2015-06-15-奥纬咨询-How_hotels_can_reclaim_the_booking_process_2页_71kb

报告摘要

How Hotels Can Reclaim the Booking Process

Online travel agents (OTAs) dominate the booking experience, leading hotels to lose control and margin. To win this back, hoteliers should adopt a retailer mindset and leverage ancillary products beyond food, beverage, conferences, and events to attract customers directly.

Core Problem: OTAs capture a significant share of the travel market (around 20%), squeezing hotel margins. Without strong ancillary offerings in direct channels, hotels risk further loss of customer relationships.
Solutions: Develop magnetic ancillary propositions tailored to specific customer segments:
- Use customer insights from loyalty programs to unbundle and re-bundle traditional room amenities (e.g., offe riv various packages for budget travelers, business guests, families, and health-conscious individuals).
- Create targeted, easy-to-purchase packages that enhance engagement and conversion.
- Expand external ancillaries (e.g., car rentals, activities) to become a one-stop destination for travelers.
Opportunities: Benefits include increased revenue, margin, portfolio diversification, and customer data insights, which can improve marketing and create self-reinforcing cycles in the customer journey.
Risks: Uncertainty exists regarding consumer acceptance of direct booking channels and added complexity in revenue management. Customers may prefer OTAs for aggregated information, potentially leading to abandonment.
Examples: Hotels can learn from airlines, which use unbundling, add-ons (e.g., hotels, car rentals), and omni-channel platforms (e.g., "Amazon of European travel") to drive ancillary revenue growth.
Requirements: Implement a test-and-learn approach, investing in technology systems for reservations, property management, and data analytics. Strengthen commercial capabilities, introduce new roles, metrics, and processes to manage unbundled products and target marketing effectively.