Solve the hotel OTA operation?

1. Turn OTA customers into direct customers.

1) The function of OTA should be billboards, drainage and supplementary customers. Don't rely too much on OTA, and don't be controlled by it for pricing power and inventory distribution rights.

The value of OTA should be to bring additional customers to the hotel, instead of grabbing customers from the hotel's direct sales channels and then the hotel takes the commission and buys them back.

3) Hotels should strive to improve customers' loyalty to hotel direct sales channels, not to OTA.

4) We should study the characteristics of OTA customers, formulate corresponding processes and performance evaluation standards, and strive to transform OTA customers into direct hotel customers, such as members, corporate agreement customers, long-term guests, teams, etc. , and make it a habit of booking through hotel direct channels, including official website, WeChat and manual booking. Set goals, conduct performance appraisal, and strive for new guests to book on OTA for the first time and the second time, and book directly at the hotel for the third time and later.

5) Resolutely put an end to the phenomenon that hotel employees are afraid of trouble and ask guests to book directly on OTA, and should take the initiative to book directly for guests.

2. Picture: A good picture is worth a thousand words.

1) high pixel and high definition, highlighting the characteristics of the hotel.

2) The latest photo, not a few years ago. This is not an renderings.

3) Select some photos of surrounding tourism resources and put them on, not too much, not too much, and not without them.

Main contents:

1. Not less than 3 photos of each room type, showing the overall features, bathrooms and local features of the room.

2. The hall, appearance and three photos are divided into panoramic, local and visceral photos during the day and night.

3. Try to saturate about 30-50 pictures, and 360 is the best if there is a panoramic view.

3. Content: Content is king

1) Empathy, starting from the needs of guests, use the hot words searched by guests to contact scenic spots, activities, transportation hubs, equipment and facilities, prices, etc. , improve the probability of being searched.

2) Comments written by customers on OTA are the extension and supplement of hotel publicity and display. Study them and use them for me.

4. Price: a bowl of water is level and fair competition.

1) Adhere to price consistency and prevent price inversion. Obviously, if the hotel's direct sales channels (official website, walk-in, telephone, WeChat, etc. ) are more expensive than OTA, guests will definitely lose their reservations and loyalty to OTA, and hotels will also lose the difference and commission.

2) The promotional price provided to OTA should also be provided in the hotel direct sales channel. The reason is the same as that above, a bowl of water is flat, and guests can choose to book it on OTA or directly.

Specific methods:

1. Make different price systems according to the characteristics of platform consumers. For example, Ctrip's guest spending power is high, while Meituan's guest spending level is between middle and low consumption, while Meituan's consumer groups are mostly young people, which can be combined with hotel+catering+entertainment comprehensive consumption. Hundreds of millions of customers come from Europe and America, and their travel plans are advanced.

8. Don't put all your eggs in one basket.

9. Instead of lowering the price of OTA, it is better to increase the commission ratio.

10. Do a good job in customer relationship management by online comment interaction.