For years, IPP Hotels has relied on technological advancements and systems that think for themselves. A key building block in the digital strategy: our OnePageBooking 6. In this interview, Markus Hann, COO of IPP Hotels, explains how the new booking route is impacting the group’s performance, what feedback has been received from guests and why the sale of additional services plays a key role.
Mr. Hann, you have held a management position at IPP Hotels for many years. How have you used the last few years to further develop your digital infrastructure?
The pandemic was a turning point for us, but above all it was a catalyst. We used the quieter time intensively to initiate digitalization projects that were often neglected in everyday life before. One example: We implemented a new sales tool that communicates directly with our PMS and has been a real benefit for sales ever since.
Im Anschluss haben wir uns der Buchungsstrecke gewidmet. Die bestehenden IBEs waren funktional, aber nicht mehr zeitgemäß. 2022 und 2023 haben wir sämtliche IBEs in unseren Häusern durch die OnePageBooking 6 von HotelNetSolutions ersetzt, ein großer Schritt, aber einer, der sich gelohnt hat. 2024 folgte dann die Integration eines neuen Revenue Management Systems, das sich nahtlos in unsere bestehende Struktur eingefügt hat.
“Digitalization is not a project, it’s a process.” Markus Hann, COO of IPP Hotels, tells us.
How have your direct bookings developed since switching to OnePageBooking?
The figures speak for themselves. In our country estate and spa hotels, we were able to increase the proportion of direct bookings from 2 to 3% to 8 to 10%. Our Smart & Budget hotels also increased, from 5% to around 9 to 11%. And even in our highly competitive city hotels, where the OTAs are particularly dominant, we were able to keep the level stable at 4 to 10%. For us, this is a clear signal: guests are aware of direct bookings and are happy to use them if they are done well.
What do your guests say about the new booking route?
The feedback is consistently positive. Many guests praise the clarity of the presentation, the simple navigation and the speed. It simply feels good to book directly with us and that is exactly what we want to achieve. Our marketing also benefits: By being able to store booking codes in OnePageBooking, we can play campaigns in a much more targeted way and measure the results directly. The interaction with our sales tool works extremely well.
Is there a function that has proved particularly useful in everyday life?
Yes, definitely the additional sale. Our guests use the opportunity to reserve additional services directly during the booking process, whether it’s a glass of sparkling wine on arrival, a late check-out or a wellness package. This not only increases sales, but also the guest experience. And that’s exactly what we’re all about.
What is your opinion of the HotelNetSolutions pricing model?
The fixed price model is ideal for us. It is transparent, comprehensible and allows us to calculate clearly, which is particularly important for a group with several locations. No hidden costs, no commission model that becomes a disadvantage as our success grows. This gives us planning security.
Three lines, nine hotels, what is behind the IPP Hotels concept?
For over 25 years, founder Alexander IPP and his team have been shaping a hotel group that is not just a host, but an experience creator. With around 250 co-hosts and nine hotels throughout Austria, IPP Hotels focus on personality, regionality and a good dose of innovation. The IPP Hotels stand for genuine hospitality, true diversity and consistent quality.
Today, we operate three lines that cover different guest needs:
- Country estate & SPA with the Schwarz Alm Zwettl and the Althof Retz
- Art & lifestyle with the arte Hotels in Krems, Kufstein, Vienna, Linz and Salzburg
- Smart & Budget with the I’m Inns in Wieselburg and Zwettl
Whether relaxed in the Landgut & SPA, stylish in the arte Hotel or uncomplicated in the I’m Inns, here personal service meets individual hotel concepts.
Thank you very much for the interview, Mr. Hann, and for your candid insight! We are delighted to be able to accompany you on your digital road to success with OnePageBooking.
The copyright of the pictures lies with IPP Hotels.
