Direct Online Sales, How to increase your direct business through - - PowerPoint PPT Presentation

Direct Online Sales, How to increase your direct business through Metasearch and Google

What are Metasearch sites?

The main platforms today:

Trends: Leisure tourism

36% of leisure tourists use Meta-search platforms to plan their stay

Source: PhoCusWright

TRENDS: Meta-Search

Source: koddi.com

Trends: Where does Booking.com traffic come from?

Total Booking.com sales

Booking. com portal

Adwords by keywords Adwords by Brand campaign SEO of your brand SEO of keywords Presence Meta platforms email marketing

• f your

clients affiliates

Trends: OTA traffic:

Source: Similarweb

Trends: Meta-search

Evolution

OT As

Travelers Hotel Meta-search Travelers Hotel

Evolution

How does it work?

Horizontal visibility : This concerns making your rates most visible within your page on the meta-search platform. 10-15% of the queries (aim is to reduce distribution costs)

2 levels of visibility

How does it work?

Vertical visibility : Concerns the increase of visibility within the area (e.g. Paris) This represents 85-90% of enqueries and is where we can generate new business

2 levels of visibility

Costs / Meta Search

CPC

Cost modules

Variable (live bidding) % of confirmed bidding

CP A

Strategy

• There is not just 1 Trivago or TripAdvisor, there are many
• Different CPC’s per platform per markets are needed
• We advise a Maximum cost of distribution of 20%. Why?
• Adjust according to periods, empty in August: increase your

visibility to fill the hotel – during the busy months we reduce it.

• Exp – hotel with OCC 60% --Is not it better to sell these rooms at 20
• r 25% than not at all?

Parity rates yes, or no?

Can be the difference between attracting 50% of the viewers and 80%

Conclusion?

• Price comparators are not sales channels, but traffic

generators

• Every hotel is present on Meta-search platforms. The

question is no longer should I be on it but rather should I be on it directly or via 3rd parties

Conclusion?

Is it profitable: Why are my OTA’s showing my room rates? Distribution cost < than the price at which they resell you the reservation (Your commission rate)

Examples:

Examples:

What are the foundations of a good campaign?

• A good modern website
• An effective booking engine
• Reasonable rate policies
• Positive costumer feedback on platforms
• Daily management of your Meta-search campaigns
• An attractive profile (professional pictures etc.)

=

A successful campaign

What are the foundations of a bad campaign?

Revente Online sales via Wholesalers

What is stopping you from making your website your

• wn OTA?

Myhotelshop