Patrick Brand co-founder of Hoteliers.com discusses their non-commission model for hotel marketing and hotel booking engines at the Hotel Website Marketing Conference www.hotelwebsitemarketing.com
Text of Hoteliers Com Seminar Patrick
Graduated Hotelschool The Hague in 2000
Co-founded hoteliers.com in 2005
Started with 50 hotels in Amsterdam
Now over 1.600 hotels have joined in 7 European countries
What makes hoteliers.com such a popular website?
What we found in 2005: The internet is a direct channel but is is not used as one, hotels pay up to 30% commission on an internet booking
And: Individual hotels dont have enough marketing power, hotelchains dont always have a lot of choice within a specific city
The plan: - A website where hotels can be compared and can be booked directly at the hotel - Hotels pay a low fixed fee per month instead of high commissions - Creating products and services for hotels in order to increase their direct commission-free bookings
The Hotel Market VS Power of third party websites
How can your hotel become less dependend of third party websites?
1: Get your act together!
Invest in your own long term strategy
Who are your guests and how can you reach them?
-Commissions are COSTS
2: Invest in direct traffic
3: Offer everything third party websites have and more..
4: Corporate login
5: Group Engine
6: Repeat guests
Make sure the second reservation is through the own website
Advantages and personal attention
Direct connect PMS or Rate Mngt System
Connect PMS database with newsletters
7: Revenue management
Direct payment through iDEAL or paypal
Online reservations without credit card
Managing rates and special offers
8: Prioritize your social media
- Better to create a fanpage with booking engine on Facebook then to Twitter all day..
9: Smart marketing deals
Partnerships makes your network larger and your product more interesting
Try to get the exposure through your own website
10: Just do it
The only place where success comes before work is in the dictionary!