One of the app’s early adopters is Le Thi To Mai, Revenue Manager at Alba Wellness Valley by Fusion in Vietnam, who says, “SiteMinder’s new app has streamlined our revenue management with quick availability checks, performance reports and rapid rate updates – perfect for our dynamic pricing strategy. It’s been a game-changer for us.”

Adds Encarni Ogea Bermúdez, Director at Costa Azul Hostel in Spain: “The mobile app is super practical, fast and easy-to-use. It allows me to instantly visualise key information, like availability and minimum stays, from the palm of my hand.”

SiteMinder’s mobile app has been unveiled at ITB Berlin, where the company’s revenue product consultant, Aimee Olley, will provide a keynote presentation about what the release means for the world’s hotels. 

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Among those capabilities are distribution, direct bookings and maintaining an online presence. SiteMinder’s relentless focus on these customer needs has seen the company receive the People’s Choice Award for the third straight year. As testament to its leadership within these three areas of revenue management and hotel marketing, SiteMinder has also taken out the top award in the respective categories of ‘Best Channel Manager’, ‘Best Booking Engine’ and ‘Best Hotel Website Design’.

Additionally, SiteMinder has been named the top finalist in the category of ‘Best Hotel Management System’ for Little Hotelier, the company’s all-in-one solution for small accommodation providers.

Leah Rankin, Chief Product Officer at SiteMinder, says, “For the entire team at SiteMinder, it is a true honour to be recognised by the customers who drive our passion and our commitment to building the fully-integrated hotel platform of the future. Our mission is to make sophisticated revenue management accessible to every hotel in the world, and accolades such as these serve as recognition that we have the strongest foundation within the hotel technology industry to make this a reality. Hoteliers from more than 40,000 accommodations around the world, who banked more than US$45 billion in revenue from over 115 million bookings last year, have told us through these awards that they share our vision for a future with sophisticated revenue management capability steeped into every aspect of a hotel’s technology solution.”

SiteMinder’s platform currently integrates channel management, direct booking, market intelligence, metasearch and payment solutions together with the hotel industry’s largest partner ecosystem of more than 1,800 revenue-centred hotel systems and consultants. The next generation of SiteMinder’s platform will be released later this year and will converge revenue optimisation, distribution and intelligence, to make hotels as dynamic as the travel environment in which they operate.

“Convergence refers to the idea that in order to maximise hotel bookings, hotel marketers have to be well versed in not just marketing but also sales, distribution and revenue management. This convergence amongst commercial roles has led to an increased reliance on software tools to manage all of the complexities,” says Jordan Hollander, CEO of Hotel Tech Report, the host of the annual HotelTechAwards. “In addition to point solutions, the annual user choice awards recognise the top eCommerce Platform that covers all of the critical capabilities needed for hotels to establish an online web presence and generate direct and indirect online bookings. Despite it being the most competitive year in HotelTechAwards history, SiteMinder pulled it off.”

Based on hotel customer feedback and proprietary data signals, the HotelTechAwards is the only data-driven awards program to recognise the world’s best accommodation software. Category winners are selected from more than 200 of the top technology products around the world, determined by product reviews from a global community of verified hotel technology users across more than 120 countries. During this year’s awards period, more than 800,000 hoteliers visited Hotel Tech Report to contribute more than 16,000 verified product reviews.

Heather Minyard, Director of Commercial Strategy at Smoky Mountain Resorts in Tennessee, says: “After relying on SiteMinder as my go-to solution for three years, it has been a remarkable journey witnessing the continuous evolution and improvements made to the platform. The diligent commitment to progress exhibited by SiteMinder has not gone unnoticed. Their dedication to refining and expanding the platform has resulted in a robust and highly-effective tool that has consistently met and exceeded my expectations. It has become an indispensable part of my daily operations. It liberates me from the laborious manual tasks that were once the standard practice, significantly enhancing my workflow. This newfound efficiency enables me to allocate more time and attention to meaningful tasks.”

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Through the partnership, Cendyn customers can now gain full access to SiteMinder’s revenue platform to complement the capabilities they receive through Cendyn’s central reservations system (CRS), which for the sixth consecutive year was voted the ‘Best Central Reservations System’ by the 2023 Hotel Tech Awards. SiteMinder’s revenue platform will provide Cendyn’s customers with the ability to manage their rate plans and inventory through SiteMinder. Additionally, they will be able to access SiteMinder’s complete ecosystem of distribution channels—the largest ecosystem for the hotel industry—to gain a more dynamic mix of revenue streams and increase their speed-to-market.

For SiteMinder’s hotel customers, the benefit will come through enhancements and optimized features in SiteMinder’s platform, informed by insights from Cendyn’s own hotel performance data.

Michael Bennett, President at Cendyn, says, “We are delighted to deepen our long-standing relationship with SiteMinder to provide our hotel customers the opportunity to tap into new streams of revenue, quickly and easily.  It’s exciting to extend this strength in revenue generation to our customers around the globe as SiteMinder stands out as a strong technology partner for hotels.”

Adds Jonathan Bedford, Chief Sales Officer at SiteMinder, “Cendyn is a true market leader with great foresight in bringing together revenue, eCommerce, distribution, marketing and sales capabilities to the world’s hotels. We are pleased to strengthen our partnership for the benefit of our mutual hotel customers.”

Cendyn and SiteMinder first partnered in 2018, upon the launch of SiteMinder Exchange, which enabled hotel data to be transferred between property management systems and hotel applications, such as Cendyn’s customer relationship management (CRM), for the first time. SiteMinder Exchange culminated in the launch of SiteMinder’s Hotel App Store, which in 2019 formed the first marketplace to allow hotels of all sizes to connect applications to their business systems for greater guest experiences and revenue.

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The acquisition, to be completed this year, follows the launch of SiteMinder’s next generation platform in April — an all-in-one hotel commerce platform that unifies SiteMinder’s channel management, distribution and booking engine products with real-time market insights, automated payments, website-building capabilities and more than 1500 partner integrations for accommodation providers to grow their businesses online. GuestJoy will further expand SiteMinder’s robust hotel commerce offering, allowing hoteliers to automate and digitize their guest communication, drive upsell revenues, and strengthen direct guest acquisition.

Sankar Narayan, CEO and MD of SiteMinder, said the agreement to acquire GuestJoy builds on a year of strong organic growth following the company’s IPO in 2021.

“We are thrilled to announce SiteMinder’s acquisition of GuestJoy this year. Great technology powers human connection, and this couldn’t be truer for hotel tech. GuestJoy is highly regarded within the hotel tech industry for its simple user experience, seamless guest communication functionalities and integration capabilities, which are essential for the modern hotelier to deliver a winning and profitable guest experience, while also optimizing their booking and ancillary revenues. GuestJoy’s capability to automate and personalize guest communications will allow SiteMinder to offer a fully integrated user experience for our hoteliers, as we continue to deliver on our hotel commerce platform vision,” Sankar Narayan said.

Since 2014, GuestJoy has gained a strong reputation in the industry for its innovative, easy-to-use technology and for delivering high ROI for its customers. Founded by hospitality tech innovators Alar Ülem and Annika Ülem, GuestJoy was created to solve a key unmet need – to make it simpler and faster for hoteliers to communicate directly with their guests and increase customer value via their property management system.

“We know firsthand how distracting and cumbersome unfit technology can be while you are working hard to deliver an impeccable, memorable guest experience. It’s why we set ourselves the mission of designing GuestJoy to be very easy to use, using data-driven intelligence and automation. We also know that seamless, unified technology can transform hotel businesses, and this is why we are so proud that GuestJoy will become a SiteMinder company,” said GuestJoy Co-founder Alar Ülem.

“SiteMinder is unrivalled in its deep feature capabilities in hotel technology, and for its scale of connectivity in the hotel tech market. We can’t wait to join SiteMinder’s vision to bring every hotel into the new era of hotel commerce, by helping hoteliers connect meaningfully with their guests along every step of their accommodation journey,” said GuestJoy Co-founder Annika Ülem.

A SiteMinder Partner since 2017, GuestJoy is already a part of the SiteMinder ecosystem and will be fully integrated into the SiteMinder hotel commerce platform following the completion of the acquisition this year.

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Hopper’s appeal among younger travel consumers has been driven by the company’s unique use of data to help its users secure the best deals. The mobile-first travel app uses approximately one trillion price points per month, over eight years of historical data and trillions of archived prices to create several ‘travel fintech’ products that improve the customer journey. This wealth of data allows Hopper to offer its users algorithm-based tips on when to book a room versus when to wait, as well as the opportunity to ‘freeze’ a room rate for a small deposit – two features in demand by what SiteMinder has identified as today’s ‘dynamic traveler’ who is driven by fresh experiences and the need to be more in control of their stay. To enable the latter feature, Hopper guarantees its users the ‘frozen’ rate and pays the difference if the rate goes up, and offers alternatives if the room becomes unavailable.

Additionally, where online travel agencies commonly use search engines and metasearch to acquire users, Hopper optimizes its reach among younger travelers by almost exclusively using social media, especially newer platforms such as TikTok, Snapchat and Instagram.

Hopper’s appeal among younger travel consumers has seen the company grow its revenues by over 300% year-on-year. Today’s partnership with SiteMinder forms Hopper’s first since its recent fundraise of US$175 million.

“This partnership brings together two aligned visions for the opening up of every hotel’s access to the world of online commerce and the transformation of travel through technology,” said James Bishop, Senior Director of Global Ecosystem at SiteMinder. “We know through our research that today’s traveler is more tech-savvy than ever before and demands greater flexibility. Through Hopper’s innovative technology, we are pleased to be able to bring more of today’s dynamic travelers to the doorstep of hotels.”

“Our customers are young, app-first and brand agnostic, but they will become the corporate travelers of tomorrow which gives our hotel partners a great opportunity to establish brand loyalty now,” said David Lewis, Head of Hotel Supply at Hopper. “In addition to our app business, we’re now seeing significant sales volume from our Hopper Cloud partnerships – a B2B initiative where other travel brands can seamlessly integrate and distribute Hopper’s fintech and travel agency content. Through these partnerships, Hopper is reaching new demographics such as older consumers with more discretionary spending. As we internationalize through 2022, partnering with a global leader like SiteMinder is a great asset.”

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SiteMinder was also a finalist in three other categories. As a reflection of the scale and significance of the company’s hotel commerce platform, SiteMinder was a finalist in the categories of Hotel Rate Shopping & Market Intelligence; Hotel Rate Parity; and Hotel Management System, via its all-in-one solution for small hotel businesses, Little Hotelier. Additionally, SiteMinder ranked among the year’s 10 Best Places to Work, having averaged a score of 9.5 out of 10 in the areas of culture and values, employee confidence, work/life balance, personal development and gender equality.

The annual HotelTechAwards determine the world’s best hotel software products, based on customer feedback and proprietary data signals such as integration compatibility, organizational health, market share, partner network strength and customer support quality. The program’s People’s Choice Award is determined by total verified customer reviews, geographic reach of reviews, and overall review sentiment and ratings, and goes to the company across all categories which demonstrated the strongest customer relationships during the HotelTechAwards. During this year’s awards period, more than 513,600 hoteliers visited Hotel Tech Report—the largest online community in the hotel industry—contributing more than 11,600 verified reviews to make 2022 the most competitive year in HotelTechAwards history.

“The ranking process is simple, transparent and unbiased. The authentic voice of the customer decides the winners of the annual HotelTechAwards – ranking hotel software solutions based on users’ experience in buying, implementing and using those solutions,” says Hotel Tech Report’s CEO, Jordan Hollander. “By building a platform around the voice of the people actually using these hotel tech solutions, we’re able to deliver actionable, peer-to-peer insights that potential buyers can trust. Winning a HotelTechAward is the highest achievement in the industry because it’s based on data.”

SiteMinder’s CEO & managing director, Sankar Narayan, says, “It is a privilege to once again be recognized as the world’s leading hotel commerce platform, and for the important role that our platform and customer service play in the lives of hoteliers, who are looking to technology more than ever before. At this most critical time, it’s our duty to help hoteliers sell, market, manage and grow their business in the easiest and most holistic way possible, and these awards are testament not only to our team’s leading ability to do that, but to do it with transparency and without compromise. As importantly, they stand as recognition of SiteMinder’s purpose of opening up the global hotel industry’s access to the world of online commerce.”

One hotel that has benefited from SiteMinder’s combined technology and service offering is Asian management group CHAP Hospitality Management.

Says the group’s general manager, Apichet Ongsri: “SiteMinder is still the most valuable choice for hotels when it comes to technology. We love their personalized service and product development, and importantly their reliability and consistency for our hotel business. It’s for these reasons that SiteMinder remains our preferred choice.”

Adds Michal Michalik, Associate Director at Siggis Capital, which asset manages Zero Barcelona in Spain: “From their early years to today, I’ve signed up more than 20 properties with SiteMinder. Not only am I still dealing with the same people, which means their internal structures are strong, but I haven’t had a single critical issue in that time. I cannot say the same about any other hotel technology company. The effectiveness and efficiency of their business, as well as their willingness to constantly evolve, mean that as long as they keep operating in this way, I will be a customer.”

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Plug-in Apps comprise best-of-breed applications in digital marketing, remarketing, price comparison, chatbots, loyalty, upselling and reviews, including Sojern, HiJiffy, Laasie, and The Hotels Network. Their integration, which follows the 33% growth in direct reservations that SiteMinder saw through its hotel commerce platform during the first half of this year, when compared to the same period in 2019, will support hotels in enhancing the booking journey of their guests and driving conversions.

Already, the SiteMinder Booking Engine produces an average return on investment of 56x for users globally.

“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,” says Noreen Henry, Chief Revenue Officer at Sojern, a digital marketing provider powered by artificial intelligence and traveler intent data. “Now is the time for hotels to ‘ride the wave’ of recovery by using real-time travel data and multichannel marketing designed to convert. By integrating Sojern’s world-class programmatic advertising solutions with SiteMinder, hotels can effortlessly reach travelers searching for a place to stay, drive them to book direct, and then track and measure success.”

SiteMinder’s 2021 global consumer research, The Dynamic Traveler: A New Era of Hotel Guest, revealed that an average of 39% of travelers globally expect to arrange their next trip directly with the accommodation venue, compared to 36% in 2020. At least 4-in-5 travelers are very supportive (14.88%), supportive (39.19%) or indifferent (28.09%) about hotels using their personal data to better their stay.

“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, minimize 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 SiteMinder’s partner ecosystem to more than 1350, encompassing distribution channels, property management systems, hotel applications and hotel consultants.

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SiteMinder’s research underscores heightened expectations among consumers with pent-up demand for travel experiences, after a year of travel disruptions and restrictions. Compared to pre-pandemic times, 78% of travelers in the U.S., 61% of travelers in the UK and 60% of Australian travelers say they plan to travel the same amount or more, which SiteMinder says illustrates the need for hoteliers to remain optimistic about business but also work smarter in order to meet the higher standards now expected of them.

“While the last 18 months have been challenging for accommodation providers, our findings show that traveler demands over the coming year will be unrelenting and hotel guests will not be forgiving of dropped or otherwise average standards,” says SiteMinder’s senior director of global ecosystem, James Bishop. “There are material consequences for hotels that aren’t prepared, including lost business, a tarnished brand and the dreaded negative online review, which is the last thing hoteliers need after the year they’ve endured.”

Positively for accommodation providers, SiteMinder points to the many travelers who support their personal data being used to better their stay. Roughly four-in-five American (80.52%) and Australian (79.23%) travelers, and more than three quarters of those from the UK (77.59%) are not opposed to their personal data being used to improve their stay, which SiteMinder says provides an open opportunity for hoteliers to meet the new highs in standards that are now expected.

“To keep pace and ensure their reputations remain intact, hoteliers must continue to elevate their offering and look to technology to help them through such things as automation and guest data, which gives the ability to understand guests better and personalize communications,” says Bishop. “Importantly, hoteliers must consider their customers’ end-to-end experience, which means assessing every touchpoint, from their website and payment gateways, to their check-in process, to the minute those guests leave the building and tell their family and friends all about it. Those hoteliers that lean on technology to remain diligent, are the businesses that will be rewarded during this critical time of recovery.”

Direct bookings continue to rise, but trust remains a challenge

When it comes to booking preferences, SiteMinder’s research reveals the continued growth of direct bookings – a trend first found through SiteMinder’s recent study of the world’s top hotel revenue makers. Consistent throughout the U.S., UK and Australia, direct reservations via a hotel’s website, phone and email remain the most popular booking methods, with a notable year-on-year increase in popularity of 11% in the U.S. and 6% in Australia.

Despite this, only 31% of American travelers, 15% of those from the UK and 12% of Australians say that they trust their accommodation provider “a lot” while paying for their stay.

“For hoteliers today, there’s a growing need to offer a seamless experience online and think about their brand presence holistically. It isn’t enough to have a compelling hotel website if the payments portion of the booking process doesn’t feel secure. Hoteliers need to solve for every point of friction and this is the critical role of technology that applies best practice in online commerce for hotels,” says Bishop.

Access the reports here: United States, United Kingdom and Australia.

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“What we look for in platforms is flexibility, which allows us to ‘do central’ when we need, ‘do individual’ when we need, do reports individually but centrally, do the setup ourselves sometimes, and then other times let our hotels do it,” said Kannaphon (Big) Phienlumleart, Director of Distribution. “That flexibility means, no matter the time or place, we can react. That represents who we are as a company.”

Minor and SiteMinder have worked together since 2013 but the launch of SiteMinder Multi-Property has helped the hotel chain centralize functions at a crucial time.

Rating the technology

SiteMinder Multi-Property removes complexity for revenue teams and boosts efficiency, by enabling hotel groups and chains to manage and distribute their rates centrally.

Marcos Cadena, Vice President Digital Marketing, Distribution, CRM, Loyalty, Partnerships & Head of Data Privacy at Minor Hotels, says the technology enables the chain to set up policy and control mechanisms centrally from Thailand, providing it with “a single way of auditing the properties”.

He adds that this is a huge time-saver for the company, estimating that the group would have to dedicate the time of 10 more people—which would mean a hit to the bottom line—if it weren’t for the technology.

He also highlights the slick user experience of Multi-Property, making it easy to train new team members and bring them on board.

“One thing we have always liked about SiteMinder is that the user experience of the product has always been really good. Sometimes we prefer that to price because we have realized that if the user experience is not good, people will stop using the product, regardless of how cheap or expensive it is.”

Big emphasizes how good a fit the technology is for the mostly decentralized company, which is turning to Multi-Property on a daily basis.

“Daily tasks are carried out by our individual hotels but it’s good from the corporate perspective to be able to launch promotions for every hotel at the same time. It means we can centralize some functions from the corporate office if we want to. And, this only adds to our ability to adapt.”

Big also stresses the importance of the health check within Multi-Property, which allows his team to see the status of each channel connection, for each property, at any given time.

Supporting growth

Minor plans to open 17 properties this year and both Marcos and Big feel Multi-Property will be a key solution, as the chain expands, in setting up new hotels quickly as well as training new staff.

Minor is all about driving performance, said Marcos. “Without the technology that we’re working with today, I don’t think we would be able to maintain the profit margins we are aiming for. We are a commercial and P&L-driven operation, 100%. So, cost is the first thing that we will always look at and if a tool is not helping us to drive that bottom line for us and our owners, then we will not work with it.”

He adds that the time-saving element is also key when resources are scant, especially in the current environment. As proof of the company’s continuous efficiency drive, Marcos points to Big’s three teams in Thailand which handle 80 hotels in total.

“With little manning, we’re able to manage so much from one single place. So, that is proof of the efficiency of SiteMinder’s platform.

“Anywhere we can minimize cost and improve our capacity, to deliver to our hotels at the lowest cost possible, is an incredible win for us. Right now, knowing that the whole environment has changed and we have reduced staff, this is a great time for us to do a lot of things that we couldn’t do before. It’s almost like SiteMinder’s new functionality fell perfectly on time. While the market is shifting, it will help us to keep on going.”

Collaborative gains

Finally, Multi-Property is not only expected to boost the bottom line but also get Minor’s teams working together even more closely.

Both Big and Marcos expect to see more collaboration between marketing, distribution and revenue management through the implementation of the technology as well as benefits for hotel owners.

Tighter knit teams will bring additional value, while, as Marcos points out, owners will see immediate gains from rates and promotions pushed out centrally, more regularly and in an accurate and timely manner.

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With SiteMinder Multi-Property, hotel chains and groups can enter rate plans once and have the details disseminated across all their properties – a scale that is unmatched by other distribution technologies due to SiteMinder’s open connections to 1000 property management systems, channel managers, booking channels and hotel applications. Additionally, hotel chains and groups can use SiteMinder Multi-Property to launch enterprise-wide campaigns at a fraction of the time they used to, run continuous health checks of their setup, and produce customized reports.

SiteMinder Multi-Property comes at a crucial time as travel markets reopen around the world and hotels remain challenged by a resource and skills shortage. By simplifying the complexity involved with distribution for hotel chains and groups, SiteMinder’s technology will allow revenue teams to boost their efficiency, stay nimble and drive stronger revenue outcomes than ever before.

Among the early adopters of SiteMinder Multi-Property is Minor Hotels. The chain’s vice president digital marketing, distribution, CRM, loyalty, partnerships & head of data privacy, Marcos Cadena, says the technology enables Minor Hotels to set up policy and control mechanisms centrally from its Thailand headquarters, providing it with “a single way of auditing the properties”.

He adds that this is a significant time-saver for the company, estimating that the group would have to dedicate the time of 10 more people—which would mean a hit to the bottom line—if it weren’t for the technology. With plans to open 17 properties this year, Cadena also highlights the intuitive user experience of SiteMinder Multi-Property, which makes it easy to set up new hotels and train new staff.

Quest Apartment Hotels is another early adopter seeing efficiency gains. The time taken for the chain to put a new rate strategy in place has been reduced from 160 hours to about five minutes, and its chief revenue & distribution officer, Mark Tierney, says it is a time-saving that helps his team focus instead on optimizing revenue. Tierney adds that SiteMinder Multi-Property has played a big role in alleviating work for franchisees, who can now spend more time on the guest experience and other business functions.

“SiteMinder’s speed-to-market is going to be crucial for us,” says Tierney. “Consumers don’t see all the work behind the scenes, they just get frustrated when sites don’t load quickly. We know there’s a huge technical component to providing a smooth guest experience online and SiteMinder has met that.”

SiteMinder Multi-Property is now being used by hotels in every region globally. Other early adopters include TFE Hotels, Nesuto Hotels, and StayWell.

Speaking on the reasons for creating SiteMinder Multi-Property, SiteMinder’s chief product officer, Inga Latham, says, “We’ve worked closely with revenue and distribution professionals for many years and know that, more than any other hotel segment, multi-property groups are held back by traditional technology and fragmented structures. Legacy distribution systems have imposed high costs and provided a vast array of features and functions, which often go unused.

“SiteMinder Multi-Property lets hotel chains and groups manage their distribution on their terms. It gives them a greater capacity to innovate and compete with less time and resources. Consumer expectations have also increased over the past year and, with SiteMinder Multi-Property, hotel chains and groups can guarantee a smooth experience in the back-end to support the guest experience.”

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