It is common knowledge the Internet is changing many aspects of how we live our lives — and that includes making travel arrangements. As more people prefer to book online, new opportunities are created for travel providers, both hotels and online travel agencies (OTA). Many OTAs have launched aggressive campaigns for market share, and in the process placing some hotels in direct competition with former suppliers. Here are some hints on strategy to win market share in 2013.
STOP COMPETING WITH YOURSELF
RATE PARITY is the key. Many hotels make the mistake of providing packages for OTA without offering the same package in their own website. Offering different packages and rates to OTA and directly on your official website allows guests who may have already decided to stay at your hotel to book at OTA website for the better deal, needlessly costing your hotel a commission fee.
Hotels must effectively and consistently control rate parity across all online distribution channels to increase consumer confidence in booking with the hotel website. A hotel offering the guaranteed lowest rate on the official website will discourage shopping around by potential guests.
LIST YOU HOTEL WITH ALL MAJOR OTAs ( Online Travel Agencies )
In 2012 it was estimated that 2.4 billion people used the Internet to some extent. These users are scattered worldwide and speak one or more of scores of major languages. Most users making travel arrangements online prefer to shop around and tend to visit multiple OTAs, GDS partner websites, social media and review websites in search of the best deal. A hotel must ensure a prominent brand presence in all OTA and travel-related sites to help increase awareness of the hotel name. But be careful in your strategy and remember that you MUST maintain your rate parity with all OTA or you will lose direct business. Read more
Published in: http://ehotelier.com