June 26, 2017
Expedia loses hotel rate parity case in France
Expedia has been fined €1 million by a French court and ordered to cease demanding “tariff parity” from hotels following an appeal brought by the government in Paris.Read more
As hotel marketers take steps towards an improved digital marketing strategy, some common traits stand out: control, customization, differentiation. This shouldn’t be something that only big hotel chains can pursue, even small independent hotels can make sure that customers differentiate their hotel from everyone else’s.
Some effective steps that hoteliers can take to differentiate their hotel, all the while improving their multi-channel digital marketing strategy are:
- Invest in specialized channels: Make sure that your hotel is present in the distribution channels most relevant to your market segment. For instance, if you have a boutique hotel, try to get listed on tablethotels.com.
- Showcase your hotel online: Make sure you have an up-to-date website that reflects your hotel’s unique features and characteristics, so as to give customers a perception of what your hotel is all about. This is something OTAs won’t be able to do as they are set out for comparison-shopping.
- Customize the experience: Provide additional options for customers booking. Create partnerships with local attractions, tours, restaurants,… and offer them as add-ons after the customer has booked with you.
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