Capturing Demand While Breaking Free from Third- Party Constraints
The challenge
Leading European aparthotel operator Staycity Group needed a solution that matched their complex offering across two brands - Staycity and Wilde. With multiple rate types, group bookings, and extras available, their existing third-party HPA solution wasn't keeping pace. Price updates only happening once daily meant missed opportunities and potential customer frustration.
With multiple rate types, group bookings, and extras available, their existing third-party HPA solution wasn't keeping pace. Price updates only happening once daily meant missed opportunities and potential customer frustration.
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Building Direct Control Through Technical Innovation
The solution
The client's goals centred on three key areas:
- Reduce Costs: Eliminating third-party service fees through direct HPA integration
- Improve Accuracy: Implementing multiple daily price updates to match real-time availability
- Drive Direct Sales: Converting Google traffic directly rather than losing it to OTAs
An integrated approach
Engineering
Equator took an integrated approach to implementation, beginning with our marketing team establishing the foundations in Google Hotel Centre.
This laid the groundwork for our engineering team to build and deploy a custom HPA application, which we integrated directly with Staycity's Opera property management system. To handle the vast number of daily price changes efficiently, we implemented a sophisticated price caching system, ensuring rapid updates could be processed and displayed accurately across all channels.
Key initiatives included:
- Complete migration from DerbySoft
- Prioritizing Staycity's position in Google Hotel Ads
- Optimizing for direct bookings
Delivering Control, Accuracy, and Revenue Growth
The Impact
The custom solution transformed Staycity's HPA performance:
Seamless processing of daily price changes across multiple properties
Management of a wide range of room and rate types
Automatic loyalty discount application and display
Significant revenue growth achieved within the first six months
The Platform continues to evolve, supporting:
The Impact
- Various discount structures
- Loyalty program merchandising
- City tax handling
- Real-time price matching with Google
From Third-Party Dependency to Direct Digital Control
Conclusion
By replacing their third-party solution with a custom-built HPA application, Staycity gained unprecedented control over their Google Hotel Ads presence.
The result is a more accurate, efficient, and profitable direct booking channel that continues to evolve with their business needs.