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CRS, digital media and website solutions to manage hotel distribution system

Published on March 08 2021

A four-star hotel operated by eL Hotels located in Kelapa Gading, North Jakarta. Ideal for those seeking leisure and business.

The hotel previously engaged another technology provider which achieved very minimal results. In 2018, eL Hotels Royale Jakarta partnered with D-EDGE to increase its direct booking through technological solutions and to also revamp its website. Booking Engine, Channel Manager and digital marketing solutions were also changed and implemented.

Challenges

  • Minimal results for direct booking.
  • The website lacked visibility to drive direct consumer bookings and the navigation was not mobile nor user-friendly.
  • Booking engine was not user-friendly. Many steps were required to place a room reservation.
  • The hotel was also not able to obtain crucial reporting information.
  • The hotel was required to manage different systems for reservations and distribution.

Strategies

  • Implemented digital media solutions in more than 120 countries to maximise bookings and revenue.
  • Optimising digital media ads contents, targets and placements for the best conversion in the key markets to drive direct traffic to the website for higher conversion.
  • Quarterly performance reviews by Account Manager with suggestions on evolving strategies for hotels to swiftly decide on the tactical approach to further grow the hotel’s revenue and direct bookings.

eL Hotel Royale Jakarta has been partnering with D-EDGE for 2 years, and this cooperation has increased our revenue threefolds. The D-EDGE team is always friendly and accessible when additional data analysis is required for internal discussion. We are also constantly communicating with D-EDGE team to create successful tactical promotions.

Christiaji Wibowo

Corporate eCommerce Manager

El Hotels International

Solutions

  • Developed a new website that incorporates a user-friendly navigation structure and is mobile responsive.
  • Incorporated D-EDGE’s booking engine into the website for ease of direct booking.
  • D-EDGE implemented digital media solutions which include Search Engine Marketing, Metasearch Marketing and Display Ads to drive qualified traffic and direct booking to brand website.
  • D-EDGE implemented a reporting dashboard for the hotel to obtain crucial customised details.
  • The hotel Improved its distribution efficiency through D-EDGE’s single platform on their reservations and allotment to OTAs.

The results within 6 months

The results from the implementation were encouraging with 590% increase in direct bookings and 261% growth in direct revenue.

261%

growth in direct revenue

590%

increase in direct bookings

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