Oasis Hotels & Resorts, a leading hotel chain in Mexico, operates seven All-Inclusive Resorts and two urban hotels across Cancun and Tulum, offering over 2,500 rooms in the Mexican Caribbean. The company has successfully balanced its online and offline direct channel shares by leveraging the services and technology of Paraty Tech, marking one year since the beginning of their collaboration.
The main challenge Oasis Hotels & Resorts faced was not sales volume, but rather an imbalance between direct channels and its resulting issues, such as lack of control and inconsistency in their rate structure. In fact, 70% of direct bookings were coming through the voice channel, while only 30% were made via the official website’s booking engine. This situation was further complicated by price discrepancies between the two channels, due to the opaque nature of the voice channel, which made it easy to lose control.
Fernando Pereira, Chief Digital Officer at Oasis Hotels & Resorts, explained, "our main objective was to maintain sales in the voice channel while increasing the share of the online channel, which was significantly lower, and reduce the disparity between these direct channels". To achieve this, Oasis Hotels & Resorts partnered with Paraty Tech, a global leader in hotel technology focused on boosting direct sales. Their service portfolio includes a proprietary booking engine, revenue management tools, a digital marketing agency, and a contact center, among many other solutions.
The migration process required a period of adaptation. The most intense phase of implementation lasted about three or four months (from June to September 2023), during which there were no significant results to report, but also no major setbacks. However, starting in October, the first positive outcomes emerged. While the call center remained stable compared to the previous year, the direct online channel saw a modest yet promising increase in reservations of 14.8%, which evolved into a trend of sustained growth throughout the first and second quarters of 2024:
November 2023: +64.7% vs. 2022
December 2023: +40.7% vs. 2022
January 2024: +45.6% vs. 2023
As Pereira noted, "The great news is that the channels are now nearly balanced. We’ve moved from a 70% Voice - 30% Web ratio to 55% Voice - 45% Web. This shift was largely driven by Call Seeker, Paraty Tech’s tool designed to professionalize telephone service by aligning offline and online prices, enabling unified rate loading, and ultimately allowing us to regain control over our entire direct channel."
The collaboration between Oasis Hotels & Resorts and Paraty Tech also included other tailored projects, such as the restructuring of Loyalty Programs, which are now more flexible and scalable, and integration with Xerpa, enabling the use of Social Login across various touchpoints. Additionally, they implemented tools to sell stand-alone services like the Day Pass, optimized Call Seeker with new features such as multi-quoting, and integrated the Stripe payment gateway. This also included the implementation of numerous detailed business rules that can now be managed through Paraty E-Payments, the company’s collection system.
Gina Matheis, CEO of Paraty Tech, commented, "working closely with Oasis Hotels & Resorts has driven us to push our limits, making us better and helping us grow in every aspect. We always say that quality work pays off, and thanks to this collaboration, we’ve established ourselves as the booking engine managing the most rooms in the Cancun hotel zone."
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