With so many articles about reducing your reliance on Online
Travel Agents and driving more direct bookings, hoteliers can be left feeling
over whelmed with where to start.
Everyone knows a commission free booking is much more
profitable than an OTA booking but, how do you encourage direct bookings and
how can you use the OTA’s to your advantage?
In an ever
competitive market place, hotels are striving to deliver more direct bookings
to boost revenue and the hotel’s website can play a crucial role in achieving
this. Ensuring your website is visually appealing, can be easily navigated and
is easy to book must be top of your priority list. Many potential guests will
find your hotel via an Online Travel Agent and then research your hotel online
ultimately ending up on your website. You can read our thoughts on how to
create good first impressions on your website on this blog.
OTA’s have introduced “dimming” - deliberately minimising a
hotel’s appearance or lowering the ranking on its results page. This can
include removing images of the hotel, colour listings made monochrome, lowering
the ranking or even showing the property as unavailable. This can have
catastrophic results for smaller hotels so view OTA’s as another source of
generating direct bookings. Let them introduce first time guests and then make
it your mission to turn that customer into a direct booker next time.
Ensure you keep your Online Travel Agent listing up to date and
in line with your terms and conditions – these companies spend millions on
advertising and can assist you in showcasing your hotel to a huge audience.
Have a clear message on your website informing potential
guests that the best deal can be booked direct with yourself – this doesn’t
have to be of monetary value! Use social media and email campaigns to drive
traffic to your hotel website and don’t forget to keep your customer database
up to date. A good, clean email marketing list will increase opens, reads and
ultimately clicks.
Or talk to Guestline about our online booking manager which
can help hoteliers increase commission-free, direct bookings on their website in
just 3 simple steps. The module is integrated
with Guestline’s distribution and PMS and therefore bookings and rates are
automatically updated in real-time.
Arrange a demonstration here.
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