December 3, 2023


Vacation Shines Through

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

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

[Des] As part of the company’s advancement in Poland, Bookassist has lately joined IGHP, The Chamber of Commerce of the Polish Lodge Industry. What does it indicate for Bookassist to be part of IGHP?

[Joanna] The key detail is that it displays to Polish motels that we are a verified, trusted partner for inns on the industry. Bookassist is a member of several similar organisations across all the company’s markets also of study course, and the IGHP is itself a member of HOTREC which encourages direct small business for hotels and encourages significantly less dependence on high-priced intermediaries. Polish hotels that are IGHP users can now obtain the intensive skills that Bookassist brings to support them to improve their profitability.

[Des] We have been speaking about a variety of experiences on the Polish lodge field lately that ended up revealed by the IGHP at the get started of the summer. We know from our functions that Polish lodges had been involved coming into 2022 for the reason that forward bookings ended up weak, but what did the IGHP reports and your own info exhibit for the summer months and considering that?

[Joanna] Even with hoteliers’ worries at the start off of the calendar year, the quantity of bookings and occupancy rates all through this summer time in Poland were basically at a acceptable amount. According to the IGHP figures, the broad the vast majority of motels collaborating in the study obtained an occupancy degree of more than 70%, which could be superior but is undoubtedly not bad. 

The IGHP knowledge is in line with the data gathered instantly by Bookassist in Poland. Our studies nonetheless show a quite quick reserving window, however a excellent indication is that there has been a regular increase in bookings in excess of the past two months. We hope to see equivalent dynamics in the adhering to months in opposition to some unfavourable geopolitical and financial conditions.

Des sharing some downtime in Dublin not too long ago with Joanna and Michal Wajda of the Bookassist Poland workforce

[Des] It’s great to see functionality returning, but total we know that immediate organization is nonetheless not as well made in Poland as it could or should be, so there may possibly be skipped prospects. What’s your check out of the present-day point out of play with hotels in your sector?

[Joanna] We see that the Polish market place is regularly producing in phrases of new motels, the two resort groups (hotel chains) and independent accommodations, which is fantastic to see. Dependent on our intercontinental working experience throughout Bookassist we know that direct guest acquisition by using lodge websites and reserving engine need to be at the core of any hotel’s method, not just an afterthought. But we also see that there is nonetheless a lot to be finished in this region when it comes to the Polish market as opposed to our other markets.

The Bookassist mission for several several years has been to teach hoteliers and to enable them to make independence from OTAs and choose management of their distribution, which we set into exercise as a result of expert consultancy, superior quality computer software, and by doing work hand in hand with them to produce and implement strategy.

Our aim with Polish accommodations is not just to supply the applications, but previously mentioned all to make prosperous immediate sales-focused tactics

So our intention with Polish hotels is not just to present the resources, but above all to build profitable direct income-concentrated procedures with the lodges. These are the principal motives why Bookassist made a decision to be lively in the Polish current market. There’s nevertheless a great deal to do, but it is a earn-gain for hoteliers to have an understanding of and embrace immediate company as their core approach.

[Des] Do you check out schooling as your principal objective at the instant?

[Joanna] A ton of it is about schooling, assisting inns greater comprehend the immediate room, realize how they can marketplace them selves greater and cut down OTA reliance, and comprehend fashionable profits administration which has genuinely advanced very swiftly in the very last few a long time. But I would say our target for Poland is to be recognised as the strategic husband or wife for lodges to enhance their income and (rate) distribution tactic and also to assist them on a day by day foundation. We truly get the job done the data each day, and Bookassist Intelligence offers our hotels true dynamic info to push conversions and general performance. It is all about final results!

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

[Joanna] The Polish hotel marketplace is still establishing, and there is still significant financial commitment potential in the sector. Even nevertheless there are hundreds of lodges and accommodation possibilities, it is nowhere in the vicinity of the capacity of numerous nations around the world in Southern and Western Europe in conditions of resort rooms for each head of populace. This is our opportunity to deliver new applications, new good quality and new strategies for increasing direct income to motels in Poland. There is a real possibility for motels to enhance gains by focusing on direct, even if they are marketing the exact rooms at the same premiums. We are a rather new player on the market place, so we can deliver additional variety in solution and solution, a superior offer you, we can leverage serious international know-how and knowledge, and maybe just provide a freshness that can make a change.

It is also about imagining “outside the box”, creating new ideas and adapting new ideal techniques on the neighborhood marketplace. We know we want to construct have confidence in and deliver crystal clear success to our resort companions. That takes time, making model awareness in a new market. But we are steadily increasing our portfolio listed here and we are well prepared to give it the time it requires to mature our sector share, as we’ve performed across quite a few other countries over the decades. Practically nothing takes place overnight!

Threats I guess would be some of the macroscopic problems, with inflation, power price ranges and the conflict in Ukraine. Instability is by no means excellent for organization confidence. But on a much more regional amount there is also the situation of accommodations currently being introduced with bogus promises or guarantees, and deciding upon software package or products and services that end result in pricey issues. We normally choose to be pretty straight with lodges and to refer to our former successes in Poland and overseas as evidence of what we can do, alternatively than make empty guarantees about untested engineering or unrealistic efficiency development.

[Des] What would you say you can deliver to inns in Poland in phrases of a value proposition?

[Joanna] I would sum it up like this: By operating with us, lodges can obtain the extensive worldwide understanding that Bookassist provides to aid improve profitability. The benefit that Polish inns obtain by doing work with Bookassist’s Polish place of work is the chance to gain from the vast global knowledge and 22 a long time of practical experience in the marketplace. In this article in Poland, we target completely on community partnerships with accommodations and function hand-in-hand with hoteliers, whilst at the exact same time our growth groups are operating on establishing our resources and solutions. Clients can benefit from the shared experiences of all our global hotel shoppers – all concentrated on growing their worthwhile direct organization. Our worldwide group of gurus situated throughout Europe supply utmost worth to our lodge associates regionally each individual working day with a distinctive method customized to each individual one one particular of them.

By functioning with us, accommodations can entry the substantial worldwide information that Bookassist delivers to assist increase profitability

[Des] We function in lots of markets and you can share understanding with other market professionals in Bookassist. But we also can tailor that understanding to the area markets as you outlined previously mentioned. Are there any certain methods that you are tailoring the Bookassist method to Poland?

[Joanna] When it will come to technology, each and every resort requirements a very good income and promoting tactic to be visible on-line. So we deliver that large range of products and solutions and providers: websites, scheduling motor, channel supervisor, advertising and marketing services, metasearch. All are supported by area customer accomplishment workforce gurus. 

But most significant of all is that we invest most of our time on update phone calls with purchasers to fully grasp their certain functions, and we continually observe their effectiveness, discovering new prospects for better sales. For reserving engine optimisation, we search at price tag comparisons and area distribution concerns with OTAs. These aggressive procedures are quite particular and nearby to each individual current market, and to just about every resort, which is why Bookassist has teams on the floor in each and every sector. This technique of supporting the accommodations regionally with regional understanding but global working experience will work in every single market place, which include Poland. Accommodations can increase a ton from our strategy.

[Des] In comparison to other competition in Poland, that solution would be viewed as exclusive?

[Joanna] Indeed. We are a rising workforce but none of our rivals right here in Poland present the technique and support the way we do. We regularly work with our shoppers to increase their immediate revenue method and increase immediate bookings –  extremely typically without the need of any more expense. We feel that we have the similar goal as inns have and if they are successful then we will be productive. This is why we want to be addressed as a husband or wife, not just as a program provider or a supplier.

[Des] How did Covid modify your programs for Bookassist advancement in Poland?

[Joanna] The lodge marketplace was strike tough by the Covid-19 pandemic and still continues to deal with quite a few issues thanks to the present vitality and political crises. It has been a challenging time and has absolutely slowed our planned expansion in Poland. On the other hand, we have not stopped supporting motels even for a second throughout this complicated time. We created a devoted Covid-19 web page on our website to suggest and support resorts, and we also presented a ton of rewards and special discounts on our products. We know how impacted the field was so we made the decision to support them as considerably as doable, even when we had been naturally impacted ourselves also.

[Des] Can you share some of the long term plans for Bookassist in Poland?

[Joanna] As we appear to the future of Bookassist Poland, we are wondering about how we can continue on to develop and make improvements to our technological innovation answers, as perfectly as the top quality of our client support. We are also continuously enhancing our marketing techniques for existing buyers and looking for opportunities for probable clients in Poland. 

My personalized objective is to develop sturdy Bookassist brand name consciousness in Poland, produce constructive and prolonged phrase associations with clientele and push real final results in direct income. I am incredibly very pleased of our team – we all have a strong background in hospitality and have outstanding entry to information and very best practice throughout several Bookassist markets. We are a crew of resort professionals with expertise in Entrance Workplace, Income Management, Electronic Advertising and marketing, Website Layout, Metasearch and GDS. Alongside one another with our colleagues in other Bookassist offices throughout Europe, this indicates that we can propose greatest techniques with confidence, determining strategic faults and offering personalised tips to push hoteliers to the optimum quantity of immediate bookings. It’s a excellent basis for us to develop on, and for our clientele to count on.

[Des] Competitors is constantly difficult, even though it also assists us all to make improvements to. In Poland we are reasonably new to the sector and a lot of lodges are already cozy with their present techniques and technologies. How do you encourage resorts that you can do greater than the companies and technological innovation that they are at the moment utilizing?

You require to experience the unknown, defeat prejudices that some have toward new products and solutions, in the direction of thinking differently, in direction of breaking patterns

[Joanna] Introducing a new brand on the market place is generally a obstacle. You need to have to deal with the unidentified, conquer prejudices that some have towards new solutions, toward imagining in another way, in direction of breaking behavior etcetera. This is on the other hand a little something we are effectively organized for. Poland is not the initial market place Bookassist has entered or has grown in from hard conditions. As I claimed ahead of, it normally takes some time to construct rely on and model recognition.  I strongly believe in rising an sincere and straight-conversing neighborhood staff with genuinely delighted consumers who see the worth we can deliver just about every day – it is the only way to make sure longevity.

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