Cetina Hotels is a boutique chain with seven hotels located in the historic centres of cities such as Seville, Murcia and Córdoba. Combining premium locations, a design that blends history and modernity, and warm, personal service, the group’s priority has always been the guest experience, without sacrificing efficiency or control.
We spoke to Yeisy Rodriguez Concepción, Operation Director, about the challenges of running a multi-property business and how SiteMinder’s platform has optimised the entire operation.
Fragmented data causing management headaches
Before adopting SiteMinder’s guest acquisition and revenue management platform, management was manual and decentralised. Each property updated rates and availability separately in the extranets of booking channels like Booking and Expedia, which increased the risk of overbooking, created parity issues and consumed a disproportionate amount of time on repetitive tasks.
In response, the team set out to achieve a goal: have robust connectivity, centralise distribution at a group level and free the revenue and front desk teams from tiresome manual work.
SiteMinder’s unified platform was the perfect solution
SiteMinder’s platform made true centralisation possible. A single Revenue Manager controls prices, availability and allotments for all properties from one dashboard, with consolidated visibility and consistent data at a group level.
“SiteMinder is the backbone of our distribution. We can treat the group as a single commercial entity, even with different hotels,” says Yeisy.
The distribution strategy moved from operating defensively on four or five channels to managing between 10 and 12 active channels, including metasearch, GDS and niche OTAs focused on luxury and corporate segments. This expansion increased visibility and acquisition capacity without sacrificing control over rates and inventory.
Manage multiple properties effortlessly
What if you could boost your hotel group's efficiency and revenue while also reducing your workload? Our smart hotel platform helps you do exactly that.
Get started
Integration with SIHOT PMS and real-time automation creates a seamless experience
The two-way integration with SIHOT PMS has been key. Rates are sent automatically from SIHOT to SiteMinder’s channel manager and bookings flow back to the PMS in real-time, with no manual intervention.
“The integration with SIHOT is very robust. Today, our front desk trusts that the booking comes in and the inventory is updated automatically. The cross-checks with extranets have disappeared,” says Yeisy.
“This continuous flow has virtually eliminated data entry errors and strengthened operational reliability.”
Tangible results and performance growth
Cetina Hotels estimates savings of two to three hours each day, per property, that were previously spent on manual management. That time is now reinvested in competitive analysis, dynamic price adjustments and faster decision-making thanks to the visibility of a consolidated dashboard. Rate parity and information consistency across all channels are maintained smoothly, reducing issues and freeing team members to focus on serving guests to the highest standard possible.
A broader channel mix and the ability to react in real time to market changes have also boosted key performance metrics. Cetina Hotels has achieved a 5% increase in consolidated RevPAR within the first year of implementing SiteMinder. The group has moved from defensive management to offensive distribution, with the flexibility to open or close channels and adjust prices quickly and securely.
With the technological and operational foundation in place, the next steps are to go deeper into segment-based strategies — especially corporate and luxury via GDS and specialised OTAs — and to keep optimising prices with market intelligence and occupancy and pace data. SiteMinder remains the partner that makes centralized, connected and scalable distribution possible.