How a Hotel Executive Can Beat the OTA at Their Own Game
By Peter Brooke Founder, Blue Interactive Agency | April 13, 2014
As a hotel executive, maybe you attended Cornell or another prestigious hospitality school. You have really honed your skills over the years, paid your dues and worked your way up from housekeeping to the front desk and through the ranks to general manager or some other highly esteemed position. Hopefully, it's been worth the hard work, long hours and working almost every vacation, only to be thanked with the usual Tuesday off, which you could enjoy with your friends, except they had regular jobs and couldn't enjoy it with you.
Now that you finally have a more stable schedule and some sense of normalcy, along comes the OTA (online travel agency) to regulate your reservations and force you to pay an unheard of 12% – 25% in order to get reservations you would normally have received through your relationships with various associations and travel agents you cultivated over the years. The OTA fleecing has begun!
So What Can You Do?
Act fast, especially if you've got your head in the sand on this topic. Even if you've dipped your toe in the water, it is now time to dive into a new way of getting reservations. The ship has sailed, and you're either on that boat or you're marooned on shore. The fact that Priceline has been quoted in their annual report saying that they have all but signed up every hotel chain in the US set alarm bells off in my head! The OTA movement is here to stay-whether you like it or not.
Here we lay out a robust digital online marketing strategy, including considerations for securing outsourced vendors or using in-house professionals to help you make some headway through the maze.
Hotel Digital Strategy