Comments on: 3 Ways OTAs Hijack Your Hotel’s Direct Sales

By: Tom W

Tom W — Thu, 13 Aug 2009 14:27:54 +0000

There is some good advice here, but the tone amounts to unfair defamation of OTAs. These points are not true of all OTAs and the language used in this article goes way over the top in characterizing OTAs as rapacious entities.

To be sure, not all OTAs bid on their hotel partners’ keywords. In fact, some OTAs forbid their partners and affiliates from bidding on long lists of brand and hotel partner names. They discourage them from spamming and encourage valuable, usable content. When it comes to keyword bidding, I personally feel that since they are paying to sell your hotel product, it shouldn’t be an issue. It’s basically free advertising for the hotel property.

Secondly, SEO optimization should be paramount to any business determined to have an effective web presence. That OTAs are effective at doing so is no slight against them and does not “rob” anyone in any sense of the word. These are not tricks but accepted business practices in the world of online travel marketing. In particular, small hotels and B&Bs can take advantage of a tremendous niche to be filled here.

Thirdly, posting objective third-party reviews is a service to the customer and one that they rightfully seek out. The advantage of valuable, relevant content like reviews on the site of an OTA or a TripAdvisor-type site is that you can compare and derive insights from other travelers like no other channel. This is a tangible service. If a property provides what it promises, it is usually reflected in the reviews – and going to see for yourself usually bears this out.

I’d like to add that signing up with a distribution system and/or OTA is a great way for smaller, non-chain and boutique properties to have a chance to compete with the big boys.

By: Montreux Suisse Hotels

Montreux Suisse Hotels — Wed, 29 Jul 2009 16:28:48 +0000

Nice post, thanks for it.
I have an interesting topic for a future article that should interest many hotels.
We always hear about rate parity, but should we consider offering better rates on our website ?
I personnally started to offer benefits for long stays who book through our website and I felt an increase in number of bookings. But I ask myself if I should just offer better rates to everybody.
There are different ways to do it in order that the OTA’s rate checker do not see it.

By: Jeff

Jeff — Wed, 29 Jul 2009 15:05:35 +0000

It’s a tough fight because the OTAs chief (and sole) business is booking hotels etc online. That’s all they do. They’re experts.

A hotel has to be an expert at being a hotel first and foremost, and then online marketing is just one of dozens of other things that need to be mastered.

Still, as your 3 points clearly demonstrate, it isn’t rocket science either. Good SEO, do PPC on your own name (especially when it’s pennies per click!), and add 3rd party reviews. That isn’t hard, but it’s still a brave new world for many hotels.

By: Happy Hotelier

Happy Hotelier — Tue, 28 Jul 2009 15:33:10 +0000

Two souls, one thought.
More or less connected at least.
I just posted about tripadvisor where you kindly commented.
One of my concerns is the heavy interconnection between tripadvisor and the OTA’s
Okay you can be reviewed. and you can be more visible, but at the same time if you publish their widget on your hotel site you have a chance of pulling a visitor away of your website….and have them making his reservation via an Ota
Thusfar I have refused to pay for ads per click because of the fraudulent abuse (clickfraude) and believing the Ota’s paid ads for me….I don’t know yet
Sigh…as a hotelier you’ll have to be a nerd

By: Anna

Anna — Tue, 28 Jul 2009 14:36:41 +0000

interesting post…thanks for sharing