Direct Bookings
-
Ten questions hotels need to ask to tackle China as a source market
Most hotels in the region are exhaling a collective sigh of relief as China opens its borders and eliminates quarantine requirements. Any hotelier who is serious about taking on this market must ask the following questions to assess their readiness and develop a strategy. Do I go after this market myself, or do I leave it to OTAs and other agents? What proportion of business should come online versus offline? Do I really need a discounted rate or an offer? Will it leak outside of the Chinese market if I do? What has changed in China in terms of digital marketing post-pandemic? How can I reactivate my Baidu, WeChat, Meituan,…
-
Top five elements influencing conversion rates on your hotel website or app
There are various outside elements that determine how well your website or booking engine converts visitors into bookings. I'd say that most of the convincing happens before guests even come to your website. However, once they are on the booking engine, the following are the most important considerations:โ Pricing is by far the most important consideration. You convert more if you have the "best rate guarantee" (BRG) and your rates are better or the same as elsewhere online.โ Choices: More guests will book when the options for accommodation types, pricing, and packages are balanced.โ Visuals: It helps if you can include a hero shot as well as links to the…
-
Four unconventional strategies to boost your RevPAR
Some strategies may look like discounts or freebies, but if you use them well, they could help you make more revenue overall. The following recommendations are intended for independent properties and small chains. If you have a high number of loyalty program guests, there may be less room for these tactics.๐ก Upsell at a discount: Unless you expect to be completely booked, you can offer some guests the option to upgrade to the next category at a discounted rate. You free up more lead in rooms that may sell well in general and sell higher categories that may remain vacant.๐ก Upgrade direct guests: If they paid full price, they will…
-
Don't post anything until you've answered these questions
Most hotels and businesses are preoccupied with what they want to sell and say. They scarcely pause to ask, "Is this what the customer wants?" If you do not answer the following questions before posting any content, you are doing it incorrectly. (website, social media, a blog, email, advertising, and a press release) What issues or pain points are you addressing for your guests? How does it express your brand and unique selling points? Do you address them as individuals? What would you think of the material if you were the guest? What do you want the visitor to do after viewing the content? The more questions you can confidently…
-
Steal this Hotel Marketing Content Framework
Everyone knows how important it is to have the right content for the right guest at the right time. However, most hotels struggle with content and advertising strategies. I hope this helps hotels be a little more strategic about what they put out there. I should add that this should be a source of inspiration. Make it your own by customizing it.What are your content difficulties for social media, advertising, your website, and your blog?
-
What Characteristics do the Best Social Media Managers Share?
Social media is a very important way to get the brand's message out, connect with guests, and make sales. My team was in charge of setting the strategy and guidelines and hiring social media talent at the property level. Here's what the great ones do.
-
Guest Messaging is the New Review Response
Although messaging is common in the vacation rental industry, hotels do not take it as seriously. There are hotels that make sure to respond to all reviews, but many questions from various platforms go unanswered. This is a huge missed opportunity. You receive messages from: Social media platforms such as Facebook and Instagram Google Maps/ Business Profile Line, Whatsapp, WeChat, and other instant messaging apps OTA extranets Your website or app All of these will assist you in: Solving guest doubts Generate leads Upsell Cross sell Reduce the number of cancellations Convert them to direct customers Fine-tune the content on your website, OTAs and booking engine I've already…
-
Obsession, not aspiration, drives direct bookings. Which one is yours?
Obsession, not aspiration, drives the direct bookings. Which one is yours?During my best years, we were able to get close to 40% of online business direct. Some properties even surpassed the 50%-60% mark. Of course, OTAs had an upper hand during some years, but direct was always the single largest channel. Isn't that good for a small regional chain?My decision-making has always been guided by the following principles.๐๐ผ The direct channel is the most important of all.๐๐ผ The proportion of direct business validates the strength of my brand and strategies.๐๐ผ Unless I'm constantly looking for new ways to get more direct business, my job isn't worth it.๐๐ผ Never stop promoting…
-
GMs/Revenue leaders, here are some key questions to ask your Distribution/E-Commerce Manager.
Nowadays, most hotels generate 60-80% of their revenue through online channels. It is critical for all relevant team members to cover all bases.โก๏ธ What online channel grew the most in the last 30 days, and why?โก๏ธ What are our conversion rates on the top three OTAs, and what factors are driving their growth/decrease/stagnation?โก๏ธ What has been the most successful promotional campaign/offer in the last 30 days, and why?โก๏ธ What key trends have you noticed in the last three months, such as ADR changes, guest nationality movement, and channel shifts?โก๏ธ What do you want the Revenue Manager/Director to do to help you improve your numbers?โก๏ธ What assistance and resources do you…
-
How do you deal with third-party rates on OTAs?
Most OTAs do not want to give anyone else a pricing advantage. According to their data, it is the most important decision factor. They will pull rates from third parties to make the smallest of margins because accepting one more booking has practically zero additional cost. The hotels can either face them head-on or choose to ignore them. The tactics listed below are ordered from most effective to least effective. Completely discontinue the issuance of wholesale contracts. Only sell dynamic rates, whether through OTA or bed banks. Limit allotments to wholesale partners, including bed banks, to reduce the proportion. Fight with OTAs to cut off third-party inventory. Restriction on wholesale…