At the Rentlio Rediscover conference, held on November 14, 2024, at the Fortis Club within the Falkensteiner Punta Skala resort in Petrčani, leading experts from the hotel and technology industries highlighted that direct bookings are the most profitable and cost-effective sales channel for hotels. The key to their increase lies in the personalization of content and offers. The third edition of this unique hotel-tech networking event in Croatia gathered over 330 regional hoteliers, technology partners, and leaders from the hospitality world.

The event was opened by Marko Mišulić, CEO of Rentlio, a leading regional hospitality-tech company from Zadar celebrating its tenth anniversary this year. In his presentation, he addressed the slow response of Croatian hoteliers in implementing new technologies, emphasizing that the record number of tourists will not indefinitely fill accommodation capacities.

"Croatia's record attendance will eventually plateau, and then hotels will be left with significant problems such as outdated technology and a lack of workforce. Currently, many hoteliers view investing in technology as a cost, while purchasing new furniture is seen as an investment. We must understand that tourism is a technological business, which is why OTA platforms like Booking.com and Expedia allocate 15 to 20 percent of their budget to technology. On the other hand, hoteliers invest less than 3 percent of their revenue in digitization," Mišulić stated.

Elena Klouda, Director for Mediterranean Markets at The Hotels Network, a company collaborating with over 20,000 hotels worldwide, offered concrete advice on improving direct sales with the help of artificial intelligence and content personalization. According to her, data shows that 98 percent of website visitors leave the hotel's site without making a reservation because they did not find adequate content for themselves.

"If that number drops by just one percent, revenue from direct sales would increase by as much as 50 percent. Considering the fees hotels pay through booking platforms, direct reservation is the cheapest and most profitable sales option. Therefore, hoteliers must stop cannibalizing direct sales," Klouda stated, adding that the key to increase lies in the personalization of offers and content.

Personalization as the Key to Success

Personalization was the main topic of the panel discussion "Redefining Flawless Service: What Do Modern Guests Expect?" which included Damir Knežević, CEO of Hotez Europe, Chris Willette, Head of Global Business Development at Worldline Global, and Roberto Gobo, Director of Digitization at Valamar. The discussion was moderated by Filip Gerin, Product Manager at Rentlio.

Knežević emphasized that guest data is a key tool for content personalization. Information such as nationality or booking period can be very helpful in creating offers, as well as in selecting services while the guest is already at the property.

Willette spoke about the importance of introducing different types of payments for guests, as well as new trends that could spill over from the USA to Europe. He particularly highlighted hotels that immediately offer guests various local programs and content tailored to their interests during the booking process.

Gobo addressed the digitization of the guest check-in process, noting that hotels offering online check-in save money and speed up the process itself.

"Guests perform online check-in through the software the hotel uses, which saves receptionists time and allows them to focus more on creating personalized offers," Gobo said, adding that scaling is not possible without quality technology.

Practical Experiences

The novelty at this year's conference was the "Fireside Chat" lecture format where Rentlio's partners and clients discussed their experiences with technologies in the hotel industry.

Diana Rubić Radman, director of one of Split's most prominent hotels, Marvie Hotel & Health, in a conversation with Pankracija Barać, Head of Engineering at Rentlio, described the process of transitioning to the Rentlio Pro PMS system and the motivation behind their decision.

In the second "Fireside Chat," Ivan Brezak Brkan, founder of Netokracija, and Martina Tolić, Product Success Manager at Infobip, participated. They discussed the use of conversational chatbots to improve sales, customer experience, and call center efficiency.

Strategies for Increasing Revenue

Joana Pires Coelho, Revenue Manager at PriceLabs, explained how hotels should not only look at hotel competitors but also at private renters when setting prices.

"Understanding data from both segments is crucial for creating pricing strategies that ultimately lead to achieving maximum revenue and maintaining market competitiveness," Pires Coelho emphasized.

The conference was concluded by Krešimir Drvar, Digital and Growth Marketing Manager at Lauris, a partner of Google and HubSpot. Drvar highlighted the importance of digital tools in optimizing customer experience and improving hotel operations. According to him, five key factors that a hotel must fulfill to improve content personalization for its guests include centralized communication, sales automation, advanced marketing strategies, data-driven decisions, and personalized offers tailored to specific guest needs. As one of the ideal tools to achieve these goals, he mentioned HubSpot and revealed that Rentlio will complete integration with this platform by the end of the year.

Digitization and New Technologies as the Foundation for Success

Digital transformation has become indispensable in modern business, especially in the tourism and hospitality industries. Conference participants emphasized that investing in technology is crucial not only for attracting guests but also for ensuring sustainable growth and market competitiveness. Implementing modern systems such as Property Management Systems (PMS), artificial intelligence, and advanced data analytics enables hoteliers to optimize their operations and provide guests with a personalized experience.

Exchange of experiences among participants revealed that hotel chains that have introduced online check-in, mobile reservation management applications, and personalized offers have achieved significant increases in guest satisfaction as well as reductions in operational costs. In addition to saving staff time, these innovations allow them to focus more on key tasks such as guest relations and service improvement.

Changing Paradigms in Hospitality

One of the main topics was the necessity of changing the paradigm in hoteliers' thinking. Traditional working methods are no longer sufficient to achieve success in the dynamic environment of the modern tourism industry. The conference particularly emphasized the need for collaboration between technology companies and hotel properties to ensure that the implementation of digital tools is tailored to the specific needs of each property. Participants highlighted the importance of employee training and their active involvement in digital transformation processes.

The Role of Personalization in Increasing Revenue

Personalization of content and offers is key to achieving additional revenue and increasing guest loyalty. By using data collected through digital tools, hotels can analyze their guests' behavior patterns, recognize their preferences, and tailor offers based on that information. Such an approach not only increases guest satisfaction but also significantly contributes to an increase in direct bookings, which are the most profitable sales channel.

The conference showcased examples of successful implementations of personalization strategies that resulted in increased conversion rates on hotels' official websites. One of the key conclusions was that personalization is not just a trend but an imperative in modern hospitality, and hotels that quickly adopt these changes will secure their market position.

The Future of Digital Transformation in Hospitality

The Rentlio Rediscover 2024 conference set a clear vision for the future of hospitality - the integration of technology and personalization as the foundation for achieving success. Participants agreed that investing in digital tools such as artificial intelligence, automated systems, and advanced analytics is crucial for achieving sustainable growth. Special emphasis was placed on the importance of education and continuous employee training to leverage all the benefits of digital innovations.

In conclusion, Rentlio presented plans for the further development of its products and services, including integration with leading platforms like HubSpot. With strong support from technological partners, Rentlio continues to lead digital transformation in the regional hospitality industry, setting new standards of quality and innovation.