The Canary Islands hotels have increased their sales by more than 40% through the direct channel


Press Release

The tech company presented the new Roiback team in the Canary Islands in two events held in Gran Canaria and Tenerife with the attendance of 100 hoteliers


  • ​The loyalty program, Loyalty Pro, together with the solution, Mobilis Pro, and metasearch engines as a very valuable sales channel, have led to the significant increase in direct sales in the Canary Islands
  • 23% of the sales from hotels that work with Roiback are already made through mobile
  • 58% of hotel sales with Loyalty Pro have been made through this tool during the month of August
  • Sales generated by metasearch engines in Roiback account for 15% of total direct channel sales, with a constant growth trend


Roiback, specialist and leader in the management of the direct channel of hotel sales, has announced that its portfolio hotels in the Canary Islands have increased their sales through the direct channel this year by more than 40% compared to the previous year. Data that contrast with the figures published by the INE in the month of April, indicating a 3% drop in hotel overnight stays. On this occasion, the direct channel is positioned as a channel that benefits when the demand is lower, because it can behave differently thanks to its growth trend with a wider development margin since it has not yet reached its maximum maturity in most cases.

Rebeca González, Managing Director at Roiback, informed in the framework of the two events held on Wednesday, September 18 and Thursday, September 19, at Vital Suites Hotel of Gran Canaria and Jardín Tropical Hotel of Tenerife, respectively, before a hundred guests, that sales have increased significantly thanks first to the hotels themselves that have focused on the distribution strategies beneficial to the direct channel, together with the help of the leading tools that Roiback has launched to the market in the past year and a half such as the loyalty program, Loyalty Pro, and the solution for mobile devices, Mobilis Pro. "23% of hotel sales are already being made through mobile devices, which proofs the importance and solvency of this cutting-edge solution in the tourism sector."

Also, Gonzalez spoke about the emergence of loyalty programs in recent months and their important impact on direct sales. “In the month of August, 58% of hotel sales with Loyalty Pro have been made through this tool, which demonstrates its great utility, not only to collect leads, but also to improve the conversion of the website of the hotel and, most importantly, of the metasearch engines, since they have been able to send the rates of their loyalty programs to the metasearchers, making them immediately more competitive.”

Regarding the clear growth trend in sales through the different metasearch engines, González said that “metasearch engines are a very valuable sales channel and in Roiback we already have more than 1,000 connected hotels, with generated sales that represent 15% of the total direct channel.”

Presentation of the Canary Islands team

During the event, Roiback presented their new team of the Canary Islands that is led by Eduardo Gómez de la Mata as Regional Manager; the recent incorporation of Javier Montoya as Direct Channel Specialist Manager; and Francisco Santana, Direct Channel Specialist. With the opening of the physical office in the region, Roiback seeks to offer all its customers a much closer and personalized service.

The Canary Islands is one of the strategic markets of the company where it already has more than 70 clients, such as Grupo Satocan, Lopesan Hotel Group, Grupo Golf Resort, Kn Hotels & Resorts, Hoteles López, XQ Hotels, My Way Hotels & Resorts, Coral Hotels or Luis Hoteles.

González, who foresees a strong commitment by Roiback in the Canary Islands, highlighted the importance of their expansion in the Canarian market, one of the most relevant destinations in the tourism sector: “The opportunities that the Canary Islands offer are unique. The effort of our more than 70 clients in the region, who have decidedly opted for the direct channel, has given very positive results, and we are convinced that they will be even better, because our leading technology is joined now by a much closer service and specialists in the destination.”

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.

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