Hotel Distribution
-
Hotels, do you have the right commercial team structure post pandemic?
The extent to which the post-pandemic landscape has changed is largely determined by your vantage point. Some transformations have been dramatic and long-lasting. Others will succumb to human nature and relapse. How prevalent is mask wearing in your locality now?One thing is certain: most hotels face significant challenges in terms of hiring and retaining talent. It is critical to have an optimal team structure not only to address changes in consumer behavior but also to respond to rapidly shifting demand.My observations are as follows.Consumers have become more digitally savvy and expect connected product and service delivery.Social media usage has increased, but it has become more fragmented across generations and geographical…
-
OTA Promotions-How to Decide?
OTAs generate a mountain of data. I am not talking about the visitor behavior data on their website. I am talking about what hoteliers do on their extranet. Hoteliers are enticed by the same tactics that allow OTAs to get their website visitors to click on a button, navigate to a different page, or make a booking.Discounting or participating in a campaign is as easy as clicking a button now. A constant stream of competition and market data encourages you to participate in a new campaign or keeps you there. It's no surprise that most hoteliers feel left out if they don't have one of these offers on their OTA listing. How…
-
Hotel Distribution: As Simple or Complex as you Make it
A variety of factors influence hotel distribution strategies. Many people find it simple. They decide on a strategy, a plan of action, and they follow it. Their distribution system works well. It is effective.However, distribution is a nightmare for the majority of hotels. There are so many competing elements that effective management is difficult. Everything here appears to break faster than a hotel's ability to fix it. It's no surprise that most GMs and their corporate counterparts are constantly in the fire-fighting mode. This is an attempt to deconstruct the distribution strategy and then apply a complex and simple execution, but first The core: you have control over most of these.Rate structureRevenue…
-
Top 5 Hotel Website Mistakes to Avoid in 2022
I do a lot of research and planning for the various trips I take. As someone who works in the hospitality industry, I always prefer to book directly. This means I visit quite a few hotel websites, usually via Google or through their social media pages. Admittedly, my recent travel has been a lot more domestic and regional due to the pandemic.As per my observation, these are the top five mistakes that hotel websites are still making in 2022.1) Missing a Call to Action:So you've taken some lovely photos and videos of your property. You want the best shots to captivate your visitors. They are absolutely amazed. What next?According to studies,…
-
The Low-Hanging Fruits: Is your hotel using these tactics to generate more revenue?
The majority of hotels in Asia are pleased with the resurgence of business. Given the scarcity of demand over the past two years, hotels are grateful for any business, regardless of the costs involved. This is a fantastic opportunity for numerous middlemen to seize control of the marketing and distribution. Chronic under-investment in technology and marketing even before the global pandemic exacerbated the situation. Now, post-COVID, most hotels do not appear to be in a hurry to change this status quo. A smart hotelier would focus on increasing the investment in new digital technologies that guests now expect. From web experience technology (website), content hub, CRM, CDP, marketing automation, a…
-
Are We Still Talking about Rate Parity in 2022?
The Landscape The rate parity situation seems to be worse than before. The technology allows for IP-based or user behaviour-based pricing. An enormous amount of data, pressure to convert and competition mean a lot of coupons and unilateral discounting. Many OTAs have turned into marketplaces where rates can be sourced from third parties. Demand is shifting so quickly that most hotels are finding it difficult to balance online vs offline and short-term vs long-term rates. New players like Lazada, Shoppee, Megatix, Line and Hungryhub selling vouchers have further muddied the waters. Implications The properties serious about rate parity are playing a game of ‘Whack a Mole’. Price anchoring at a lower point adds to the downward pressure. Direct strategy and…
