What is it?

SiteMinder is a leading guest acquisition platform in the global hotel industry, whose main objective is to offer a new experience in how to travel.

The challenge

Throughout 2020, as the disruption of the Covid-19 pandemic became evident for the global industries, SiteMinder developed tools to optimize its platform and contribute to the business of its partners and also through studies that reflect tourism in the country, such as the Changing Traveler Report, which explored the latest plans, behaviours and perspectives of local travellers, and World Hotel Index, a freely-accessible tool that displayed the real-time status of hotel bookings globally. The company also launched Insights, a product that provided hoteliers with data on the local market, business performance and guests. Our objective was to position the brand and make it a reference in information about the sector for 35,000 hotel customers throughout Latin America.

Action plan

LatAm Intersect PR held a virtual press conference to disseminate the results of the studies, bringing together 15 journalists from the main media (tier 1) not only from the tourism sector, but also from the lifestyle and business. In addition to it, we released a press release with details of the report.

Achievements

We secured the publication of the studies in at least 24 publications, among the most important media in Mexico, such as El Financiero, El Universal, Reforma and La Jornada, bringing SiteMinder’s content to more than 60 million potential readers. We earn significant media coverage alongside stories of SiteMinder’s sustained success and growth. Throughout 2020, our communication strategies still achieved an average of 15 monthly publications, which had a very positive impact on the company’s business, according to Maria Crichiola, Communication Director at SiteMinder.