Online Travel Agent (OTA)

Sometimes it was like a pain in the... head when I had to explain to the owner (almost) each month why our OTA commission expense was keep on increasing. But I also knew that we had our pockets filled up because we ARE using the OTAs besides our own booking engine on our website.

So for sure, not using OTAs as an alternative is definitely not an option for me (and I am pretty sure all people working in the Hotel Revenue Management field will agree with me).

Yes, we will have to pay some commission to them, and it will feel so expensive if we are not doing the right things to cover it up. And before I give you my personal ideas on how to maximize your OTA, let's see the benefits of using OTAs.

• Worldwide

I am not saying that having your own hotel website is not worldwide. But if you want to put yourself into the shoes of consumer, you will admit it, that they will go to the OTA website instead go directly to your hotel website. I am not talking about your loyal member that already familiar with your hotel website, I am talking about new prospective guest that just planing to your hotel for the first time. I can assure you, they will go to the OTA website and search your property from there. They will see your hotel scores, and feedbacks. I am telling you, many hotels don't have those features on their website, right?

• Advertising

As you registered on the OTA website, your online presence will be greater and visits to your OWN website might increase significantly. You can put nice photos, setting the guests comments/feedback, etc. The point is, once you registered in the OTA, we can say that it is also include FREE promotion from their web to your hotel (and most likely to your own hotel website).

• Security

The payment will be done on their platform, and for sure they have a modern technology to detect any fraud credit/debit card. Just if the option is "Pay at the hotel", they will still collect the guest payment detail as a guarantee base on your cancellation policy for each promotion/package you created. And because of that, you have a better chance of replacing cancelled booking on the OTA directly. Furthermore, if you have any issue with the guest/client, you will always have the support of the platform itself.

And as promised, these are my strategy to maximize OTAs when I was in the field.

1. Make sure to update your property's details as accurately as possible, and put very very nice photos. 
2. Always work with the OTA's market manager, ask them to get you updated for any new campaign, and ask them how to boost your hotel visibility. If they are not helpful (which I have NEVER met any market manager that is not helpful in my career), you may take your liberty to complain to OTA directly.
3. Learn and use ALL the tools provided by them. For example, if they have compset tools, you HAVE to use them so can get a picture of the trends around you.
4. Utilize the mobile tools so you (or your team) may update your room availability, rates, and other things, ON THE GO.
5. Learn every campaign they have, and if it suits you, join your hotel in it.

Hope this article can help you. Again, I will be more than happy to hear your feedback, comment, or even any critics. 

Lobby Lizard
It is okay to move slow, but make sure you move forward