Take advantage of the

Billboard Effect
Studies have shown that hotels displaying on OTAs can benet from an
increment of 8% to 26% on direct bookings to their websites, simply as a
consequence of being listed on the OTAs in the rst place!
And whats more? Independent hotels seem to be the ones to benet the most!
Once they book,
dont let them go!
Retain those new customers by offering them the opportunity to become part
of your hotels loyalty programme or hand them a coupon for a discount or
free upgrade on their next reservation via your own website of course.
Make use of their
market intel
Because they sell inventory at a global scale, OTAs have access to unique market
intelligence. Ask your OTA market managers for reports on how you measure
against a competitive set within your local area.
This will give you better insight on how your competitors are doing and allow you
to mimic some of their successful strategies.
Copy their Best Practices
OTAs invest a lot of money and resources on ne tuning their websites user
experience, so why not copy some of their best practices on your own
website?
Keep your image and copy content awless OTAs know professional photos
and great travel content are key to getting more bookings and capturing
higher ADRs.
Participate on Package
programmes
OTAs offer hotel and ight package options which can be a great way for hotels
to build base and protect their retail rate, while sharing the discount with an
airline partner.
Expedia recently found that hotels that have higher than average participation
in packages also have a higher ADR during all booking window periods, when
compared to those that do not participate much in the package path.
HotelREZ
H O T E L S & R E S O R T S
1 0
t h
Y E A R A N N I V E R S A R Y
This fact sheet is the work of HotelREZ Hotels and Resorts and can be distributed freely, however remains the copyright of HotelREZ Ltd. If you wish to use or share
this fact sheet please ensure you attribute credit to HotelREZ for the content.
Sources: Chris Anderson, Ph.D. for Cornell University - Search, OTAs, and Online Booking: An Expanded Analysis of the Billboard Effect. Frederic Gonzalo Hotels and OTAs, from
confrontation to collaboration. Tnooz Five tips from Expedia on how hotels can convert OTA trafc into bookings.
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FREE UPGRADE ON
NEXT RESERVATION
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higher
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higher
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overall
5
5
Top Golden Rules
on Working with OTAs
Top Golden Rules
on Working with OTAs
Love them or hate them, lets face it:
travellers love using OTAs.
Here are some of the opportunities that
every hotelier should explore when
handling OTAs.
great travel
content
=
more
bookings