The initial situation
Hotel Villa Edera is a welcoming 3 star accommodation facility with 30 rooms located in Liguria close to the famous Cinque Terre. Its business establishment was mainly tied to the usual clientele during the high season and to the collaboration with different agencies and tour operators of various Countries with an average intermediation cost of 15%.
The goals
Villa Edera intended to increase its entire occupancy rate mainly during the middle and lower seasons, a result that no intermediary was ever able to guarantee with satisfaction. At the same time they wished to safeguard their turnover profit margins. For this reason their goal was to increase the number of rooms sold in a direct way rather than through the intermediation circuit. In order to obtain these important results they decided to turn to Nozio, becoming an integral part of the 0% network.
The collaboration with Nozio
The collaboration with Nozio began at the end of 2004 with the approval of a web project developed in 4 different languages. The project included the application of special offers in order to dynamically manage the facility?s proposals and a section dedicated to promoting territory?s itineraries. The first season began with excellent results thanks to a consistent number of reservations carried out through the sales channel managed by Nozio. Thanks to these comforting results, during the subsequent months periodic strengthening interventions were carried out to the web. These included the introduction of new languages for new markets, introduction of new applications such as events, differentiating key words so as to increase the product?s propagation on the web and inserting new viewing tools to renew all of Nozio Travel Network?s promotional campaigns. These interventions have constantly increased the facility?s occupancy level making it aware of its direct sales potentiality guaranteed by Nozio.
For this reason, at the beginning of 2006, they decided to take over a refined historic residence, Abbadia San Giorgio, affiliating it to the 0% brand with the approval of a new personalized project.
The results
In less than 3 years of collaboration with Nozio, Villa Edera was able to progressively increase the profits of its rooms and, at the same time, decrease the dependence with the net?s well-known resellers. Thanks to Nozio they have acquired an awareness of their product?s potentiality and tourist flow trends. But, above all, they were able to work a lot during the middle and low seasons. This was a premise to successfully undertake a new business initiative: the Abbadia San Giorgi
Conclusions
The affiliation with Nozio was a winning operation for Villa Edera since they were able to better qualify their strong points and to efficiently direct them in the net towards an ever increasing direct client flow. The 0% sales channel has quickly become the most important and lucrative distribution channel helping Villa Edera to reach its goals and increase its entire occupancy level.
