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How To Improve Direct Website Bookings vs OTA Bookings
This is often asked and debated. While some hoteliers have given up the war against OTA’s, there are other more dedicated and determined hoteliers who refuse to let OTA’s take away a bulk of the hotel’s revenues. As such, there a a number of tools and metrics which can be deployed but mostly, just simple analytics and action.
Firstly, to improve direct bookings, the key would be to have a good booking engine like Qikinn and a workable and mobile responsive website. Some of the actions to implement then would be as follows:
1. Website Analytics
• Use tools like Google Analytics to track page views, bounce rates, and time spent on your booking pages.
• Monitor conversion rates from your booking page to successful bookings.
• Track user behavior within the booking process to identify potential friction points.
• Set up goal tracking in Google Analytics to monitor completed bookings as a conversion.
• Monitor conversion rates from your booking page to successful bookings.
• Track user behavior within the booking process to identify potential friction points.
• Set up goal tracking in Google Analytics to monitor completed bookings as a conversion.
2. Booking Engine Data
• If your booking engine provides data, analyze the source of bookings (direct vs. OTA).
• Track the number of bookings originating from your website.
• Track the number of bookings originating from your website.
3. Referral Traffic
• In your analytics, check the traffic sources that lead to your booking page.
• Identify if social media, email campaigns, or other marketing efforts are driving direct bookings.
• Identify if social media, email campaigns, or other marketing efforts are driving direct bookings.
4. Unique Booking Links
• For specific promotions or marketing campaigns, create unique booking links to track their effectiveness.
5. Email Marketing
• Track opens, clicks, and conversions from your email campaigns to your booking page.
Next would be actions need to Improve Against OTA Bookings:
1. Website User Experience
• Ensure your website is mobile-friendly and easy to navigate.
• Make the booking process simple and intuitive.
• Highlight your best images and room descriptions.
• Make the booking process simple and intuitive.
• Highlight your best images and room descriptions.
2. Search Engine Optimization (SEO)
• Optimize your website for relevant keywords to improve search engine rankings.
• Ensure your website is listed on Google Business and includes a direct link to your booking page.
• Ensure your website is listed on Google Business and includes a direct link to your booking page.
3. Loyalty Program
• Implement a loyalty program to incentivize repeat bookings.
• Offer exclusive perks and discounts to loyalty members.
• Offer exclusive perks and discounts to loyalty members.
4. Rate Parity
• Maintain competitive pricing with OTAs, or offer better deals for direct bookings.
• Communicate price parity clearly on your website.
• Communicate price parity clearly on your website.
5. Direct Booking Promotions
• Offer discounts, packages, or exclusive amenities for direct bookings.
• Promote these offers on your website and social media.
• Promote these offers on your website and social media.
6. Build Trust
• Showcase customer testimonials, reviews, and awards.
• Respond to reviews promptly and engage with guests.
• Collect reviews through automated emails after guest stays.
• Respond to reviews promptly and engage with guests.
• Collect reviews through automated emails after guest stays.
7. Personalization
• Personalize your website based on customer preferences and past behavior.
• Use email marketing to send targeted offers and updates.
• Use email marketing to send targeted offers and updates.
8. Reputation
Management
• Actively manage your online reputation on review sites.
• Respond to negative reviews and address concerns promptly.
• Respond to negative reviews and address concerns promptly.
9. Leverage OTA Insights
• Utilize OTA data and analytics to understand market trends and competitor strategies.
• Identify areas where you can improve your own offerings.
• Identify areas where you can improve your own offerings.
10. Streamline Operations
• Automate tasks like email responses and booking confirmations.
• Improve your internal processes to enhance guest experience.
• Improve your internal processes to enhance guest experience.
