Berjaya Hotels & Resorts, a member of the Berjaya Corporation Group of Companies, has engaged SiteMinder, the global hotel industry’s leading guest acquisition platform, to take back control of the increasing disparity between its online room rates.
The chain, which offers travellers more than 3,000 rooms across the Asia Pacific and UK, has adopted SiteMinder’s distribution technology to better influence and manage how its inventory is shared.
Today’s move supports Berjaya Hotels & Resort’s marketing strategy to aggressively grow its online presence and achieve rate parity, where possible.
The disparity issue is getting more and more serious. It’s become a trend,” says Irvine Loo, Director of Digital Marketing at Berjaya Hotels & Resorts.
“There will always be loopholes and, while we can’t be across every instance of a third party compromising our distribution platforms, we want to act quickly when it does happen. We want to be able to tackle the issue effectively, at both the group and individual property level.”
For Mr Loo, who oversees the chain-wide online marketing function for Berjaya Hotels & Resorts – which encompasses 18 properties from luxury to mid-scale brands in Malaysia, Philippines, Sri Lanka, Seychelles, Japan and the UK – the greatest challenge is maintaining a price point that reflects the brands of the hotel group.
He says, “Travellers today are used to getting the best offers and deals online, but it is important that our pricing reflects quality. SiteMinder’s technology has made it easy to achieve exactly this. Bookings for Berjaya Hotels & Resorts are coming in faster than ever before, which means we need to be dynamic to drive revenue. My team could no longer afford to continue managing the extranets of our distribution channel partners separately, or to check the accuracy of our room rates with a credit card. I can now monitor and manage it all through SiteMinder, plus the integration of the platform with our property management system gives me comfort that it will not fail me.”
SiteMinder’s regional vice president – Asia Pacific, Brad Haines, says, “Hoteliers are increasingly challenged with taking control and ownership of their own supply. We are pleased to support Berjaya’s team to regain that control and ownership, and to compete with the superior service that travellers have come to know and love from Berjaya Hotels & Resorts.”
Berjaya Hotels & Resorts this year won the award for Best Luxury Beach Resort (The Taaras Beach & Spa Resort), Best Island Resort (Redang Island Resort), Best Beach Resort in Malaysia (Berjaya Langkawi Resort), Outstanding Beach Resort in Malaysia (Berjaya Tioman Resort), and Best Wellness Resort (The Chateau Spa & Organic Wellness Resort) at the Asia Pacific Tourism & Travel Federation Awards.
In an age of rising choice and accessibility for curious travellers, SiteMinder exists to liberate hoteliers with technology that makes a world of difference. SiteMinder is the global hotel industry’s leading guest acquisition platform, ranked among technology pioneers for its smart and simple solutions that put hotels everywhere their guests are, at every stage of their journey. It’s this central role that has earned SiteMinder the trust of more than 35,000 hotels, across 160 countries, to generate in excess of 87 million reservations worth over US$28 billion in revenue for hotels each year. For more information, visit www.siteminder.com.
About Berjaya Hotels & Resorts
Berjaya Hotels & Resorts is a member of the Berjaya Corporation Group of Companies, a public listed Malaysian conglomerate. Presently, the group manages Berjaya properties in Malaysia, Asia Pacific and UK. From the exotic island resorts of Langkawi, Tioman and Redang, to the city hotels of Kuala Lumpur, Johor Bahru and Penang in Malaysia, Berjaya Hotels & Resorts’ prominence extends across borders with the establishment of international hotels and resorts in Philippines, Vietnam, Sri Lanka, Seychelles, United Kingdom and Japan. The group also owns service suites and exclusive golf and country clubs in Malaysia. For more information, visit www.berjayahotel.com.