An exclusive Hotelemarketer.com interview with Michal Wrobel, one of the co-founders of Treovi, a recently launched hotel distribution initiative that is causing industry buzz with a unique value proposition for hoteliers…an end to OTA commissions!
[JJ] Treovi has been actively driving buzz in the industry with its promise to eliminate OTA booking fees…can you tell us a little more about your project and what hoteliers and consumers can expect?
[Michal] At Treovi, we believe a disruption was needed in the hotel reservation industry. I think the first question we have to ask ourselves, is: what is the main driver of OTAs? It is the commission system, which is related to a business model that has absolutely nothing to do with web 2.0 and Internet today. OTAs simply used the system that applied to physical travel agents and put it online. Similar happened for classified ads. Now, users can place their ads online for free… same change should have happened in hospitality online. It didn’t. In fact, it even got worse, the position of OTAs is now more and more controversial regarding the tools they use to drive bookings. We can’t really blame them, this is business, although some of the methods they use made hoteliers feel as being hostages of a system they are fed up with. Currently, online products and services available to the travel industry are deliberately reinforcing the old commissions system. We believe it has to change, and one simply can’t do it without disrupting the whole business model. This is what Treovi is about. Hoteliers are able to sell their room nights for free. Forever. We provide them with a fantastic “extranet” interface – we call it hotelier admin panel. We also provide something called “Treovi Hotel Profile” to which a hotel can setup a custom URL in the form treovi.com/hotelname (where hotelname is the chosen by the hotelier), and on which you can book directly a room, without using our search feature. Consumers can expect great interfaces, social media integration, and a lot of surprises. I will come back to that later. Upcoming soon are the mobile app and optional products and services, based on a freemium model.
Continue reading “Commission Free Hotel Bookings with Treovi – Exclusive Interview with the Founders”
Here’s another great guest post by the team at Mirai Espana, this time by Pablo Delgado and César López. This post examines how 3rd Party Retailers / OTAs capture business intended directly for hotels…and how to approach / fix the problem. Also evaluated is the value OTAs CAN add, i.e. via generic and destination level searches.
How Online Travel Agencies (OTA) or 3rd Party intermediaries get the customers that are searching for you on the web
PART 1: The problem
In Continental Europe, hotels with registered trademarks can prevent intermediaries from using their brand names in Google Adwords. Doing this means that more users end up on their own websites. In spite of the advantages, most independent hotels don’t take the necessary steps to benefit from it.
Did you think you were first in line? Others are cutting in front of you.
Your 1st place is barely visible
Continue reading “The Hotels vs OTA Paid Search War – Get Your Defensive Strategy Right”
Here’s a great presentation by a good friend (and extraordinary hotel educator), Lukas Ritzel. Lukas presented on the topic of the sensory web (Web 3.0) at the second ever TEDx event in Switzerland (Zug – May 27, 2010).
Explore Lukas’ presentation below using Prezi, a superb presentation tool:
Here’s a video of the presentation:
I came across a piece I’d written about 17-18 months ago on the future of hotel internet marketing. The article talked about 5 broad tech trends that I thought would radically alter the way we approached digital / internet marketing for hotels back at the end of 2008. I thought it’d be fun to take a re-look at the article and see how far we’ve actually come in the last year or more and if those predictions still hold water… here goes:
1. Choice is king.
The clear winners of the online distribution race will be suppliers and 3rd parties that provide the most choice to the customer. “Experience building” will become key to the looking and booking process online. This will mean that successful suppliers (hotels) will have to break down elements of their inventory like rooms, dining, sports, spa and supporting services into individual units that can be booked and packaged both internally and externally. The more elements you provide to what I like to call the “Experience Engine”, the better the choice available to customers to personalize and tailor their experiences. This creation of experience units will also allow tourism industry suppliers to collaborate more effectively online, as well as spur the evolution of 3rd party providers who provide superior experience engines, taking destination marketing to a whole new level.
Continue reading “Hotel Internet Marketing by 2013 – Are we on Track?”
Save Money and Build Relationships with Direct Digital Marketing
By Brian Deagan
Despite unpredictable economic conditions, one truth endures for the hospitality industry – there is always room for improvement to the guest experience. In tough economic times, improving the guest experience is a worthy investment because the seeds of loyalty blossom into a strong relationship when the spending freeze thaws. In ideal economic times, competition peaks and the key differentiator guests evaluate when determining where to spend their time and money is the experience. Positive statements about “improving the guest experience” are a constant in marketing meetings – but how? When resources are scarce, but investment in the guest experience is paramount, an efficient and accountable approach is vital. The most modern, effective, and accountable approach for improving the guest experience is found in direct digital marketing.
Direct digital marketing is a digital marketing method that delivers relevant marketing communications that are addressable to individuals through the primary online channels of email, Web, and mobile using an email address, a Web browser cookie, and mobile phone number, respectively. Hotel guests value personalized, relevant interactions whether they are on property, reading an email, booking a stay online, or reviewing a text message.
Two elements are necessary to properly execute the type of direct digital marketing programs that appeal to guests.
- First, avoid perpetuating organic market inefficiencies by seeking individual relationships for email, onsite targeting capabilities, and mobile marketing. The right direct digital marketing software partner must have multi-channel campaign delivery and management capabilities.
- Second, the content and campaign execution capabilities must live in the same software platform as the data environment. More, that data environment – usually referred to as a universal profile management system – must be designed specifically for direct digital marketing programs. Centralizing all important marketing data into the same on-demand software the content is in enables the truly unique segments and message targeting capabilities guests consistently respond to. For example, building a segment that takes a guest’s email activity, website browsing behavior, mobile interaction, past stay data, and preferences into consideration is ideal for creating a personalized and memorable guest experience.
Continue reading “Hotel Internet Marketing Strategy – Practical Tips for Direct Digital Marketing”