The hotel
Howard Johnson is an international hotel chain operating in Argentina. As a franchise property, much of its bookings came through OTAs, which meant paying high commissions every month and depending on channels that eroded its profitability.
The team needed to bring the direct channel back to the forefront and professionalize guest service across the digital channels where its customers actually talk: WhatsApp, Instagram and Facebook.
The challenge
The revenue management area had a clear priority: reduce dependence on OTAs and lower commission costs. But manual service kept the team buried in repetitive tasks and basic inquiry responses.
On top of that, communication was scattered across different channels without a unified tone, and there were no clear metrics on the return of each marketing campaign.
The WeSpeak solution
With WeSpeak, Howard Johnson centralized WhatsApp, Instagram and Facebook into a single platform, keeping a unified brand tone in every conversation.
The AI assistant began resolving the vast majority of inquiries automatically, freeing the team to focus on revenue decisions, while the platform delivered clear ROAS metrics for every campaign.
Results
89% of inquiries are now resolved automatically and direct bookings grew by 21%, reducing dependence on OTAs and the weight of commissions.
Guest satisfaction reached 92%, campaigns achieved an average ROAS of 4.2×, and low-season occupancy increased by 28%.
“As a revenue manager, regaining control of the direct channel was a priority: we were paying a lot in commissions every month. With WeSpeak the team stopped putting out fires — 89% of inquiries resolve themselves and we grew direct bookings by 21%.”
