Technological alliance to reduce the booking engine cost by 15%
Multi-brand management and scalability for 52 properties
Technology as a lever for profitability and conversion
The commitment of Ona Hotels & Apartments to decentralize its digital ecosystem has enabled it to strengthen its direct sales strategy and optimize distribution costs. The implementation of the Witbooking booking engine by Septeomarks a turning point in scalability, multi-brand configuration, and personalization of the user experience.
Growth and technological diversification
Barcelona, 30/04/26
Ona Hotels & Apartments faced new challenges in digital distribution
Following a remarkable expansion in 2025—adding 10 new properties to reach 52 hotels across 31 destinations, alongside a 36.4% growth in turnover—Ona Hotels & Apartments faced new challenges in digital distribution. The previous model, relying on a single provider that centralized both the website and the booking engine, limited the chain’s ability to adapt. According to Diego Segura, the group’s Director of Marketing and Direct Sales, this dependency “reduced the margin of adaptation to the needs of a chain in full expansion.” To overcome this obstacle, the company decided to separate the management of the website, the booking engine, and the marketing, betting on specialized partners for each area. This change has made it possible to fully align the booking tool with the brand’s visual identity and centralize the operations of all properties.
Multi-brand management and conversion improvement
One of the biggest challenges of the project was integrating the hotels from the Be Live chain into the Ona portfolio.
To avoid duplicating systems while maintaining the positioning of both brands, the group leveraged Witbooking’s multi-configuration functionality. The system automatically adapts the branding based on the user’s origin (the Ona website or the Be Live website) while operating on a single booking engine. This flexibility has had a direct and measurable impact on performance: the conversion rate has increased by 20%, while the cost of the booking engine has been reduced by 15%.
Operational efficiency and omnichannel capability
The new centralized system allows for the agile management of promotions and extras, eliminating the heavy operational burden of launching individual campaigns for over 50 hotels.
Now, configurations can be set once and applied automatically across the network, freeing the team to focus on higher strategic value tasks. Furthermore, the tool integrates directly with an outsourced call center, which has specific, restricted access without touching sensitive settings like promotions or rates. This integration allows the origin of each booking to be traced—web, reception, or call center—and the performance of each channel within direct sales to be analyzed. Additional features such as abandoned cart recovery, pre-arrival upgrade emails, the sale of extras, and split-stay functionality complete a platform designed to maximize the average transaction value and the profitability of the direct channel.
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