Obviously a strategy such as this will only work if you’re wholly confident in your revenue team maintaining rate parity. However, even in the rare instance when an OTA might appear cheaper, Shire Hotels request the visitor calls them so that they may match or even better the rate directly. Their new site has only been live a matter of weeks, but it’s a bold move and it will be interesting to see if this reduces the volume of visitors abandoning the booking to compare prices on OTAs, resulting in a higher conversion rate. Certainly the early signs are positive, with Shire Hotels E-Commerce Marketing Manager, Sam Wilson, commenting: “When embarking on the project we aimed to create and implement new innovations not seen before in the hotel industry making our site as transparent to users as possible. One example of this is the price comparison tool that features on our booking pages – allowing users to see that we offer the best rate directly in comparison to the top 4 OTA’s. We are delighted how the new site looks, feels & functions and are excited to report that conversion is showing strong improvement – doubling year-on-year since the site launch.” Get the full story at Hotelspeak