Roomzzz was an early player in the UK aparthotel sector, launching its first property in Leeds as a family-run venture. Today, the brand operates 866 units across cities from London to Edinburgh, each with a distinct identity.
Combining the comforts of a serviced apartment with the luxuries of a hotel, Victoria Curley, Head of Commercial, highlights one such thoughtful touch that is unique to the aparthotel sector:
“We provide a complimentary pastry each morning. It’s just a little extra offering we like to do for our guests, and it goes a long way.”
Roomzzz properties are also deeply connected to the local community, with each location supporting local charities that reflect the unique character of its city. In Edinburgh, for instance, Roomzzz partners with initiatives focused on social housing and food security, even donating surplus pastries from their morning offerings.
In addition, Roomzzz demonstrates its commitment to making a difference on a larger scale through its annual charity week. Hosted across all locations, this initiative recently raised £45,000 to support homelessness efforts through the Parklane Foundation, Roomzzz’s dedicated charitable organisation.
“The human element in this company is so different from big brands. If we can help, we will. My directors always support the decision to give a free room to a good cause, or to give a voucher to a charity,” Victoria emphasises.
Perhaps the crowning glory above all else is the 75,000 loyalty program members, a figure that Victoria says is the group’s “proudest achievement.”
A journey towards success with SiteMinder’s platform
Once upon a time Roomzzz managed all reservations manually – a system that quickly became unsustainable as the brand expanded.
Victoria and the team chose to implement SiteMinder, confident about investing in an industry leading distribution and revenue platform.
“It caught our attention because it was a nice and easy commercial proposition—clear on pricing and features—and it also allowed us to embrace multi-property functionality,” Victoria explains.
“When setting up a new property, our brand identity is already built into SiteMinder too, so it’s just a matter of adding that extra property as all the main integration requirements are there. It’s a really easy process for us which we really value as a rapidly growing brand.”
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Control and transparency in rate management
SiteMinder also plays a pivotal role in maintaining rate parity – a non-negotiable for Roomzzz.
“We are incredibly strict with rate parity and we do not allow third-parties to control our rates,” Victoria explains.
“If there is ever a discrepancy, we can easily send a screenshot proof directly from SiteMinder saying exactly what rates we want pushed out versus what is being distributed.”
This ensures complete transparency and reinforces customer trust.
On top of this, SiteMinder empowers Roomzzz to make data-driven decisions, a necessity in the modern travel market.
“The restriction display screen shows us every date and every price with options to manage close-to-arrival, stop-sells, minimum length of stay and more. I couldn’t live without it,” Victoria says.
Another benefit is the time saved thanks to the platform’s intuitive design and commitment to simplicity.
“We just have a really easy way of seeing everything, where with some other channel managers, you have to sort through 20 pages to find what you might be looking for.”
Corporate partnerships made simple
Having previously managed corporate bookings manually, a time-consuming process that added unnecessary difficulty, Roomzz has left that frustration behind thanks to SiteMinder’s seamless GDS integration.
These bookings are fully automated, saving staff valuable time and significantly boosting efficiency.
“Our corporate rate is pre-loaded in SiteMinder, so if the availability is there, the bookings come in automatically,” Victoria explains. “It’s a huge relief because GDS represents a significant portion of our bookings.”
Lastly, the support provided by SiteMinder has been a standout feature for the Roomzzz team.
“If we ever have an issue, although rare, the support team is extremely knowledgeable,” Victoria shares.
“Everyone we’ve spoken to seems like a master of the product which is something you don’t get everywhere. Knowing that if a problem arises, you can speak to someone that understands the system and help get a resolution quickly, is really crucial for us as a small, independent company.”
This level of support is particularly important given Roomzzz’s structure. “We don’t have a large IT team to back us up,” Victoria adds. “Having that true partnership of support from SiteMinder is huge for us.”
For Roomzzz, SiteMinder is more than a tool – it’s a catalyst for growth, simplicity, and guest satisfaction. And we at SiteMinder are so incredibly happy to be along for this journey!