How Hotels in Uzbekistan Generated $16,000 in Direct Bookings During an International Event

About the Collaboration

In the lead-up to the Asian Grand Prix, held in Tashkent, Uzbekistan from March 23 to 29, 2026, Exely and the International Backgammon Federation joined forces to support tournament participants with accommodation options.

Large-scale international events like this create an increase in travel demand. The goal of the collaboration was to convert tournament-driven demand into direct bookings on hotel websites, while maintaining full control over rates and guest relationships.

Challenges

Event: International Backgammon Tournament

Dates: March 23–29, 2026

Location: Tashkent, Uzbekistan

When a local travel company representative approached Exely to coordinate accommodation for incoming guests, the initial plan was to manage bookings through third-party channels. Instead, Exely proposed an alternative strategy focused on direct bookings with one key condition: all guests must book their accommodation directly through official hotel websites. The partner agreed, and the implementation began.

Solution

Direct Booking Flow via Federation Website

To capture demand at its source, Exely recommended adding a dedicated hotel section on the Federation’s website. Each participating hotel was listed with a direct link leading users to its official website via a “Hotel Website” button. As a result, all traffic from tournament participants was redirected straight to hotel websites.

Exclusive Rate Plans for Tournament Participants

A special closed rate plan was created for event attendees:

• Promo code rate with a 10–15% discount
• Booking available only via hotel websites
• Stay period: March 20–30

This ensured that:

• the offer remained exclusive to participants
• bookings were trackable
• hotels retained full pricing control

Fast Launch Across Multiple Hotels

Five Exely-connected hotels participated in the campaign:

Navruz Hotel, Rauza Hotel, King Plaza, Badem Garden Hotel, and Inspira-S Hotel.

Thanks to existing partnerships, Exely Customer Success service quickly managed:

• rate setup
• promo code activation
• alignment across all properties

This allowed hotels to go live before peak demand and fully capitalize on incoming traffic.

Result

By redirecting tournament traffic to official hotel websites and offering a targeted incentive, Exely and the federation created a high-converting direct booking channel. Within just one week, the collaboration delivered strong results across all participating hotels:

• 30 direct bookings
• 194,628,254 UZS (~16,000 USD) in revenue