The struggle is real.One of the most disruptive trends across the travel industry is the battle for bookings between hotels and online travel agents (OTAs) such as Expedia and Priceline Group.Industrywide, it’s marked a shift of billions. Last year, the value of hotel bookings through OTAs surpassed direct hotel online bookings for the first time ever.While the hotel side will begrudgingly admit the “frenemy” relationship does offer certain advantages, none are eager to pay out the commissions.It may seem OTAs currently have an edge, but the hotel industry isn’t going gentle into that good night.Major players such Hilton Worldwide, Marriott International and InterContinental Hotels Group have poured millions into marketing campaigns designed to steer travelers toward booking their accommodations direct, but hotel teams of more modest size (and budget) have been left to find their own ways to secure direct bookings.The good news is that there are things that can be done both immediately and inexpensively to recapture market share lost to OTAs.Here are three best-practice strategies hotels can implement now.
TASK #1: Refresh Your PPC Strategy
If your hotel isn’t currently running pay-per-click (PPC) campaigns, start. This is a standard, essential practice in the digital age.
Already down with PPC? Revisit your strategy.
PPC promotion is a proven, fundamental element of robust digital marketing program, right up there with SEO and blogging. Unlike SEO and blogging, however, pay-per-click advertising offers far more reach, and is uniquely suited for communicating direct booking benefits.
When you set up a PPC campaign, do more than just bid on keywords that persuade people to click your ad. Tailor keyword combinations to clearly outline the benefits of booking direct, and include direct links to the specific rates displayed.
TASK #2: Polish Your Phrasing, Clarify Benefits
As with your PPC approach, the words selected to highlight the benefits of direct booking across your other channels make all the difference in response rates. Do a high-level content audit. (Maybe consider a deep-dive audit.) Review how your existing marketing content, website, social media channels and videos communicate the benefits of booking direct.
Is it clear that if a customer books direct, they benefit? Are the benefits outlined prominently rather than tacked on as an afterthought?
Experiment with phrasing and make changes as needed. For video ads, include the benefits of booking direct is the subject of the ad. Draft a blog post outlining the top three benefits of booking direct, and share via social channels. For a more extreme update, consider a more extensive refresh of your website with “book direct” as a primary message.
TASK #3: Provide Social Proof
Never underestimate the power of social media. Support a “book direct” message with social proof.
Encourage guests to share reviews via their social accounts, and consider featuring the best on the brand’s social channels. As few as 14% of consumers trust traditional advertising according to some studies, but 92% respect reviews.
Also, provide proof you're trusted in the travel industry. Feature badges from sites like TripAdvisor. Even proof of how many followers you have on social media can persuade visitors to stay on your site and book direct.
BONUS TIP: At the risk of stating the obvious, words matter.The right words evoke trust and emotion, which goes a long way toward building a “direct” relationship with travelers.Crafting language beyond a basic "Best Rates Available" broadcast helps you stand out from the competition, and fine-tuning the feel and phrasing of your message puts your property on the path to direct clicks, bookings, and loyalty.
The struggle is real.One of the most disruptive trends across the travel industry is the battle for bookings between hotels and online travel agents (OTAs) such as Expedia and Priceline Group.Industrywide, it’s marked a shift of billions. Last year, the value of hotel bookings through OTAs surpassed direct hotel online bookings for the first time ever.While the hotel side will begrudgingly admit the “frenemy” relationship does offer certain advantages, none are eager to pay out the commissions.It may seem OTAs currently have an edge, but the hotel industry isn’t going gentle into that good night.Major players such Hilton Worldwide, Marriott International and InterContinental Hotels Group have poured millions into marketing campaigns designed to steer travelers toward booking their accommodations direct, but hotel teams of more modest size (and budget) have been left to find their own ways to secure direct bookings.The good news is that there are things that can be done both immediately and inexpensively to recapture market share lost to OTAs.Here are three best-practice strategies hotels can implement now.
TASK #1: Refresh Your PPC Strategy
If your hotel isn’t currently running pay-per-click (PPC) campaigns, start. This is a standard, essential practice in the digital age.
Already down with PPC? Revisit your strategy.
PPC promotion is a proven, fundamental element of robust digital marketing program, right up there with SEO and blogging. Unlike SEO and blogging, however, pay-per-click advertising offers far more reach, and is uniquely suited for communicating direct booking benefits.
When you set up a PPC campaign, do more than just bid on keywords that persuade people to click your ad. Tailor keyword combinations to clearly outline the benefits of booking direct, and include direct links to the specific rates displayed.
TASK #2: Polish Your Phrasing, Clarify Benefits
As with your PPC approach, the words selected to highlight the benefits of direct booking across your other channels make all the difference in response rates. Do a high-level content audit. (Maybe consider a deep-dive audit.) Review how your existing marketing content, website, social media channels and videos communicate the benefits of booking direct.
Is it clear that if a customer books direct, they benefit? Are the benefits outlined prominently rather than tacked on as an afterthought?
Experiment with phrasing and make changes as needed. For video ads, include the benefits of booking direct is the subject of the ad. Draft a blog post outlining the top three benefits of booking direct, and share via social channels. For a more extreme update, consider a more extensive refresh of your website with “book direct” as a primary message.
TASK #3: Provide Social Proof
Never underestimate the power of social media. Support a “book direct” message with social proof.
Encourage guests to share reviews via their social accounts, and consider featuring the best on the brand’s social channels. As few as 14% of consumers trust traditional advertising according to some studies, but 92% respect reviews.
Also, provide proof you're trusted in the travel industry. Feature badges from sites like TripAdvisor. Even proof of how many followers you have on social media can persuade visitors to stay on your site and book direct.
BONUS TIP: At the risk of stating the obvious, words matter.The right words evoke trust and emotion, which goes a long way toward building a “direct” relationship with travelers.Crafting language beyond a basic "Best Rates Available" broadcast helps you stand out from the competition, and fine-tuning the feel and phrasing of your message puts your property on the path to direct clicks, bookings, and loyalty.
