Optimisation model for direct sales in a family chain in Menorca
GuestPro would like to share with you the experiences of our hotel clients in the digitalisation of their businesses. A way to bring technology closer to the sector through examples that have already made the leap to technology to improve sales, operations and customer relations.
Today we present the case of Sagitario Hotels, a successful family business on the island of Menorca.
The chain
Sagitario Hotels is a family-run Menorcan hotel chain that currently has 10 accommodations. Its hotels, villas and apartment complexes are located in the Ciutadella area, where the family comes from, and offer different options for enjoying the island: hotels near the beach where you can relax, dream villas to feel at home, flats for freedom and small urban hotels for those who prefer to wander the streets and enjoy the nightlife.
All the establishments on Sagittarius share three common features. Firstly, they are the result of the efforts of the family and the whole team behind them. Secondly and no less important is that every detail of each and every one of the accommodations has Menorcan DNA, the essence of the island is found throughout the chain in a clear declaration of love for Menorca.
Sagitario is also a champion of the Menorcan countryside and owns 3 llocs (farms): Biniatzem, S'aranjassa and Son Marc where they produce the meat, cheeses with designation of origin and vegetables that they serve in their hotels, without a doubt a luxury for their guests.
Finally, Sagitario is part of something bigger than the chain itself and that is its unconditional support for the people with disabilities who form part of the team and who help to enrich the project in the relationships between colleagues and with customers.
Your experience with GuestPro
The Sagitario Hotels chain is one of GuestPro's oldest clients in a relationship that began more than 10 years ago and which has led them to work with Xavier Pallicer at the beginning of his professional career.
We talk to Lluís Triay, executive general manager of Sagitario Hotels, who tells us how they started working with Pallicer on the chain's first website with an integrated booking engine. Throughout these years we have accompanied them by developing and improving their online presence and providing service with our integrated booking engine. While GuestPro has been growing, Sagitario has been incorporating new services from our platform such as CRM or the creation of newsletters for their marketing campaigns. Tools that Triay considers very useful and that have helped them to make their operations more agile and dynamic.
During more than 10 years of relationship with GuestPro they have been incorporating different services to their business.
In this sense, Lluís Triay tells us about the work that it means for a hotelier to be up to date with digitalisation: "every year that goes by it seems that you are left behind, it is very difficult to be fully digitalised as the updates go very fast and now even more so with the pandemic, which has accelerated even more".
Despite his words, it is worth noting that Sagitario Hotels has done its homework well in terms of digitisation. They went from having different websites for their different accommodations, to creating a global brand, Sagitario Hotels, with a rebranding work behind it that has positioned them as a reference chain on the island of Menorca.
It is now a year since the last update of their website, modern, responsive and very focused on direct sales thanks to its multi-hotel booking engine. The website now includes its new global brand concept, with the possibility of directly selecting which of the chain's accommodation you want to book.
Their new multi-hotel website has allowed them to improve their direct sales.
Triay's assessment of the last year with the new multi-hotel website is very positive. Direct sales have increased. The chain acknowledges that it has always had a high percentage of direct sales of up to 25% through its website, but with the arrival of the pandemic this percentage has increased even more. The search for trust through direct dealings with the hotel that allows cancellations, modifications or simply direct queries has meant that 2020 and 2021 have been very good in terms of direct sales.
After the opening in 2021 of the Gran Sagitario, now in 2022 it is the turn to open the Petit Sagitario, two establishments located in Santandria just a few steps from the sea and which will undoubtedly be the emblem of this Menorcan hotel chain.
