Find the Balance: Direct bookings vs. OTAs

There are obvious benefits of Online Travel Agents (OTA) to help your fill your hotel rooms, but they also charge a pretty penny (up to 25% commission) to do that for you.

Hotel’s can make more direct revenue by persuading visitors to book directly through your own website, but many hotels, both branded & independent could never compete with the insane budgets that the large OTA’s such as Booking.com,Expedia.com or Hotwire.com have for distribution & marketing.

An article from Webrezpro.com gives hotels some great tips on how increate direct booking while still making the most of OTA’s. Due to rate parity, hotels can’t undercut your OTA’s on rates, but they can offer prospective guests add-ons and packages to help drive direct bookings!

HOW TO INCREASE YOUR DIRECT BOOKINGS

Offer Free Upgrades & Add-ons

Value-added Packages

Discounts for Limited Audiences

Recruit direct bookers are check-in

Appealing Website & Easy Online Bookings

WHY OTA ARE IMPORTANT

Increased Exposure

Last-minute sales

The “Billboard Effect”

A study by Google shows that 52% of travelers visit your hotel’s website after seeing you on an OTA.

HOW TO OPTIMIZE YOUR OTA LISTING

Amazing Photography

Full, detailed descriptions and amenity list

Competitive Rates

Building a relationship with you OTA Account Manager

Understand/Manage your OTA budget properly

Read the full article here.

Photo Credit: https://www.flickr.com/photos/zachd1_618/


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