It is undeniable that OTAs (Online Travel Agencies) are the primary channel for booking accommodations for hotels and resorts, accounting for 60-90% of their revenue, depending on the property. However, effectively utilizing OTAs requires understanding and strategic planning to maximize bookings and revenue. Here are five tips for leveraging OTAs to sustainably increase bookings and revenue:
1. Choose the Right Channel for Your Target Audience
Analyze which OTA aligns best with your target customers based on their location and activities:
Trip.com: Ideal for customers from China, Hong Kong, and East Asia.
Booking.com: Primarily serves customers from Europe.
Agoda: Suitable for diverse markets, depending on the campaigns involved.
Hostelworld: Best for European backpackers.
2. Participate in OTA Campaigns
Joining promotions like Black Friday or region-specific travel festivals (e.g., cherry blossom season in Japan or Songkran in Thailand) can significantly boost bookings.
3. Enhance Your Hotel Profile on OTAs
Provide complete details such as room types, amenities, travel tips, and captivating photos to increase booking opportunities.
4. Encourage Guest Reviews
Positive reviews on OTAs act as indirect advertisements, attracting new customers. Deliver excellent service to encourage glowing reviews. Consider offering incentives like discount vouchers for five-star reviews.
5. Build Relationships with OTA Market Manager
Engaging with Market Manager can provide insights into new campaigns and opportunities, ensuring special attention for your property. They can also help with pricing strategies to boost revenue.
If your hotel or resort lacks the time to manage OTA channels, consider consulting experts like PlaceSpace, who offer end-to-end OTA management services, including campaign planning, OTA recommendations tailored to your property, and building relationships with Market Managers to effectively and precisely increase bookings.
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