If you want to increase the number of direct bookings you receive from online travel agents, it is important to keep your relationship with them intact. You can do this by creating a loyalty program and by offering a top-notch customer experience.
Offer a top-notch customer experience
While the benefits of direct hotel bookings are many, many hotels struggle with how to successfully boost their direct bookings while maintaining their relationship with online travel agents (OTAs). To succeed, hoteliers must first identify which segments of customers are most likely to book directly and create targeted messaging and offers that appeal to these guests. They also must develop the skill set and resources needed to drive direct hotel bookings.
One of the best reasons to use a direct booking strategy is the opportunity to build a lasting and personal connection with your guests. OTAs, on the other hand, may lack the human touch that can help your guests feel like they are in the know about your hotel. Another advantage of direct booking is that you can own the relationship with your customer throughout the booking process.
As a result of this, it is important to consider the role of customer service in your overall customer experience. If you are unable to provide excellent customer service, you could find your business losing out to competitors. This is especially true in an industry where people are at the center of the business. For example, customers are increasingly seeking customized and personalized experiences. By offering a high-quality customer experience, you are more likely to keep them happy and coming back to your hotel.
In addition, you should be careful not to confuse your customer with a plethora of options when it comes to choosing a hotel. If you are able to simplify the booking process, you will increase your chances of getting a direct booking. The Zendesk Customer Experience Trends Report, for instance, shows that 57% of businesses plan to improve their customer experience in the next year.
Finally, when it comes to the customer experience, it is important to test different methods, offers, and messages. This includes creating a customer profile and testing messaging to see what works. Test out live chat, messenger apps, and other new technologies.
Adopt a revenue management system
If you are looking for ways to increase your revenue, you may want to adopt a revenue management system. There are many different software applications available that can help you. These systems can be used to make sure that your rooms are filled. They also allow you to analyze your past and future booking habits. The information that you obtain from this data can help you develop a marketing strategy for your property.
Revenue management is a key component of long-term success in the hospitality industry. You must choose the right mix of distribution channels for your property. Some of the most common channels include metasearch engines, online travel agencies (OTAs) and bed banks. This will allow you to maximize the demand for your rooms.
Another important aspect of revenue management is pricing. Pricing strategies are determined according to the market demand, as well as customer preference. Using different pricing strategies can help you reach your desired revenue. A revenue management system will also allow you to predict how customers will respond to your marketing campaigns. In addition, you will need to break down your internal silos. It is often difficult to make the necessary changes to a company’s culture. However, this can be done, as long as you are able to communicate your vision to the people in your organization.
One of the most innovative demand forecasting platforms is Atomize. It can help you manage multiple properties and create dynamic pricing. It also has an advanced business intelligence module that will enable you to track your performance.
Create a loyalty program
A loyalty program is an effective way to encourage direct bookings. It’s also an excellent opportunity to build a relationship with your customers and increase your revenue. You’ll need to work with an expert hotel marketing agency to put together a successful campaign.
Hotels have begun to understand the value of customer loyalty programs. They have found that guests who have used the loyalty program at another hotel are more likely to return. Additionally, a loyal guest is more likely to recommend the property to friends and family. This can lead to even greater business and ancillary revenues.
To get started, create a loyalty program that targets your customers’ specific needs and desires. This includes defining the types of rewards they will receive and a set expiration date. For example, Hilton Honors members have access to free Wi-Fi, check-in and check-out on a digital key, and points that can be used toward a free night.
A strong loyalty program will create frictionless interactions, allowing travelers to book with confidence. Guests should be able to choose rewards that make sense to them, such as discounts on upgrades or flights. In addition, the loyalty program should offer personalized messages.
Another incentive is the ability to track the guests who have joined the loyalty program. Hotel owners can use the data to create more targeted and efficient messages. For example, if a frequent traveler has a friend who is looking to visit a certain destination, the brand can donate a percentage of their flight ticket to the charity of choice.
Creating a loyalty program doesn’t need to be complex. In fact, some hotels have implemented simple “Members Only” rates or “Members Only” deals for guests. Then they can keep their guests connected through a mobile app.
Using loyalty programs will also help you build a solid online presence. With more information about a customer, you’ll be able to attract new guests and maintain a positive online reputation. Also, you’ll be able to provide a unique experience to your customers, such as a biking tour, a curated adventure, or expert advice on trails.