This is a guest article by Uli Pillau, Managing Director hetras.
Customers find you on an OTA, then check out your website for more information, and then something strange happens: they go back to the OTA and book a room there. Could it be that your IBE is scaring them away? Something you can do today to help increase direct bookings is to simplify your IBE. A customer should be able to navigate and book on your site just as easily as they do on any of the big OTA’s.
Options, packages, and up-sells are nice, but they don’t need to be in the forefront of your booking engine. “But Dennis,” you might say, “isn’t that what guests are looking for when they book with me?” Well, yes and no. Yes, certain guests love the packages and options you have to offer, however the options aren’t helping your conversion rates. In fact, they are scaring people away.
Simplifying what you offer helps your customers make quick decisions that they feel confident about. You can offer all of these in an easy follow-up confirmation email. This email takes little effort, and is also a great place to offer your return customers packages they once booked. It also shows that you are attentive and appreciate a repeat booking.
You’d be surprised how much you can learn from your OTAs. They are constantly studying user-experience and interface options. Use their knowledge to shape your IBE. How many room types do they offer? What upgrades (if any) do they offer? Copy them! Are there any other ways that the OTAs simplify the booking process? Try to find a way to create a similar, if not easier, way to book on your website. The customers come to you from the OTAs, it’s up to you to make them stay. Start now!
ABOUT HETRAS
hetras is the first company in Germany to develop a fully Internet-based management application for hotels and hotel chains of all sizes. hetras’s hotel management system has been specifically designed for new generation hotels that employ a high level of automation. It comprises a highly efficient property management system (PMS) and a powerful distribution and channel management system. The system is offered on a SaaS basis, which means that hotels pay an all-inclusive flat fee per month per room. More information: hetras.com.
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