This week, our favourite industry articles provide tips on revenue management for independent hotels, ideas to simplify the marketing of your hotel, and how to explain a revenue strategy that you know makes sense, but seems unintuitive to your wider team. Also, what the Book Direct conflict really means for European hotels.
How Europe’s fragmented hotel market is impacting the Direct Booking War
A recent discussion at PhocusWright Europe highlighted that fact that while over 60% of US hotels are branded, this number falls to less than 25% in Europe’s fragmented market. This makes the nature, and outcome, of the Book Direct vs. OTA conflict very different in the two continents. Fragmentation in Europe means that its much harder for hotels to try and increase direct bookings.
The 10 Things That Matter to Hotel Marketers Right Now
Hotel marketers- don’t get bogged down in all the latest digital and technological developments that we hear about on a daily basis. Elevate yourself out of the confusion with this simple guide to the key factors to focus on to ensure effective marketing of your hotel.
The independent hotel’s guide to revenue management success
Lacking the power of the large chains when it comes to negotiating with the OTA’s or sizeable budgets to invest in technology, independent hotels have to think and work smart to optimise their revenue strategy. This overview from Net Affinity outlines the what the savvy independent hotel should be focusing on for success.
How technology can optimise every stage of the guest experience
Gone are the days where marketeers focused on just the planning and booking stages to speak to guests. Advances in marketing technology means that hotels have the opportunity to impact every one of the seven steps of the customer journey.
How to solve the puzzle of ‘unintuitive’ revenue management
When faced communicating pricing decisions that seem unintuitive to the wider audience, revenue managers often struggle with how to convey the rationale that has led them to follow their chosen strategy. Recently Kelly McGuire, Vice President, Advanced Analytics of Wyndham Destination Network, offered some advice as to the best way to communicate strategies that don’t seem to make sense at first glance.