Groupon (Credit image/Pixabay/Stocksnap)Groupon has formed a partnership with SiteMinder, a hotel software platform provider that unlocks the full revenue potential of hotels. The collaboration integrates SiteMinder’s channel manager solution into Groupon’s platform, streamlining pricing and distribution processes while introducing new offerings for hoteliers and customers. Groupon is a marketplace where customers discover new experiences and services every day.

SiteMinder solutions provides hoteliers with the ability to make real-time pricing changes and analyse consumer booking patterns. The company says it can also reduce hotel labour costs. This allows hotels to develop sales strategies that generate the higher revenues, all within a single platform. The partnership provides hoteliers across the globe with a marketplace offering a comprehensive distribution channel for hoteliers.

Enhancing the travel landscape

(credit image/LinkedIn/Brian Heyel)
Brian Heyel, Global Head of Travel at Groupon

Brian Heyel, Global Head of Travel at Groupon, explains, “The synergy between Groupon and SiteMinder underscores our commitment to supporting hoteliers. Beyond simplifying pricing and distribution, it extends their reach, providing the flexibility needed in a dynamic market. This collaboration reflects our dedication to developing and curating the best possible supply for our customers. At the same time, supporting our valued partners in the hospitality sector.”

James Bishop, Vice President for Ecosystem and Strategic Partnerships at SiteMinder, highlights how integrating SiteMinder’s platform with Groupon’s can drive revenue growth for hotels.

“At the heart of this collaboration is a shared goal to open more doors for hotels. Giving them wider access to a broader range of guests as international travel accelerates,” says Bishop. “By partnering with Groupon, we are providing our customers the opportunity to feature on a growing platform where more guests are now shopping for stays. This aligns with SiteMinder’s vision to create opportunities for hotels to maximise their revenue. In addition to finding greater success in an ever-dynamic travel landscape.”

Empowering hoteliers, enriching customer experiences

The strategic partnership highlights benefit for both hoteliers and customers. Groupon’s integration with SiteMinder reduces friction in interactions with hoteliers, facilitating better deals. This, in turn, grants customers access to a diverse range of properties and destinations, all within a streamlined booking process.

Bishop adds, “Importantly, beyond the seamless integration this partnership brings, our Groupon collaboration caters to evolving preferences of today’s traveller. Furthermore, SiteMinder’s Changing Traveller Report found that 60% of travellers globally are looking to travel ‘more’ in the next 12 months. They will now be scouting for rooms differently, with 1-in-5 seeking out packaged deals. Additionally, travellers are prioritising stays that allow them to create memorable moments. By integrating with Groupon, we are enabling our hotels to connect their guests to exclusive, experience-driven offers. This is designed to deliver them the elevated stay they now crave.”

The integration of SiteMinder’s powerful channel management solution represents a pivotal moment in Groupon’s transformative journey. It offers customers expanded choices for hotels. This reinforces our commitment to personalised and efficient services. It enables effective capacity management and dynamic pricing optimisation during sales peaks” shared Brian Heyel, Groupon’s Global Head of Travel.

Global integration: Advancements in technology

SiteMinder becomes the fifth channel manager in the Travel Vertical to seamlessly integrate into Groupon’s platform via API. The channel provides live access to hoteliers’ rates and inventory. This ensures an immediate reflection of blackout dates on Groupon’s live deals. Notably, SiteMinder is the first channel manager solution to be rolled out globally by Groupon.

Groupon and SiteMinder’s collaboration marks a strategic initiative to elevate industry standards, fostering innovation for enhanced travel experiences. Groupon, guided by a comprehensive transformation plan, aims to become a dynamic marketplace where customers discover new daily experiences, empowering local businesses. With around 17 million active customers, Groupon is dedicated to enhancing the underserved local experiences and services market. Both parties believe the partnership will contribute to a dynamic and prosperous ecosystem.

Enterprise Times: What this means for businesses

The integration of SiteMinder’s channel management solution into Groupon’s travel ecosystem marks a significant step. It potentially establishes the marketplace as a seamless and low-friction incremental distribution channel for hoteliers.

The partnership will enable hotels to access a modern cloud-based solution – a marketplace with goods and services for the industry.  This is expected to help hoteliers to procure goods and services more efficiently. In the long-run, this should help hoteliers to increase the range of properties and facilities available to their customers. It is expected the partnership will help hotels deliver superior guest experiences through this integration. As hoteliers will look to bring additional new services and facilities to guests and develop more effective digital customer journeys.


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