Big Interview: Roiback's prediction on direct channel distribution taking centre stage in 2025

Part of travel technology leader, HBX Group, Roiback believes now, more than ever, that direct sales have become 'critical' for success. Travolution spoke to Cristina Perea, managing director of Roiback to get a better understanding of why

Q: Give us some background context on the current state of affairs for the hotel industry at the moment.

A: The hotel industry is in a fascinating phase of transformation and growth. Travellers today are looking for so much more than just a room to stay in. They want holistic experiences, blending services like flights, transfers, and activities into a seamless package. For hotels, this shift represents an exciting opportunity to diversify their offerings and truly stand out in an increasingly competitive landscape.

What’s particularly interesting is the influence of emerging segments. Generation Z, for instance, now makes up 30% of the global population and wields a remarkable 40% of global purchasing power. This particular demographic values personalised, tech-savvy experiences that reflect their unique preferences. Simultaneously, the luxury travel market is evolving. Today’s luxury travellers aren’t just chasing opulence; they’re seeking authenticity and exclusivity. These shifts make it clear that the hotel industry must adapt swiftly to meet changing expectations.

Another major development is the strategic importance of first-party data. Hotels that effectively collect and analyse guest data can better understand their customers’ needs, which enhances personalisation, unlocks new revenue opportunities, and improves overall guest satisfaction.

Technology is undeniably the backbone of this evolution. Companies like Roiback, part of HBX Group, are enabling hotels to embrace digital transformation with tools that maximise data utilisation and revenue potential. However, as reliance on digital systems grows, so does the importance of cybersecurity. Protecting guest information and maintaining trust in a digital-first environment has never been more critical.

Q: What are some challenges you see hoteliers currently facing?
A: Hoteliers face a range of challenges as they navigate today’s fast-changing landscape. One of the most pressing is the need to generate revenue beyond room rates. With average daily rates (ADR) nearing their ceiling in many markets, hotels are turning to ancillary services to create new growth avenues. By offering bundled travel packages or unique in-destination experiences, hotels can boost revenue while simultaneously strengthening guest loyalty.

Another challenge revolves around delivering personalised guest experiences. In today’s world, personalisation is no longer optional; it’s an expectation. Achieving this requires robust technology and data systems. Hotels must effectively capture and analyse guest data to create tailored experiences, which can also lead to higher ADRs and overall guest satisfaction.

Distribution strategy poses an additional layer of complexity. Striking the right balance between direct and indirect channels is essential. Direct channels offer better control over customer relationships and higher profitability, while indirect channels help reach specialised or international markets. Managing this mix demands careful planning and strategic insight.

Finally, digital marketing remains a key challenge. In an intensely competitive online space, hotels must find cost-effective ways to identify, attract, and convert the right audiences. Staying ahead in this dynamic landscape requires a combination of creativity and strategic investment.

Q: Are direct channels more prevalent than ever to fuel a business’ success?

A: Direct channels have indeed become more critical than ever for a hotel’s success. They allow hoteliers to maintain control over guest relationships, fostering trust and enabling personalised experiences that encourage repeat bookings. A strong direct channel essentially serves as the foundation for long-term guest loyalty.

From a financial perspective, direct bookings are also significantly more profitable than third-party bookings. According to an HSMAI report, direct channels can improve revenue per booking by up to 18%. This makes them an indispensable component of any hotel’s distribution strategy.

Beyond profitability, direct channels offer unique opportunities to integrate digital marketing strategies, loyalty programmes, and upselling options directly into the booking process. These enhancements not only improve traffic quality but also reduce acquisition costs, creating a win-win scenario for hoteliers.

Q: What’s your favourite part of Roiback’s offering?

A: What sets Roiback apart is the seamless combination of exceptional service and cutting-edge technology. It’s not just about providing tools; it’s about forging partnerships with hoteliers to achieve real, measurable results. For example, our booking engine has been recognised as the best in the world by the World Travel Awards —a recognition that underscores our relentless focus on driving high conversion rates and boosting ADRs for our clients.

Optimising ADR is more than just a metric for us; it’s about creating sustainable, tailored strategies that align with each hotel’s unique goals. We help hoteliers tap into revenue opportunities beyond room rates, offering tools and insights that ensure every booking contributes to a higher revenue per guest. By combining increased conversions with optimised ADR, we empower our clients to maximise their profitability.

Beyond these financial benefits, our holistic approach makes a significant difference. We provide solutions that integrate effortlessly with existing tech stacks, while offering value-added services like ePayments, loyalty programmes, and highly specialised digital marketing. These capabilities allow hoteliers to develop a robust, sustainable direct revenue stream.

Above all, it’s our team that truly makes Roiback exceptional. The passion, knowledge, and dedication they bring to every project are what enable us to deliver more than just technology—we deliver trust, strategy, and results. This synergy between innovation, expertise, and personalised support firmly establishes Roiback as a leader in the hospitality technology industry.

Q: How do you enjoy leading Roiback?

A: Leading Roiback has been an incredibly fulfilling journey. Coming from the banking sector, I was immediately struck by the vibrancy and potential of the travel industry. It’s dynamic, ever-evolving, and brimming with opportunities to innovate.

What I love most about Roiback is the team. Our values—energy, humility, ambition, and courage—aren’t just words on paper. They’re embedded in everything we do. The team’s commitment to improving client outcomes and their willingness to think outside the box inspire me every single day.

Being part of HBX Group is another highlight. The support and leadership we receive enable us to push boundaries and aim higher. It’s a privilege to lead a company where strategic vision and hands-on collaboration intersect so seamlessly.

Q: What benefit do Roiback customers get from the business being part of the wider HBX Group?

A: Being part of HBX Group gives Roiback and our customers a distinct edge. Our integration within the group allows us to offer solutions that go beyond the conventional. For instance, by leveraging synergies with HBX’s other services—like transfers and fintech—we can tackle complex challenges such as optimising distribution strategies in an innovative and effective way.

Additionally, HBX Group’s extensive commercial network enables us to expand geographically, ensuring we can support hotels in both established and emerging markets. This network also opens doors to partnerships and collaborations that might not be accessible otherwise, allowing us to deliver enhanced value to our customers.

Moreover, being part of HBX Group provides a level of financial stability and strategic vision that is incredibly reassuring for our customers. They know they’re partnering with a company that is part of a larger ecosystem, offering a broad range of complementary services that address multiple aspects of their business. From operational efficiency to revenue generation, the synergies within HBX Group amplify the impact of our solutions, ensuring hoteliers can achieve sustainable success.

Q: Where do you think 2025 will take the business and its customers?

By 2025, I expect the direct channel to take centre stage in the hotel industry’s distribution mix. Its growing prominence will not only drive revenue but also strengthen the relationships between hotels and their guests. At Roiback, we’re committed to helping our clients harness this shift with the tools and strategies they need to thrive.

We also see immense opportunities for growth and expansion. With HBX Group’s backing, we plan to bring our solutions to new markets and broaden our client base. This expansion will enable us to support even more hoteliers in reaching their goals.

Innovation will continue to be our guiding principle. From automating processes to diversifying revenue streams, we aim to empower hotels to adapt to changing demands and seize new opportunities. In 2025, we will continue to be a trusted partner to our customers, helping them to thrive and lead in an ever-evolving industry.