What are the hotel ota operation skills?

1. Turn OTA customers into direct customers.

The role 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.

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

It is necessary to study the characteristics of OTA customers, formulate corresponding processes and performance evaluation standards, and strive to transform OTA customers into hotel direct customers, such as members, company agreement customers, long-term guests, teams and so on. And let them get into the 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.

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.

High pixel and high definition, highlighting the hotel characteristics. The latest photo, not a few years ago. This is not an renderings. Appropriate selection of some photos of surrounding tourism resources, not too much, not too much, and not without.

3. Content: Content is king

Empathy, starting from the needs of guests, use the hot words searched by guests to contact scenic spots, transportation hubs, equipment and facilities, prices, etc. , thus improving the probability of being searched. Comments written by customers on OTA are an extension and supplement of hotel publicity and display. Study them and use them for me.

4, price: a bowl of water is flat, fair competition.

Adhere to the same price and prevent the price from being upside down. Obviously, if the hotel's direct sales channels (official website, 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. 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.

Don't make your enemies in the same channel.

Private room merchants and travel agencies are not allowed to sell in OTA's open channels in the form of vests or agents, which will compete with the hotel's direct sales. Allow and encourage private room merchants and travel agencies to provide preferential prices according to their needs, sell through opaque channels such as room+machine+tickets, or distribute channels that individual hotels can't operate by themselves, thus bringing additional customers to hotels.

Putting an end to inter-channel distribution will easily cause customers to find the owner, which will lead to customer complaints and bad reviews to solve problems.

6. Analyze the preferences, consumption habits and booking habits of OTA customers.

Different OTA customers have different characteristics in travel purpose, length of stay, booking rules, room preference, customers, number of roommates, room type, catering and other consumption. Through analysis, we can adopt different strategies. Overseas OTA has a longer booking window, higher comprehensive consumption and longer stay days than domestic OTA. Overseas OTA can launch promotional prices in advance to attract customers in this area.

7. Try not to close the house and the price.

If you want to accept the house, accept the low-priced room type. If not, you can raise the price or limit the number of days you stay. Because once all the prices and room types are closed, even the guests can't book them, and the occupancy rate and income will drop in the hotel network ranking for a few days before and after the loss.

Don't put all your eggs in one basket.

Try to cooperate with all OTA channels. Don't not cooperate just because some OTA production is not high. If an OTA can take three orders a day, it will be 1095 a year, which is quite a lot. It is easy to get stuck if you only cooperate with one or two OTAs.

The more OTAs you cooperate with, the greater the exposure of the hotel on the network, and the greater the role of billboards, which is especially important for single hotels with low brand awareness.

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

If the forecast is low and the business is not good, you can increase the commission ratio of OTA in a selected period of time, or reduce the prices of all OTAs, including the prices of direct sales channels, in a specific period of time according to the principle of consistent prices.

To promote sales with a specific OTA, it is necessary to specify the output target of OTA during the promotion period. Follow up the output and get a one-step commission reward. Do group buying properly, if it is difficult to protect the money. Drive popularity with group buying. But the price can't be too low and it can't be done for a long time.

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

Respond to guest comments on OTA in time, preferably within 48 hours. Thank them for their praise in time, take active measures to remedy their complaints, and do a good job in repairing customer relations. The reply and handling methods should be personalized and humanized, and should not be programmed and rigid. We should find ways to turn guests who write reviews, especially those who write favorable comments, into hotel members and direct customers.