Online Travel Agents (OTAs) can’t be overlooked when putting together your marketing strategy. 18% of bookings come through OTAs, so your hotel should manage how you appear.
Be wary of rates
OTAs will be both a tool and a competitor for your hotel online. Rate parity across your hotel website and OTAs is important. If hotels can book your room for a cheaper price through third parties, they will, and the commission fees will cut into your profits. OTAs will typically take 18-22% commission on rooms, while it’s usually closer to 7% when going directly through the brand. While you want to have a strong OTA presence, you also want to be above them in search engines and prioritize direct bookings. Follow these practices to ensure your hotel gets the most out of OTAs.
Encourage guests to leave positive reviews on OTAs
Positive reviews across major online travel agents such as Expedia, TripAdvisor, and Trivago will give your hotel more credibility and strengthen your presence online. The more positive reviews you get, the more visibility your hotel will receive on an OTA. Delivering an excellent experience to guests will already get you well on your way to a high rating. However, if you don’t have a strong presence on OTAs, it’s worth incentivizing your guests to leave reviews about their experience.
Focus on OTAs that your demographic uses
It’s also important to consider the demographic of your guests. Certain OTAs will offer better access to your target customers than others. For example, TripAdvisor is used by an older demographic. It’s important to consider the age, geographic location, and other traits popular among OTAs so you can focus on the right ones.
Interested in learning about more ways to boost your hotel's marketing campaigns? Read more at the 97 Switch Guide to Hotel Marketing.