Many hoteliers build a hotel strategy based on the presence on Booking.com. Certainly, now you cannot see many now accommodation facilities that you will not find on this portal. One can get the impression that it has even been assumed that the presence there is an obligation. Sure, there is nothing wrong with that. However, you have a problem when the fee for this portal starts to grow dangerously. In addition, your hotel still has a position that is not satisfying in any way. Hotels competitively raise the commissions, so you also have to do it to match them. How to remedy this?
Booking Commission, what is it like?
Let’s just say it frankly; to achieve a higher position, hoteliers often pay a higher payment for Booking. Speaking with the hoteliers myself, I have come across a situation where the fee reached twenty, thirty or even fifty percent! This is a pretty dangerous situation.
Why? When you calculate yourself what percentage of profits you missed out during your entire presence on Booking.com, the amounts start to stimulate your imagination. As you can see, just knowing how to add a hotel to Booking is not enough.
The easiest way to improve your position in the Booking search engine is to increase the payment. But who wants to pay more? This is not what you mean. Of course, at first glance, it’s not a bad solution. In the end, you will be higher, and this will ensure a lot of reservations.
However, it must be remembered that then the direct profit for the hotel will be lower. Some will say: “Okay, I’m low, but I still have a lot of guests, and the profits are ok despite the commission, so what’s he talking about?” Just what if I tell you that you do not have to pay more to an intermediary to be higher in the search results?
Quite the opposite, a commission for Booking may be lower!
Not everything depends solely on Booking.com
Hoteliers often feel that just being on Booking is enough to start earning money. If it happens the other way round, it is because the OTA portal has it in for them. If, on the other hand, another hotel occupies a higher position this is because it pays a higher commission, and probably in most cases it looks like that.
The hotel facility, after all, chooses what commission they want to pay, of course above the set minimum. OTA, in turn, tells you what payment the hotelier should pay to be on the given search page. Every now and then, the reservations portal offers to increase the fee in exchange for certain benefits. Hoteliers often do not see the flaws of their offer.
It is much easier for them to pay a higher commission and have a guarantee of being on the higher page. However, this is not the only way and it does not have to be like that. What can you do?
Presentation of the hotel, image on the OTA
Just setting up an account on the portal and adding your hotel there is not enough now. It is important that the materials and content added there are of adequate quality. If you want to describe your hotel, pay attention to all the details and compatibility of the descriptions with the actual state.
It is not difficult, but when browsing facilities at Booking, you can see that many of them have a problem with it, or do not pay much attention to it. The descriptions should be true, but at the same time as interesting as possible. Of course, ultimately, Booking edits what you want to enter, but you can negotiate if you really care about something.
Remember, they get a commission from us, so you have the right to demand certain things. You can say the same about displaying more rooms on the OTA portal. Yes, it also promotes your facility because OTAs look favorably at hotels that provide them with a greater number of rooms. Remember not to overdo it. You do not want a situation where you only sell through OTA’s, do you?
So even if you intend to make additional accommodation available there, give the guests an incentive to make another reservation directly with you in the facility, omitting intermediaries.
The world will learn, what they say about you.
Hotel business is definitely not the one in which the principle prevails: “no matter what they say, it is important that they speak.” OTA portals (including Booking.com) are no exception. This is the place where guest reviews play a key role, because it is on their basis that the given OTA generates the average rating of our facility.
Therefore, take care that the opinions written by Internet users are positive and contain the highest ratings. The frequency and form of all your responses will significantly affect this. Since you create the image of the hotel also on the Online Travel Agency, do it effectively.
Obviously, what counts is the highest standard of services offered by the hotel. A satisfied guest means a positive opinion. But only if you skillfully encourage them to provide it. Managers of hotel facilities often think that if everything went according to the contract, then it is enough to give a positive opinion.
Unfortunately, today, without encouragement, guests will forget to leave a review. Besides, it’s much easier to write a negative rather than positive opinion about someone, isn’t it? The most important thing is to balance your offer; firstly, the number of available rooms, and secondly, all those things that can entice the guest.
I mean the possibility of a free cancellation of the reservation or no requirements as to providing credit card details. This will positively affect the purchasing decisions of potential guests. Effective use of all the possibilities offered by the booking portal can significantly affect the effectiveness of the hotel’s offer.
Lower commission, Booking will not help, take care yourself of pictures and descriptions.
Here, hoteliers make a lot of mistakes. Pay attention to what you show in the pictures on the portal and whether it presents the right quality. Simply, check if you show the hotel from the best side. Do you have any competition?
You want to be better than them, and just be higher in the search engine, so pay more attention to what you want to offer your guests. See what and how your competitors show on their web pages, and then show it in more detail and better.
The majority of potential customers buy with their eyes and tend to pay a larger amount if something simply makes the impression of being more attractive. So, do everything to make the guests feel the same about your hotel after seeing the photos.
Stand in their shoes and think whether you would choose your hotel or a competitive one when selecting accommodation. As regards the descriptions, the more details, the better. First of all, for guests. Secondly, for the position on the booking portal.
The more precisely described amenities and the surroundings of the facility, the better for you. The description should be as attractive as the photos, and certainly it should be of comparable quality. There are so many places where you can find accommodation, so details are the key to everything.
Something may seem insignificant to you. I can assure you, however, that from the customer’s i.e. your potential guest’s point of view there is no such thing as unimportant details. Speak the language of benefits.