To find out more, read our article: Supporting Channel Mix Equity Through Direct Bookings. And while the channel mix continues to evolve and will most likely revert back towards pre-pandemic levels as demand continues to emerge globally, hoteliers and destinations now have the opportunity to optimize the number of direct bookings and potentially grow its percentage of the overall channel mix in comparison to 2019 numbers. Pairing proactive email marketing campaigns with tailored advertising and promotions on paid search, display, social, SEO, metasearch, and GDS will keep your hotel or destination highly visible on the channels where travelers and travel sellers are looking and booking.įinally, while OTAs have been and will continue to be crucial business partners for properties of all shapes and sizes, they are often a less profitable booking channel. This allows opportunities to drive more bookings and optimize your property’s ability to capture recovering demand. To capture the most opportunity moving forward, hoteliers and destinations will have to test new channels that may work better for them today. It’s important to ensure your distribution strategy is still producing results – and that you are maximizing your visibility on today's high-performing channels. This means that what may have constituted as a “high performance” channel in the past may have changed. Be prepared to change your rates at a moment’s notice.Ĭovid has changed the way people are shopping for hotels, and comparing trends against historical data makes it nearly impossible to recognize success in today’s market. This data can then inform your future strategies to produce more profitable bookings.īecause your market conditions have likely shifted since 2019, it is recommended to keep a constant pulse on any changes in your local or regional markets that could trigger a rise or fall in demand. For instance, you can access our local hospitality market report to find out occupancy data in your location. In this context, it is recommended you monitor what market data is telling you by having a look into market trends in your location and from there, analyze how to capture rising revenue opportunity. Hotels and destinations should be prepared to pivot their plans and strategies and adapt based on their current market conditions. In this sense, business models for hospitality businesses will need to adapt and respond to this behavior shift, partly with the support of technology. They feel more vulnerable, are more concerned about their health, and require evermore flexibility. They are now more digital, home-based, selective and conscientious in their spending. The new situation has caused significant changes to booking habits and behaviors of travelers. Today, they must regularly and frequently evaluate market indicators to understand when and how to plan their communication and pricing strategies. It may have been a normal process for destinations and hotels to map out business strategies long in advance or on an annual basis, but the pandemic has forever changed travel dynamics.
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