The rules for online hotel marketing have been changing in the hospitality industry for a few years now and that is not surprising. OTA & # 39; s, Metasearch sites, target sites and tools such as last-minute booking apps / mobile apps are so numerous that the average traveler uses more than a dozen sites before making an online booking. Do not ignore the fact that travelers often switch between mobile phones, laptops, iPads, etc. To do research and make a travel reservation. The tools of Hotel Revenue Management have to a large extent minimized these challenges.
The changing buying behavior of Traveler, in combination with better access to online / mobile means of travel, offers the hoteliers both a challenge and an opportunity. All of the above platforms offer real-time data with more small details about the online journey of the consumer. Here justifies all the reasons why every hotel should also follow the prices of mobile apps.
Increasing use of smartphones, all-in deal-hungry consumers, last-minute booking apps on mobile and penalty-free reservations have made the competition heavier in the hotel sector. These are just a few of the factors why travelers book hotels closer to their check-in date. According to most experts and recent data, the turnaround times of reservations are dramatically compressed.
If your hotel constantly lowers the prices of these last-minute bookings, you will travel a lot of your earnings package, especially those who have booked on OTA & # 39; s, you will lose even more by paying high commissions from third parties.
There are, however, ways to deal with this new trend of the rapidly shrinking booking window:
No more worries, use it optimally
Instead of worrying about shrinking booking windows hoteliers should concentrate on how they can convert this into their best. Strategically work on converting your best potential customers faster with a dynamic campaign for restoring reservations.
Findings have shown that millions of travelers with a long booking time are often ignored by hoteliers, most likely to become a customer.
Pay special attention to prospects who have already visited your website and searched for inventory on dates that coincide with your periods of low business activity.
This could be a fundamental opportunity to look again at the lost potential customers, turn them into bookings and improve the days that suffer from extremely short booking windows! Book more directly and save money on commission.
Know the occupation prognosis
An efficient revenue management tool can easily provide you with predictions for each check-in date. This way you can easily identify the days / weeks that cause low ADR & # 39; s and occupancy and thus define your pricing strategy.
Captures the e-mail addresses of the website visitor for re-targeting
Once an online prospect searches for a room on the selected dates, he must enter his e-mail address in the booking process. That way you now need the contact information to re-target if they leave their booking halfway.
Send custom offers
After a potential customer leaves a booking, follow them up with a specific offer by e-mail with a personal greeting thanking them for considering your property and a time limit offers for direct booking your hotel. Certainly, these offers lower the net revenue for your room, still less than the prices you pay on OTA or other sources of last-minute bookings.
Reward the visitors who have shown their willingness to book with you or have almost completed a booking in a certain period; you can close more bookings earlier. Here the hesitation of the short reservation window is reduced.