SiteMinder plugs into direct booking opportunities

Open hotel commerce platform SiteMinder has partnered with several of the world’s biggest travel industry digital marketing leaders to open up a not before seen full direct booking opportunity for its more than 32,000 hotel customers.

The new partnership forms part of Plug-in Apps, an extension of the SiteMinder Booking Engine which brings digital marketing into the hands of hoteliers for the first time, in the process allowing them to build their own technology stacks.

Their integration follows the 33 percent growth in direct reservations that SiteMinder saw through its hotel commerce platform during the first half of this year, compared to the same period in 2019.

It promises to support hotels in enhancing the booking journey of their guests and driving conversions.

The SiteMinder Booking Engine already produces an average 56x return on investment for global users.

Sojern chief revenue officer, Noreen Henry said now was the time for hotels to “ride the wave” of recovery by using real-time travel data and multichannel marketing designed to convert.

“In the United States and Europe, travel has come roaring back from pandemic lows, and we see a similar trend starting around the world in key markets like Latin America,” she said.

“By integrating Sojern’s world-class programmatic advertising solutions with SiteMinder, hotels can effortlessly reach travellers searching for a place to stay, drive them to book direct, and then track and measure success.”

SiteMinder’s recently-released 2021 global consumer research ‘The Dynamic Traveller: A New Era of Hotel Guest’ revealed that an average of 39 percent of travellers globally expect to arrange their next trip directly with the accommodation venue, compared to 36 percent in 2020.

“Direct bookings are loved by guests and hotels alike,” says Inga Latham, Chief Product Officer at SiteMinder.

“Through Plug-in Apps, hotels can now use the most relevant technology solutions that offer high returns and meet their guests’ expectations, minimise friction at every stage of the booking journey and bring efficiencies, without having to worry about how they will integrate with their existing systems.

“Importantly, these solutions offer hotels greater potential for revenue and control of the guest experience.”

The addition of Plug-in Apps to SiteMinder’s platform brings the size of the company’s partner ecosystem to more than 1350, encompassing distribution channels, property management systems, hotel applications and hotel consultants.

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