Grupo Hotelero Brisas is one of Mexico's best-known hotel groups: over 3,000 rooms across 13 properties, from iconic beach resorts like Las Brisas Acapulco, Las Hadas and Sunrock Los Cabos to the Galería Plaza city hotels serving business travelers across the country.
For Grupo Brisas, the focus is simple: grow direct bookings and take back control of rate parity. As Mariana Echanove, Director of Sales & Marketing, puts it: “The idea is to sell, sell and sell.”
Grupo Brisas had a problem familiar to hotels everywhere, at an unusual scale. When guests compared prices on metasearch, OTAs (online travel agencies) regularly showed cheaper rates than the hotels' own websites.
The scale of the problem quickly became clear. On almost four out of five searches, at least one OTA beat the direct price. On more than one in ten, direct was the most expensive price on the page. Every lost comparison pushed a booking toward an OTA, commission bill attached.
And the problem didn't end there. Guests who did reach the group's websites found little to win them over: a personalization program unchanged for over six months, with no strategic guidance behind it.
""The biggest challenge Triptease is helping us overcome is ensuring that we offer the most competitive rates across metasearch channels.
Eder Corona, Associate Director of Marketing, Grupo Brisas
Grupo Brisas launched Triptease Metasearch across eight properties in January 2025, putting its hotels in front of high-intent guests on Google Hotel Ads, Tripadvisor, Kayak and more. Triptease's AI-powered bidding algorithm uses real-time guest and price parity data to invest where the direct price can win and protect budget where it can't. For the first time, Brisas could see exactly where OTAs were undercutting, and respond.
""We’re seeing precise, actionable insights that have significantly enhanced our decision-making. Before Triptease, we didn’t have this level of information on our radar. Today, it has become an integral part of our business intelligence, with weekly performance reviews and specific actions tailored to each property."
Eder Corona, Associate Director of Marketing, Grupo Brisas
In July 2025, the group switched on Price Match on Metasearch, which automatically detects when an OTA is undercutting the direct rate and adjusts the direct price by just enough to win the booking.
Between August 2025 and June 2026, Triptease Metasearch put Brisas' hotels in front of guests more than 2 million times and sent around 120,000 visits to the booking engine. The result: more than 2,500 direct bookings worth over $1.4 million.
Price Match transformed the group's price competitiveness. With it active, the direct rate beat or matched every OTA more than half the time, up from around one search in five without it. The share of searches where direct was the most expensive option collapsed from 13% to 4%.
Guests who saw a Price Matched rate made more than 1,500 direct bookings. And what Price Match protects is profit: every booking it wins comes with zero OTA commission, won with a discount the hotel sets.
With metasearch delivering, Grupo Brisas is putting more of the Triptease Data Marketing Platform to work, this time on its own websites.
In February 2026, Grupo Brisas switched its web personalization provider to Triptease Messages, drawn by the strategic support its previous vendor lacked. Live across all 13 properties since April 2026, it brings personalized website messaging to every guest.
Early signs are promising. In its first three months, Triptease Messages influenced dozens of direct bookings worth over $115,000, with campaigns like a two-for-one children's promotion live at Las Hadas and Las Brisas Mérida.
For a group whose mission is to sell, sell and sell direct, the partnership with Triptease keeps delivering.
""It also helps us convert more website visitors into guests by delivering relevant, targeted messages that encourage them to complete their booking directly with us, thanks to the Website Personalization tool."
Eder Corona, Associate Director of Marketing, Grupo Brisas