June 01, 2018

The value of hotel-direct bookings is measured by more than numbers


In addition to the data science involved in revenue strategy, customer relationships matter a great deal to a hotel’s success.

The end-to-end guest experience is more hospitable when the hotel secures a reservation itself rather than through a middleman. With direct bookings, the hotel-customer relationship is deeper and begins sooner.

Hotels already have preference and spending data if a repeat guest is booking directly. The property can personalize a package or upsell in the run-time path, rather than putting that responsibility on a front-desk agent at check-in.

The hotel’s staff can take care of guests even before they arrive. If you’ve ever tried to change a booking that you made with an OTA, you know it’s more difficult when the hotel staff has only the minimal amount of data the OTA shares with properties.

Get the full story at Hotel Management