When a consumer searches for a hotel on any online travel agency (OTA), the order in which hotels appear is determined by the OTA. The traveler is unaware that the ranking rewards some and punishes others, but, the order matters because consumers generally pick their hotel from the first two pages of their search results. … Continue reading Six Things Hoteliers Should Do to Improve their OTA Content Score
We at ICE Portal have just launched the long-awaited new graphical user interface (GUI) of our visual content management system (CMS.) Hotels, resorts and other travel supplier partners are now being trained in the new system to more effectively manage and distribute their photos, videos and 360-degree virtual tours. We believe that this transition will … Continue reading Simplified Visual Management and Distribution with New ICE CMS
Although a great deal of hotel brands are making a strong push for direct bookings, it is also important to convert OTA consumers. In order to be found/seen in OTA search results, your property will need to rank highly amongst other properties. This rank is determined by OTA content score, and there are numerous factors … Continue reading What Influences OTA Content Score?
Recent data from Phocuswright’s “Channel Optimization in Hospitality: Secrets of Data-Driven Hoteliers” white paper, done in conjunction with Sabre, gives useful information regarding where/how people book hotels in the U.S. Hoteliers can utilize this data to determine where to focus their hotel marketing efforts and what consumers to target. This can lead to more bookings … Continue reading Most Popular Hotel Purchase Methods
The travelers’ path to booking a hotel is influenced by a plethora of criteria along the way. Sullivan and 20|20 Research recently put out a report, “Where They Go. Why They Stay.” that explores traveler decision-making. These are their findings in regards to criteria for choosing a hotel: Value for money. Just like consumers purchasing … Continue reading Travelers’ Top Criteria for Choosing a Hotel
High quality hotel visuals increase bookings! That should be enough of an incentive for hotel marketers to create and distribute great visuals, but if you’re the type of person who needs more reasons and validation, then the list below should deliver. To keep it simple, there are only a few simple things you should do … Continue reading 4 Tips for Improving Your Hotel Visuals in 2017
In a recent article published by Skift, direct booking is examined in a way that can be mutually beneficial for both hotels and OTAs. The article discusses how shifting hotel bookings to their own brand websites is not only a good thing for large hotel groups, but can also work out for OTAs. This is … Continue reading How Can Direct Bookings Benefit Hotels and OTAs?
Using an Online Travel Agency (OTA) to book a hotel room rather than booking directly with a hotel occurs for a number of different reasons. Since hoteliers want as many direct bookings as possible as to not lose a percentage to OTAs, these reasons should be taken into account to further accommodate consumers booking online. … Continue reading 10 Reasons Travelers Book with OTAs Rather Than Direct
Travelers have all different types of motivations for travel. Once you determine a particular consumer’s travel personality type you can effectively market travel to them by considering their motives and preferences. Choice Hotels recently released the results from its annual summer travel survey which break down the different personality archetypes of American travelers and what … Continue reading Marketing to Different Travel Personalities
Personalizing content based off of customer personas has become an important tactic when converting consumers online, especially those browsing travel. According to DemandGen Report, leads who are shown personalized content produce a 20% increase in sales. This suggests that taking advantage of big data and building customer personas will increase hotel bookings. These are the … Continue reading How to Build and Utilize Consumer Personas