International congress in Berlin: Romantik increases online booking by 56 percent
(5th March 2018) After a plus of 42 percent in 2016, Romantik Hotels & Restaurants AG has increased the direct bookings via their own website (www.romantikhotels.com) by 56 percent in the last year. Thus, the cooperation evolves again into one of the strongest distribution channels of the almost 200 Hotels. „People continue to trust in strong brands and travel with Romantik throughout Europe“, said Thomas Edelkamp, CEO of the cooperation, at the international Romantik congress which took place before the ITB in Berlin. In the capital Edelkamp also promised the hosts from nine different European countries to surpass the good results of 2018 again. Of course also the own distribution costs money, is time-consuming and requires corresponding human resources, explains the marketing expert. But the data confirm that bookings over the own website of the cooperation are being cancelled less frequently and that the guests are barely price-sensitive. Furthermore, the guests booked increasingly stays of several days with ancillary services such as adventures, wellness or cuisine via romantikhotels.com. Every Euro invested in direct marketing is therefore a good investment and will pay off in the end.
Unprecedented brand campaign
In order to appeal new guests, Romantik started a communication offensive last summer which is unique for family-run hotels so far. Romantik attracted more than 40 million potential guests with a Europe-wide brand campaign on television, on the Internet and on social media platforms, „After one year of dedication in marketing and sales, we have won many new guests more favourably. That’s more than it would have been possible via the big platforms.“ But Edelkamp doesn’t want to class the OTAs as opponents: „It remains important to Romantik that we keep working together on a partership basis with the big online agencies. Because as in all branches, also in the hotel business it’s all about a balanced mix of distribution across all channels“, says Edelkamp. Upholding the balance and not letting the Romantik-hotels get into absolute dependencies on a distribution channel is the goal of his efforts.
Über die Romantik Hotels & Restaurants
Tradition, Historie, Qualität und herzliche Gastfreundschaft prägen die über 200 Romantik Hotels & Restaurants und 300 Partnerhäuser in zehn Ländern Europas. Romantik Hoteliers heißen Reisende in Deutschland, Österreich, Schweiz, Belgien, Luxemburg, Niederlande, Schottland, Italien, Spanien und Frankreich willkommen. Die schlagkräftige Vertriebs- und Marketingkooperation präsentiert seit über 40 Jahren die gesamte Vielfalt individueller Hotellerie: vom hochwertigen Landgasthof über einzigartige Wellness-Häuser bis zu urbanen Luxushotels. Ausgezeichnete Kulinarik, echte Regionalität und erlebbare Geschichte vereinen die persönlich geführten Hotels zu einer exklusiven Kollektion für höchste Ansprüche unter dem Dach der starken Marke Romantik.