For a few months, we are witnessing a real war on OTA’s (Online Travel Agency).
Hoteliers are tired of being extorted by certain unscrupulous reservation centers which can take up to 30% commission on your room rates, and start taking action. With hotelier initiatives such as “Direct Booking” with its Fairbooking project, which aim to combat these abuses, and to raise consumer awareness of the economic issues of direct booking.
Ensuring that the Internet user books directly by telephone, by email or from your website, is a real challenge for the hotelier.
Your website, much more than a window
Your website is your main communication medium on the Web. Aujourd’hui, still too few hoteliers have understood this. The proof : we can see, while surfing the web, still many websites, dating back more than 5 years, almost never updated.
Or, the key to success is to have a site that is up to date, updated as often as possible, with news, promotions, offers, photos etc.
OTA’s with big means, literally squat on Google search results, that's why, Internet users first go to these centers such as Booking or Expedia to search for the hotel they wish to book.
Cependant, many Internet users carry out a second search in Google to see directly on the hotel's website if they could benefit from an exclusive reduction or to obtain other information, photos etc.
How to attract Internet users with your website
What’s at stake for the hotelier, will be to keep the Internet user on his site, and get them to book directly.
Find below, some ideas to make your site attractive and selling :
- Propose an aesthetic and ergonomic site, in the image of your establishment
- Offer numerous realistic photos of your establishment, a video, even see a virtual tour of the premises
- Offer relevant information through a blog (events, news, hotel life etc…) Significant impact on the SEO of your site and can also make the difference in the decision to reserve a room in your establishment.
- Propose one or more exclusive offers from the home page, specific offers for businesses, sports associations etc.
- Make the booking process easier, and highlight it from the home page and on all pages of the site.
- Highlight your phone number (an automatic callback for example), as well as your email and contact details.
- Highlight positive reviews, to reassure Internet users.
- Etc….
- Don't neglect your website ! It is your main alternative to fight against these OTA’s that are too greedy in commissions.
Certainly, it has a cost, but the return on investment will be visible from the first year, believe me !