March 24, 2017
Google Travel exec details changing consumer behavior
If you want to dig for new information about consumer behavior in travel and beyond it, Google’s a good place to start.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.
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