Hospitality is a world in continued evolution and we have to keep up with it. Every day we are amazed by a new technology and we are constantly thinking of how we can make our guests’ stay an unforgettable experience, how to make our time more valuable, how to get surrounded by more professionals and experts and how all together we can improve our revenue and at the same time decrease the costs.
Evolving is part of the growth, but one question is constantly recurrent, how do the OTAs can play a smaller role in this process? How can we get to keep more of the earned revenue without bleeding commission to them?
The opinions and the suggestions on how to act to get better, more healthy and keep more money are countless, but in reality – and here not to be pessimistic – deep deep down we all know the answer and nevertheless we are all in denial. Opinions are very important, but revenue managers, financial controllers and marketing directors, as well as general managers, can read numbers and figures are not opinions, are facts.
Frederic Gonzalo, a strategic marketing consultant, briefly explains on eHotelier, the OTAs domination and their future, asking everybody to add their point of view. He presents a summary of what the OTAs have been up too in 2015. Facts that have happened between the giants of the hospitality industry. Expedia which became the biggest OTA with the acquisition of TraveloCity and Orbitz as well as HomeAway, leaving Priceline behind on the second place with its best known brand Booking.com. He also mentions Airbnb, TripAdvisor as well as Google’s stories.
The point is that we cannot compete with the OTAs or think to cut them out, what we need to do is to learn to live together and to accept that part of our business depends on them; they are bigger, they are stronger and definitely they have more capital to invest.
My point of view: either we try to invest as much as they do in PPC campaigns, advertisements of any kind and we know that independent properties cannot compete with that, or we save in the investment and we pay them a commission. In one way or another we have to spend to have a return of investment, it does not happen if we simply want to save. We only need to make sure that the “big boys” do not abuse their power with us.