Market Intelligence & Industry Activation for SiteMinder Global
The project
SiteMinder engaged Itchi Digital to strengthen its presence within the Indonesian hospitality market and better understand the decision-making conditions influencing the adoption of a hotel distribution platform. We conducted in-depth qualitative and quantitative market research with hotel general managers to identify the commercial drivers and behavioural factors shaping purchasing decisions within the Bali hotel landscape.
Using these insights, we developed and implemented a targeted market activation strategy. This included delivering a high-impact industry event attended by over 110 hotel general managers and operations managers, alongside 15+ representatives from print and television media. We also managed media relations for key business announcements and market activation updates with leading business and technology publications in Jakarta, ensuring strong visibility among both hospitality and corporate audiences.
The results
The industry event generated over $40,000 USD in media coverage, amplifying SiteMinder’s presence across hospitality and mainstream media channels. In addition, our broader media relations activity surrounding market activation and business announcements delivered a further $20,000 USD in earned media value.
With over 110 senior hotel decision-makers and 15+ media representatives in attendance, the campaign significantly increased qualified sales leads by 20% and contributed to confirmed sales within the Bali hotel market. The integrated approach strengthened SiteMinder’s positioning as a trusted technology partner and expanded its commercial footprint across Indonesia.