Room for Innovation: How The Hotels Network is Re-Checking Hospitality’s Digital Strategy
- The Hotels Network was founded to help hotels reduce reliance on OTAs by providing innovative, data-driven tools for optimizing direct bookings and enhancing guest engagement.
- THN’s key offerings enable hotels to improve conversion rates, personalize guest interactions, and boost transparency.
- Recent innovations like KITT and the Loyalty Lite program showcase THN's commitment to advancing hotel technology, empowering hotels to improve guest experiences and secure direct revenue growth.
In an industry dominated by towering online travel agencies (OTAs), hotels have long struggled to maintain direct connections with their guests while grappling with sky-high commissions.
In 2015, The Hotels Network (THN) entered the scene, offering a revolutionary platform to help hotels reclaim control of their bookings.
By leveraging cutting-edge technology and data-driven solutions, THN empowers hotels to enhance the guest experience and drive direct revenue.
Today, over 20,000 hotels in more than 100 countries rely on THN’s tools, positioning the company as a leader in hospitality’s digital transformation.
The Founding Vision
THN was founded in 2015 by Juanjo Rodriguez, Laura Martinez Celada, and Marc Rollan to tackle the hotel industry's reliance on OTAs and their impact on profits.
The founders saw an opportunity to equip hotels with tools to drive direct bookings and optimize every aspect of the online guest experience.
Through personalization, predictive technology, and real-time data, THN has transformed how hotels engage with guests, boosting conversions and guest satisfaction.
Headquartered in Barcelona, the company’s rapid growth has been driven by a commitment to innovation and empowering hotels of all sizes to compete effectively in the digital landscape.
Tools That Make a Difference
At the heart of The Hotels Network’s value proposition is its suite of powerful tools designed to help hotels stand out in an increasingly competitive marketplace.
A cornerstone of their offering is BenchDirect, a benchmarking tool that allows hotels to compare their performance against competitors.
Aggregating real-time data like conversion rates, booking values, and guest behavior, BenchDirect provides hotels with actionable insights to close performance gaps.
THN’s Predictive Personalization technology uses machine learning to track guest behavior and deliver targeted, personalized offers, significantly reducing booking abandonment and increasing conversion rates.
This real-time customization ensures that potential guests receive the most relevant messages, improving both the guest experience and hotel revenue.
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Additionally, THN’s Price Comparison Widgets display hotel rates alongside OTAs directly on hotel websites, fostering transparency and trust.
Combined with Review Summary Widgets, which aggregates reviews from multiple platforms, hotels can showcase their value more effectively and build credibility with potential guests.
tools, along with advanced segmentation, ensure that every guest interaction is as personalized and effective as possible.
Innovation at the Forefront: AI and Loyalty Solutions
THN’s commitment to innovation has only deepened over the years. In a move to further enhance guest engagement, the company introduced KITT, an AI-powered voice assistant designed specifically for hotels.
KITT serves as a virtual concierge, answering guest queries, handling requests, and providing services via voice commands.
"At THN, our mission is to elevate the guest experience and drive direct bookings for hotels. With KITT, we are offering a solution that not only enhances operational efficiency but also ensures guests receive seamless service.
Think of it as your very own AI Receptionist. This is a very practical case of using the new AI capabilities in the hospitality industry," said Juanjo Rodriguez.
In addition to AI innovations, THN has launched Loyalty Lite, a simplified loyalty program that allows hotels to encourage repeat bookings without the complexity of traditional programs.
By making loyalty programs more accessible and less cumbersome, hotels can build stronger relationships with guests and incentivize direct bookings, further reducing their reliance on OTAs.
“Loyalty Lite levels the playing field for hoteliers who want to foster guest loyalty and provide personalized guest experiences but have found traditional loyalty programs too complicated or expensive,” said Juanjo Rodriguez.
Commitment to Data Security
In an era where data security is paramount, THN has gone the extra mile by achieving SOC2 compliance.
This certification ensures that the company meets rigorous security standards for managing data and protecting sensitive information, offering hotels and guests peace of mind.
“Our customers’ trust is paramount, and achieving SOC 2 compliance is one way we continuously work to earn and maintain that trust,” said Jordi Miró Bruix, Chief Innovation Officer at THN.
Since its inception, The Hotels Network has rapidly expanded its global footprint, serving some of the biggest names in hospitality, including Radisson, Minor Hotels, and Barceló.
With clients in over 100 countries, the platform’s flexibility and scalability have made it a trusted resource for both independent hotels and large chains.
Edited By Annette George
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