A key aspect to increase the performance of your direct channel is to be able to control the disparity and thus the online price of your rooms. If your potential guests can find lower prices on OTAs or other channels, they are likely to leave your hotel and accommodation website to book there.
1. Sharing with others is essential
To take back control of your pricing strategy, you must first understand the performance of your disparities. Understand where you underperform and identify opportunities and areas where you can improve. Measure your profitability in both disparity frequency and amount (price difference), and compare yourself to multiple compsets. It is always worthwhile to dig deeper into the analysis.
For example, determine market trends or further examine which types of stocks are affected. This information will help you identify patterns and give you a clear plan of action on where to focus your efforts.
2. Act fast and match your rates
If you discover that an OTA is undercutting your rates, check to see if they are in breach of the parity clause. When OTAs lower their rates compared to your website, present an offer to your potential guests to prevent them from booking through other channels.
3. Allow your visitors to compare prices.
Congratulations, OTAs are not undercutting your rates! In this case, communicate this to your web visitors, include direct booking sales to give them one more reason to book. The secret is to showcase your unique selling points and reassure visitors that your website is the best channel to book their next stay.
4. Offer a personalised web experience
To guarantee your fair share of direct bookings, you need to know who your visitors are and offer them something that appeals to them so that they end up booking. This is where our personalisation features come in.
An example? A user is browsing your booking engine, exploring possible dates for their stay, but decides to leave the site. With Exits, you can detect when this is about to happen and display the right message to catch their attention and prevent them from leaving without booking. Remind them of the exclusive benefits they can get when they book directly, such as free wifi, free cancellation or a personalised discount. These personalised messages not only entice the user to stay on the website and complete the booking, it’s also a fantastic way to make their online experience more personal.
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