How to prepare for the Omicron wave with hotel business intelligence data

After too brief a respite from the lockdown restrictions, many hoteliers and travelers have once again been left in more uncertainty as the omicron wave spreads around the world.

In the UK this was made worse by a few chaotic weeks ahead of the Christmas and New Years holidays, with allegations of politicians breaking the rules in England and different sets of rules introduced by decentralized governments in Scotland, from Wales, and Northern Ireland.

With guidance and restrictions changing day by day, hotels must turn to their data for the reliable information needed to pivot and respond to the continuing fluidity of the market.

Building a business intelligence technology stack that brings together hotel and guest data, competitor pricing, and e-commerce tools will give revenue, distribution, and marketing teams the best opportunity to navigate their way to revenue gains. sustainable income.

A sales team driven by numbers

The only way for hotels to attract customers is to end the unnecessary empire building that continues between hotel departments.

It has never been more essential that distribution, revenue and marketing teams come together; Work as a single sales team to understand what is really going on behind the numbers and identify opportunities to generate revenue, despite the growing threat of ever greater turmoil for the hospitality industry hit by Covid during the new Year.

Strengthening your hotel’s internal capacity to attract local and drive-to markets continues to be a fundamental requirement, as people are again being urged to minimize their travel.

Having a keen understanding of your guest profiles and competitor prices is essential to staying ahead of other hotels on guest radar and driving direct bookings.

Don’t miss a tip by failing to consume and analyze the Composition Set data provided by the OTAs you partner with.

In times like now, when demand fluctuates dramatically due to the spread of the Omicron variant, you can’t just rely on your competitor’s rates that you get from your rate buyer – you have to understand their real results.

Master metadata

For countries escaping the worst of the latest Covid crackdowns, building strategic partnerships with selected online travel agencies (OTAs) and metasearch engines will be a core activity.

The biggest players – read Google – continue to grow at a rapid pace, offering more and more features and making self-management easier.

With budgets likely to remain tight throughout 2022, highly targeted OTA promotions as well as the trial of low-risk services, such as Google’s Pay-Per-Stay bidding strategy for hotel campaigns that allows you to pay only when the customer’s stay has actually taken place, may be the preferred route for many independent properties and even chains.

There is no denying that paid partnerships are one of the most effective ways to convert customers. Recent research by Mirai found that the top three paid metasearch results secure almost 90% of hotel bookings. A bluffing result.

Priority to parity

No matter how hotels divide their focus between driving direct bookings and harnessing the reach and power of OTAs and meta-searches, rate and content parity will make or destroy campaigns in 2022. and beyond.

The importance of continuous monitoring and active management of distribution to preserve the integrity of rates across all distribution channels is well understood by hoteliers. Parity issues can dramatically affect online rankings and visibility across the board.

What is less recognized is the growing importance of maintaining content parity, which means that your property’s business profile, images, amenities, and geolocation are accurately and consistently listed across all sites. online channels and directories.

Building citations is a powerful strategy that will increase a hotel’s ranking in local organic search results, as well as OTA site rankings and metasearch engine results.

While insurance for hoteliers is scarce, technology is helping managers take control.

Armed with real-time information from internal and external hotel data covering distribution, competitor rates and guest insights, hotel executives can confidently take the actions they need to protect survival of their hotels today and maximum profitability in the future.

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Fornova helps the global travel and hospitality industry optimize distribution, generate demand and maximize revenue.

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