Best Western Cebu Sand Bar Resort
BOOKING revenue arising from online sales channels has overtaken sales derived from traditional travel agents for the first time for Best Western Australasia.
Its head of commercial Steve Richards said 1H2016 booking revenue surged 19 per cent year-on-year with the bulk of sales attributable to internet transactions.
“The balance has finally tipped – the majority of our business is now coming through the online channels,” he said.
Richards expects online sales to increase further when parent company Best Western Hotels & Resorts launches a new global website in early October.
Preferred partnerships with TMCs have also been delivering results for the company on the corporate front. “The Flight Centre preferred partnership has been particularly effective,” he revealed.
He added that the company’s record-breaking free breakfast marketing initiative also contributed to the strong surge in internet bookings.
“It was our most successful ever marketing campaign, delivering more room nights to members than anything we’ve ever done,” said Richards.
