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Novotel Surfers Paradise

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Boosting Direct Revenue and Reducing Reliance on Online Travel Agents: A Success Story of Novotel Surfers Paradise with OmniHyper®

One of the key financial goals for hotel properties is to maximise profitability by reducing expenses wherever possible. Commissions to Online Travel Agents (OTAs), which add up to thousands of dollars each year, is just one of the most significant variable expenses that hotels look to minimise in the long term.

Background

Novotel Surfers Paradise, a 36-floor hotel with 408 rooms and state-of-the-art MICE facilities, is one of the premier destinations in the heart of Surfers Paradise. However, with a very large reliance on OTAs, the hotel was not fully realising its potential in terms of direct revenue. To address this challenge, the hotel approached OmniHyper®, an Accor preferred supplier, for advice and solutions.

Problem

The main challenge was to reduce the reliance on third party booking platforms and shift the revenue towards direct channels. To achieve this, the marketing team was rolling out a new website and wanted it to rank well in Google. They knew that improving their online visibility was critical for driving direct bookings and reducing commission fees. Therefore, they were looking for a true partner who could provide them with practical advice that they could implement to make their website and online marketing activities perform better.

Solution

To optimise the hotel’s online presence and boost its direct revenue, OmniHyper® implemented a comprehensive SEO strategy for the hotel in January 2020, just before the onset of the COVID-19 pandemic.

Despite the challenges posed by this event, the hotel continued to invest in the SEO strategy and was able to reap the rewards post-lockdown.

Results

Comparing how their website performed in 2019 and in 2022, the website’s organic search traffic increased by 75%. The team also elevated their direct bookings via the microsite, which increased by 314%.

Thanks to the successful collaboration between Novotel Surfers Paradise and OmniHyper®, the hotel was able to reduce its reliance on OTAs and increase its direct revenue. The SEO strategy proved to be an effective tool for enhancing the hotel’s online presence, driving more traffic to its website, and boosting direct bookings.

In a highly competitive market like Surfers Paradise, hotels and resorts need to focus on optimising their online presence and increasing direct revenue to remain profitable. By partnering with an experienced digital marketing specialist like OmniHyper®, properties like Novotel Surfers Paradise can achieve their revenue goals, reduce their dependence on OTAs, and build a sustainable business model.

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Testimonials

Christian Carminati

Executive Assistant Manager, Sofitel Kuala Lumpur Damansara Malaysia
We have had the pleasure of utilising HyperGift's e-voucher platform for our hotel's gift vouchers, dining gift vouchers, spa gift vouchers, and room stay package offerings. The results have been astounding, as we have seen a significant increase in revenue while simultaneously decreasing the time it takes to handle and redeem gift vouchers internally. Thanks to HyperGift's seamless connection between our Hotel microsite and their Gift Voucher website, our brand consistency is maintained, providing an exceptional user experience for our guests and it is user friendly as well. What's more, the solution is both luxurious and high-end, in line with our Sofitel brand, allowing us to fully customise each voucher to our specific needs. We have found the HyperGift team to be service-oriented, providing us with great support and expertise. We highly recommend them to any hotel or business looking to elevate their e-gift voucher sales - online sales.
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Tricia Cornelius

Regional Director of Sales & Marketing, Queensland & Northern Territory Australia
100% support this partnership, my only clear advice is to understand what OmniHyper will do for the business, you will not see the result as an instant fix, it takes up to 6 months to deliver on Google, it is a very complex back engine partnership, and the results in the world of sales are not tangible and it is hard to define the ROI in the first 6 months. Google takes patience and time as Google does not want you to be on Page one in an organic space without paying for it, and patience is something we in hotels do not have a lot off. Understand what the long-term goal is and work with OmniHyper collectively and you will get your ROI in redirecting direct business from 3rd party channels, also really good for MICE opportunity. For me as your aware, this is a no brainer and something I am much defined about, we have 8 hotels in the region working in this partnership and we do see the results come through. Over to you, Warm Regards Tricia.
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Cassie Cox

Director of Sales & Marketing, Mercure Gold Coast Resort Australia
I have been a part of implementing HyperHelium at multiple hotels. We’ve seen improvements in our positions and rankings – the business effects have been positive and well received in the hotels.
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