How to Beat OTAs & Increase Hotel Revenues?
OTAs are continuously recreating and restructuring themselves either by acquisitions or broadening their services or both.They are increasing their international market share and so shrinking hotels revenues.They are now even trying to control your hotel inventory by providing distribution and marketing tech.
But, that’s not because they are smart and successful at what they do but because hotels of all types that are suffering from their diminishing market share and profits are not playing right in the market and definitely not moving strategically with all the effort that should be done to beat OTAs…
In this blog I will be providing you with some actions to help you as hotels of any kind or size to conquer OTAs competition. But the full information will be in my coming WEBINAR.
Below I will write for you a variety of actions that will attract lookers and then convert lookers into bookers.
- The first action is maneuvering : Spread the minimum number of rooms to be located on important OTAs that target your audience (because you don’t need to locate yourself on any random OTA) . But before that make sure to appear on the OTAs first page by paying the commission they ask for even if it is costly for you as a hotel. I know you will say what the hell is she saying ???she wants us to pay OTAs even more …Remember I said choose or locate the minimum number of rooms and the idea here is to attract potential guests attention through OTAs sites .Because most and more than 82% of people who visit OTAs will go and visit the hotel websites when their offerings and prices that are located on OTAs are suitable for them .And this is what we exactly want to get them to do to visit your hotel website. From there you have to gain their absolute attention and make them book directly by having a perpetual smartly designed website.
In order to make your hotel website attractive , so useful and most of all of great value to your potential guests make sure to :
- Place the offers that are on OTAs on your hotel website ofcourse with the same price on OTA due to rate parity agreement but with additional or FREE amenities or offerings when booked directly; like free dinner or enjoying a massage for free…etc.And ofcourse insert the button book now and between brackets ( it’s Secure, easy and quick).
- Provide a 15 seconds video for the room and the amenities the guests will enjoy and this is also for the sake of increasing the time on your hotel site.
- Place in a clear message that bookings are commission free and Secure .
- Ease the process of booking as much as you can make it clear and transparent with no hidden or surprising fees. And easy to navigate.
- Use SEO but that’s not all , use SEM( search engine marketing ) for your website .
- Place reviews of your hotel from OTAs on your website.
- Make sure that the download time of your hotel website is not more than 3- 5 seconds.
- Mobile – optimized.
- Provide virtual tour for your hotel and play visual stories.
- Provide unique captivating packages on your site especially for older people , honeymoon , anniversaries, special occasions, business events,…
- High quality images.
- Always and continuously update your website & social media content.
To have more detailed information on optimizing hotel websites wait for my coming webinar .
- Secondly : Locate your hotel on google business listing.
- Thirdly : Make sure that your hotel is on Hotel & Travel Search engines.
- Fourthly: Use pinterest business account , create your profile on Google plus ,sign in for google places listings and don’t forget to benefit from foursquare for business .
- Fifthly :Use Proof to increase your website conversions.
- Sixthly: **Ads ** ads for your website , offerings, packages, story videos that brings guests emotions into play and ads for your hotel app. The ads that are beneficial to use if promoted correctly and designed with knowledge to target audience like:
- facebook ads try to make them through power editor .
- Instagram ads is another powerful tool.
- linkedin ads especially if you wanted to target business events or professional people who take decisions and influence them.
- Its so important to use bing ads and yahoo ads and GEMINI they drive proven results also.
These six actions or tactics are just a small part from a comprehensive process that should be applied towards achieving desired results like restoring your hotel market share locally and internationally and increasing it and your revenues. Also alot of actions can be taken to abandon at some point the use of OTAs, which I will be explaining extensively in my coming webinar.
At the end of this blog I would like to remind you to paying a great attention to detail and content in your website and social media channels .Ask yourself as a person of interest or in charge what type of customers or potential guests am I targeting? so, What content should I use , Where to locate it and each detail? when to locate it? .Pay attention to details like using science of colors .Again make sure that you are crafting and using solid content ,thus weak ,random content or let me call it bad un knowledgeable content will throw blocks on your road to success and I can see alot of this type of content on various hotels sites and social media channels.
Please keep in mind that you are always welcome to contact me via: