Hotel Gambrinus 4 stars Rome
Initial situation
Rome's Hotel Gambrinus initially gained its clientele mainly through agencies and tour operators in various countries and also thanks to its easy access and strategic position in the city centre. The hotel already had an Internet site developed by a company from which it had also purchased search engine positioning services. However, the hotel was unable to sell its rooms in this manner and, instead, noticed that there had been an increase in reservations made through the websites of online intermediaries, for an average commission cost of 15%.
Goals
Faced with this situation, Hotel Gambrinus' main objective was to create, consolidate and expand its own sales channel in order to increase direct sales through its website. Additionally, the client, though it was already a well-known hotel, wanted to expand its markets following the falloff of the American market after September 11, 2001, which had seriously hurt its distribution situation and, consequently, the possibility of filling the hotel.
The collaboration with Nozio
Hotel Gambrinus began its collaboration with Nozio in the spring of 2004 with a comprehensive project involving tools such as special offers and online booking developed in the following languages: Italian, English, French, German, Spanish, Portuguese and Dutch. After just three months, visitors to the site tripled, resulting in a strong increase in direct reservations and leading to the decision to add the Danish, Swedish, Polish and Chinese languages to the site. At the same time, the hotel also updated the site's IT architecture with the new standards that Nozio had meanwhile refined and added link popularity, third-level domains and distinct key words to obtain maximum efficiency in terms of visibility in international search engines. Based on the fact that ' in such a short time ' it was able to appreciate the advantages of this revolutionary distribution model, after less than two months, the hotel planned a series of efforts to further develop its site during 2005. The first step involved the incorporation of the Russian, Czech and Hungarian languages into its site in order to firmly establish itself in these new markets. The hotel also added information on events in order to promote itself in concurrence with the city's main happenings and activities. Furthermore, every three months, additional implementations will be carried out as agreed.
Results
In these first months of collaboration with Nozio, the hotel has reached some unimaginable goals in terms of increasing the number of rooms sold, creating customer loyalty and capitalising on the vast opportunities the Internet has to offer to the hotel industry. Through its own sales channels, the hotel has booked reservations for more than double the number of rooms it normally sold, without using intermediaries, and was able to significantly increase its sales for the last year.
Conclusions
The project carried out by Nozio has given Hotel Gambrinus access to an impressive flow of tourists in search of specific information on the Internet, and has ensured its visibility to them at the most critical moment. This has allowed the hotel to take real advantage of new business opportunities and has contributed to the revival of its image by building on its strong points. According to customer surveys, the synergy created with Nozio has enabled the hotel to brilliantly achieve its target objectives, leading to a consistent increase in overall sales.
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