Recognising that there are many travellers from around the globe setting their sights on the Philippines, the Golden Phoenix Hotel Manila strives to provide all guests with a luxurious experience where they can relax. This independent hotel is located in Pasay City, Manila, and has more than 280 rooms.
Established just under three years ago, the brand has had its own unique challenges to overcome, including figuring out the best way to create a brand website that drives direct bookings and helps increase revenue.
Establishing brand identity in a global travel environment is a challenge
Hotel general manager, David Li, notes that independent hotels in a popular tourist destination have to work extra hard in order to capture the most motivated travellers in their market segment. They need to go the extra mile in hopes of establishing brand recognition and creating loyalty among their guests, which requires independent properties to have a functional, visually-appealing website.
Assistant revenue manager, Rays Taganas, adds: “The Golden Phoenix Hotel Manila had previously been in partnership with another hotel website provider. Unfortunately, that provider limited the scope of their website and prevented us from creating a customised design that uniquely suited to our brand.”
Rays decided to research the other options and discovered the SiteMinder product suite. The website building tool ‘Canvas by SiteMinder’, in particular, had good reviews from other hotel operators around the world.
Canvas by SiteMinder offers an affordable, simple solution
After reading the reviews and learning more about Canvas by SiteMinder, Rays found that this was the perfect solution for the Golden Phoenix Hotel Manila.
“Using Canvas, we can utilise the tools and systems based on our preferences,” Rays said.
She was particularly pleased with the hotel template options that were available for the website. She feels that the new website has a design that perfectly complements the hotel’s brand – including utilising the same colours as the logo and other branding materials. She was so impressed with Canvas, she decided to also begin using other products such as TheBookingButton, The Channel Manager and GDS by SiteMinder soon after.
Golden Phoenix Hotel’s Branded Website Gallery:
Website traffic among new guests increased by 77%
It’s been less than a year since Rays launched the brand website using Canvas, and she’s astounded by the results. Overall, there’s been a 15% increase in website traffic, with 77% of site traffic being comprised of new visitors.
This significant boost in website traffic has led to a 20% increase in revenue from direct bookings.
“This is a huge increase for an independent hotel,” Rays explains. “And to think that our property is only two years and nine months old to be exact!”
For Rays, using Canvas is just the beginning. With the right hotel technology on hand, and the guidance offered by the SiteMinder product suite, the brand is sure to grow to new heights.