Tips to Increase Direct Bookings and Revenue Parity

Maximising profits in any business is always a priority and likewise the hospitality industry is no exception. The challenge is to increase profitability when there is a large scale dependence on OTAs and distribution channels that chip away at a large percentage of the revenue generated.

While digital marketing for hotels is a must to increase direct bookings and generate organic online traffic, there are other ways you can get direct bookings.

A few hotel revenue management tips that can be used to increase the number of direct bookings are:    

Have discounts for a niche category: The downside of working with OTAs is that you cannot offer any special deals to attract customers publicly. One way to overcome this limitation is to offer special discounts and deals to select customers on your database and social media lists. It is one of the most effective ways to engage existing customers and help to generate more business.

Make the most of add-on services: The policy of rate parity is only applicable for the exact accommodation that is marketed with the OTA. This provides an opportunity to use add-on services with the room which offer optimal value for money and draws in customers. Some of these add-ons include shuttle services, airport transfers, gift vouchers, special discounts etc.

Have a loyalty programme in place: Those who stay regularly at the hotel should be on the database to receive special discounts and other incentives from your hotel. You could have customised packages created for them that are based on their preferences when they stayed on previous occasions at the hotel. Having a loyalty programme in place is the best way to award regular customers.

Make the most of personal interaction: The staff at the front desk must be highly trained to motivate guests to make bookings directly at the hotel website. Offer them an extra discount if they book directly through the website instead of using an OTA to make hotel bookings. To further win over the confidence of customers have signage prominently displayed at the front desk that states the hotel website offers the best rates. 

The website must be well designed and offer the best in user experience: The website of any business is its most significant marketing channel and it deserves extra attention. The website design must be not only aesthetically pleasing but also enhance the user experience. The site has to be responsive on all types of mobile devices and clutter free, while being easy to navigate and make hotel bookings. Customers want a website that is easy to use and book at. The call-to-action button must be easy to locate along with all the relevant details required. The online booking engine must have seamless integration with the hotel website.  

Capitalise on online review sites: Generally when customers make bookings through OTAs they look for properties offering the same rates with positive reviews. Ensure that your website has glowing reviews at the OTA websites. They will be attracted by the reviews and make it a point to visit your hotel website.