Sandos Hotels: +20% direct sales growth in under a year

Until October 2025, Sandos Hotels & Resorts website in Spain was, for all practical purposes, invisible. The chain's six hotels (Benidorm, Ibiza, Lanzarote and Málaga) sold under the same global brand that also covers the properties in Mexico, with no digital presence built for the European market. Direct sales did not reach 5% of total bookings.

 

The starting point

Its booking engine was not adapted to the needs of the European market, mainly Spain, and website conversion was low. Sandos.es did not yet exist as its own digital experience: it was the same global website, with the same engine, for a market with different booking habits.

In October 2025, Sandos Hotels & Resorts began working with Neobookings with a clear goal: give the brand visibility in Spain through a website built for this market, professionalise its direct sales strategy and build guest loyalty.

‘Before deciding, we carried out a full review of the main companies in the market and chose Neobookings for several reasons. The product covered all our needs and included additional features, and the ones that weren't available could be developed. It was a proposal that came across as agile and modern. On top of that, there was real adaptability, transparency and honesty in how they presented the solution.’

Aixa Iglesias Coma · Destination Sales Director, Sandos Hotels & Resorts

Why this case matters. Migrating platforms in the middle of hotel operations is a real risk. This case shows that a well-executed rollout does not interrupt direct sales. It activates them from day one. And that giving the brand visibility in a mature market such as all-inclusive in Spain is possible, with the right technology and support.

What was done

Sandos Hotels & Resorts needed to position the brand in Spain by building a website for this market, Sandos.es, and use that as the foundation for a genuine direct sales strategy with long-term loyalty.

1. Brand positioning and web experience

Develop a digital experience specific to the Spanish market, keeping it consistent with Sandos's global brand while optimising conversion through intuitive navigation and a straightforward booking flow.

2. Activate and grow direct sales

Drive growth in the direct channel by increasing the share of own bookings and reducing reliance on intermediaries, ensuring a smooth migration and the ability to monitor results from launch.

3. Guest loyalty

Strengthen guest loyalty and repeat business through a benefits programme tailored to the market, with tiers and exclusive perks, encouraging direct booking and reinforcing the relationship with the brand over third-party channels.

The results, period by period

In just a few months of working with Neobookings, Sandos Hotels & Resorts has seen steady, measurable growth in direct sales, without a single dip during the transition. It has given the brand visibility in Spain, activated a complete commercial ecosystem, and is working closely with the Neobookings team to keep improving.

 

• Sandos.es now has its own booking engine, including a call centre module, with a user experience built for conversion.

• NeoLoyalty, the loyalty club with tiers, points and balances, is up and running.

‘What we value most about Neobookings is the whole team's commitment from day one, people we're genuinely glad to work with. We feel well supported, and that gives us confidence. The migration meant a complete change of domain, website and booking engine, and it went smoothly. We've never been told “no”, and whenever something wasn't possible, they always offered an alternative. They coordinate well with our external teams, keep us informed of what's new, stay on top of industry developments and look to anticipate future needs or challenges.’

Aixa Iglesias Coma · Destination Sales Director, Sandos Hotels & Resorts

Migrating platforms doesn't have to slow down direct sales.
With the right data, it can accelerate them from month one.

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