The Summary

• The Challenge: Four independent complexes with no shared brand, outdated logos, no common website, and heavy reliance on Booking.com for direct sales.
• The Strategy: A single Profitroom ecosystem, Website, Booking Engine, Marketing Automation, and Loyalty Program, unifying four properties under one new brand: Lanzarote Holiday's.
• The Results: Group revenue grew 39.6% and ADR grew 20%, with Profitroom now outperforming Booking.com in room nights across the group's top properties.

About Lanzarote Holiday’s

Lanzarote Holiday's is a hospitality brand based in Puerto del Carmen, Lanzarote, in Spain's Canary Islands. The group brings together four accommodation complexes, Apartamentos Costa Volcán, Villas Blancas, Duplex Guanarama, and Casas Los Jardines, offering 109 accommodation units in total. With more than 30 years in hospitality, the company has built its reputation on location, personal service, and a loyal returning guest base.

The Challenge: Four Properties Without One Clear Identity

Before Profitroom, Lanzarote Holiday's biggest challenge wasn't booking volume, it was identity. Four complexes operated as four separate businesses, each with its own booking setup and no shared brand connecting them.

Costa Volcán ran on NeoBooking under its own long, disconnected domain. The other properties sold mainly through Booking.com with no real direct channel of their own. A basic one-page website existed mostly for email contact, with no structure to present all four complexes professionally.

The visual identity told the same story. Old logos were low-resolution and nearly unusable on a modern website, with no shared colors, typography, or brand guidelines tying the properties together.

The Strategy: Turning Four Complexes Into One Identity

Profitroom's first demo made the opportunity clear: bring all four properties together under one professional structure. That meant a single Website, Booking Engine, Marketing Automation,  and Loyalty Program, one direct booking strategy instead of four disconnected setups.

The existing domain name, lanzaroteholiday.es, inspired the new brand name itself: Lanzarote Holiday's. Before this, the brand didn't really exist. There were four complexes, but nothing connecting them. The clean style of the new Website shaped new logos for Lanzarote Holiday's, Villas Blancas, and Los Jardines, sharing consistent colors and typography. When Costa Volcán joined the new structure, the same design line carried through with its own color variation, keeping it part of the family while giving it its own identity.

What started as a technical project became a full brand transformation.

What started as a technical project became a full brand transformation. Today, Lanzarote Holiday's sees Profitroom as a long-term partner rather than just a technology provider, one that's helped build a stronger brand structure, improve direct bookings, and reduce dependence on external platforms.

The Results: Higher Value Across a Unified Brand

1. Costa Volcán: Profitroom Becomes the Strongest Sales Channel. For Costa Volcán, the group's largest and main-volume property, Profitroom generated approximately 74.6% more room nights than Booking.com and 71.7% more reservations after cancellations. For the group's flagship complex, that's a clear sign of where direct bookings now come from.

2. Villas Blancas: Strong Growth on the Premium Side of the Brand Villas Blancas, the group's smaller premium property, saw Profitroom generate around 66% more room nights than Booking.com and 14.3% more reservations after cancellations, important validation for the property where guest relationship and direct positioning matter most.

3. Guanarama and Los Jardines: Building Direct Booking Potential Booking.com still leads in total volume at Duplex Guanarama and Casas Los Jardines, but Profitroom is already closing the gap. Guests who book directly through Profitroom at these two properties stay 55.0% and 38.7% longer on average than those booking through Booking.com, early signs of where direct booking momentum is heading next.

4. Group-Wide: Higher Value, Not Just Higher Volume Across the portfolio, ADR increased by approximately 20%, showing direct bookings aren't just growing in number, they're improving the value of every reservation too.

Key Takeaway for Hoteliers

Lanzarote Holiday's shows that a direct booking strategy is only as strong as the brand behind it. Four complexes with no shared identity became one recognizable name and that unified brand is what turned a booking engine into the group's strongest sales channel.

Profitroom Products Used

• Website
• Booking Engine
• Marketing Automation
• Loyalty Program