From a family hotel in Costa Adeje that depended 100% on tour operators, to multiplying its direct sales and surpassing Booking.com thanks to having a good technological partner.
We are at Parque del Sol, a 3-star hotel in Costa Adeje, family-run and open all year round. Its main clientele are families with children, attracted by an excellent location and differential services such as mini-golf and children's play area, which is reflected in a solid online reputation with an 8.5 score on Booking.com.
This establishment is today a clear example of how a progressive strategy of digitalisation and direct sales, supported by technology and revenue management, can completely transform the performance of a hotel.
The challenge: to move from a tour operation to a balanced distribution model.
Until the pandemic, Parque del Sol operated under a model highly dependent on traditional tour operation. Almost all of its production came from TTOOs, with direct sales being practically non-existent, at less than 5%. Added to this was an inherited and poorly integrated technological ecosystem, as well as limited human resources, typical of a demanding operation and very oriented towards the day-to-day running of a "battleship" hotel.
Faced with this situation, our partner Aibo Solutions had a great challenge, not only technological, but above all strategic: to diversify channels, gain control over the average price and develop direct sales, without interrupting the daily operations of a hotel open all year round.
The strategy: step-by-step modernisation in partnership with Aibo Solutions.
During the pandemic, the management team started a gradual transformation process together with Aibo Solutions. The approach was clear: go step by step, consolidating each phase before moving on to the next.
- Channel Manager and Revenue Management: The first step was to professionalise distribution and improve the online presence with a new website.
- Opening up to new online markets: The hotel began to diversify its demand, attracting customers of multiple nationalities (British, Belgian, German, French, Spanish, Hungarian, among others), reducing dependence on the tour operator.
- Change of booking engine to GuestPro: In early 2024, Parque del Sol replaced its previousbooking engine with GuestPro, giving a decisive boost to direct sales.
The solution: GuestPro as a lever for direct sales growth.
The addition of GuestPro allowed the hotel to make a qualitative leap in its direct sales strategy. The website began to convert much more efficiently, improving the average price of the direct channel and strengthening its ability to compete effectively with Booking.com. As a result, the weight of the web channel within the distribution mix increased steadily, giving the hotel greater control over its marketing and profitability.
In this sense, the hotel team highlights its satisfaction with the booking engine, both for its ease of use and for the results obtained since its implementation. In this sense, they tell us: ''Our hotel requires a solid booking engine that makes a difference: to manage bookings accurately, strengthen the relationship with our recurring customers and turn each visit into the beginning of the next one. That's why we chose this agile operational tool and technology that drives results without losing the essence of exceptional hospitality.
Visible results: solid and sustained growth
Parque del Sol 's transformation has been progressive and consistent, and its impact is evident at all levels of the business. Direct sales have ceased to be a residual channel and have become one of the hotel's main revenue drivers, providing not only volume, but also greater control over prices and profitability.
The consultancy of Aibo Solutions and the subsequent implementation of GuestPro marked a turning point, boosting web conversion and consolidating its position as a strategic channel within the distribution mix. This evolution has allowed the website, for the first time, to surpass Booking.com in cumulative production, reinforcing the hotel's autonomy and its ability to efficiently manage its long-term commercial strategy.
All this growth has been achieved without increasing the number of units or carrying out comprehensive refurbishments, demonstrating that the combination of strategy, revenue management and technology can transform a hotel even with limited resources and an existing product. The success of this transformation is the result of the joint work of Parque del Sol 's management team and the strategic support of Aibo Solutions, with the technological support of GuestPro as a lever for growth and efficiency.
A benchmark for progressive transformation
Today, Parque del Sol is considered by Aibo Solutions as a reference model, to the point of being used as an academic success story to show how a hotel with a traditional technological base can progressively adapt to the demands of today's market.
Although the hotel has not yet fully centralised its technological ecosystem, mainly due to the complexity of managing shared-ownership flats, the objective is clear: to continue advancing in modernisation and direct sales, without losing control of operations.
In short, the case of Parque del Sol demonstrates that:
- Direct sales can grow sustainably even in highly tour-operated hotels.
- The key is strategy, revenue and the right technology.
- GuestPro acts as a real growth engine, capable of increasing production, average price and profitability.
A clear example of how to move from 0% to direct channel leadership with a long-term vision.
