Sydney, Australia – With the goal of delivering 50 regional properties along Australia’s east coast by 2018, fast-growing accommodation provider MAS Country has unveiled a brand refresh designed to more effectively attract, reach and convert today’s generation of travellers. The brand refresh is supported by the global hotel industry’s leading cloud platform, SiteMinder, which is providing MAS Country’s properties with pricing intelligence and a holistic distribution solution through the global distribution system (GDS), other third-party channels and a modern hotel website for direct bookings.
General manager James Donnelly says the brand refresh will help MAS Country to better support the many regional properties in Australia that are challenged with filling rooms in spite of increases in traveller numbers, especially from the corporate market.
“Guests today don’t book because of the sign on the street. Most book because you’re online or their local travel agent made the recommendation,” says Mr Donnelly.
“It’s for this reason the GDS, for example, is so important. With so many blue-collar guests coming into the towns for work, and typically booking extended stays, we’ve come to understand the corporate market so well and we know the GDS is the easiest, most efficient way a corporate travel company will book their people. It’s one thing to offer corporate rates and another for travel agents to see them.
“Accommodation in regional Australia has suffered, in part, from the inability to market itself.”
The broadened distribution provided by SiteMinder has significantly increased bookings for MAS Country properties, with a number reporting full occupancy for up to two nights a week. Bookings are coming from all chosen distribution channels, including online travel agency Ctrip which adds Chinese travellers – large investors in Australia’s resources sector – to MAS Country’s diverse business mix.
Bradley Haines, regional vice president – Pacific at SiteMinder, says, “SiteMinder is proud to support MAS Country, an important enabler of the dynamic accommodation scene within regional Australia. We congratulate the group on the successful refresh of their brand and their forward-looking approach to acquiring guests in today’s complex, ever-changing booking landscape.”
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As the leading cloud platform for hotels, SiteMinder allows hotels to attract, reach and convert guests across the globe. We serve hotels of all sizes with award-winning solutions for independents and groups alike, wherever they are in the world.
SiteMinder’s products include The Channel Manager, the industry’s leading online distribution platform; TheBookingButton, a wholly-branded booking engine for direct bookings via the web, mobile or social; Canvas, the intelligent website creator for independent hoteliers; Prophet, the real-time market intelligence solution that takes the guesswork out of pricing rooms; and GDS by SiteMinder, a single-point of entry to a six-figure network of travel agents and the world’s major global distribution systems. With more than 26,000 hotel customers and 550 of the industry’s top connectivity providers as our partners, today we have presence in more than 160 countries on six continents.
For more information, visit www.siteminder.com.
About MAS Country
MAS Country represents a network of independent regional hotels, motels, motor-inns and apartments throughout Australia’s eastern seaboard. Our team of accommodation experts represents, collectively, more than 40 years’ experience in the travel industry with strong representation particularly from within the corporate and OTA realms. We deliver proactive support services that increase profitability for independent accommodation providers throughout regional Australia, personalise our guests’ experience, and offer our investors returns that support wholly Australian-owned and operated small businesses.
For more information, visit mas.com.au.