Maximizing OTA algorithms without paying more fees is what smart marketers need to opt for in a world where online visibility is dominated by the major online travel agents. Here are a few ideas on how to improve your rankings on Booking.com & Co. without just paying more commissions.
Francesco Canzoniere, CEO of Travel Performance, argues in a piece for Tnooz that just as hotels have engaged in price wars on the OTAs during the downturn, now they compete by offering ever increasing commissions on OTAs to improve their listings.
He continues by explaining how the Booking.com algorithm works and that it is not just price or commission that influence it, but also other factors that do not eat into a hotels ROI from OTA bookings.
Some of the key points that he suggests hotel marketers pay closer attention to include improving their hotel content on OTAs - including more pleasing images, increase comments volumes and their management responses, as well as pro-actively manage room inventory available for sale at OTAs.
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