SiteMinder is boosting direct booking options for its hotel customers through digital marketing partnerships.
The Australia-based company is adding Plug-in Apps to its booking engine which open up a range of marketing partners for customers.
Applications from partners including Sojern, HiJiffy, Laasie and The Hotels Network, open up digital marketing, chatbots, loyalty and upselling capabilities to hotels.
According to SiteMinder, the booking engine extension enables hotels to build their own technology stack to attract more direct bookings.
The company says the partnerships follow a 33% increase in direct bookings on SiteMinder’s platform in the first half of 2021 compared with the same period in 2019.
A recent report from SiteMinder on traveler sentiment towards hotel booking reveals that an average of 39% believe they will book direct with their accommodation provider for their next trip, slightly up on 2020’s figure of 36%.
Inga Latham, chief product officer, SiteMinder, says. “Through Plug-in Apps, hotels can now use the most relevant technology solutions that offer high returns and meet their guests’ expectations, minimise friction at every stage of the booking journey and bring efficiencies, without having to worry about how they will integrate with their existing systems.”
The company announced $74 million in new funding last month positioning it as a pre-initial public offering round.