April 11, 2019

Independent Hotels: An Action Plan to Win the Direct Booking

By Max Starkov, Founder and Director

 

With the explosion of the “digital way of life,” the traveler’s customer journey has become increasingly complex, which necessitates independent hoteliers to rethink and overhaul their marketing and technology stack strategies and investments. Today’s online travel consumer is exposed to more than 38,983 micro-moments in any 60-day timeframe. During this timeframe, they visit an average of 18 websites using multiple devices across eight sessions before making a hotel booking (Google Research).

Google defines this customer journey as a fluid series of interconnected stages:  Dreaming, Planning, Booking, Experiencing and Sharing Phases, in which every phase both influences and is being influenced by the other steps of the journey.

The OTAs have been investing heavily in digital marketing initiatives and technology solutions to engage the traveler throughout the customer journey, acquire them as OTA customers, and keep them engaged throughout their lifetimes. As a result, the OTAs have de facto monopolized the guest relationships and left independent hoteliers in a tough position.

This investment by the OTAs is rewarding them well: over the past 6 years, the OTAs have increased their market share by over 40% at the expense of the hotel direct channel.

 

What should independent hoteliers do to reassert themselves in the customer journey to get in front of travel consumers and win the direct booking?

To begin with, independent hoteliers must understand that digital marketing consists of three distinct, but interconnected and interdependent categories: Guest Engagement Marketing, Guest Acquisition Marketing and Guest Retention Marketing. Second, independents must “play” in all of these three categories – not in one or two, but in all three categories.

Only and only then they will be able to re-establish a relationship with the digitally-savvy customer in all phases of the customer journey: Dreaming, Planning, Booking, Experiencing and Sharing and win the direct booking, resulting in decreased OTA dependency and lower distribution costs.

 

Continuing reading the full article by downloading the Hotel Yearbook Special Edition – Digital Marketing 2020.

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About NextGuest Digital:

NextGuest Digital uses the latest in digital marketing technology to assist hotel brands in crafting their digital presence. Through the agency’s smartCMS®, Content Personalization Engine, Smart Data Marketing, and other innovative initiatives, hoteliers see a drastic boost in direct bookings, as well as lower distribution costs and an increase the lifetime value of guests. NextGuest Digital is part of NextGuest, an all-encompassing partner that helps hoteliers acquire, engage, and retain their next guest. Based in New York City, the company is comprised of NextGuest Digital, CRM, Labs, and Consulting.

www.nextguestdigital.com | (800) 649-5076 | hello@nextguest.com

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Editorial Contact:

Garrick Lee
Brand Marketing Manager
Phone: (212) 752-9425
Email: garrick@nextguest.com