SaleS & Marketing
>> Continued from page 47
Despite the criticism , Hilton states that it remains committed to developing its direct bookings program . “ OTAs are an important part of our business and we have been very transparent with partners about the importance to us of building more direct relationships with our customers ,” a Hilton representative says .
Marriott insists it strives to build “ great relationships with OTAs that are mutually beneficial .” “ We appreciate that consumers have a wide range of booking options at their fingertips , and that ’ s why we want to offer them a portfolio of direct and indirect booking channels ,” a Marriott representative says . “ We are on a mission to continuously earn the loyalty of our most frequent guests , and to do so have been introducing new products and services to show our loyalty to them .”
Analysts say OTAs should have seen the direct bookings trend coming . “ I believe the OTAs brought this on themselves by being exceptionally and aggressively anti-industry for so long ,” Starkov comments . “ It is time the OTAs start providing real value to the industry . Ultimately , the OTAs need hoteliers more than hoteliers need OTAs . Therefore , I do not expect the OTAs to bite the hand that feeds them .”
“ OTAs are doing this as well , so why would chains and independent hotels not be allowed to do the same ?” Landman adds . “ They are just shouting off the rooftops to scare other groups not to follow and hotels should not be intimidated .”
Tapping inTo The
“ dreaM phase ”
Contributed by Bruce Serlen data today is being used to track every touch point of guests ’ stay , starting with what consultant Tim Peter terms the “ dream phase ,” when they ’ re still deciding on a locale , and followed by a booking phase — all to help create more personal experiences and potentially drive loyalty .
“ Based on what they now know — or can infer — the hotel is able to suggest activities designed to make the stay more rewarding ,” says Peter , a consultant specializing in e-commerce and Internet marketing . A weekend booking , for example , suggests a leisure trip .
Pre-arrival emails allow the hotel to solicit information , triggering value-add promotions ( i . e ., complimentary parking ). Post-stay , there is a follow-up email that may be positioned as a QA survey but also sets the stage for a return visit .
With the spike in the number of technology-friendly millennial travelers , Jerry Culkin , vice president of operations for True North Hotel Group , Overland Park , Kansas , sees many of these personalization efforts moving to mobile apps . “ More and more , millennials want to communicate through their phones , when it comes not only to mobile checkin , but responding to promotions , making restaurant reservations , spa appointments and so forth ,” he says .
“ Right now , hotel companies are making these innovations available first to their elite-tier frequency program members , which makes sense , but they ’ re likely to make them more widely available soon enough ,” Culkin adds .
Asked about the fine line between collecting data and consumers ’ privacy rights , Peter cautions hotels to be clear about why they want the information . “ How does having the data help you improve the guest experience — not your revenue , the guest stay ?” he asks .
Peter considers this a necessary best practice , adding , “ Make sure when designing data collection that there is a person in the role of guest advocate able to say , ‘ I ’ m not comfortable with x , y or z .’”
48 hotelsmag . com May 2016