A importância de uma OTA (agência virtual de viagem) jamais deve ser subestimada no mercado hoteleiro. Elas oferecem as maneiras mais convenientes para os clientes buscarem e compararem preços de hotéis online. Isto é feito do conforto de suas casas, ou enquanto estão na estrada, na busca de um quarto.
In this series, we go behind the front desk to learn everything from the strangest room service requests to quirky fun facts, to the most heartwarming reunions. We pick a new destination and hotel each month to give you the inside scoop.
I firmly believe the hotel website is the most underutilized and quite often forgotten hotel asset. Your hotel website - for a single property or multi property brand - allows you to balance your distribution mix so that your property is the least susceptible to seasonality, group cancellations and calamities, or over dependence on the OTAs or any single distribution channel.
The answer first, then the rational. Get out of your own way. It's hard as an individual and near impossible as an organization, but if it is kept in the daily dialog of activities and decisions, it can creep into the results of your actions.
Can the new crop of OTA-like superapps become viable hotel booking channels? Previous attempts by Google (Book on Google), Tripadvisor (Book on Tripadvisor) and three attempts by Amazon to enter the OTA space all failed due to one simple reason: these players were not considered as credible hotel booking channels by the traveling public.
The age-old question that will always remain unanswered until hotel CEOs, CMO, and CROs take their destiny into their own hands. As long as hotel companies continue to invest below 2% of their turnover, in marketing, technological and digital development, data management, data privacy & CRM, they will remain eternally subject to the dictates of OTAs and their outrageous commissions.
For hoteliers, this new crop of OTA-like superapps is merely an extension of their online distribution options. From opaque sites to bedbanks to metasearch and mainstream OTAs like Booking, Trip.com or Expedia, not to mention GDS sales with travel agencies, there are already numerous possibilities.
OTA penetration fell during the pandemic for one key reason: travelers could only opt for local destinations. Due to confinement and travel restrictions in a majority of countries and borders, it was just simpler to travel to local areas and regions.
I believe it is with certainty that OTAs will again built their dominance and more. Covid was like roadworks where travellers didn't travel at all or those who travelled took a detour as the "normal road" was "closed". The market is always right is a sentence often used in trading and it applies here as well.
O site do seu hotel é onde ocorre a primeira interação entre clientes potenciais e a sua marca. É fundamental que o design e o layout sejam atrativos, de modo que a interação seja simples e eficiente.
Storytelling is an important component of Content Marketing for any hotel property, brand, company, or chain. Storytelling should permeate across all Content Marketing formats like website content, social media, PR, blogs, etc.
Storytelling always requires a minimum of 3 aspects: The Plot, the characters and then of course the narrators point of view. The major issue with hotels and brands is that in order to tell the story, you need a story. You need to create it and in many cases we just don't.
It starts with consistency. Many hotel want to jump into content marketing before they have established the basics. Who is their target market? What is their brand message? What are their differentiators against the comp set? The second step, once the above is defined, is audit the content across ALL online channels.
O desenvolvimento de táticas de marketing deve ser algo constante e contínuo para quem trabalha na indústria hoteleira. Uma estratégia de marketing cria oportunidades de conexão com seu público através da elaboração de conteúdo de impacto junto ao seu mercado-alvo. Além disso, uma combinação equilibrada de inbound e outbound marketing permite que você interaja com um público ainda maior.
This is a tough question... but if I had to single out the biggest opportunity in digital marketing for hotels in the upcoming year, I would say Google! To be more precise, Hotel marketers should double down on Google Business Manager - the tool formerly known as Google My Business - to ensure they have completed their profile, products and services.
Changing travel conditions and new COVID variants that have fewer symptoms but still register on PCR test make travel a bit of a gamble. The biggest issue in the recovery is going to be reassuring travelers that their $7K trip will be fine.
OTA Insight, the global leader in cloud-based hospitality business intelligence, has today announced the opening of its new office located in Sao Paulo, Brazil, to accommodate rapid growth in Latin America (LATAM) and leverage the area’s rich talent pool.
Building on the pillars of Panamanian pride and sustainable tourism, Panama is offering stimulating, regenerative experiences for purpose-driven travelers. To inspire travelers to experience the Central American country’s unique history, geography, and culture, its destination marketing organization (DMO), Visit Panamá, has been busy rebranding the nation’s image and vision. They partnered with us at Expedia Group Media Solutions to help communicate their vision: to put Panamanians at the heart of their offering, while encouraging travelers to connect in a meaningful way. In this post, we’ll describe this vision plus the ways our marketing campaign highlighted the diversity of this dynamic and exciting destination.
It's going to be beautiful!!! We finally will see an evolution that will dwarf anything we have seen before. Fast is: People hate changing, but they love to escape. If there is one thing that Internet has shown us is that we are able to get away with anything and everything (generic usernames allow us to detach ourselves from the comments we make).
The recent video launch of Metaverse by Mark Zuckerberg will trigger the ultimate failure of this toxic social media behemoth (in my humble opinion). The hospitality industry is a precious business sector that enriches lives through the visceral joy of travel, food, wine and culture.
Can the Metaverse bring significant changes, solve some of the pressing issues and become the way forward for the hospitality industry? Sure, it can! Can it do it within the next 5 to 10 years, as predicted by Zuckerberg? Hell, no.
I contest the reference to the word 'becoming'. It has always been a distribution channel. To that end, I would also contest the designation that it be regulated solely by revenue management. If anything we have learned (at an accelerated pace due to the pandemic).
Given today's radical transparent online hotel marketplace, the dividing line between sales, marketing, e-commerce, revenue management, pricing and even loyalty needs to disappear. These traditional organisational structures only create silos that get in the way of insuring that we put the right product at the right price in front of the right customer at the appropriate time moment in their purchase cycle.
Hotel metasearch has become a distribution channel and is no longer an advertising channel ever since Google introduced its Pay-per-stay (PPS) fee model. Other metasearch players like Trivago and Kayak all offer CPA (Cost per acquisition) model, which is not in tune with the current era of high cancellation rates due to Covid uncertainties and ever-changing travel restrictions.
I am quite surprised we're still discussing this topic in "Them Vs. Us" terms. I've been in the travel industry since the late '90s, and I think, except for the early '00s (for obvious reasons), I've never seen a single property NOT listed on -at least one- OTA.
OTAs should educate hoteliers on the long-term benefits of improving their guest stay experiences vs burning time, capital and energy on trying to out-perform OTAs in online bookings. To put it simply, OTAs are perfect for a first-time visitor to your hotel destination.
Not working with OTAs is foolish. Their costs are within the average for distribution costs of other industries (auto industry is 30%, DTC e-commerce is 40-50%, Amazon sellers are around 45%). The problem with OTAs is, like many online distribution platforms, they are really bad at caring for their supply-partners.
Casai , a tech startup serving the hospitality market in Latin America, is today announcing the acquisition of the Brazilian operations of Q Apartments , a global leader in the corporate serviced apartment industry. This acquisition will allow Casai to multiply its Brazilian portfolio immediately and leverage its expertise in short-stay operations to meet the quickly recovering demand in the B2B segment. In addition, Casai will become the primary operating partner for Q Apartments’ business throughout the rest of Latin America.
Generating ancillary revenues requires a) the implementation of merchandizing strategy and culture at the property/hotel company, b) incentivizing and training your staff, and c) adopting technology solutions to automate as many of the internal processes as possible.
One of the key opportunities overlooked by many hotels is upselling/cross selling in their pre-arrival email. Firstly, a startling number of properties don't even take this opportunity to reach out to the guest a few days before check-in.
Wyndham Hotels & Resorts, the world’s largest hotel franchising company with over 8,900 hotels across nearly 95 countries, today unveiled its 21st brand, Registry Collection HotelsSM, adding a luxury offering to the upper end of the Company’s growing brand portfolio while further advancing its mission to make hotel travel possible for all.
The World Travel & Tourism Council (WTTC) successfully and safely staged the world’s first major live international business conference in the COVID-19 era in Cancun, Mexico, last month.
Mexico is featuring robust market dynamics that suggest strong hospitality and lodging industry recovery amid the pandemic. In JLL's Hotels & Hospitality Group's latest Travel and Tourism Update, there are several factors that put Mexico on the map for tourism recovery and increased investor interest.
The world's leading Tourism Ministers joined together to urge the public and private sectors to work together in partnership to save Travel & Tourism at the World Travel & Tourism Council (WTTC).