Navigating the changing distribution landscape Using smarter data - - PowerPoint PPT Presentation

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Dec 28, 2023 47 likes •307 views

Navigating the changing distribution landscape Using smarter data insights to optimise pricing and revenue strategies across online channels At OTA Insight Were about delivering solutions that empower our partners to make better pricing

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Navigating the changing distribution landscape

Using smarter data insights to optimise pricing and revenue strategies across

nline channels

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At OTA Insight

“We’re about delivering solutions that empower our partners to make better pricing and distribution decisions"

Innovative, easy-to-use, cloud-based revenue management solutions to Hotels, Resorts, Apartments, Hostels and Accommodation businesses Built on the latest business intelligence and data technologies and integrates with industry tools including: PMS, RMS and data benchmarking Highly intuitive and customizable dashboard with live updates and support from an expert customer success team A team of international experts based in the UK, US, France, Germany, Belgium, Spain, Italy, Australia and India supporting over 16,500 clients in over 134 countries

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What current market trends are affecting hotel revenues?

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Changing face of the online travel

The share of online travel continues to change with APAC growth

Phocus Forward The Year Ahead in Digital Travel, Phocuswright 2017

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Leaders in leisure travel are changing

China and India are key growth markets

WTTC, 2016

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The changing dynamic of the market

A fast evolving sector with major shifts

Trivago is one of the fastest growing metasearch platforms. After going public last year, in Q1 2017, Trivago registered a 62% Y-o- Y growth “Nordic Choice Hotels tests Blockchain Distribution for Stockholm Property” “Hotelbeds are a relevant size now to be able to challenge Expedia and Priceline in terms of our size, service and technology, which gives hoteliers an alternative route to market, globally, ” ‘’Risk free reservations’’. Booking.com clients will see non-refundable bookings as bookings with free cancellation. “Airbnb strikes deal to make a bigger hotel push” ”HotelTonight faces off with Expedia, Priceline with advanced bookings”

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Alternative accom is evolving stay behaviour

Customers are looking for extended stays and to ‘live like locals’ Phocus Forward The Year Ahead in Digital Travel, Phocuswright 2017

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OTAs continue to lead bookings

What’s happening? What’s changing? Phocus Forward The Year Ahead in Digital Travel, Phocuswright 2017

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OTAs and metasearch key to shop behaviour

OTAs and Metasearch are core part of hotel room shopping journey Channel Optimization in Hospitality: Secrets of Data-Driven Hoteliers, Phocuswright 2017

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Keep scrolling!!

OTAs and Meta portals dominate search engines

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Closed user group rates published on metasearch engines

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Online booking market continues to change

H

It’s no longer just about activating the different

nline channels to fill rooms

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Its about using better data insights to help drive revenue

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Not all channels work the same way

Different channels have different profiles

LOS (APPROX) BOOKING WINDOW (APPROX) TRAVELER TYPE

? ? ? ? ? ? ? ? ? ? ? ? ? ? ?

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Not all channels work the same way

Different channels have different profiles

LOS (APPROX) BOOKING WINDOW (APPROX) TRAVELER TYPE

1 Short Business/Leisure 1.5 Medium/Long Leisure 2 Long Leisure 2 Long Leisure 3 Short/Medium Leisure

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Understand your channel levers

Compare your performance across different channels

How many room nights does each channel normally generate?

LOS

Which day of week are your channels driving business in?

Day of Week

What rooms are activated most often in each channel?

Room Types

What sort of lead time are your channels driving for your room bookings?

Country

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My Hotel

How effectively are you managing metasearch?

Metasearch continues to grow and evolve

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Fastbooking 2017 ? Lowest rate first, best bid second Short LOS Low conversion rate, low CPC ? Lowest rate first Moderate LOS Low conversion rate, lower volume ? Bidding based Higher LOS Higher conversion rate, higher CPC

Evolution of metasearch performance

Metasearch channels continue to develop and evolve

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Fastbooking 2017 European Travelers Lowest rate first, best bid second Short LOS Low conversion rate, low CPC Asian Travelers Lowest rate first Moderate LOS Low conversion rate, lower volume International Travelers (US highest) Bidding based Higher LOS Higher conversion rate, higher CPC

Evolution of metasearch performance

Metasearch channels continue to develop and evolve

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Latest Update

TripAdvisor Sponsored Placements Program

Recent roll-out of their Sponsored Placements program.
Now, and for the first time, any hotel can bid to

be at the top of the listings for any given destination.

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Metasearch Management

Choose the right metasearch strategy for your property

Target market and strategy

What kind of business you want to attract?

Define

CPC/CPA
Avg. ad pos.
Conversion
Amount of direct bookings

Choose the right channel(s)

ROI
Channel Evaluation
CPC/CPA

Evaluation

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Metasearch pricing performance

’ Common performance problems

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Discrepancies across Metasearch

’ Tracking from source metasite to sales channel

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Who is selling your rate?

’ Determine the Wholesaler undercutting you

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As online channels evolve, smarter distribution analytics and management is crucial

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