3 Tips for Converting OTA Customers into Directly Engaged Guests ...

The European Commission's New Media Trend Watch reveals that 234 million Americans used mobile devices for a three month average period in 2012.

There was a 6% increase of?smartphone users?in that same time period from January 2012 (according to comScore, Inc.). No wonder Online Travel Agencies (OTAs) such as Expedia and Travelocity,?are booking hotel?rooms in greater numbers than in years past. The perception of Internet users is that OTA booking provides the best rates, a huge draw as we continue to recover from the economic struggles of the last?few years. In light of this, partnering with OTAs is an important tool for garnering leads. Hotels are also recovering from the struggling economy and commissions to OTAs can affect a tight budget. How can you leverage your partnerships with OTAs and turn the OTA booking into?direct bookings? Here are three tips on how to convert OTA bookings into direct bookings through front line engagement. Grow your business and protect your bottom line!

Tip #1: Land On Top

Be the first?booking option the potential guest finds through an?Internet search. Lead potential guests to your website by using search engine optimization (SEO) that shows your property first. Per Jeff Buchanan, writer for HotelNewsNow, the 23-unit Chaa Creek Lodge in Belize increased direct bookings adding?70% to 80% of their total profit?by intentionally focusing on building brand presence on the internet.?Success came through the use of such tools as search terms and interesting, impactful blogs. Larry Waight, Marketing Representative for Chaa Creek, says that this initiative "has contributed significantly to our profitability, based on commissions not paid to OTAs, even after absorbing all of our costs, including dedicated staff." Chaa Creek achieves the number one search engine spot for various search terms used in their compelling, original content. He dedicates an entire team to this effort. In combination with this initiative, he offers significant discounts.

Tip #2: Educate Guests

In Jeff Buchanan's article for HotelNewsNow, he discusses using front line employees to facilitate the conversion of an OTA guest to a guest who works directly with the hotel when making reservations. Reservationists as well may use the opportunity to educate guests on the value of booking directly with the hotel for the best pricing. The Internet is great for researching and exposing a user to accommodations options that are outside of the user's circle. OTAs serve a useful purpose in that regard, but in the end, the relationship between the OTA and guest is a transaction without a face. However, a memorable hotel stay can be like feeling at home, and nothing makes a guest feel more at home than personal service and a warm relationship with a trusted hotel and staff. Carnival Cruise Lines hosts a seminar for guests during the cruise explaining how the booking systems work and how booking directly with Carnival is actually the best option. A reward is also offered for putting down a deposit before the cruise ends to be used on the guest's future cruise of choice in the next two years. Educate your guests.

Tip #3: Provide Employee Incentives

Most employees do a good job because they want to. But your conversion of OTA guests to direct relationship guests will grow considerably more with incentives. Provide "on the spot" rewards such as Starbucks gift cards for signing up an OTA for your company's guest rewards program, or for acquiring an email address. Recognize the top producers in the weekly staff meeting. Other incentives may be Employee of the Month privileges or cash rewards. Reservationists and front desk agents?are often the first of your employees to directly interact with guest and are the ultimate sales people. Incentives will spur them on to achieving more and will result in an increase in your profits.

Develop an online marketing strategy that lands you on top of searches by Internet users. Keep the new user coming back by?optimizing your marketing efforts.?Provide?online content that is?relevant, interesting and impactful to build relationships and trust.?Recognize the benefit of your OTA partnership and leverage the exposure the online agent provides your hotel and the bookings that result.?Your front desk employee may use the opportunity with the OTA guest to build a relationship and educate them about the value of booking directly with the hotel. Provide employee incentives to increase your profits. Converting OTA guests into 'direct-relationship' guests will alleviate commission costs, build your customer base and improve your bottom line!

For more ideas on how to increase?bookings sign up for Cvent's Group Business Now Newsletter!

Source: http://hospitality.cvent.com/blog/marketing-resorts-on-the-internet-2/3-tips-for-converting-ota-customers-into-directly-engaged-guests

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