OTA Marketing Tips & Tricks: Five tips to make your online marketing more effective
By Jennifer Nagy President, jlnpr | November 13, 2011
From banking, to shopping, to booking travel, today's consumers are becoming more and more comfortable with using the internet in every aspect of day-to-day life. By the end of 2012, travelers will book one-third of the world's travel sales online, according to a new report from PhoCusWright, so if your property isn't effectively reaching consumers where they are researching and purchasing travel – online – then you are missing out on valuable bookings and leaving money on the table.
In case you're not convinced, let's take a look at some stats:
• By 2013, the number of travelers directly researching and booking part of their trip online will have grown by a relatively modest 16%, according to Forrester Research.
• According to iPerceptions' Hospitality Industry Report Q2 2009, only 60% of would-be bookers actually completed a reservation during the course of their visits to hospitality websites. Forty percent of would-be online hotel bookers click away without completing a transaction.
Pretty convincing, right? Good.
A very important but often ignored fact is that effective OTA listings are more than just a way to secure online bookings; hotels should be recognizing the marketing potential of OTA listings as a way to increase the visibility of your property with potential guests. In most cases, your property's OTA listing offers the first impression to your guests so it is important that it accurately portrays your property and entices guests to book.
Create an emotional connection with potential guests