2014-01-08Online Travel Agencies or OTAs such as Expedia, Priceline, and Hotels.com may seem to be doing hotels a favor at first sight. Guests book a room online through the OTA’s website and the hotel now has a customer it did not have before. Good right? Not exactly. OTAs take an average of 20-25% commission on each room sold while also taking away the relationship between your hotel and the guest. In fact, hotels could actually spend a lot less than the 20-25% commission taken from each room an OTA books and put it into marketing efforts. These efforts will drive the customer to book directly with the hotel and bring the relationship back between the hotel and guest. Here are 4 ways hotels can recapture share from the OTAs:The Heathman Hotel in Portland has revamped its website in 2012 by cross-marketing optimization and has seen tremendous results.If your hotel web marketing strategy does not include social media -- because you are spending all your digital dollars on SEO and PPC -- you may wish to rethink this plan especially as you look for ways to attract younger business travelers to your property.The best tricks and tips in hotel e-commerce are some of the most crucial elements to convert a looker into a booker. Average hoteliers may not be aware of what’s missing from their website and preventing group business from converting.Social media is still in its infancy, and many business executives still don't understand how to leverage it for their organizations, large or small. They're too focused on the talking, and not focused enough on the listening.Hoteliers, we have just passed the mid-year mark and it’s time to plan your digital marketing budgets for next year. Budgeting season is the ideal time to assess your business objectives, as well as audit the performance of the initiatives you invested in this year.
2013-12-25Any businessperson knows that repeat business is pure gold. Many customers wish to receive something in return for multiple visits to a business. This is where loyalty programs come in. You want your hotel loyalty program to offer benefits that work for your customers. There are ways in which you can maximize your hotel loyalty program to achieve a higher response with customers.