SiteMinder rebranding tells the hospitality industry that it is now an open commerce platform

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CMO SiteMinder, Mark Renshaw

Known internally as ‘the doors’, SiteMinder’s dynamic new logo aims to provide opportunities and efficiencies for hosting providers who want to open doors to more customers and deliver more personalized customer journeys. .

The 15-year-old hotel SaaS platform has moved away from its house-and-clouds logo in a new branding that follows a series of new products launched as a result of challenges faced by the travel industry in over the past two years.

SiteMinder hasn’t changed its goal of “Opening up every hotel to the world of e-commerce,” but CMO, Mark Renshaw, said Marketing director the much broader product line has made SiteMinder an open hotel commerce platform. This was to be communicated through a rebranding.

SiteMinder has always had core products to help hosting providers market rooms using its channel management services and website. It also provides a direct booking engine which can be added to any website or social platform that allows bookings. New product releases include real-time secure payment functionality and the addition of Trivago to Demand Plus, which opens up more ways to drive bookings to the booking engine. Hotels use Demand Plus to manage their metasearch setup, billing and marketing campaigns, and payment for booked stays directly through their own website through Google. This is now also possible via Trivago.

“We have added transactional products to help hotels create more bookings directly or process bookings from any channel,” said Renshaw.

An expansion of consulting services by partners has also highlighted the need for rebranding. SiteMinder has recruited 1,350 partners, including travel agencies and channels, as well as technology providers with which its platform integrates, under a new partnership program. The objective is to help hotels with particular services or technologies to strengthen their specific skills or to access specialists on the SiteMinder App Store.

“It’s not just about software, services and new transactional functions. We are an open platform because we integrate many partners, ”said Renshaw. “There is no compromise in the technology you have. It’s this kind of larger open ecosystem that actually creates so many opportunities for our customers. The rebranding therefore tells the story of the evolution we have achieved over the past 18 months to two years. ”

Read more: Give meaning to the brand

For Renshaw, timing was a key factor in when to bring the new branding to market. “Timing is always a question of whether you are going to say what you are going to do and what you are going to be first. Or do you start creating it and learning with your customers, your industry and your partners and then talk, “he said.

“We wanted to grab our customers’ attention with new products, then go out and tell the story, now that we have some evidence to give it dimensions. ”

In 2020, SiteMinder also launched Insights, a monitoring and reporting feature to give hoteliers a single place to get “actionable data” about their guests, business performance and the local market. To help with national and global trends, SiteMinder has launched a World Hotel Index based on data from its connections with over 30,000 hotels and several hundred booking channels to create real-time reporting.

For the hotelier as for the paying traveler, the advantage of most of these services is user-friendliness, speed and direct security as well as personalization.

“The global shift to bringing Covid online has developed much higher expectations of hotels and accommodation providers to deliver a better and stronger experience to their potential customers – when browsing, when of the reservation, when they’re at the hotel, then when they check out and leave and after, ”Renshaw said. “People are happy to share their information with hotels as long as they get more personalized service.”

According to SiteMinder Dynamic traveler report, released last month, today’s traveler seeks a greater sense of control over their experience. As a result, 54% of travelers support (39%) or “very” favorably (15%) hoteliers using their personal data to improve their stay.

“People’s expectations are higher than ever,” said Renshaw. “A potential customer now expects all accommodation providers to offer more and better experiences, from boutique guesthouses or an exclusive lodge in a remote area to hotels in big cities. It’s universal: people expect to be able to find more information about a destination, get property information, book in real time, and process payments in an easy and secure way.

For large organizations, a new ‘Multi-property’ product allows hosting groups to centralize the management and dissemination of information, marketing campaigns and integration functions.

The new branding was designed by SiteMinder’s in-house creative team. It was initially deployed internally across systems and touchpoints and then previewed by customers and partners with the reasons for the change. From there, the Renshaw team extended the new branding to the industry at large, where it continues to be deployed in 150 countries.

News from the wider hospitality business platform is delivered offline and online through Facebook, Instagram, Google, third-party display ads, and plenty of content.

“We do a ton of content marketing, it’s a huge brand builder for us and brings hotels into our network,” Renshaw said. “We’re very digital, but we’re also starting to revert to some physical events, as well as virtual ones. ”

Success is measured by the adoption rate of all products and in particular new versions, which have shown an increase in many parts of the world.

“We have seen wide adoption of the new Demand Plus and SiteMinder payment services around the world, which help hotels promote themselves and accept bookings and direct payments across different channels,” said Renshaw.

A successful rebranding and market acceptance also potentially supports the company’s plans for a strong initial public offering: in recent weeks, SiteMinder has officially filed its prospectus with the Australian Security and Investments Commission for a listing. public.

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