May 18, 2018
The OTA battlefield: Legislation to loyalty
The struggle to persuade guests to book direct instead of through an online travel agency is ongoing, but hoteliers have a number of factors working in their favor.Read more
OTAs and travel meta search engines are extremely advanced and continuously evolving, making it a challenging environment for hoteliers trying to increase direct, non commissionable, web business. Here are some top level strategies to reduce OTA dependency.
Some of the top strategies highlighted in article:
- Hold fast with competitive rates. It may seem quite obvious, but a consistency in pricing conveys an affinity between service offering, quality and value. Leave flash sales to be genuine, needs based campaigns, rather than having year round sales.
- Whilst it’s paramount to ensure your site has rate parity, a commonly overlooked element of reducing OTA dependency is content parity. Imagery, descriptions and facilities information should be consistent across all channels.
- Focus on the benefits of booking directly with you and create promises around this. If the OTAs can promise more, improve your offering.
Get the full story at Sam Weston's blog
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