Silken hotels boost corporate visibility with a 50% surge in RFPs by leveraging Cendyn GDS Connect & Corporate Sales service

Silken Hotels faced several challenges in their quest to strengthen their position in the competitive hospitality industry. Limited visibility on Global Distribution Systems (GDS) hindered their ability to capture a broader audience, while a smaller share of corporate clients restricted their revenue diversification. Insufficient participation in corporate RFPs further limited opportunities to secure global partnerships. Additionally, a lack of strong brand recognition among travel agents, consortia, and corporate travel planners posed obstacles to expanding their market presence. Inefficient rate management through their Central Reservation System (CRS) also made it difficult to align pricing strategies with market demands, underscoring the need for strategic adjustments to achieve sustained growth.

To overcome its challenges, Silken Hotels partnered with Cendyn to implement a targeted strategy, boosting corporate visibility and optimizing GDS engagement. This collaboration focused on building brand recognition, expanding corporate opportunities, and enhancing rate management, resulting in a comprehensive approach to achieve growth and prominence.

Key highlights

• Collaborative brand building: Elevated visibility through Cendyn’s Corporate Sales expertise and participation in major industry events like GBTA, ITM, TMC showcases, and TMC partnership exchanges.
• RFP growth strategy: Used Cendyn RFI tool to secure more corporate RFP invitations and converted priority accounts into unsolicited bids.
• Strategic rate optimization: Applied efficient ARI management and best-practice consultations to maximize GDS bookings and rate strategies.
• Proactive collaboration: Conducted monthly strategy sessions to discuss participation in recent and upcoming industry events, highlighting new emerging opportunities from Cendyn’s TMC partnerships and consulting group meetings.
• Comprehensive support: Fostered TMC partnerships with regular updates on initiatives and achievements to align efforts on goal and maximum impact.

The partnership between Silken Hotels and Cendyn delivered outstanding results, significantly elevating the hotel’s performance in key areas. Corporate RFP participation saw a notable increase, opening doors to new business opportunities and strengthening their presence in the corporate travel sector. This translated into a financial boost, with improved revenue and profitability. Additionally, optimized GDS engagement led to marked improvements in visibility and GDS booking metrics, solidifying Silken Hotels’ competitive edge in the Spanish hospitality market.

Key metrices achieved (2024 vs 2023):

• RFPs rose from 483 in 2023 to 725 in 2024, reflecting a 50% year-over-year growth in opportunities.
• A notable 15.46% increase in revenue, with corporate bookings playing a significant role.
• Reservations increased by 9.32%, and room nights grew by 9.42%, showcasing the effectiveness of Cendyn team’s efficient support and expertise in corporate targeting strategies.