FACTORS TO CONSIDER WHEN SELECTING OTAs FOR YOUR HOTEL

• 23rd May 2024
• Digital Marketing

Online Travel Agencies (OTAs) are websites or platforms that allow customers to book travel-related services, such as flights, hotels, car rentals, and activities, online. OTAs aggregate and sell travel products from multiple suppliers, including airlines, hotels, and tour operators, making it convenient for travellers to compare prices and make reservations. Examples of popular OTAs include Booking.com, Expedia, Hotels.com, and Agoda. OTAs typically earn revenue through commissions or markups on the services they sell.

Choosing the right OTA

When it comes to maximizing occupancy rates and reaching a wider audience, Online Travel Agencies (OTAs) play a crucial role for hotels. However, with a plethora of options available, choosing the right OTAs can be challenging. Here are some key factors to consider when selecting OTAs for your hotel:

• Target Audience: Understanding your target audience is essential for selecting the right OTAs. Different OTAs cater to different demographics and traveller segments. For example, some OTAs may focus on budget travellers, while others target luxury travellers. Choose OTAs that align with your hotel’s target market to maximize bookings.
• Commission Rates: While commission rates are an important consideration, they should not be the sole determining factor. Some OTAs may charge higher commission rates but offer access to a larger and more lucrative customer base. Evaluate the value proposition of each OTA about their commission rates to make an informed decision.
• Brand Visibility: Partnering with OTAs that have strong brand recognition and a large customer base can significantly increase your hotel’s visibility. Consider OTAs that are well-established and have a reputation for attracting a large number of travellers.
• Booking Volume: Evaluate the booking volume of each OTA to assess its potential impact on your hotel’s occupancy rates. While some OTAs may have lower commission rates, they may also generate fewer bookings. Balancing commission rates with booking volume can help you determine which OTAs offer the best return on investment.
• OTA Policies: Review the terms and conditions of each OTA, including their cancellation policies, payment terms, and booking procedures. Ensure that the OTA’s policies align with your hotel’s operational requirements and customer service standards.
• Channel Management: Utilizing a channel management system can help you effectively manage your presence across multiple OTAs. This can streamline your operations, minimize overbookings, and maximize revenue potential.
• Customer Reviews and Ratings: Positive customer reviews and ratings can significantly enhance your hotel’s reputation and attract more bookings. Consider partnering with OTAs that have a strong track record of providing positive guest experiences.
• Integration with PMS: Choose OTAs that seamlessly integrate with your property management system (PMS). This integration can automate processes such as inventory management, pricing updates, and reservation confirmations, saving you time and effort.
• Promotional Opportunities: Some OTAs offer promotional opportunities, such as featured listings or special deals, which can help increase your hotel’s visibility and bookings. Evaluate these opportunities to determine which OTAs offer the most effective promotional options for your hotel.
• Support and Customer Service: Responsive and reliable support from your OTA partner is essential for resolving issues and ensuring a smooth booking experience for your guests. Choose OTAs that provide excellent customer service and support to enhance your hotel’s reputation.

In conclusion, selecting the right OTAs for your hotel requires careful consideration of various factors. By evaluating these factors and choosing OTAs that align with your hotel’s goals and target audience, you can effectively enhance your hotel’s online presence and maximize bookings.