Pioneering co-living brand, HOMA, has engaged SiteMinder, the world’s leading open hotel commerce platform, to help elevate its distribution strategy and make it easier for guests to book directly online, as reservation volumes to Thai properties extend above 75% of their pre-pandemic levels.
The partnership will see SiteMinder’s platform used at HOMA Phuket Town, a sustainably-crafted 505-unit property, before being extended to three additional Thai locations (Si Racha, Cherngtalay and Bangkok) opening in the next 18 months, and Indonesia and Vietnam in 2024.
Discussing the motivations behind the new partnership, Luca Dotti, the founder and managing director at HOMA says, “As international travellers return to Thailand we know that they have different needs to before the pandemic began, and are seeking out properties that are not only sustainable and community-minded, but that offer a seamless digital journey too. After a boom in e-commerce, consumers know what a good online experience is, and are demanding it at each and every touch point. With SiteMinder, we love that we’re partnering with a like-minded global business that’s constantly innovating and creating new, easy-to-use product iterations, so we can improve how we’re engaging with our guests, as travel returns.”
HOMA offers flexible long and short-term leases that allow guests to book stays ranging from one day to one year, which Dotti explains creates unique commercial opportunities that SiteMinder is helping to maximise.
“We are a transformative business in the Southeast Asian market, in that guests can easily book stays of a varied length and be confident in the consistency of their experience. This allows our trademark sense of community to build, but from a technical perspective also enables us to be nimble with our pricing, and create high-yield opportunities for those looking at shorter period stays, such as returning international guests. As we expand, SiteMinder’s platform will be key to us delivering on these more profitable, shorter-term opportunities, and extending our direct booking ratio to above 50% of all bookings in the process.”
SiteMinder’s market vice president – Asia Pacific, Bradley Haines says that HOMA exemplifies the astute growth mindset emerging among local hospitality leaders as the race to be check-in ready returns, with increased arrivals of international travellers due over the coming year.
“As travel reaccelerates and control tilts further into the hands of increasingly discerning guests, we are witnessing more and more Thai businesses turning to technology as an ally to their success. The always-on nature of being an accommodation provider has never been more apparent, and as we enter a new era for the industry, we’re delighted that HOMA now has the necessary technology to achieve their commercial goals and create a more holistic distribution strategy that aligns with the quality and sophistication of the other aspects of their business.”
Created in 2018, HOMA was born from a joint venture between two experienced international businesses: ACRE (Asia Capital Real Estate), which has developed and transacted over 27,000 residences in the United States and Europe, and NOON Capital which manages over $US200M in assets in Thailand.
SiteMinder Limited (ASX:SDR) is the world’s leading open hotel commerce platform, ranked among technology pioneers for opening up every hotel’s access to online commerce. It’s this central role that has earned SiteMinder the trust of tens of thousands of hotels, across 150 countries, to sell, market, manage and grow their business. The global company, headquartered in Sydney with offices in Bangkok, Berlin, Dallas, Galway, London and Manila, generated more than 100 million reservations worth over US$35 billion in revenue for hotels in the last year prior to the start of the pandemic. For more information, visit siteminder.com.