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How to maintain strong enough market share in the online market to prevent OTAs (Online Travel Agencies) from taking the majority of bookings and, secondarily, to give them the possibility of keeping the customer data of independent hoteliers.
Let's take a look at this complex hotel ecosystem:
It becomes essential to have a real Brand defence strategy for the independent hotel concerned, and to have a strategy for winning new customers and building customer loyalty. Without that, Booking, Expédia, the two biggest OTAs on the market, will truster the majority of reservations, and will impose their hegemony without the independent hotel being able to preserve its customer relationship, its direct turnover (and its precious databases).
Optimize 360 and its teams are there to advise you on the best approach to take for :
The law now allows us in France to no longer be constrained by tariff parity with OTAs, which allows us to pursue an aggressive direct pricing policy without unduly damaging our margins.
It is absolutely necessary to accustom customers who sometimes arrive by these "crossroads" (OTA, Meta Search), to come back to the hotel via the direct booking channel, even if it means getting a direct price compared to those practiced by Booking, Expedia, and by online price comparators (also called Meta Search).
As long as the direct price is not less than 22% of the price charged by the OTAs, it remains interesting for the hotel to devote degrading and aggressive pricing to keep its customer.
Then you have to think beyond brand defence, which only "builds loyalty" by attracting new customers who don't know the hotel, either with effective Google Adwords campaigns (but this can be very expensive), or by using Meta Search and OTA as a recruitment channel.
As with everything, you should not put all your eggs in the same basket, and a balanced approach will be required to do so.
Optimize teams are available to help hotels find the right balance and adopt an effective recruitment and retention strategy.
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