Castell Son Claret, Mallorca
Case Study  ·  Luxury & Boutique Hospitality

A 5-star Mallorcan castle makes its website the strongest channel it has

Castell Son Claret, a Leading Hotels of the World property in the Serra de Tramuntana, rebuilt its entire digital front door with Profitroom, replacing a fragmented set of tools with one connected ecosystem.

Mallorca, Spain 43 Rooms & Suites 1 Michelin Star The Leading Hotels of the World
See the results Discover their story
+77.0%Direct Revenue Growth YoY
+60.1%Direct Bookings Growth YoY
+18.8%ADR Increase YoY
+50%Direct Sales Growth Since Launch
Sa Clastra restaurant, Castell Son Claret Sa Clastra, Castell Son Claret's Michelin-starred restaurant
The Hotel

An intimate castle retreat with a Michelin star and 132 hectares to itself

Set within a restored 19th-century castle in the UNESCO World Heritage Serra de Tramuntana, Castell Son Claret has operated as one of Mallorca's leading luxury destinations since 2013. With just 43 individually designed rooms and suites, a Michelin-starred restaurant, Sa Clastra, and its Mediterranean sister restaurant, Olivera, the property's philosophy centres on personalised service, privacy and a deep connection with nature.

"Every aspect of Castell Son Claret is designed to offer a calm, authentic and highly personalised luxury experience. This philosophy extends beyond the hotel itself and is reflected in every guest interaction, from the moment they first discover us online until long after they have returned home."

— Mikel Martínez, Digital Marketing & Content Manager, Castell Son Claret

Castell Son Claret outdoor pool Bellesa de Claret Spa Castell Son Claret room interior
The Challenge

A fragmented digital ecosystem was slowing everything down

Before Profitroom, Castell Son Claret's website, booking engine, CRM and marketing tools sat on separate platforms. Any update needed coordination across multiple providers, which slowed implementation and made even simple changes unnecessarily complex, limiting the team's ability to react quickly to new campaigns or optimise the guest journey based on data.

The hotel's two commercial priorities were closely linked: build a digital experience that reflected the quality and exclusivity of the property itself, and strengthen its direct booking channel to reduce dependency on third-party distribution. Achieving both meant looking well beyond a standalone booking engine.

Castell Son Claret website The bespoke Castell Son Claret website, built on Profitroom
The Decision

An ecosystem, not another point solution

The hotel ran a thorough evaluation of providers, comparing technology, flexibility, user experience, integrations, customer support and long-term product vision, with the goal of finding a partner that matched both its operational needs and its premium positioning.

"We were looking for much more than a booking engine. The combination of website, booking engine, CRM tools and marketing automation within one ecosystem made Profitroom particularly attractive."

— Mikel Martínez, Digital Marketing & Content Manager, Castell Son Claret
“

Once we explored the platform in depth, it was honestly a very pleasant surprise. It became clear that Profitroom wasn't just helping hotels generate reservations; it was providing the tools to strengthen direct bookings, improve the guest journey and create a much more connected digital experience.

Mikel Martínez
Digital Marketing & Content Manager, Castell Son Claret
The Partnership

Onboarding built around a project with a lot of moving parts

Launching a new website alongside a new booking engine was one of the largest digital projects Castell Son Claret had undertaken, spanning website design, content migration, PMS integrations, tracking, SEO and the booking flow itself. Like any implementation of this scale, there were occasional technical challenges along the way, handled collaboratively with every solution focused on the best possible outcome.

Elena Meseguer Onboarding Lead

"Her professionalism, patience and close collaboration made a real difference throughout the implementation... From day one, we genuinely felt we were in the best possible hands."

— Mikel Martínez, Castell Son Claret
Laura Muñoz Customer Success Manager

"She is always attentive, proactive and genuinely committed to helping us achieve our objectives... she always makes the process feel smooth and effortless."

— Mikel Martínez, Castell Son Claret
The Solution

One connected ecosystem, built around the Booking Engine at its core

Guests at Castell Son Claret aren't just booking a room. They're booking Michelin-starred dining, spa experiences, cultural events and private gardens, and every product in the ecosystem is built to communicate that consistently, starting with the Booking Engine at the centre of it all.

Core Product

Booking Engine

The heart of the ecosystem: a fast, frictionless booking flow built to convert a premium, considered guest without ever feeling like "technology."

Bespoke Website

A fully custom site built to carry the same elegance and exclusivity guests feel the moment they walk through the gates.

Marketing Automation

Personalised guest communication from pre-arrival through to post-stay, without manual coordination across separate tools.

Loyalty

Turning a first-time direct booking into an ongoing relationship, long after the guest has returned home.

Personalised Offers

1-to-1 offers built and sent directly to guests, now converting at 20.9% from offer sent to booking won.

Inventory & Packages

"Very visual, intuitive and easy to understand," giving the team confidence to manage rates and seasonal packages independently.

— Mikel Martínez, Castell Son Claret

Reporting & Analytics

Clear, accessible dashboards that consolidate commercial data without pulling from multiple systems.

Extras & Upsell

In-journey upsell prompts, from room configuration through to final checkout, driving incremental revenue on top of the room rate.

Castell Son Claret, Mallorca
The Results

A direct channel growing across every measure that matters

Since launching its new website and booking engine in November 2024, Castell Son Claret has grown direct sales by 50%. Year-on-year, the direct channel is showing broad-based growth, more bookings, higher revenue and a stronger rate, rather than gains concentrated in a single metric.

"Direct bookings now represent our leading source of revenue, ahead of any individual third-party distribution channel."

— Mikel Martínez, Digital Marketing & Content Manager, Castell Son Claret
+50% Direct Sales Growth Since Launch Cumulative growth in direct sales since the new website and booking engine went live.
+77.0% Revenue Growth YoY Direct revenue, year-on-year, by booking date.
+60.1% Bookings Growth YoY Direct bookings, year-on-year, by booking date.
+18.8% ADR Growth YoY A year-on-year rise that points to a well-qualified, high-intent direct audience.
+49.0% Room Nights Growth YoY Room nights booked directly, year-on-year.
Source: Profitroom Suite, Summary Direct Sales and YoY Trends by Booking Date.
What's Next

A long-term partner, not a technology vendor

Castell Son Claret describes Profitroom as a long-term strategic partner rather than simply a technology provider, pointing to a platform that continues to evolve based on feedback from hotels using it. The hotel is now preparing to bring two further solutions into its ecosystem.

"If we had to highlight one thing, it would be the way the entire Profitroom ecosystem works together rather than one single feature."

Mikel Martínez · Digital Marketing & Content Manager
Bespoke Website Profitroom Suite (Booking Engine) Marketing Automation Loyalty AI Agent (Coming Soon) Corporate Connect (Coming Soon)

"Absolutely, without any hesitation. We would recommend Profitroom 100%."

MIKEL MARTÍNEZ · DIGITAL MARKETING & CONTENT MANAGER, CASTELL SON CLARET

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About Castell Son Claret

Mallorca · 5-Star · The Leading Hotels of the World

Castell Son Claret is a 5-star luxury hotel set within a restored 19th-century castle in the UNESCO World Heritage Serra de Tramuntana, just 30 minutes from Palma. With 43 individually designed rooms and suites across 132 hectares of private gardens, forests and farmland, the hotel is home to Sa Clastra, its Michelin-starred restaurant, and Olivera, its Mediterranean sister restaurant. A member of The Leading Hotels of the World, Castell Son Claret has operated as one of Mallorca's leading luxury destinations since 2013.

About Profitroom

Integrated technology for hotels worldwide

Profitroom provides integrated technology solutions for hotels worldwide. Trusted by over 4,500+ hotels across 50+ markets, our platform combines website, booking engine, packages, CRM, loyalty and distribution into one seamless ecosystem, giving hotels the tools to own their guest relationships and grow direct revenue.

Profitroom × Castell Son Claret

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