Are you losing revenue and booking share to OTAs?
Believe it or not, a full 52% of people who book lodging via OTAs actually visit the property’s website before booking.
Why don’t all those people end up booking directly with the property? Sometimes it’s about wanting to bundle their lodging with other things, sometimes it comes down to ease of use, and sometimes it’s just about the path of least resistance. But our data tells us that there are 4 things you can do to increase your conversion rate of these OTA browsers and increase your direct booking share:
- Highlight experiences – Offer robust packaging that can’t be pushed to the OTAs
- Maximize your booking channel for speed – the quicker they can check out, the higher the conversion rate
- Offer reviews on your website – 96% of guests say reading reviews is an important factor in booking a hotel or trip
- Work with travel agents and push inventory to distribution channels outside of the OTAs
Hopefully these quick ideas help inspire you, but if you need more guidance or the technology to drive bookings back you your website let us know. We’d love to chat.
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