In the hospitality market world evolves continuously and it is right to change strategies to get the maximum return from their business trying to reach new goals. Recently the Group La Meridiana has listed a number of tools and rules that represent the starting point of the work that the hotel needs to do if it wants to really exploit the instrument of outsourcing at best.

One of the effects studied by experts of Group La Meridiana is the effect billboard, a tool that allows you to take advantage of the visibility of the OTA (online travel agency portals like booking.com, expedia, etc.) to attract customers on their official website.

• The customer searches for “hotel rome” on google
• Mothership landing on the site of one of the OTA
• Check prices and ratings of the various structures
• Search the official website of the hotel that interests

To simplify things we say that the hotel must be able to compete with OTA to transform visitors from other channels in the direct customers of the hotel. This, however, ‘does not mean that you should not work with the OTA.

In a world like today, where internet encourages unlimited competition on the tourism market, visibility is absolutely the most precious value that a hotel has to find and exploit the popularity and the connections of the OTA can ‘only be an advantage .

The basic requirements to participate in the game are:

• that your hotel has a website accessible and enjoyable,
• you’ve installed an effective booking engine,
• you have published  transparent methods of payment and cancellation policies.

Assuming that all the hotels reflect these characteristics, Group La Meridiana suggests several techniques to promote the visibility and productivity of your hotel.

1. Creativity

If you sell on OTA you can not ‘play the card of Best Rate Guarantee because they do it too so this is not a benefit. Even the wi-fi and consequently none of the other services already presented on other channels. The secret is offer something different to have a low cost for the hotel but a high perceived value to the customer. Depending on the type of hotel that you manage, two are the benefits which in the case studies have generated the greatest increase in conversion (visits / reservations).

Late check-out: if you have a tourist hotel don’t underestimate the pleasure of sleeping on vacation. Promising the opportunity to leave the room an hour later in the day of check-out you can assist in increasing conversion of about 2%.

Ironing: if your clients travel primarily for business it could be well exploited to offer to iron a shirt and / or a dress. Often when traveling by car / train / plane clothes in the suitcase are mistreated and that for those who have an important appointment could be a major inconvenience.

2. E-book

One of the most often research done by users on google before leaving for the holidays is “things to do in … (name of the place).” Prepare an e-book in pdf with all the most interesting sights, restaurants best suited to your target customers and things to see in the area. Offering it for free only to those who book on the official website.

3. Countdown

Giving importance to special offers. If you set for example the classic offer “early booking” (also very effective in terms of revenue) a counter that shows the limited duration of the offer must be installed on the site.

4. Sweepstakes

This activity, seemingly naive has the ability to arouse curiosity and participation, doubling in a short time the fans on fb page and increasing by 2.4% conversion rate of direct bookings.

5. The upselling as automatic process

Sell ​​only the rooms of the type cheaper on OTA allows you to work in a systematic upselling. It can set up an automatic process by mail to propose to the customer who has already booked, the superior room in exchange for a small surcharge. This activity needs the CRM connected to the management through which you can create your own rules of customized sending.

It is also important to involve the staff and do training on how to handle the upselling effectively at check-in. In this field, the Group La Meridiana reserves ample space for their employees training.

6. Vouchers

The discount should not run out at the time of booking. So besides realizing special offers you may grant discount coupons (promo codes related to the booking engine) can be used for future stays and especially transferable to family and friends.

7. Agreements with other companies

The restaurants in the neighborhood, playgrounds, fitness centers, museums, attractions, clothing stores in the area. Highlighting on the site discounts they will be entitled its customers in the other activities. Specify that the discounts are valid only for those who book directly from the official website. In America it’s called joint venture and is a commercial strategy on the agenda. In Italy it is not very used yet but it is for sure a great way to exchange advertising and other activities with customers and offer its guests a benefit of great interest and a complete experience.