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”
An email Q & A with Expedia’s Alex Gisbert – We talk to Alex about the recent announcement about the Yahoo! – Expedia partnership that introduces Expedia’s travel booking & packaging engine on Yahoo! sites across Europe.
[Hotelemarketer.com] It’s great to hear about the recent partnership between Yahoo! and Expedia in Europe – could you tell us a little more about the deal and how this impacts the consumer in particular?
[Alex] Expedia is providing a travel booking engine on Yahoo! Travel sites across Europe (UK, Ireland, France, Germany, Italy and Spain) in addition to a deals module which will be updated in real-time with the latest offers from Expedia.Through this deal, consumers will benefit from the rich editorial content provided by Yahoo! along with our sophisticated search technology and inventory of over 127 000 hotels and more than 450 airlines. We know that all travellers have very different priorities and these can change depending on the occasion, their schedule and their general travel preferences so we are constantly expanding the range of filters we offer so users can find exactly the right accommodation offering for them – in the last couple of months for example we have added both a green/sustainable hotel filter and an LGBT (Lesbian, gay, bi-sexual and transgender) friendly filter. The combined strength of the partnership brings users both inspiration of Yahoo!’s content and the ability to refine this choice according to their preferences and book with assurance that you are making the right choice by checking their choice with a variety of mapping options, reviews from previous Expedia customers and photos.
We understand that consumers use a variety of tools and sites when planning and researching their travel online and we want to make that process as simple as possible for travellers so we believe it’s important to work with sites like Yahoo! where we can offer relevant complementary services to save travellers time in their research. It’s very much about bringing our service to the user wherever they are to save them time. To take another example, earlier this year we launched a specialist IE8 travel browser with Microsoft in the UK offering the user ready access to a number of Expedia’s services such as hotel deals, lastminute deals, currency tracking and a co-branded weather tracking so that users can keep up to date with the latest deals, currency and weather changes whilst carrying on with their normal browsing activities.
Continue reading “Interview – Expedia’s Alex Gisbert on the recent Partnership with Yahoo! in Europe”
We accept the reality of the world with which we are presented. We’ve become bored with watching actors give us phony emotions. We are tired of pyrotechnics and special effects. While the world he inhabits is, in some respects, counterfeit, there’s nothing fake about Truman himself. No scripts, no cue cards. It isn’t always Shakespeare, but it’s genuine. It’s a life. – Christof (Ed Harris): The creator of The Truman Show
You may remember the above dialogues from an old big screen favourite, The Truman Show, released in 1998. The movie is above an insurance salesman who discovers his entire life is actually a TV show. While the comedy and irony of the script is quite entertaining, who amongst us has never felt like they were being ‘watched’? Whether it’s the TV version of ‘Big Brother’ or something out of the catacombs of government surveillance, the world’s become a big stage…but just who’s watching who? And what in the world does this have to do with hospitality?
You’ve got to agree that the way hotels work today are far removed from the inns of yore. Consumer access to information and improved transparency, at least in the shadowy world of pricing, has made many a ‘Basil Fawlty’ squirm and shudder. The Internet has been a great equalizer, but how far have we come…and what can hoteliers expect in the future?
Continue reading “Transparency, the Internet and good hospitality – All the hotel’s a stage…”
Article published under the name “The million dollar hotel marketing idea that’s been staring you in the face!”
I’ve been racking my brain for the last few weeks over what to write about. The interesting thing is that it’s not lack of choice that’s been the trouble…it’s too much of it! From the excitement caused by US underdog Barack Obama’s win and the promise of a brighter political future… to CNN’s Wolf Blitzer causing a buzz with his first-ever “holographic” interviews in the newsroom, there’s been plenty going on to keep techies and armchair futurists abuzz. And while CNN’s holograms weren’t really holograms when you cut to the chase…one development is very real…the advancing global recession that we’re slowly coming to grips with.
Hospitality media has been filled with reports about dropping profits margins, especially in hard hit areas and suggestions to hoteliers on how to best tackle the market situation, i.e. tough it out, work smart and dust off your selling shoes. What surprises me, though, is that while the hotel industry continues its distribution war with online 3rd parties with super-deep advertising pockets, it still continues to ignore its most lucrative booking distribution channel…its guests!
Continue reading “Hotel Referral Marketing – Hotel Guests are a key Distribution Channel of the future”
5 Future Developments that will revolutionize Online Hotel Marketing: “For tomorrow belongs to the people who prepare for it today”, says a famous proverb…and what better fit to apply this than in the world of technology and marketing?
The breakneck speed of tech evolution is inspiring (and often scary) but the two keywords that will set winning developments apart from the ‘also ran’ are ‘love’ and ‘simplicity’. It doesn’t take a degree to understand that people adopt technologies that fuel their imagination & passions…and the rate of adoption is in close sync to the simplicity of its interface and operation. Great technology needs to adapt to the needs of the user and future breakthroughs will bear testament to this.
Continue reading “5 Future Internet trends that will change Hotel Internet Marketing”
Back to the future: Meet the hotel guest of 2020
It is the year 2020. The past twelve years have been a flurry of development in the areas of design, nanotechnology, robotics, medicine, the internet, security and law. Contrary to popular opinion, the hotel industry has not been slow on the uptake. It’s been the decade of hospitality renaissance. A coming of age, an evolution of service as it should be…and a tribute to true personalization.
Here’s a look at the hotel guest experience in the year 2020 and how guests have helped the industry become truly magnificent:
Continue reading “Future Hotel Trends – 8 Hotel Guest Demands that will shape hospitality”