Balearic hotels increase the number of Room Nights through the direct channel by more than 30%


Press Release

The Mallorcan tech company has reviewed the year at an event organized at the Hotel Son Caliu Spa Oasis in Mallorca


  • ​Reservations made through mobile devices have doubled in the Balearic Islands, reaching 23% of total sales
  • 15% of the sales generated through the direct channel come from metasearch engines, where more than 1,000 Roiback hotels are connected
  • 63% of hotel sales with Loyalty Pro in the Balearic Islands have been made through their loyalty programs thanks to this tool

Roiback, specialist and leader in the management of the direct channel of hotel sales, announced that its more than 100 hotels clients in the Balearic Islands have increased the number of room nights (number of rooms per night available in a hotel) by more than 30% in comparison to the previous year, through the direct channel. In addition, it revealed that reservations made through mobile have doubled, reaching 23% throughout the year, and highlighted the importance of the main metasearch engines, where Roiback has connected more than 1,000 hotels, representing a total of 15% of the sales generated in the direct channel. The tech company also highlighted that 63% of hotel sales with Loyalty Pro in the Balearic Islands have been made through its loyalty programs thanks to this tool.


During the event organized at the Hotel Son Caliu Spa Oasis in Mallorca last Tuesday, September 24, which was attended by about seventy guests, Rebeca González, Managing Director of Roiback, highlighted the importance of the Balearic Islands for the company: “Mallorca is a key destination for us, here we have our headquarters with more than 100 people and  clients that are very important for us and with whom we have grown together. This year's growth is mostly due to our customers who have opted for the direct channel and thus, support it with their strategy and effort, and also thanks to the leading tools that Roiback has made available to them. This year's increase in the Balearic Islands positions the direct sales as a channel with great potential that can help hotels a lot, especially in years where demand is not extraordinary.”


In the event, as expected, the recent bankruptcy of Thomas Cook was commented. González sent an optimistic message to hoteliers: “Indeed, there have been many factors that have led to this bankruptcy but I would highlight a poor management and a high level of unsustainable debt as the key factors; the demand for tourist packages is still there and tourists will continue to come, we will see who will occupy those places and who will guarantee the necessary air connections; evidently, the competitors of Thomas Cook, the OTAs and the direct sales will take part of them and it is undoubtedly a time for hoteliers to rethink about their distribution models, to stay away from high dependences, and to work in favor of a healthier and more profitable mixture of channels.


A recognition of Roiback's successes in the last year


The company screened a video with some of the milestones achieved by Roiback in 2019 as having been awarded for the fourth consecutive year at the World Travel Awards; becoming the first tech company in Spain to integrate directly with Book on Google; or launching BackHotel 5.0, the first accessible booking engine in Europe.


With the aim of being pioneers in the market, Roiback has ahead, as Rebeca González acknowledged, “a challenging year”, in which, from the company, they will always seek to have the leading tools in the market and their products to evolve towards greater optimizations. In addition to a clear positioning in the market, Roiback highlighted offering a customize service to each of his clients: “We can guarantee to all of you a leading technology, which is key, but also a service with a personalized attention and advice that are, in many cases, essential. In our offices in Palma, we are a total of 100 professionals willing to help our clients in the Balearic Islands in everything they need,” González concluded.


Some of the hotel chains based in the Balearic Islands that use Roiback solutions are Palladium Hotel Group, Alua Hotels & Resorts, Viva Hotels and Resorts, BlueBay Hotels & Resorts, Blau Hotels & Resorts, or PortBlue Hotels & Resorts, among others.


Back to stories