With the rise of Airbnb, online travel agencies and other third-party travel booking websites, hotels are finding it increasingly difficult to drive traffic to their own websites. This “cannibalisation” effect is leading many users to book their stays via third-party websites rather than hotels' websites. This can lead to hotels having profits reduced due to commissions, losing out on customer information, and finding it harder to nurture customer loyalty. So, what can hotels do to avoid cannibalisation and increase direct bookings? This guide will answer that question by delving into these 12 practical tips that you can integrate into your international digital marketing efforts:
- guarantee the best rate within your own website
- offer exclusivity
- offer flexibility
- provide free perks when booking directly
- content, content, content
- strengthen your SEO strategy
- do not underestimate the power of ad extensions
- enhance the stay with in-app experiences
- create a profile on Google My Business
- build up a great loyalty programme
- take care of your community
- make sure you are ready for mobile
Whether you are just getting started with marketing your website or if you want to improve your existing efforts, this guide is a must for any hotel wanting to decrease cannibalisation and increase their direct online bookings.
