Welcome To BOOKDirect
Created by hoteliers for hoteliers, BOOKDirect is the cornerstone of Spyre Infostructure’s proven system of hotel reservations, marketing and distribution technology guaranteed to put ‘heads in beds’ and provide a unique competitive advantage. Founded in 1995, Spyre Infostructure Inc. is a provider of innovative Internet marketing solutions to put hospitality organizations in control of their online marketing and effectively leverage the tremendous distribution power of the Internet.
Features & Benefits
Why You Need BOOKDirect...
"Heads In Beds" technology created for the needs of hoteliers, by hoteliers
| "We're a hotel, not just another website - and our guests aren't just numbers. We need to personalize the online booking experience." |
- Identify your property with BOOKDirect's editable home page - upload your logo, photo and property description, and customize the messages that your guest receives during the booking process.
- Use your BOOKDirect Guest Registration Database to track guest history (number of bookings, number of room nights, total dollar value or average per booking), guest information (name, company, address, telephone/fax, e-mail), and guest comments.
- Guests can add themselves to custom mailing lists which the hotel can manage by defined categories (sell-offs, family packages etc.).
- Guests can enter particular requirements such as diet or schedule restrictions as they book online so that the hotel can provide them with more personalized service during their stay.
- The hotel can revoke users/guests if necessary, and can reset guests' passwords.
- BOOKDirect's unique CUSTOMERDirect functionality creates pages specifically for guests booking for a particular package such as a wedding or convention - pages are personalized and only the applicable rate is shown.
- The hotel can upgrade repeat guests to 'credit card on file' status, so that they don't have to provide a credit card number in order to make an online reservation.
| "We need an online reservation process that's as thorough as a phone reservation." |
BOOKDirect is as easy as a phone call to the front desk. These features enhance the reservation process:
- The guest can check rates and availability without having to log in to the system or be a registered user.
- The system supports 3rd-party reservations, and tracks names of the booker and guest. It also tracks who cancels a reservation. A reservation can be cancelled online by the person who made it, or the hotel can cancel it manually.
- The system displays a breakdown of rate by night over the course of the stay.
- The system can check digit validation for credit cards. The hotel also has the option of taking reservations without requiring a credit card (e.g. a 6 pm hold).
- Confirmation is sent to the guest via e-mail and the hotel receives the reservation by either e-mail or fax (as requested). The reservation policies are customizable and able to be viewed online, and are attached to the e-mail confirmations.
| "We're a busy hotel... ..we need inventory management that's comprehensive, simple and quick." |
One of BOOKDirect's hallmarks is its flexibility. With our front-desk experience we've created the following features to address the many demands of inventory and yield management, and BOOKDirect's powerful back end means that changes are easy and immediate.
Inventory
- Control of inventory availability is managed by room/inventory types, or by the package offered. The hotel defines inventory types, and then uses a simple form to associate them with different packages and offerings. You can define any inventory type, available over any date range. Inventory allotments can differ by day of week, by package, or by date range.
- BOOKDirect supports 'rolling cut off date' for allotments, where allotments are defined to expire x days before arrival. It also supports last-minute rates, which are defined by lead time to arrival.
- The hotel can easily open or close availability for for single/multiple/all inventory types at one time. For closed inventory, the hotel determines the message to be displayed, and defines whether or not closed inventory should be hidden from view.
- The hotel can define a web URL link for each package to display additional information, layouts, messages or photos.
Rates
- The hotel can change/edit their rates at any time. BOOKDirect supports unlimited rates per property. Rates work by date range with date range overrides, allowing for complete flexibility and control by the hotel.
- Rates can vary by day to the week and can change over any date range. BOOKDirect supports all types of rates, such as weekend or seasonal rates.
- The hotel can define restrictions for the day of the week guest must stay, or day of the week guest cannot stay. Minimum and maximum lengths of stay can also be defined.
- BOOKDirect calculates the total room charge based on the inventory item or the number in the party.
- BOOKDirect supports automated rate escalations, and the creation of websites for specific rates not available at the regular booking site (for selloffs, corporations etc.).
| "We have so many types of offerings. How can we show online bookers only the rates that apply to them?" |
BOOKDirect supports all types of rates and packages, whether group, corporate, or negotiated. The hotel defines rates that can only be viewed by promotional code ID in order to restrict viewers to those to whom the rate applies. With CUSTOMERDirect, the access code takes the viewer to a personalized page with rates only for that group, created 'on the fly' by the hotel.
| "We want to track our business to make sure that we're getting a good return on our investment." |
Use BOOKDirect's online reporting system to maximize business from your Web traffic. BOOKDirect's business tracking features for hotels:
- Reports for online queries vs. reservations made - your ratio of "lookers" to "bookers"
- Report of what website a guest linked from to make the reservation
- Report of what mail lists guests are registered under
- System alert goes to hotel when a guest queries a date range and receives a 'no availability' report - hotel can then make additional inventory available
- Hotel can sort information by any significant variable, e.g. booking date, arrival date, company name, reservations number
| "We need to know that our site is SECURE." |
BOOKDirect has several features to control access to rates and ensure a safe site and user data:
- Negotiated rates are accessed via an ID code that has been provided only to members of the group to whom the rate applies.
- SSL (Secure Socket Layer) browser encryption by Verisign ensures that credit card data is safe.
- BOOKDirect uses Domino multi-level access control security.
- The BOOKDirect site has been tested by IBM and certified 'hack-proof', shown by the IBM E-Business mark.
BOOKDirect is Reservations
BOOKDirect as an internet reservation system gives hotels and hotel groups the power to receive internet reservations from all over the world. It's a way to extend personalized service to guests and clients long before they walk into the lobby.
Developed by and for hoteliers, BOOKDirect is a powerful tool that helps increase market presence and manage Internet reservations with speed and thoroughness.
Best of all, BOOKDirect is available at a low per-transaction rate. Hotels have no software to load, and within minutes of set-up can start receiving reservations. There are no specialized technical skills required in order to update availability or receive reservations both the hotel and the client will appreciate the experience of working in BOOKDirect's common-sense environment.
More and more corporate, government and individual travelers are using the Internet to book hotels. BOOKDirect gives hotels the quickest, easiest and strongest entry into that growing revenue stream.
Customized
You are always in complete control of your BOOKDirect inventory, rates and site content, so show off your property to its best advantage!
Personalize your BOOKDirect site with your property details and photos, banners and logos. Write the messages that your guests receive during the reservation process. Create different packages for events and negotiated, corporate or group rates. Gain a competitive advantage and build guest relationships with these BOOKDirect features:
- BOOKDirect's unique CUSTOMERDirect functionality makes for a one-of-a-kind booking experience! Your guests can use an ID code to access a personalized site that you've created especially for their rate or package. Perfect for weddings, conventions and corporate events!
- Guests can enter special requests and schedule details on their reservation forms so that you can offer enhanced service during their stay.
- Frequent guests appreciate the courtesy of 'credit card on file' - activating this feature allows repeat guests to book online without having to enter credit card information.
Comprehensive
Only a hotelier could have created the BOOKDirect system. Every detail in the reservations process and the many reporting features show a hospitality professional's touch. In addition, you can count on the following:
- Powerful Oracle and Lotus technology for real-time responsiveness and reliability
- Proactive customer service and 24/7 support
- Security assured by Verisign's Secure Socket Layer browser encryption, and IBM's "hack-proof" testing certificate (look for the IBM e-business mark!)
Cost-Effective
The BOOKDirect fee structure is designed to give you an immediate return on your investment!
- You pay low transaction fees, starting at 2.5%, for realized bookings only.
- Properties using BOOKDirect have averaged 30% - 40% higher than average daily rates on their online bookings.
- Automatic rate escalation means that your revenue increases with every room booked as your availability decreases - without you having to even think about it!
- Our revenue coaching service helps you make the most of your investment.
How Much Does A Reservation Cost?
At the core of BOOKDirect is a reservations system designed to simplify the reservation process for both the hotel and their guests, and enable hotels to maximize their potential revenue while maintaining the highest standard of customer service. It's not just convenient - it's also the most cost-effective means by which to process reservations. The experiences of actual properties show that a 200 room hotel might increase profits by as much as $114,000 per year .
Let's review how reservations have traditionally been processed. Independent hotel operators, many of whom operate several properties, either independently or as part of a common marketing banner or association (e.g., Best Western), typically receive as much as 25% of their business through travel agents who make the booking through a Global Distribution System (GDS). The independent operator usually gets listed on the GDS through a broker, as they are not large enough to contract directly with each GDS. There are two additional channels through which reservations are most often received: a centralized reservations system (CRS) operated by a common marketing organization or association (e.g., Best Western), or through phone calls received directly by the property. The costs associated with accepting a reservation through each of these three channels vary dramatically, as summarized below.
| Reservation Source | Approx. Cost to Handle Reservation (based on an average rate of $85 and a stay of two nights) |
| Travel Agent (GDS listing via broker) | $25-$41 (1) |
| Marketing Association Central Reservations | $7-$21 (2) |
| Property Direct | $11-$15 (3) |
| BOOKDirect (Platinum Package) | $4 |
- Includes 10% commission to broker (on average booking of $85), $10% fee to travel agent and $5US fee to GDS system (eg: Sabre, Galileo, Worldspan, Amadeus)
- Average charge of $7 per room night booked, ranging from 1 to 3 nights
- Based on typical cost to operate a reservations desk of $45/hr (agent time and 800 number cost) and average of 15-20 minutes of telephone time to process the reservation (including calls that do not culminate in a booking)
In addition to cost, there are three key disadvantages of third party reservations:
- lack of direct contact and relationship with the end customer;
- special requests that the customer may make through the third party often do not make their way through to the individual property
- no potential to market to callers based on property specific features that may be of special interest to them.
To address these shortcomings, most hotel operators that are part of a common marketing banner incur the costs of establishing their own 800 number, highlighting the value they place on direct customer contact at the reservation stage. The Internet represents a significant opportunity for independent hotel operators, as it provides the opportunity for direct customer contact and on-going communication with repeat customers.
What about the e-mail reservation process? Many independent hotel operators that do have a presence on the Internet often have a simple web site that is not integrated with their back office reservations system. A customer who wants to make a reservation fills out a reservation form and sends it by e-mail to the hotel. The e-mail is typically processed in batch mode and a manual check is performed by the hotel to see if the request can be honored. The hotel responds with an e-mail regarding availability. The potential customer then needs to confirm by e-mail that they want to accept the available reservation and possibly hold it by providing a credit card number. Finally, the hotel e-mails out a confirmation. You can see that the flurry of e-mail required in this process significantly detracts from the potential cost efficiencies and customer convenience. If one calculates the time spent by hotel staff reading and responding to e-mail, a cost per reservation can also be estimated. An employee being paid $18 per hour can conceivably spend half an hour or more in total time reading, checking, responding, and then re-responding to a particular customer's enquiries. The cost for such a booking would be at least $9.
BOOKDirect is the best alternative. As a hosted, packaged service, BOOKDirect is the most cost effective choice for independent hotel operators. Our service package choices are designed with all types of properties in mind, with per-transaction fees ranging from 2.5% to 10% depending on the value package most appropriate for the hotel, and the distribution channel. These percentages work out to be a fraction of the cost of a reservation processed by any of the traditional methods, and hoteliers can choose the scale of service that is most economical for their property. Most importantly, our per-transaction pricing means that in order for BOOKDirect to be successful, our member properties must be successful first!
BOOKDirect processes reservations for pennies instead of the $7 - $20 required for third party processed reservations. Some operators find the savings so significant that they encourage use by offering "Internet rates" that are cheaper or more than regular room rates, or by providing free room upgrades for Internet reservations. A number of hotels that use the BOOKDirect system are currently handling between 5% and 15% of their reservation volume through the Internet - and this is believed to be a starting point for future growth. Hotel experience shows that 40% or more of registered users actually perform bookings through the system, with many using the system on an on-going basis. Guests who use the system repeatedly are in regular direct communication with the hotel and are more loyal customers.
BOOKDirect provides higher yields. Witness another benefit of BOOKDirect: most hotels utilizing the system are generating rates 25% - 40% higher than their average daily rate. The reason for this is simple - when calling a hotel directly the customer feels obliged to haggle for a better rate and more often than not, hotel staff will provide one. With BOOKDirect, the customer cannot haggle; if the rate is acceptable to them, they will book it online. This saves the hotel staff time and money. The hotel must also be committed to a policy of ensuring that their Internet rates provide the customer with the best possible rate at the time of booking - otherwise their credibility is at stake.
To summarize: BOOKDirect is unquestionably the most cost-effective system available to independent hotel operators. It saves hotels money and staff time, provides better customer service, and drives higher yields. Think about this: a 200 room hotel that averages 70% occupancy, has an average length of stay of 2 nights, and receives 5% of reservations through the system saves between $25,000 to $50,000 per year compared to receiving those same reservations through a travel agent booked through a GDS. Furthermore, if those 5% hotel bookings average 25% higher rates (as most BOOKDirect hotels do), then that also represents at least $64,000 in additional revenue. In total, BOOKDirect can put over $89,000 to $114,000 directly to the hotel's bottom line. That's quite a return on an investment of $6,000 a year!
Based on "E-Business for Small Business" by The McKenna Group, 2000.
Marketing & Distribution
BOOKDirect as a marketing tool is designed to achieve your two main marketing goals - attracting new guests, and encouraging repeat business. Use Bookdirect to show your property's best face to thousands of new customers at once, while effectively maintaining relationships with your loyal repeat guests.
Turn 'Lookers' Into 'Bookers'
BOOKDirect makes 'lookers' into 'bookers' by changing your property Website from just a source of information into a full business portal. Because guests can use BOOKDirect to query availability online, it even drives telephone bookings. Use these features to show your property's appeal:
- We can help you create pages to which the guest can link to get additional information about your inventory in the form of photos, room layouts or virtual tours.
- The BOOKDirect brand is a generic brand which identifies to the customer that they are booking directly with the hotel of their choice - your property!
- We can work with you to create marketing materials suitable for your property and customers - let them know that they can reserve with you online!
Keep In Touch
Use BOOKDirect's many reporting features to track booking sources, monitor bookings and maintain contact with your customers. Use our CustomerDirect functionality to create a unique online booking experience!
Our Automatic Business Tracking feature allows you to see the origin of each booking, and the volume of bookings from each source. You can even see the ratio of queries to actual online bookings. And if you're turning away business due to a lack of online inventory availability, you'll be notified immediately.
- Sort your reservation information any way that suits you: by booking date, arrival date, or departure date; by number, guest name or company; by city, or by source.
- Use your guest registration database to retrieve profile details, share information with other properties in your chain, or create mass mailings. Define custom mail list groups that guests can add themselves to when they register.
- Remember that BOOKDirect supports all types of rates and packages, and our CustomerDirect feature means that each group can have their own personalized website on which to book!
Extend Your Reach
When you use the BOOKDirect system, you're not limited to one website. Beyond your own property website and/or our BOOKDirect site, your property can be found through Spyre's worldwide network of affiliates and partners. You achieve maximum exposure thanks to Spyre distribution initiatives such as Spyre's portal network of over 250 geographic locations, our product-specific sites such as allsuites.com and airporthotelsandresorts.com, and our Net Rate Program. As a BOOKDirect customer, you are also entitled to a 20% discount on an Enhanced Listing in our Hotels and Resorts Directory - a guaranteed top placement opportunity!
Sales, Opportunities & Service
BOOKDirect Packages
We have service packages ranging from Bronze to Platinum designed with every type of property in mind. Our per-transaction fees range from 2.5% to 10%, depending on the package and distribution channel
most appropriate for the hotel. Please contact our Sales Department for full package details, and
assistance in determining the most cost-effective package for your property.
Net Rate Program
You may also participate in our Net Rate program for distribution to Travel Agents/Tour operators, etc. We request the best possible net rate for distribution through our network.
Website Development
Just starting to establish your property's Web presence? Want a better, more dynamic and effective website? Let Spyre's experienced Web design team help you to make an impact on the Internet. Ask for a quote.
Hotels and Resorts Directory Initiative
Guaranteed top placement opportunity in www.hotels.org, Spyre's Hotel Directory Initiative. Appear within the first page of hotels listed within your city. With the purchase of any BOOKDirect plan, you are entitled to a 20% discount on an enhanced listing within our Hotels and Resorts Directory Initiative.
*To view an enhanced listing, go to www.hotels.org and search for Hotel Inn Spyre in New York City. Click on the displayed name, and our sample enhanced listing will appear.
Customer Testimonials
At Campbells Resort on Lake Chelan, providing the best in customer service means utilizing the latest in technology. Our conference center t1 like internet connection and our BOOKDirect Online Reservation System, by Spyre are examples of this dedication. As Spyre customers since 1998, we have been impressed with their desire to make constant improvements to their already superior product. They listen to us, just as we listen to our customers. Spyre's partnership with Campbell's Resort further enhances our image as being one of the finest mid-sized resorts and conference centers in Washington state.
Aleric Pratt, MIS
Campbell's Resort, Lake Chelan, WA
April 3, 2001
To Whom It May Concern:
BOOKDirect has been delivering hotel reservations to Minto Place Suite Hotel since January of 1998. Over the last three years Minto Place has realized significant revenue from bookings made through BOOKDirect.
We were attracted to BOOKDirect because of its valuable revenue-generating tools and its ease of use for both our properties and our guests. We have benefited from its key features including yield management and negotiated rate capability, enabling our hotel properties to ability to extend negotiated rates to respective corporate clients and groups online, and its customer relationship management tools.
We have found BOOKDirect to be an effective reservation system and marketing tool.
I would recommend BOOKDirect for chain hotels or independent properties.
Yours truly,
Minto Place Suite Hotel
Tony Allen
Rooms Division Manager
Frequently Asked Questions
What do I need in order to set up Bookdirect?
You need a computer with Internet access (dial-up or dedicated line), and about half an hour. You don't need any special technical skills, there's no software to load, and you start receiving reservations within minutes of setup. It's equally easy to update availability and rate information.
Do I have to have a finished Website?
No. BOOKDirect provides you with your own customizable "home page" to which you can add your photos, logo and copy - and edit whenever you wish. We can also create a Website for you; please ask for a quote. If you have a domain name but no site, we can have your domain name pointed to your BOOKDirect system.
If my property already has a Website, can I use it?
Yes! It's simple to integrate BOOKDirect into your existing site, and it's the best way to turn your Website into an e-commerce portal. All you have to do is create a "Reservations" link to connect to your BOOKDirect system.
Can I use my own domain name, like www.(myhotelname).com?
Yes. We can host your domain name so that your BOOKDirect system comes up under your own name and branding. We can also register a domain name for you.
How much control do I have over my BOOKDirect site?
You have total control over your system. You can edit your home page in real-time as easily as typing a letter, and you can define your own custom messaging. You manage your rate and availability information, and as an optional upgrade you can create customer-specific sites "on the fly". BOOKDirect will support as many different rates and packages as you choose to include.
What about the site itself - is it easy for the average guest to use?
The BOOKDirect site has been carefully developed and tested to ensure that it's user-friendly and welcoming on both the hotel and customer sides. Reservation confirmations are immediately sent to the guest and the hotel by e-mail (or fax, if requested). Reservations can also be cancelled online by the guest, and manually by the hotel.
Do I have to make all my inventory available for BOOKDirect bookings?
No, you don't. Provide as much inventory for online bookings as you like. BOOKDirect will send you an alert when a guest queries availability and no availability is displayed, so you know when to include inventory to support demand.
What if I have different rate packages? Can customers see all rates?
You can display whatever rates you choose to the general public, or control viewing via a corporate/group ID that's required in order to see the selected negotiated rate or package.
How secure is BOOKDirect?
BOOKDirect uses Verisign SSL technology, and bears IBM's E-Business Brand mark which ensures that it meets IBM's stringent security standards.
How much is this going to cost me?
BOOKDirect pricing is based on a win/win philosophy - you pay a transaction fee only for realized bookings. There is an annual service and support fee which includes our unique revenue coaching service, and then the per-transaction fees vary depending on the package that best suits your property. Please see the Fee Schedule for a comprehensive description of each package.
I'd like more information. Who do I talk to?
Call 1-888-467-7973 toll-free, or e-mail us at sales@bookdirect.com . We'll be happy to answer any questions you may have about your property's needs, and we can e-mail, fax or mail you additional material on BOOKDirect's features.
Contact Us
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HeadQuarters 25 Imperial Street, Suite 210 Toronto, Ontario M5P 1B9 Tel: (416) 487-7797 Fax: (416) 487-7706 Toll Free: (888) 467-7973 Email: sales@spyre.com |
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