September 23, 2023


Inspired By Travel

Bookassist’s growth in Poland continues with Market Manager Joanna Machaj

Bookassist’s growth in Poland continues with Market Manager Joanna Machaj

[Des] As component of the company’s progress in Poland, Bookassist has not too long ago joined IGHP, The Chamber of Commerce of the Polish Resort Market. What does it imply for Bookassist to be section of IGHP?

[Joanna] The principal factor is that it reveals to Polish lodges that we are a confirmed, trusted companion for lodges on the industry. Bookassist is a member of numerous related organisations across all the company’s marketplaces also of program, and the IGHP is by itself a member of HOTREC which promotes immediate business for accommodations and encourages less dependence on high priced intermediaries. Polish hotels that are IGHP associates can now access the intensive abilities that Bookassist delivers to assistance them to maximize their profitability.

[Des] We have been talking about a number of studies on the Polish lodge market recently that ended up published by the IGHP at the start of the summertime. We know from our operations that Polish lodges have been worried coming into 2022 since ahead bookings ended up weak, but what did the IGHP reviews and your very own facts clearly show for the summer season months and since?

[Joanna] Despite hoteliers’ concerns at the commence of the year, the range of bookings and occupancy premiums through this summer time in Poland were in fact at a realistic level. In accordance to the IGHP data, the broad the vast majority of lodges collaborating in the study reached an occupancy level of above 70%, which could be far better but is undoubtedly not undesirable. 

The IGHP info is in line with the knowledge collected directly by Bookassist in Poland. Our figures nonetheless show a quite limited booking window, having said that a excellent indication is that there has been a continuous enhance in bookings about the last two months. We hope to see identical dynamics in the subsequent months versus some unfavourable geopolitical and economic situations.

Des sharing some downtime in Dublin not long ago with Joanna and Michal Wajda of the Bookassist Poland workforce

[Des] It is excellent to see overall performance returning, but total we know that immediate small business is still not as well developed in Poland as it could or really should be, so there may possibly be missed prospects. What is your check out of the current point out of enjoy with hotels in your sector?

[Joanna] We see that the Polish industry is continuously developing in terms of new motels, both equally lodge groups (lodge chains) and independent lodges, which is good to see. Primarily based on our worldwide knowledge throughout Bookassist we know that immediate guest acquisition by means of resort websites and reserving motor will have to be at the main of any hotel’s system, not just an afterthought. But we also see that there is nevertheless a whole lot to be performed in this place when it will come to the Polish sector as opposed to our other marketplaces.

The Bookassist mission for quite a few years has been to teach hoteliers and to support them to create independence from OTAs and consider manage of their distribution, which we set into apply by means of professional consultancy, substantial good quality program, and by operating hand in hand with them to establish and put into action system.

Our intention with Polish motels is not just to deliver the equipment, but previously mentioned all to make prosperous immediate revenue-focused techniques

So our purpose with Polish resorts is not just to give the resources, but over all to make successful direct profits-concentrated methods with the inns. These are the primary explanations why Bookassist decided to be energetic in the Polish marketplace. There’s nonetheless a whole lot to do, but it’s a acquire-gain for hoteliers to recognize and embrace direct organization as their main strategy.

[Des] Do you perspective instruction as your most important intention at the instant?

[Joanna] A lot of it is about education, supporting hotels greater understand the immediate house, comprehend how they can marketplace by themselves much better and cut down OTA reliance, and comprehend fashionable revenue administration which has definitely advanced incredibly promptly in the very last couple of many years. But I would say our aim for Poland is to be recognised as the strategic spouse for lodges to enhance their profits and (selling price) distribution system and also to assist them on a daily foundation. We really function the information day by day, and Bookassist Intelligence gives our hotels true dynamic facts to travel conversions and functionality. It is all about final results!

[Des] What alternatives do you see for the coming calendar year, and threats also?

[Joanna] The Polish hotel industry is continue to producing, and there is still major expense prospective in the sector. Even however there are hundreds of hotels and lodging solutions, it is nowhere in the vicinity of the potential of numerous nations in Southern and Western Europe in terms of lodge rooms for every head of population. This is our prospect to bring new equipment, new quality and new tactics for increasing direct sales to motels in Poland. There is a true probability for motels to raise gains by concentrating on immediate, even if they are promoting the identical rooms at the very same rates. We are a fairly new participant on the market place, so we can carry extra variety in solution and technique, a improved offer you, we can leverage true worldwide know-how and expertise, and it’s possible just carry a freshness that can make a distinction.

It is also about thinking “outside the box”, creating new ideas and adapting new most effective methods on the neighborhood market. We know we have to have to create rely on and provide obvious results to our hotel associates. That can take time, building brand awareness in a new market place. But we are steadily developing our portfolio in this article and we are organized to give it the time it requirements to grow our current market share, as we have accomplished throughout lots of other international locations about the decades. Almost nothing comes about right away!

Threats I guess would be some of the macroscopic problems, with inflation, electrical power selling prices and the conflict in Ukraine. Instability is never good for organization self-assurance. But on a a lot more nearby level there is also the challenge of accommodations currently being offered with wrong claims or guarantees, and choosing program or companies that consequence in high priced faults. We normally favor to be incredibly straight with inns and to refer to our former successes in Poland and overseas as evidence of what we can do, relatively than make empty promises about untested engineering or unrealistic overall performance progress.

[Des] What would you say you can carry to accommodations in Poland in phrases of a benefit proposition?

[Joanna] I would sum it up like this: By working with us, motels can access the substantial global understanding that Bookassist delivers to assistance increase profitability. The worth that Polish inns receive by working with Bookassist’s Polish business office is the prospect to reward from the broad global knowledge and 22 several years of experience in the marketplace. Below in Poland, we aim exclusively on neighborhood partnerships with lodges and get the job done hand-in-hand with hoteliers, when at the exact time our advancement groups are operating on producing our resources and goods. Clients can benefit from the shared experiences of all our worldwide hotel clients – all concentrated on escalating their lucrative direct organization. Our intercontinental group of professionals located throughout Europe provide most worth to our lodge companions locally each individual working day with a unique approach tailored to every solitary one of them.

By operating with us, motels can accessibility the substantial international knowledge that Bookassist brings to enable enhance profitability

[Des] We run in several markets and you can share knowledge with other market place administrators in Bookassist. But we also can tailor that knowledge to the local marketplaces as you stated earlier mentioned. Are there any unique ways that you are tailoring the Bookassist method to Poland?

[Joanna] When it will come to technological know-how, every single resort requires a fantastic gross sales and advertising and marketing approach to be visible on the web. So we offer that large assortment of goods and companies: sites, scheduling engine, channel supervisor, promoting services, metasearch. All are supported by neighborhood buyer good results staff industry experts. 

But most significant of all is that we invest most of our time on update calls with customers to comprehend their specific functions, and we frequently check their performance, discovering new chances for better gross sales. For scheduling motor optimisation, we appear at rate comparisons and area distribution difficulties with OTAs. These competitive techniques are very precise and area to just about every market place, and to every lodge, which is why Bookassist has groups on the ground in every market. This strategy of supporting the accommodations locally with area information but global practical experience operates in each individual current market, which include Poland. Resorts can improve a ton from our technique.

[Des] As opposed to other rivals in Poland, that technique would be considered distinctive?

[Joanna] Yes. We are a escalating workforce but none of our competition right here in Poland provide the system and aid the way we do. We on a regular basis function with our clientele to improve their immediate income technique and maximize direct bookings –  very generally without any supplemental charge. We believe that that we have the identical goal as hotels have and if they are effective then we will be successful. This is why we want to be treated as a husband or wife, not just as a application service provider or a supplier.

[Des] How did Covid adjust your programs for Bookassist growth in Poland?

[Joanna] The lodge field was hit difficult by the Covid-19 pandemic and continue to proceeds to facial area many challenges due to the current power and political crises. It has been a demanding time and has undoubtedly slowed our prepared expansion in Poland. Having said that, we have not stopped supporting hotels even for a moment during this difficult time. We developed a focused Covid-19 webpage on our web-site to advise and support lodges, and we also offered a lot of added benefits and bargains on our merchandise. We know how impacted the marketplace was so we resolved to aid them as considerably as possible, even even though we ended up certainly impacted ourselves also.

[Des] Can you share some of the long run programs for Bookassist in Poland?

[Joanna] As we glance to the future of Bookassist Poland, we are contemplating about how we can carry on to create and enhance our technological know-how solutions, as perfectly as the high-quality of our purchaser services. We are also constantly enhancing our internet marketing strategies for present prospects and looking for options for opportunity prospects in Poland. 

My personalized aim is to make potent Bookassist brand name recognition in Poland, generate constructive and extensive term relationships with shoppers and drive genuine effects in direct profits. I am quite very pleased of our staff – we all have a powerful track record in hospitality and have great entry to facts and best apply across various Bookassist marketplaces. We are a crew of hotel professionals with expertise in Front Business office, Revenue Management, Electronic Marketing and advertising, World wide web Structure, Metasearch and GDS. Jointly with our colleagues in other Bookassist places of work across Europe, this implies that we can recommend ideal procedures with assurance, identifying strategic blunders and supplying personalised information to generate hoteliers to the best variety of direct bookings. It is a terrific basis for us to develop on, and for our clientele to rely on.

[Des] Competitiveness is usually tricky, however it also helps us all to make improvements to. In Poland we are fairly new to the current market and numerous inns are now at ease with their present methods and technologies. How do you encourage resorts that you can do better than the solutions and technology that they are presently employing?

You need to confront the unknown, conquer prejudices that some have towards new products, to pondering differently, to breaking behaviors

[Joanna] Introducing a new manufacturer on the market is generally a challenge. You have to have to deal with the unidentified, get over prejudices that some have toward new goods, in the direction of wondering differently, to breaking habits and so on. This is nevertheless anything we are very well organized for. Poland is not the to start with marketplace Bookassist has entered or has grown in towards complicated problems. As I explained just before, it will take some time to make rely on and brand name awareness.  I strongly believe in developing an sincere and straight-talking local crew with truly content consumers who see the worth we can provide each and every day – it is the only way to assure longevity.

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