth in Website Bookings
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HPL Hotels & Resorts Experiences Exponential Growth in Website Bookings
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Catégorie : Monde
Ceci est un communiqué de presse sélectionné par notre comité éditorial et mis en ligne gratuitement le 24-01-2008
HPL Hotels & Resorts has reported more than 70% growth in online bookings made on its own hotels’ websites for the full-year 2007 as compared to two years ago, as a result of more intense Internet marketing and enhanced brand websites.
HPL Hotels & Resorts currently manages eight properties in Asia Pacific and the Indian Ocean. These include Concorde Hotel Kuala Lumpur, Concorde Hotel Shah Alam, Concorde Inn Kuala Lumpur International Airport, Hard Rock Hotel Bali, Hard Rock Hotel Pattaya, Casa del Mar – Langkawi, The Lakehouse – Cameron Highlands and Rihiveli Beach Resort – Maldives. Another two new properties are scheduled to open soon: Kandooma – Maldives in mid 2008 and Hard Rock Hotel Penang in early 2009.
The Singapore-based hospitality management company has seen the overall bookings on all its brands’ websites increase at an exponential rate year on year since 2005. There was an increase of 20% from 2005 to 2006; this figure then more than doubled to 45% from 2006 to 2007. Total bookings on the eight properties’ websites currently represent almost three quarters of the company's overall online bookings, making this channel an important online distribution for the group as a whole.
"Online bookings on our individual brand’s website have increased at an encouraging pace in the last three years and we are confident that this upward trend will continue in 2008 as consumers are getting more net-savvy and turning to the web to shop online for convenience,” said Ms Karen Chan, Marketing Communications Manager for HPL Hotels & Resorts. “The increase in online bookings on our hotels’ websites can be in part attributed to heightened Internet marketing activities such as improved search engine optimisation, search engine marketing and active link-building strategies; and in part to the enhancements made on the websites.”
According to Ms Chan, the brands’ websites are always the last distribution channel to be closed out. Recent improvements made on the websites included a re-design of web pages which allows for ease of navigation and the convenience of a Quick Check Box for making reservations, instant confirmation and secure online payment, dynamic pricing and packaging, and unique offers found only on the hotels’ own websites. She also added that their experience has shown that brand loyalty building is also important as businesses can grow when repeat guests feel secure and confident in booking direct on hotels’ websites.
“We realise that direct distribution on online channels is measurable and we work hard to build our Internet presence so as to better manage our various products,” said Ms Chan. “However, this does not mean we are discounting the role of 3rd party online partners. The strategy is to practice rate parity across all our distribution channels and focus only on key account agents. We believe a balanced approach is to adopt a full distribution mix, as consumers will still continue to shop at multiple sources. Hence, we are prepared to convert room sales wherever it takes place.”
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