Encouraging More Direct Business
While the use of third-party sales channels can assist in building awareness of your property - particularly to those who are not familiar with you - the ability to convert those guests to book directly with you on their next stay is the ideal outcome.
There will always be guests who book via a third-party: corporate guests are frequently mandated to do so by their organisation, and international travellers often feel more comfortable knowing that they have a travel agent who can assist in the unlikely event of something going wrong.
Many online travel agents incentivise guests to book with them through accommodation rate discounts, the accrual of loyalty points that can be applied to future bookings and it can often appear more convenient for the traveller when they can book their airfare, accommodation and other land arrangements in the one place and at the same time.
Below are our tips to convert your guests from booking via a third-party website to booking directly, without impacting on the rate parity strategy that you have put in place – also enabling you to provide a highly personalised experience as you build their guest profile and further showcase your hotel’s guest facilities.
Add value to your accommodation rate through the inclusion of exclusive benefit(s) that may normally attract an additional charge:
Complimentary car parking.
An early check-in or late check-out.
Subject to availability, a complimentary upgrade to the next standard of accommodation.
Complimentary use of the offsite fitness centre with which you are aligned.
Offer more flexible amendment or cancellation policies than available via the third-party channels – making it easier for the guest to amend their booking without incurring significant penalties.
Enhance their accommodation experience:
Guarantee their preferred bedding type.
Provide complimentary slippers and bathrobes to use during their stay.
Make available your pillow menu.
Provide a complimentary cot or rollaway if travelling with children.
Include a food and beverage amenity or offer:
A complimentary beverage when ordering dinner in your restaurant.
A mini bar credit that can be used for all items, or simply non-alcoholic beverages and snacks – also assisting with turning over products before their expiry date.
A complimentary upgrade from a continental breakfast to a full buffet breakfast.
A welcome amenity.
Incorporate a Rate Offer:
Except for contracted nett corporate rates, all third-party sales channels are commissionable – ranging from 10% up to 30% of the total amount.
Offer a rate discount for guests who book directly with you – ensuring they join your loyalty programme and / or provide you with their email information prior to doing so.
One more thing:
Last-minute cancellations continue to have an impact on accommodation providers, and we are loving what a couple of boutique properties are doing to overcome this challenge.
The development of a VIP or Last-Minute Club offering a special promotion is a wonderful way to specifically target those guests who are already positive ambassadors for your accommodation experience; they may have greater flexibility in their travel arrangements or inspired to book a getaway at short notice upon receipt of your email.
These promotions can also be a terrific opportunity to entice guests to stay with you who simply love what you are doing but are yet to stay or were looking at your competition.
