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SpinDistribute.com Article Directory

The following article was published in our article directory on August 26, 2015.
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How to Attract Hotel Guests from Global Markets

Article Category: Business Management

Author Name: David Pledger

The hotel business is operating in a challenging time, as the impact of wider global economic uncertainties influence travel for both business and leisure. Hoteliers have to adjust to scenarios where guests are earning less and this is leading to shorter-- or even delayed-- vacations. Those who are travelling demand value for their money and a hassle-free experience.
If hoteliers want growth, they can no longer rest on their laurels and depend on traditional established customer bases. Harnessing technology is one way to work smarter, not harder, in order to attract a new global customer base and keep them coming back.
A good starting place is to understand exactly who your customers are and which nations are currently the sources of most of your international business. Through thorough analysis, hoteliers will be able to find exactly where current bookings are coming from and the trends in visitors from various nations. Once you know who your current customers are, you can determine how to best grow these niches, as well as identify new regions to target.
Extend your reach
The rise in online booking portals and the popularity of online travel agencies (OTAs) presents hoteliers with greater opportunities to expand their customer reach around the globe. Any hotelier looking to expand internationally should investigate the benefits of increasing the breadth of their OTA relationships, to target new regions and attract new customers.
Widening channels also presents challenges. For hoteliers who still manage their online channels manually, expanding the number of OTAs a hotel appears on is wrought with potential headaches. These manual operators are essentially handicapping themselves against competitors who have embraced channel management systems. These systems ensure all channels are simultaneously updated and managed. Without the right tools and techniques to maximize bookings across all available platforms, hoteliers risk a fate of continually playing catch-up with competitors who embrace this technology and are easily operating across multiple channels.
Hoteliers have nothing to fear from multiple channels when they have effective systems in place. With the right software platform it is no harder to manage six OTAs than it is 20. Even some who have transitioned to operating automated systems limit their focus to the "Big Five" OTA players, rather than increasing the number and breadth of OTA relationships they have. This is short sighted and limits growth in key markets, where difference agents may be widely used.
Choosing the platforms to promote your hotel to reach potential guests in a foreign country, the associated commissions and fees, and the issue of rate parity, does make it harder for some hoteliers to get their heads around how to work and approach with them. Advanced channel management systems are designed to deal directly with the challenges of delivering consistent and profitable room rates despite differing OTA commissions through built-in markup engines.
Don't get lost in translation
Something that has put hoteliers off directly targeting inbound international travelers in the past is the cost of translating their website to create local language versions for potential guests in a foreign country, where language barriers exist. Many hoteliers view having their websites translated and available in a number of languages can add more cost than potential revenue.

If hoteliers want growth, they can no longer rest on their laurels and depend on traditional established customer bases. For hoteliers who still manage their online channels manually, expanding the number of OTAs a hotel appears on is wrought with potential headaches. Without the right tools and techniques to maximize bookings across all available platforms, hoteliers risk a fate of continually playing catch-up with competitors who embrace this technology and are easily operating across multiple channels.
Hoteliers have nothing to fear from multiple channels when they have effective systems in place. Choosing the platforms to promote your hotel to reach potential guests in a foreign country, the associated commissions and fees, and the issue of rate parity, does make it harder for some hoteliers to get their heads around how to approach and work with them.

Keywords: Hotel marketing, digital marketing tools, automated software, independent hotels

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