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

[Des] As component of the company’s development in Poland, Bookassist has recently joined IGHP, The Chamber of Commerce of the Polish Lodge Field. What does it necessarily mean for Bookassist to be component of IGHP?

[Joanna] The principal factor is that it reveals to Polish resorts that we are a confirmed, reliable companion for accommodations on the industry. Bookassist is a member of quite a few related organisations across all the company’s markets also of training course, and the IGHP is alone a member of HOTREC which promotes immediate business enterprise for lodges and encourages less dependence on pricey intermediaries. Polish accommodations that are IGHP customers can now entry the considerable experience that Bookassist brings to aid them to maximize their profitability.

[Des] We’ve been talking about a range of stories on the Polish hotel marketplace lately that were being revealed by the IGHP at the get started of the summer season. We know from our functions that Polish inns ended up worried coming into 2022 since forward bookings were being weak, but what did the IGHP reviews and your personal details clearly show for the summer time months and considering that?

[Joanna] Even with hoteliers’ fears at the get started of the yr, the selection of bookings and occupancy prices during this summertime in Poland have been truly at a sensible amount. According to the IGHP figures, the extensive bulk of resorts participating in the survey reached an occupancy level of about 70%, which could be better but is surely not lousy. 

The IGHP information is in line with the info collected immediately by Bookassist in Poland. Our figures continue to show a pretty quick reserving window, even so a great signal is that there has been a regular improve in bookings more than the last two months. We hope to see related dynamics in the pursuing months in opposition to some unfavourable geopolitical and financial disorders.

Des sharing some downtime in Dublin just lately with Joanna and Michal Wajda of the Bookassist Poland team

[Des] It’s superior to see overall performance returning, but total we know that immediate organization is still not as very well developed in Poland as it could or should be, so there might be missed alternatives. What’s your check out of the present condition of perform with hotels in your current market?

[Joanna] We see that the Polish marketplace is constantly acquiring in terms of new motels, both of those lodge groups (hotel chains) and unbiased motels, which is terrific to see. Dependent on our international encounter across Bookassist we know that immediate guest acquisition through resort internet sites and reserving engine need to be at the core of any hotel’s system, not just an afterthought. But we also see that there is nonetheless a ton to be done in this place when it comes to the Polish market as opposed to our other markets.

The Bookassist mission for quite a few many years has been to teach hoteliers and to support them to build independence from OTAs and acquire control of their distribution, which we place into apply by way of pro consultancy, significant high-quality software program, and by performing hand in hand with them to acquire and carry out system.

Our purpose with Polish lodges is not just to give the applications, but earlier mentioned all to construct thriving immediate gross sales-centered approaches

So our purpose with Polish lodges is not just to present the instruments, but above all to make profitable immediate product sales-concentrated procedures with the resorts. These are the major factors why Bookassist decided to be lively in the Polish market place. There’s still a lot to do, but it is a gain-win for hoteliers to realize and embrace direct business enterprise as their core system.

[Des] Do you view education as your primary target at the moment?

[Joanna] A large amount of it is about instruction, serving to motels much better recognize the direct house, comprehend how they can marketplace by themselves improved and minimize OTA reliance, and realize fashionable revenue administration which has genuinely progressed really speedily in the last number of several years. But I would say our target for Poland is to be recognised as the strategic spouse for motels to strengthen their income and (price tag) distribution strategy and also to aid them on a every day basis. We really work the info daily, and Bookassist Intelligence offers our inns actual dynamic information and facts to generate conversions and efficiency. It’s all about effects!

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

[Joanna] The Polish hotel marketplace is nonetheless creating, and there is nonetheless substantial expenditure possible in the sector. Even although there are countless numbers of accommodations and lodging possibilities, it’s nowhere close to the capability of lots of nations in Southern and Western Europe in conditions of hotel rooms for every head of populace. This is our opportunity to convey new tools, new quality and new procedures for escalating immediate product sales to motels in Poland. There is a true likelihood for accommodations to increase gains by focusing on immediate, even if they are advertising the very same rooms at the very same costs. We are a rather new participant on the marketplace, so we can deliver much more variety in merchandise and solution, a far better offer you, we can leverage serious international know-how and working experience, and possibly just carry a freshness that can make a variance.

It is also about pondering “outside the box”, developing new ideas and adapting new ideal procedures on the nearby marketplace. We know we require to create rely on and convey crystal clear effects to our resort companions. That takes time, constructing brand name awareness in a new market. But we are steadily growing our portfolio in this article and we are organized to give it the time it requires to expand our current market share, as we’ve done across numerous other nations around the world in excess of the a long time. Nothing comes about right away!

Threats I guess would be some of the macroscopic issues, with inflation, energy price ranges and the conflict in Ukraine. Instability is under no circumstances superior for business enterprise self confidence. But on a extra regional degree there is also the concern of accommodations becoming presented with wrong claims or promises, and selecting software package or services that result in costly faults. We normally favor to be incredibly straight with hotels and to refer to our prior successes in Poland and overseas as proof of what we can do, relatively than make vacant guarantees about untested technology or unrealistic general performance growth.

[Des] What would you say you can provide to hotels in Poland in phrases of a price proposition?

[Joanna] I would sum it up like this: By performing with us, lodges can entry the intensive international information that Bookassist delivers to help enhance profitability. The price that Polish resorts get by performing with Bookassist’s Polish place of work is the possibility to gain from the broad worldwide information and 22 decades of encounter in the market place. Right here in Poland, we concentrate solely on local partnerships with accommodations and do the job hand-in-hand with hoteliers, even though at the exact same time our enhancement groups are operating on building our instruments and products. Clients can profit from the shared experiences of all our intercontinental hotel customers – all concentrated on growing their rewarding direct company. Our worldwide team of specialists positioned throughout Europe supply maximum price to our lodge associates domestically each and every working day with a distinctive approach personalized to each and every solitary one of them.

By operating with us, resorts can access the comprehensive global expertise that Bookassist provides to support raise profitability

[Des] We operate in lots of markets and you can share understanding with other industry professionals in Bookassist. But we also can tailor that knowledge to the neighborhood markets as you pointed out previously mentioned. Are there any unique methods that you are tailoring the Bookassist approach to Poland?

[Joanna] When it arrives to engineering, each and every resort wants a excellent gross sales and marketing and advertising strategy to be seen online. So we present that large vary of items and expert services: internet sites, scheduling engine, channel manager, promoting companies, metasearch. All are supported by area shopper achievement team gurus. 

But most critical of all is that we commit most of our time on update phone calls with clientele to fully grasp their specific operations, and we continually observe their effectiveness, exploring new opportunities for improved product sales. For scheduling engine optimisation, we look at price tag comparisons and community distribution concerns with OTAs. These competitive procedures are incredibly unique and neighborhood to every current market, and to each and every hotel, which is why Bookassist has teams on the ground in every single market place. This tactic of supporting the resorts locally with community understanding but global working experience works in each and every market, together with Poland. Motels can boost a great deal from our tactic.

[Des] Compared to other rivals in Poland, that tactic would be considered distinctive?

[Joanna] Indeed. We are a rising workforce but none of our opponents right here in Poland give the strategy and assist the way we do. We consistently get the job done with our clientele to strengthen their direct sales method and maximize direct bookings –  incredibly usually devoid of any supplemental value. We imagine that we have the very same purpose as lodges have and if they are thriving then we will be profitable. This is why we want to be dealt with as a companion, not just as a computer software service provider or a provider.

[Des] How did Covid improve your strategies for Bookassist development in Poland?

[Joanna] The lodge sector was hit difficult by the Covid-19 pandemic and nonetheless proceeds to confront several difficulties due to the present power and political crises. It has been a demanding time and has certainly slowed our planned advancement in Poland. Even so, we have not stopped supporting hotels even for a moment throughout this tough time. We developed a focused Covid-19 site on our web-site to recommend and assist resorts, and we also available a whole lot of added benefits and special discounts on our products and solutions. We know how impacted the industry was so we determined to support them as much as feasible, even whilst we were being definitely impacted ourselves also.

[Des] Can you share some of the upcoming designs for Bookassist in Poland?

[Joanna] As we glimpse to the future of Bookassist Poland, we are imagining about how we can continue to establish and enhance our technology options, as effectively as the high quality of our customer support. We are also regularly bettering our marketing and advertising procedures for present shoppers and seeking for prospects for probable clients in Poland. 

My individual purpose is to develop sturdy Bookassist manufacturer recognition in Poland, build positive and very long expression interactions with consumers and generate serious outcomes in direct product sales. I am extremely very pleased of our workforce – we all have a powerful background in hospitality and have great obtain to info and best follow throughout several Bookassist markets. We are a crew of lodge professionals with working experience in Front Office environment, Income Administration, Electronic Advertising and marketing, Internet Style, Metasearch and GDS. Collectively with our colleagues in other Bookassist workplaces across Europe, this implies that we can propose ideal tactics with self-assurance, determining strategic issues and featuring personalised information to push hoteliers to the highest quantity of direct bookings. It is a great basis for us to construct on, and for our customers to rely on.

[Des] Competitiveness is always difficult, while it also aids us all to make improvements to. In Poland we are rather new to the industry and lots of lodges are now comfortable with their existing methods and technologies. How do you encourage motels that you can do much better than the services and know-how that they are currently using?

You will need to face the unknown, conquer prejudices that some have towards new merchandise, to considering differently, in the direction of breaking behavior

[Joanna] Introducing a new model on the market is generally a challenge. You need to have to deal with the not known, defeat prejudices that some have toward new products, in the direction of wondering in different ways, in the direction of breaking routines and so on. This is however something we are perfectly organized for. Poland is not the very first industry Bookassist has entered or has developed in from difficult conditions. As I stated prior to, it requires some time to develop have faith in and brand awareness.  I strongly believe in rising an genuine and straight-talking regional crew with genuinely joyful consumers who see the benefit we can provide just about every working day – it is the only way to make sure longevity.


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