Optimizing Your Online Channels: 9 Proven Ways to Make OTAs Work for You
May 22, 2017 1:23pm
By Fig Cakar, Managing Director – the Americas, SiteMinder
Like Google, OTAs have their own algorithms to determine how hotels rank on their website. I would know; I worked at one for many years.
And, while I (or anyone else) could never profess to understand the complete math behind hotel rankings on OTAs, it should come as no surprise that hotels that generate larger revenue for OTAs will almost always earn themselves a higher spot. After all, if an OTA is a million-dollar account for you, then you are a million-dollar account to them, too.
For independent hotels, it’s quite the chicken-and-egg conundrum, though, isn’t it? Of course, you want to prove your monetary worth, but if your ranking is abysmal, that only leads to zero visibility of your hotel property. No visibility means no bookings. And, no bookings means no revenue, which means a hotel that is challenged to inch its way up the ranks.
It’s a vicious cycle, and it begs the question: How do you, as an independent hotel, compete with this?
The answer may not be pleasing to all hoteliers, but it’s a strategy I’ve seen work to incredible effect over the years.
Work with your OTA partner, not against them.
The reasons are simple:
Lastly, and as importantly… OTAs need you. Just as you have your revenue targets to hit, so, too, do an OTA’s market managers, which means it is in their best interests to help drive your success. Too many hoteliers forget this and ultimately disadvantage themselves when it comes to distributing and selling their perishable rooms.
The underlying message? If you are an independent hotel, your key strategy should be convincing an OTA you can provide them a higher return on investment (ROI).
Optimize for the best results
To get the full benefit of OTAs and their reach, here are nine proven ways you can optimize your hotel’s profile:
There are ways to navigate through the OTA landscape and earn your place on the first page. The real question is: How do you protect your position once you have it?
To learn more, join my online discussion with Kognitiv and the Caribbean Hotel and Tourism Association this Thursday, 25 May. You can register for the free webinar here.
From entry level to being appointed as director of sales at Turtle Beach Resort on Australia's famous Gold Coast, Fig Cakar has risen through the ranks with an intimate understanding of a hotelier’s true challenges and needs.
Following his over decade-long career working at hotels, Fig went on to successfully lead large international expansions of leading forces within the wholesaler and OTA space, beginning in 2003 when he secured the role of Contracts Manager for GTA’s Turkey and Caribbean markets. Fig established key markets for GTA – including Barbados, Jamaica, Bahamas, St Lucia and Antigua – before then setting up an Australian office for Destinations of the World as General Manager Australia.
Fig then went on to become Director of Sales & Distribution at Rydges Hotels and Resorts prior to spending five years with Agoda, where he served initially as Senior Market Manager and then Director - North America, setting up both the company’s Sydney and New York offices.
Today Fig is responsible for developing, managing and optimizing the day-to-day operations of SiteMinder’s Americas headquarters in Dallas while ensuring the ongoing, successful adoption of the company’s technology solutions across the Americas. He has a Diploma in Hospitality Management from the Australian College of Travel and Hospitality.
As the leading cloud platform for hotels, SiteMinder allows hotels to attract, reach and convert guests across the globe. We serve hotels of all sizes with award-winning solutions for independents and groups alike, wherever they are in the world.
SiteMinder’s products include The Channel Manager, the industry’s leading online distribution platform; TheBookingButton, a wholly-branded booking engine for direct bookings via the web, mobile or social; Canvas, the intelligent website creator for independent hoteliers; Prophet, the real-time market intelligence solution that takes the guesswork out of pricing rooms; and GDS by SiteMinder, a single-point of entry to a six-figure network of travel agents and the world’s major global distribution systems. With more than 26,000 hotel customers and 550 of the industry’s top connectivity providers as our partners, today we have presence in more than 160 countries on six continents.
For more information, visit www.siteminder.com.
Contact: Maria Franco
+61 410 233 735
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