Increasing direct bookings is the answer to maximising profit and control of your property. It should be a high priority goal for every owner or manager of holiday accomodation, whether it be a hotel, resort or apartments. The reasons for this are clear; commission paid to online travel agents (OTAs) range between 15% – 20%, this reduces your overall profit dramatically, not to mention that you are losing brand awareness and control. Focused and specific digital marketing means you skip the middle man, and ultimately increase, not only your profit but also your client database and ability to generate return and referral business.
As an independent accommodation facility it can be daunting to try and compete with large international brands with huge marketing teams and budgets. However, the beauty of targeted digital marketing is that when done professionally, you can win the battle! This can be achieved through a targeted digital strategy, reaching your niche market and building your clientele fast, whilst only costing a fraction of the commissions you have been paying to OTA’s.
The advantages of generating direct bookings are clear:
Below is the outline for a successful digital marketing cycle:
Aaron Young Consulting communications are intended to provide commentary and general information. They should not be relied upon as legal advice. Formal legal advice should be sought in particular transactions or on matters of interest arising from this communication.