10 things hotel owners should do instead of whine about OTAs I believe hoteliers should focus 100% on what they excel at, rather than diving into the complex online world. Focus on their product, branding, quality, service and the guest, and how they can generate additional revenue there. Following on from this, these would be my top ten priorities for hotels: 1. Monitor the profit margins generated by each distribution channel (length of stay, revenue per order, food & beverage, retention, and cost), rather than just commission percentage. 2. Position your hotel with a range of different distribution channels, avoiding dependence on any one. 3. Market your hotel on additional niche websites that focus on specialized themes or particular target markets. 4. Enhance the hotel’s individual charm. A strictly implemented concept and clear branding allow for higher prices than interchangeable competitor hotels nearby. 5. Generate higher revenue on-site through appropriate extra services and qualified personnel. Learn from airlines. 6. Stay in contact with your guests. Use newsletters, social media, postal mailings, giving them a reason to stay again. Use emotions, innovative content, qualitative offers (upgrade, extras) or quantity discounts. 7. Use incentives to motivate guests in recommending your hotel to friends. Guests attract guests when they’re satisfied and rewarded for it. 8. Don’t let yourself be convinced about needing each and every new innovation. Twitter? Augmented reality? Pinterest? Ask yourself if these can really earn extra revenue or can contribute to another clearly defined goal. 9. Work on your own hotel website as just ONE marketing measure in your distribution strategy. But recognize and retain as partners at least the trustworthy and quality-oriented booking portals. 10. Fair play for all distribution channels – keep your prices the same for all (comparable) booking channels. hotellinksolutions
Posted on: Mon, 12 Aug 2013 16:33:30 +0000
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