Mateusz Madejski, journalist Business Insider Polska: What was the season? Part of the season was not very kind to customers.
Dawid Dusza, president of Triverna.pl: Yes. For us also, because we had to sell accommodation in such weather (laughs). And we mainly have hotels in Poland, this is our Core Business. We have individual facilities even in Croatia or Bulgaria, but we mainly focus on Poland. Also because we focus on traveling on our own, so naturally Polish locations are the most important here. We focus on better locations – with a swimming pool, with a SPA, with a higher standard.
Which region dominated? This summer, it was primarily Western Pomerania – this region concerned 60 percent. reservation. The most popular were places such as Międzyzdroje, Świnoujście, Niechorze and Kołobrzeg.
Let's go back to the season. What were the business results in relation to the previous year?
The weather is weather, but we are getting better and better. This summer we have, for example, an increase of 35 percent in terms of turnover value compared to the previous season. We are drawn to us, among others Campaigns, including television ones. Of course, a lot of funds went to this, but I think it finally paid off.
And the weather – at the end of the season it was not so bad at all. To be honest, it would be difficult to sell something if the whole season of the weather was terrible. Finally, if someone spends 2-3 thousand. PLN for a weekend at the SPA hotel, but he wants to have good weather. It is difficult to discuss it. There was a big boom when it comes to the long weekend of August 15. Virtually all of them sold out of 950 objects. Customers also “made up for” trips that they did not decide in July – just for weather reasons.
Prices have gone?
Customers complain that the prices on the Baltic Sea have gone.
They complain, yes. You can't hide that it's not cheap. But let's compare, for example, with Croatia. We – yes – sometimes pay 1 thousand. PLN per night because I have three children. But in Croatia I can pay 600 euros, 1,000 Euro … so to be honest, it's hard to even compare. It wasn't so recently that. However, when it comes to Poland, people just go to the sea, so apparently they just still accept these prices.
Sudden events can shake the market?
Yes. The situation from last year was a bit surprising to me when there was a flood in southern Poland. Suddenly people began to cancel trips, e.g. on the Baltic Sea. Although there was no flood in the north. However, people just got scared and canceled their stays. However, as the flood wave passed, the reservations immediately returned to normal. Such things actually affect our industry. It is quite sensitive to all such events.
What customer dominates you?
These are primarily couples, although on vacation 1/3 of the reservations are families with children. Interestingly, 60 percent Women make reservations. We mainly have a younger client from large cities. But I must point out that the tourism industry is varied here. The tour operators are different – he prefers to come to the physical point of sale, talk to his favorite agent, ask about commands, he wants to be looked after. It works a little differently with us. Each service has its own slightly different target. Which is positive, because it means that everyone can find their niche.
Do you only have Polish customers?
For now, mainly so – though 15 percent. He comes from abroad, for example from the Czech Republic, Germany or Great Britain. Although these can also be Poles who live abroad, of course. However, we still have a lot of plans and willingness to grow, also abroad. Anyway, we are growing in turbo mode – an increase from 2022 to 2023 was as much as 90 percent! Now it is an increase around 40 percent.
The rest of the article is under video material
What does competing with booking.com and the company look like?
We don't compete with booking. According to our analyzes for Booking, the main business are facilities in Warsaw or its surroundings – these are largely business, educational trips and so on. We do not focus on it at all, for us the most important are holiday trips. We don't have hotels in Warsaw. Instead, we mainly have departments, it is 80 percent. our offers on the portal. There are really plenty of such facilities with us. Other facilities are mainly three -star hotels. But our client above all likes luxury.
What does cooperation with hotels look like? There are often attractive prices on your portal – but also the competition – there are often attractive prices. Why do hotels agree?
This is a favorable cooperation for both sides. Hotel we suggest that he will give a promotion that will be on our portal. And we will provide him with marketing activities, for example through a television advertising campaign. Everyone is a plus. The hotel has a lot of reservations, the customer has lower prices, and we have sales. This mix works, it still turns.
Is it not that hotels sometimes want to promote themselves in other ways? As I say – hotels still need more reservations. And if one does not need a promotion, we can be sure that he is different who needs them very much. But relations are really crucial here. We have people in the team who have many years of relationships with specific hotels. They call the facilities, ask if they need promotion, how many rooms left. So believe me, it doesn't work automatically that prices are low. Another thing is that statistically in Poland hotels have 50 % occupancy. So half is free, and always the most expensive for a hotelier is an unsold room. Therefore, selling them through booking portals is simply profitable for them. Nevertheless, there are also those who simply do not get into it and sometimes prefer to have empty rooms. However, it is not like hotels should only rely on portals. There are plenty of tools for acquiring customers – marketing, individual offers, newsletters, various portals … The owners of new hotels usually understand this perfectly.
Profits, however, primarily try to reinvest them – in improving the portal itself, but also in the construction of a brand, for example through advertising.
See also: The luxury brand of hotels will debut in Poland, but not in Warsaw
And can you change your business?
Of course, AI is a big challenge for our business, primarily for marketing activities. Because classic SEO goes to the past, and AI tools are more and more taking over when it comes to reviews. There are more threats – for example, AI agents who themselves – on behalf of the client – make reservations or shopping. Agents are to avoid intermediaries. However, I think they won't miss us. Our advantage is the unique relationships with hotels built over the years. For now, the algorithm will not replace, or at least I don't believe it.
