PRESS RELEASE: Sarova Hotels achieves double-digit growth with HotelREZ niche marketing

Sarova Hotels captured new business and secured uplift in revenue after joining HotelREZ niche marketing programme

Sarova Hotel Group

London, 08 APRIL 2025 – Sarova Hotels has achieved double-digit booking growth in partnership with HotelREZ after joining its niche marketing programme.

By promoting Sarova Hotels to targeted segments and to thousands of agencies worldwide, the HotelREZ niche marketing initiative has led to an impressive 11.3% increase in bookings, with a 17.5% improvement in room nights.

Sarova only joined the HotelREZ niche marketing programme in June 2024, seeing revenue contribution of +16.3%. The group of independently owned hotels and health clubs, located in the UK, focuses on 4-star luxury with an independent spirit. Sarova’s properties include The Rembrandt in London, The Abbey in Worcestershire, The Bull in Buckinghamshire and Sir Christopher Wren in Berkshire.

The HotelREZ niche marketing programme was developed to enhance members’ visibility and drive incremental revenue. As a free, transaction-based programme with commission, it was an easy decision for Sarova. “The bookings started flooding in. There’s no doubt in my mind at all that these niche rates have stimulated a lot of business we wouldn’t have had otherwise,” said Jon Siberry, Group Revenue Manager for Sarova Hotels.

“This niche marketing programme with HotelREZ has performed very well for us,” said Rajesh Vohra, Owner of Sarova Hotels. “As a hotel group, it’s important for us to drive our commercial aims through innovation and market expertise. HotelREZ has been a key partner in doing this. As an extension to our work together, we have recently launched our presence with the HotelREZ-owned Best Loved Hotels brand too, and look forward to seeing the results this brings.”

“We developed our niche marketing programme as an additional commitment to our members to enhance their visibility and profitability,” said Daniel Simmons, Chief Commercial Officer of HotelREZ. “Now into our fifth year of working with Sarova Hotels, we’ve helped the brand steadily drive bookings and revenue. When our members see tangible results while we nurture a solid working relationship, it means we can bring new opportunities that fit the unique goals of each and every property.”

The partnership was originally formed in 2020, when Sarova Hotels engaged HotelREZ for services with the Global Distribution Systems (GDS), Alternative Distribution Systems (ADS), Channel Connects and Cvent. Sarova Hotels immediately saw improvements in the GDS channel under the guidance of HotelREZ.

“HotelREZ has brought a dinosaur back to life for us,” added Siberry. “I really thought the GDS was a dying channel back in 2019, especially with corporations moving online – but I’ve gladly been proven wrong. It’s incredible how much business is available on the GDS.”

With more than 20 years in business, HotelREZ draws on its vast experience and connections across the hospitality sector. As a result, it provides distribution, revenue, sales and marketing services, and consultancy, to more than 2,500 independent hotels, apartments, serviced accommodation and hotel groups worldwide. HotelREZ tailors solutions and advice by gaining in-depth knowledge of its members to drive results.

Given the success of the niche marketing programme, Sarova intends to continue participating, as well as explore other opportunities with HotelREZ.