Monday, 25 June 2018

The low down on OTA's - an OTA guru tells all

Oaky recently interviewed Guestline's Alex Bufton to get the low down on OTA's. 

When you think about the hotel-tech industry, you probably quickly think about OTAs. Not only because they are one of the biggest players in this sector, but also because you almost definitely make use of them yourself. Although we have to admit it, we all know and use OTAs, but what do we actually need to know, and what are the pros and the cons of OTAs?

Alex Bufton – a sports fanatic, hospitality enthusiast, OTA guru, and a distribution consultant at Guestline, will share her thoughts about what she thinks, you should know.

Hi Alex, could you tell us a bit more about what you do?

I’m responsible for managing the commercial relationship between our connected OTAs and RMS partners. My focus is on generating demand for our portfolio of over 2000 connected locations across the globe.

How, and when, did you end up in the hotel-tech industry?

I was captured by this dynamic industry even before I left high-school. During my long summer holidays, I was offered an apprenticeship at the resort our family stayed at in 1986. Even at that time, I’d already been involved with tech and tools aimed at improving customer journeys.

What do you like the most about this industry?

The ever-changing landscape and how it constantly evolves. Every day is a new day and it’s incredible to be at the forefront of continuous innovation.

What is your hobby?

I love sports. I love playing them, I love watching them, but my passion is competing in marathons for charity.

Your favourite holiday destination and why?

We had the most amazing holiday in Crete (Greece) two years ago. Beautiful beaches, wonderful food, spectacular sunsets – and most importantly time with my husband.

You were referred by someone when we were looking for an OTA-guru. Could you tell us what makes you an OTA-guru?

Ha! If I have to be honest, I think it must be my many years of industry experience. By working on-and-off-property with managing hectic reservation teams, directing account management teams for big players, being on the other team and supporting global chains with revenue and business optimization, I’ve gained a lifetime of experience.
Of course, Guestline has strengthened that too. Supporting businesses with driving profit, and exposing them to new markets through new tools, has contributed hugely to my expertise.

“Let’s deep dive into what we need to know about OTAs”

First of all, What is an OTA?

An OTA is an online marketplace for hotels looking to sell their rooms and services on a global scale, in exchange for commission payments – 24/7, 365 days a year.

What is changing in the OTA landscape?

OTA’s are increasingly moving towards adding more inventory – sometimes in quirky ways like treehouses, or by tapping into the shared economy market. Most significantly, OTAs want to start selling the entire experience: flights, railway travel, attractions, etc. They want to become a one-stop shop for their consumer – driving their own brand loyalty simultaneously.
My experience has shown that Google Ads are definitely a disruptor in countless markets, and whilst hotels have to work the duopoly, hotels have seen a business shift directly affecting their bottom-line gains.

What are the advantages of an OTA?

The advantage for consumers is the number of plug-ins and price-monitoring add-ins. These tools will cancel and re-book a property at a lower rate whenever possible. Bookers are loyal to their preferred OTA for a number of reasons. Namely: ease of booking – as the OTA’s hold the bookers details; accessibility on different devices; trust in the look-and-feel (think – 3 steps and you’re booked).
The advantage for hotels is that they can quickly access bookers from different markets, run tactical or strategic offers and display offers to closed user groups in exchange for increased exposure.

What are the disadvantages of OTAs?

Even before we moved into the world of GDPR, OTAs “owned” the asset – the booker in this case. Properties were no longer able to market their services directly, as OTAs stopped sharing booker email addresses. OTAs may also have a high attrition rate as customers become loyal to an OTA, rather than a specific hotel (chain). OTAs also monitor properties on the rates they sell across a number of channels, and whilst rate parity is no longer a requirement, properties are penalised by OTAs with higher commision rates if they offer different rates to other public channels.

Where do you think OTAs will be in 5 years?

I think there will be further consolidation – or rather acquisition – resulting in more “super brands” offering different inventory/booking experiences/options to different markets. Meta – though it’s still a bit shiny and new, is shrouded in an element of mystery. It’s new and mainly mastered by the super savvy, but it will increasingly grow as properties try to take control of their online presence and cost of sale. By managing and driving profit whilst working with channels that produce volume, metadata will really shine through in the near future.

What are 5 things you would advise hoteliers about OTAs or the OTA landscape?

  • Content is King, so keep it fresh! Algorithms are constantly updated so ensure your property is featured in the best possible fashion, and tell your story through compelling visuals and images.
  • Interrogate your business – OTA’s might drive bookings, but what is the cancellation ratio and revenue? Does one OTA perform better than the other? Speak to your market manager and see how you can drive more (earlier) bookings, and win over your competitors market share.
  • Focus on what makes you unique and what separates you from all other competing properties.
  • ALWAYS respond to feedback. Remember it’s a gift, even if you don’t want it. The decision to purchase is impacted by organic feedback because people buy from other people. Research has shown buyers go through an emotive process and trust the opinions of a selection of strangers in making their decision to stay.
  • Be social – if you offer a great dining experience, Instagram it. Have a closed user group promotion? Facebook it. Create and share fantastic “wow” moments.

Where will you be in 5 years?

Hopefully on some fabulous island listening to some great music and eating delicious food – having booked my trip directly with the hotel!

And where will Oaky be in 5 years?

Like Guestline, Oaky will be the first choice for customers requiring exceptional service from their chosen service partners.

Check out Oaky & Guestline 


Really nice iinfo ...

Our nursing essay writing services and college research paper service work collaboratively with our team of researchers to ensure that every order is thoroughly researched before drafting.

According to the latest essay writer review, it is found that students are mostly choosing Best Dissertation Writing Services for their unmatched quality of service. There are lots of positive reviews that add to review.
This assignment help service is the best in the market according to students’ review. It has been found that most of the students prefer their service because of the quality, price and other beneficial aspects. By analyzing some of the top reviews, let us know why this service has been considered as the best one for the help seekers.
The only way to get a detailed insight of the site is to go through the reviews that are posted on the best essay writing service,
Before selecting a homework help websites, students must read the reviews. Reading reviews is necessary as the students get to know which service providers are genuine and which is fake.
To mislead the visitors, a lot of My assignment help Review are posted in review writing websites.
For students who are going to write and looking for topics. Which side of the problem are you going to write about and what solution can you offer? You should know the objective of your essay, topic like- Hamlet’s Tragedy Persuasive Essay samples.

Hey, Your blog is very informative. It is nice to read such high-quality content. Attractive information on your blog, thank you for taking the time and share with us. Myassignmenthelp delivers high-quality content related to do my employee motivation assignment.

Get success with our assignment help Australia service as we create the perfect paper including all the important points related to the topic. All of our writers are in the first place worth telling the consequence of project writing for students, and thus they all are determined to provide the archetype assignment writing work.

My Assignment Help
Java Assignment Help

Assignment Help is an organization where understudies can get progressively mind blowing plans in which we can get immediate contact with the specialists who can compose the task as per the client with full focus.
my assignment help
law assignment help
Assignment Help UK

It has been found that maximum of the scholars picks their service because of the excellent, free and different beneficial components. all of our writers are within the first vicinity well worth telling the outcome of Cheap Essay Writing Services for college kids, and as a result, they all are decided to provide the archetype mission writing paintings.

Thanks for updating this. If you are looking for the Filipino Replays you will be get all the updates and replays online in hd.pinoy tv replays online hd

Pinoy TV website for all Pinoy lambingan tv shows of Pinoy channel free online. It's all about free Pinoy TV shows.

That's really interesting and helpful. We are providing quality items Outdor furniture nz which you will be get online in Auckland in a single click.

I visit your web page. Pinoy Lambingan It is really useful and easy to understand. Hope everyone get benefit. Pinoy Tambayan Thanks for sharing your Knowledge and experience with us Pinoy TV Shows. Thank you for shareing the great blog with us This is a greatest Bigg Boss 13 article and very helpful for everyone keep it up and share more like this.

Watch Pinoy TVPinoy Tambayan, Pinoy Lambingan, Pinoy Teleserye Replay, ... Most of the websites are premium and they charge a heavy amount to those ...

There is noticeably big money to understand about this. I suppose you have made certain nice points in functions also. Software quality assurance

Wow Very Nice and informative post you can also watch
Pinoy tv Shows

Watch Pinoy TV, Pinoy Lambingan, Pinoy Tambayan, Pinoy Ako, Pinoy1TV, Pinoy Channel, Pinoy Teleserye, Pinoy TV Shows Replay, Pinoy Network episode. you are Amazing and doing a great job. Watch all Fipino replays online in hd,.pinoy channel replays.

Hello first time I visit your website. I open some posts and find quality of work, I also like your website layout. I have bookmark your website and again I will visit your website soon.

Hello first time I visit your website. I open some posts and find quality of work, I also like your website layout. I have bookmark your website and again I will visit your website soon.
Tera Kya Hoga Alia

A mathematical formula, derived from the Black Scholes option pricing model, translates the price at which an option is trading (which reflects the price at which people are willing to buy the option), into those buyers’ expected rate of change of the underlying asset. This expected rate of change is called the underlying asset’s implied volatility or IV mcdvoice

Hello first time I visit your website. I open some posts and find quality of work, I also like your website layout. I have bookmark your website and again I will visit your website soon.
Valurile Vietii

Hello first time I visit your website. I open some posts and find quality of work, I also like your website layout. I have bookmark your website and again I will visit your website soon.

your tambayan pinoy tv network will be the best platform of pinoy replays.They believe that how to install gsat pinoy tv bring you one step closer to your family

This blog was how do I say it? Relevant!! Finally I have found something which helped me. Thanks! Yeh Rishta Kya Kehlata Hai

ABS CBN The Gift Feb 7 2020 Replay on Pinoy Replay. stay Tuned to ... our Pinoy channel, famous Lambingan Replay

Can someone please tell me if there's an iCloud password recovery iCloud password recovery method I can try?

KIK kik for PC is a video calling messenger app. Well, there are some methods by which you can use KIK. Download KIK for PC with four tested methods. Sign In - Login to the MSN Email service or Microsoft Outlook Email Account. Microsoft Outlook Email Account Sign In guide, password recovery

pinoytv replay | Your Number one Pinoy TV Replay Hd Tambayan Channel Lambingan Shows from ABS-CBN Teleserye, Gma 7 Show, TV 4 Show, Studio 24.

thanks for sharing this info with us i found it so amazing glad to read this How to Upgrade BQ Aquaris X5 Plus To Android 7.1.2

Watch online all the ofw pinoy channel and tv replays online in hd. Get your favourite pinoy tambyan repalys online on ofwpinoychannels

Get all the updates and replays online in hd. pinoy channel tv is one of the most popular replays which you will be watch online in hd.

People have to be aware of the Noval Coronavirus like how coronavirus is spreading from one person to another, how one can be safe or protect oneself from the Noval Coronavirus. Coronavirus Emergency Contact Phone Number

You might have installed WhatsApp on your Android device. ... You can enjoy this awesome mod of whatsapp app no your Android device from below. We have provided direct download link for the Gbwhatsapp apk download below.

Thank you for this great articles, keep posting these kinds of articles Dragon City Spotify Premium

Really awesome work you've done in this post. I'm really grateful that I found your website. Thanks again.

Very helpful article thank you for sharing and I have downloaded the to experience

This comment has been removed by the author.

هوم کا یک مجموعه ارائه دهنده خدمات سلامت از جمله پرستاری، پزشکی و خدمات توانبخشی در منزل و محل شما است. هوم کا کادر مجرب مراقبت و درمانی خود را بسته به نوع درخواست به شما تخصیص می دهد. تنها با یک تماس و یا با چند کلیک می توانید از مشاوره و خدمات هوم کا استفاده کنید.
پزشک عمومی در منزل تهران

you can watch All Kapamilya channel Tv shows in Hd and also Pinoy1tv Shows.

Excellent post shared Love to read more

watch only on Clicksud, TVpenet shows, rulare shows, Romanian shows full hd episodes online for free

Clicksud, TVpenet shows, rulare shows, Romanian shows full hd episodes online for free.

All the students are very glad to discover your blog which is very beneficial for their science subjects because they are not aware of tech Industries and this post is complete guide for them buy dissertation online uk

Thanks for sharing the files .I found a lot of interesting information here NFL Streams

Check all options to watch UFC 252 Live Stream Reddit online from any devices for free. UFC 252 Live Stream Reddit

Take AutoZone Customer Satisfaction Survey To tell the company about “what you think about your recent experience at AutoZone”.

For sharing your valuable feedback and time with the company, they will able you to grab exciting offers. The information you provide will be used to improve the AutoZone experience.AutoZone Customer Satisfaction Survey

Windows is checking for a solution to the problem. "I close the window and reopen and it is fine. This does not happen with specific images.

Problem solved. I went on HP Live Chat support and the technician gave me the download links to updates to the graphics driver, which solved the problem.

Step 2: to help troubleshoot error messages and other issues, you can start Windows Vista by using a minimal set of drivers and startup programs. This type of boot is known as a "clean boot". A clean boot helps eliminate software conflicts.

Note: follow step 7 to reset the computer to start as usual after the boot process. setup - Complete Hp Printer setup, Driver Software installation, 123 hp com wireless setup & Troubleshooting 123hpcom Printer.

Ocean of Games is a name that shines above all the fake ones and allows stress free downloads of Desktop games and software.


HP Printer Going Offline Windows 10 is a relatively common error and in this article we ll show you several ways to fix it on Windows 8 and Windows 10.

hp deskjet 3630 wireless setup in Mac and windows. You can download the Deskjet printer driver software from

DramasQ提供熱門韓劇,日劇,陸劇,台劇線上看, dramaq.

Ukrainian man and especially a woman has an amazing ability to adapt. Nowhere, except in Ukraine, could a saying be born: "A man is not a dog, you get used to everything". In an environment, which for any normal westerner is absolutely unbearable, our man feels like a fish in water. That is why I recommend foreigners to look for love exactly in Ukraine, the website to find ukrainian bride will help you in this.

Post a comment

Explore our blog...