An example of a boutique hotel in Tenerife that has consolidated direct sales as its main channel, thanks to the consultancy of Aibo Solutions and the GuestPro booking engine.
We are located in Chayofa, a privileged area overlooking the sea, where Estefanía Boutique Suites, a 4-star boutique hotel for adults only, stands out for its focus on wellness, disconnection and experiential luxury. There are 32 suites that offer a different kind of stay based on design, calm and sensory experience.
After a complete refurbishment and its reopening approximately two years ago, this hotel has positioned itself as a unique accommodation in the south of Tenerife, aimed at couples of all nationalities looking to relax in an exclusive environment.
The challenge: to consolidate a profitable model in a premium boutique hotel.
Unlike other more traditional establishments, Estefanía Boutique Suites already had a more modern base and an online presence, but at the distribution level it was still very dependent on third parties:
- Approximate 50/50 split between tour operators and OTAs.
- Direct web sales representing around 17%.
- High dependence on Booking.com, together with channels such as TUI, OTS or Hotelbeds.
- Need to gain control over the average price and commercial strategy, while maintaining the premium positioning of the product.
The objective was clear: to boost direct sales, optimise distribution and accompany the hotel's growth with an integrated and scalable technological infrastructure.
The strategy: a complete technological ecosystem with GuestPro
In June 2024, Estefanía Boutique Suites opted for Aibo Solutions and GuestPro as technology partners, incorporating:
- PMS (GuestPro)
- Booking Engine (GuestPro)
- Channel Manager (GuestPro)
- CRS (Aibo Solutions)
- Revenue Management (Aibo Solutions)
- Web (Aibo Solutions)
- Additional integrations, such as Agora for bar and restaurant management.
Since August 2024, the hotel operates with the complete GuestPro ecosystem, highlighting high satisfaction with both the PMS and the booking engine, key to driving direct sales.
A differential product that boosts direct sales
Estefanía Boutique Suites is not a conventional hotel. Access to the rooms is through outdoor spaces and landscaped courtyards, which reinforces a constant connection with the environment. In addition, the establishment makes an outstanding use of vegetation, colour and design as differential elements of its proposal. Its facilities include a heated infinity pool with Balinese beds, available to both guests and external visitors.
It also has an area dedicated to massages, meditation and sound, where sessions are guided by the director himself, Paco, who also plays the gong.
In this sense, the hotel is also committed to experiences such as the day pass, a format with considerable potential for future growth.
Its accommodation offer is structured in three types of rooms: Studio Suite, Luxury Suite and Suite Estefanía. All of them are mainly marketed on a Bed & Breakfast basis, with flexible and non-refundable rates.
The director himself tells us how technology is having a direct impact on the customer experience: ''In a hotel as welcoming and charming as ours, especially based on wellness and healthy lifestyle, since we have tools like GuestPro, we have more time to spend with our customers. Thanks to the fluidity, anticipatory detail and ease of procedures, our team can fully dedicate themselves to creating memorable wellness experiences. When the management is simple, the stay becomes extraordinary.
Results: direct sales consolidates as a strategic channel
The implementation of the GuestPro ecosystem, together with the strategy developed with Aibo Solutions, has allowed Estefanía Boutique Suites to consolidate direct sales as one of its main revenue channels in a very short time.
In just one year, the website has significantly increased its weight within the distribution mix, going from being a complementary channel to leading production in most months, both compared to the tour operator and Booking.com. This growth is also expected to continue in 2026, based on the current rate of bookings.
The impact of direct sales is reflected not only in the volume of revenue, but also in the improvement of the hotel's average price and overall profitability, which has grown by more than 20% in a single year. A particularly relevant result for a boutique hotel with only 32 units.
Overall, the strategy has enabled the hotel to sell more, sell better and regain control of its distribution, while strengthening its premium positioning.
A boutique hotel, few units and maximum profitability
All this growth has been achieved in a hotel that has only 32 units and only 3 typologies, mostly in AD. It also maintains a clearly premium positioning and has closed the tour operation to reinforce control of distribution and price.
Looking to the future: experiences and direct sales
Looking to the future, Estefanía Boutique Suites has a clear interest in continuing to promote direct sales and experiences (wellness, day passes, exclusive activities). For this reason, the use of new functionalities such as GuestPro XPerience can help to increase the value per client.
The strategy involves continuing to consolidate the website as the main channel, maintaining the balance with Booking.com and reinforcing brand positioning.
Conclusion, the web is the main sales channel.
The case of Estefanía Boutique Suites demonstrates that:
- Direct selling is key even in premium boutique hotels.
- An integrated technological ecosystem makes the difference.
- GuestPro allows for growth in production, ADR and business control, even in small establishments.
A clear example of how to turn the web into the main sales channel, without losing visibility or competitiveness in OTAs, and at the same time reinforcing the hotel's identity and profitability.
