Bookassist_Seminar November 2016_3 Key Milestones für Hotels in 2016

Das Hotel Online Strategie Seminar 2016

Herzlich Willkommen

1,6

Mio.

September 2016

7

Jahre

25

%

September 2016

1

2016. The Year of Direct Booking Wars

On average, a direct hotel price is undercut by an OTA one in four times. (25%) The direct price is on average $10.27 cheaper when compared across all searches. Despite this, it can be estimated that this level of undercutting is costing hotels over $1Bn a year in direct bookings*.

Source: Triptease report, OTAs Undercutting Hotels

Common Causes of Disparity: The Channel Manager view Common Causes of Disparity: The CRS View OTA

OTA

Using out of date rate code

Fails to charge given rate

Uses different currency conversion rate

Puts wholesale rates on sale or uses commission to discount

Holds exclusive allocation

An incorrectly linked OTA rate will always be wrong

o

OTA

Hotel creates promo code directly with OTA Market Manager or using OTAâ&#x20AC;&#x2122;s extranet

Central Reservation System (CRS) Channel Manager

CRS may not support LOS rates Inventory latency errors may appear if channel manager is tracking inventory from CRS

HOTEL

Source: Triptease report, OTAs Undercutting Hotels

HOTEL

At the end of the day, we know that direct is more. More money in your pocket to reinvest in your guests, your property, and your services. Source: Triptease report, OTAs Undercutting Hotels

OTA

Direct

$334

$600

Source: Siteminder report

x1,8

Direct is what’s best – for you and for your guests.

2

Source: hotels.com Mobile Travel Tracker

3

Der Weg des Gasts zur Buchung die verschiedenen â&#x20AC;&#x153;Routes-inâ&#x20AC;?

A B

Hotel

C