Apr
21
Selling your hotel rooms on these websites can be awfully expensive.
There are some who want huge commissions for the privilege of selling your rooms. Fair play to them, most of them know what they're good at and they deserve to get something in return.
So why should you use these websites? Take a look at the front page of Laterooms. I quote,
"...opportunities we bet you never even knew existed..."
They understand exactly why their customers are visiting. They're visiting to look for ideas about things to do and places to go. In the majority of cases, people nowadays learn that your hotel exists because it pops up on a search on one of these websites.
If your hotel isn't listed - people still won't know you exist.
There are some who want huge commissions for the privilege of selling your rooms. Fair play to them, most of them know what they're good at and they deserve to get something in return.
So why should you use these websites? Take a look at the front page of Laterooms. I quote,
"...opportunities we bet you never even knew existed..."
They understand exactly why their customers are visiting. They're visiting to look for ideas about things to do and places to go. In the majority of cases, people nowadays learn that your hotel exists because it pops up on a search on one of these websites.
If your hotel isn't listed - people still won't know you exist.
However, once they know you're there you've got a chance of getting a booking.
Here's some tips for making the most of those extranets:
1. Remember there is a difference between people finding you and people booking you. Nobody is saying you have to sell all your rooms over these websites. Ideally, you want people to book direct and save the commission, don't you?
2. Place lots of inventory on as many websites as you can manage. It's ofen the case that the more inventory you place, the better your position on website search results.
3. Be careful about promoting dinner inclusive offers on these websites. Can you afford to lose the margin? Do the sums: Labour cost 30%, food cost 30%, commission 20%. What does that leave you in cash terms?
4. Be happy to pay the commission. They've just found you a new customer.
5. Don't treat your rooms as a loss leader. If people come to you for the low price they'll leave you just as quick for someone else's low price.
6. Provide the new customer with a means for booking direct with you the next time (so you don't have to pay the commission again).
7. Use a channel manager to help you control your inventory on those travel agent websites.
8. Understand that people often use those websites to look for ideas.
9. Stay consistent. Have the same offers and content on each website. Don't skimp on the detail on any of them (you don't know where people are going to find you).
10. Make sure your own website and your reservations people have the ability to sell whatever it is you're selling with these other websites. If people come direct, you want to make a sale, right?
Here's some tips for making the most of those extranets:
1. Remember there is a difference between people finding you and people booking you. Nobody is saying you have to sell all your rooms over these websites. Ideally, you want people to book direct and save the commission, don't you?
2. Place lots of inventory on as many websites as you can manage. It's ofen the case that the more inventory you place, the better your position on website search results.
3. Be careful about promoting dinner inclusive offers on these websites. Can you afford to lose the margin? Do the sums: Labour cost 30%, food cost 30%, commission 20%. What does that leave you in cash terms?
4. Be happy to pay the commission. They've just found you a new customer.
5. Don't treat your rooms as a loss leader. If people come to you for the low price they'll leave you just as quick for someone else's low price.
6. Provide the new customer with a means for booking direct with you the next time (so you don't have to pay the commission again).
7. Use a channel manager to help you control your inventory on those travel agent websites.
8. Understand that people often use those websites to look for ideas.
9. Stay consistent. Have the same offers and content on each website. Don't skimp on the detail on any of them (you don't know where people are going to find you).
10. Make sure your own website and your reservations people have the ability to sell whatever it is you're selling with these other websites. If people come direct, you want to make a sale, right?
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