{"id":885,"date":"2017-11-13T16:57:54","date_gmt":"2017-11-13T14:57:54","guid":{"rendered":"https:\/\/www.mozaik.com\/hospitality\/?p=885"},"modified":"2017-11-13T18:05:27","modified_gmt":"2017-11-13T16:05:27","slug":"how-digital-marketing-campaigns-can-reduce-fees-that-hoteliers-pay-for-otas-and-third-parties","status":"publish","type":"post","link":"https:\/\/www.mozaik.com\/hospitality\/blog\/hospitality-news\/how-digital-marketing-campaigns-can-reduce-fees-that-hoteliers-pay-for-otas-and-third-parties\/","title":{"rendered":"How Digital Marketing Campaigns can reduce fees that Hoteliers pay for OTA\u2019s and third parties."},"content":{"rendered":"

Dear Hotelier: Your Brand Name is at Risk!<\/p>\n

Over the last few years, the\u00a0online travel industry has been blooming<\/strong>\u00a0and it is\u00a0expected to grow even faster<\/strong>\u00a0in the years to come.\u00a0One out of 3 hotel reservations are completed online<\/strong>\u00a0and consequently the fair share of direct bookings is ever growing.<\/p>\n

 <\/p>\n

\"ppc<\/p>\n

 <\/p>\n

Do you prefer sharing your profit?<\/u><\/strong><\/p>\n

Independent hotels are highly dependent on OTAs. Research has shown that more than 42% of independent hotel reservations are made online . But what\u2019s actually worth noting is that only 24% of these reservations come directly from the hotel website. The rest 76% percent of the reservations are made through OTAs (STR, HSMAI Foundation).<\/strong><\/p>\n

Although direct bookings are constantly growing,\u00a03rd parties dominate the hotel revenue distribution<\/strong>\u00a0and steal from your profit<\/strong>\u00a0by advertising their services along with\u00a0your brand name.<\/strong><\/p>\n

OTAs appear on the top of the Google search results<\/strong>\u00a0and above the official hotel websites, when travelers use specific hotel\u2019s brand name keywords.\u00a0Take for example, a search query in the UK<\/strong>, for a\u00a0Luxury Hotel in Crete:<\/strong><\/p>\n

 <\/p>\n

\"google<\/p>\n

 <\/p>\n

On the first paid results you may distinguish OTAs prominence<\/strong>, attracting potential customers to book through them. This may\u00a0risk brand recognition<\/strong>\u00a0as well as direct profits for your hotel brand. What is it that your customers actually see when they search for your brand? Use\u00a0Google Ad preview Tool<\/a>\u00a0and check Now!<\/p>\n

 <\/p>\n

\"how<\/p>\n

 <\/p>\n

Undoubtedly, 3rd parties strengthen your hotel\u2019s online visibility and increase your revenue, however when\u00a0paying a commission that starts from 15% and above<\/strong>\u00a0for each reservation, instead of paying\u00a0your own booking engine commission, which is less than 3%<\/strong>, you obviously spend more for less, don\u2019t you think?<\/p>\n

Why pay so much on 3rd party fees when you can make a profit on your own?<\/strong><\/em><\/p>\n

Hotel\u2019s Goals \u2013 Important KPIs<\/u><\/strong><\/p>\n

When\u00a0measuring Hotel\u2019s performance<\/strong>\u00a0hoteliers mostly\u00a0use the effective development of Hotel\u2019s RevPar (revenue per available room)<\/strong>\u00a0which is the\u00a0most important KPI<\/strong>\u00a0in the hotel industry. This means to\u00a0get the most Direct Revenue while minimizing the Expenses.<\/strong><\/p>\n

How can you achieve this?\u00a0Protect your Brand from your \u2018frenemy\u2019 partners<\/strong>\u00a0– the OTAs and\u00a0start saving on those commission costs<\/strong>\u00a0while at the same time\u00a0managing your guests\u2019 booking experience.<\/strong><\/p>\n

Spend these commissions on something more profitable \u2013 Invest on PPC Campaigns!<\/em><\/strong><\/p>\n

 <\/p>\n

Benefits of AdWords Campaigns<\/u><\/strong><\/p>\n

One of the top sources for driving targeted traffic on your website that results to higher ROI<\/strong> are derived from users that are actively searching on Google. The Pay per Click marketing strategy<\/strong> is a worthy Investment for hoteliers<\/strong> as it allows first page exposure on Google or other search engine results like Bing Ads and Yandex Advertising that consequently lead to the increase of direct sales<\/strong>.<\/p>\n

When potential customers search your hotel with your brand name you will be able to compete with the OTAs and\u00a0appear on the first results.<\/strong>\u00a0Moreover, you will have the chance to stand out and advertise your hotel\u00a0when customers search hotels at your location<\/strong>\u00a0in general, having also\u00a0full control of your budget<\/strong>\u00a0as you will\u00a0pay only on each click.<\/strong><\/p>\n

If you are wondering which is\u00a0the most appropriate time to begin your PPC campaigns<\/strong>\u00a0the answer is one:\u00a0Right now!<\/strong>\u00a0And when to\u00a0Stop: Never!<\/strong>\u00a0Travel Searches are an\u00a0on-going process<\/strong> absorbing an all year-round demand.<\/p>\n

When\u00a0searching for Greece as a destinatio<\/strong>n<\/strong> on Google, you will discover\u00a0extremely high activity during off season periods<\/strong>\u00a0such as that between the months of\u00a0October and February.<\/strong><\/p>\n

UK, German and French Travelers mostly, dream<\/strong>\u00a0of their vacation\u00a0just after they have returned <\/strong>to their home countries\u00a0(October) and start planning next year\u2019s journey<\/strong>, from\u00a0November to February.<\/strong><\/p>\n

 <\/p>\n

\"searches<\/p>\n

 <\/p>\n

Are you going to be\u00a0missing from their searches<\/strong>? No, not again.\u00a0Make sure to capture users demand at once!<\/em><\/strong><\/p>\n

It\u2019s a Holistic Approach \u2013 Not a War<\/u><\/strong><\/p>\n

After experiencing the benefits of PPC Campaigns that lead to increased direct bookings,\u00a0you don\u2019t necessarily need to break the agreements with OTAs<\/strong>\u00a0but review the distribution of your revenue and\u00a0sustain a competitive edge<\/strong>. By having your property listed on 3rd parties\u2019 extranets, you make it possible to\u00a0drive more direct bookings on your hotels website<\/strong>\u00a0(which is known as\u00a0\u201cThe billboard effect\u201d<\/strong>). More than\u00a015% of your direct bookings<\/strong>\u00a0come from\u00a0people who have already visited some OTAs<\/strong>.<\/p>\n

 <\/p>\n

\"The<\/p>\n

 <\/p>\n

With\u00a0Profit-Driven PPC marketing<\/strong>, Hotels\u00a0can raise revenue from all extranets<\/strong>\u00a0as there are still many travelers who book through certain OTAs.<\/p>\n

Never forget the\u00a0importance of your own website<\/strong>,\u00a0improve its usability<\/strong>\u00a0and make it easy to access while\u00a0offering visitors an unforgettable Booking Journey Experience!<\/strong>\u00a0By increasing the satisfaction of your guests, you become the winner in the long run. So, there is only one thing left to do.<\/p>\n

Give Travelers a Reason to Book Direct!<\/em><\/strong><\/p>\n

Take action<\/u><\/strong><\/p>\n

At Mozaik Hospitality we already running successful performance campaigns for our clients with cost of sale less than 15%<\/strong>.<\/p>\n

We can guarantee a certain Return on Investment for your Hotel. Interested?<\/p>\n

Contact us at onlinemarketing@mozaik.com<\/a><\/p>\n

 <\/p>\n

*OTAs: Online Travel Agencies\u00a0\u00a0**IDSs: Internet Distribution Systems.<\/p>\n

 <\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Dear Hotelier: Your Brand Name is at Risk! Over the last few years, the\u00a0online travel industry has been blooming\u00a0and it is\u00a0expected to grow even faster\u00a0in the years to come.\u00a0One out of 3 hotel reservations are completed online\u00a0and consequently the fair share of direct bookings is ever growing.     Do you prefer sharing your profit? […]<\/p>\n","protected":false},"author":1,"featured_media":961,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"yoast_head":"\nHow Hoteliers can Reduce Cost of Sale for OTA\u2019s & 3rd parties<\/title>\n<meta name=\"description\" content=\"With\u00a0Profit-Driven PPC marketing, Hotels\u00a0can raise revenue from all extranets. We can guarantee a certain Return on Investment for your Hotel. 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