How Gabriel Freire Increased Luna Volcán’s Room Revenue by 363% in One Year — A Global SiteMinder Success Story
When hotel technology meets the right strategy, results can go beyond expectations.
In 2024, I had the privilege of leading the digital transformation strategy for Luna Volcán Adventure Spa, a boutique hotel in Baños, Ecuador, famous for its panoramic views of the Tungurahua volcano.
The result? Luna Volcán was chosen as a global success story by SiteMinder, the world’s leading hotel commerce platform — after achieving +363.7% in room revenue in just one year.
The challenge: Scaling without losing the essence
When I started working with Luna Volcán, the goal was clear — grow bookings and revenue while keeping the personalised service and boutique charm that make the hotel unique.
The challenges were familiar to many independent hotels:
Fragmented systems — Different channels and platforms that didn’t sync in real time
High manual workload — Time spent managing reservations instead of serving guests
Revenue leakage — Missed opportunities due to delayed updates across OTAs and direct channels
My strategy: One platform, multiple wins
I implemented a comprehensive hotel commerce strategy focused on:
Technology integration — Connecting the PMS, direct booking engine, and OTAs (Airbnb, Booking.com, Expedia, Channels Plus) through SiteMinder’s unified platform.
Dynamic pricing & availability — Real-time updates across all channels to capture demand instantly.
Direct booking optimisation — Improving website usability, booking flow, and exclusive offers for direct guests.
Distribution mix control — Balancing OTA exposure with direct sales for healthier margins.
Data-driven decisions — Using analytics to adjust rates, packages, and campaigns based on demand patterns.
The results: Numbers that tell the story
In just 12 months after implementing the strategy with SiteMinder:
📈 +363.7% in room revenue
💰 +354% in total revenue
🛏️ +404% in nights sold
📊 +364% in confirmed bookings
🧭 +21.5% increase in average length of stay
These results turned Luna Volcán into a benchmark for revenue growth in boutique hospitality, proving that smaller hotels can compete on a global scale.
What other hotels can learn
From this experience, here are 4 takeaways for hoteliers looking to increase bookings and revenue:
Invest in integration — A unified platform prevents overbookings and streamlines operations.
Prioritise direct bookings — Keep more profit and strengthen guest loyalty.
Use real-time data for pricing — Adapt to demand instantly and maximise revenue.
Automate smartly — Free your team to focus on guest satisfaction.
Why this approach works
Being recognised as a global success story by SiteMinder is an honour, but the most rewarding outcome is seeing how these changes have elevated Luna Volcán’s guest experience, brand reputation, and revenue.
This case proves that even in smaller, remote destinations, hotels can achieve world-class performance when they align the right tools with a clear, data-driven strategy.
Do you want your hotel to be the next success story?
Let’s talk about how I can help you increase revenue, bookings, and guest satisfaction — while keeping the essence of your brand intact.
