Case Study: The Observatory achieves 300% growth in direct bookings in 12 months with SiteMinder

12 months, 300% growth in direct bookings with SiteMinder

The Observatory, a 4.5-star, carbon-neutral hotel in Port Macquarie, faced time-consuming, error-prone manual management of connections to more than 10 OTAs and needed a channel manager plus a modern Internet Booking Engine. They selected SiteMinder, adopting SiteMinder’s Channel Manager and its integrated booking engine, TheBookingButton, to simplify rate and availability updates and give guests a smoother booking experience.

SiteMinder implemented automated inventory and rate management, pooled inventory, reporting tools and a multi-lingual TheBookingButton integrated with The Observatory’s Mandarin site. The result was dramatic: direct-booking revenue from the hotel website grew by almost 300% in 12 months, 2014 saw roughly 10,000 reservations (27% via TheBookingButton) and over 27,000 room nights booked, while analytics from SiteMinder enabled smarter distribution and marketing decisions.

The Observatory

Kylie King

Marketing Manager