Distribution

Accor and Expedia believe there's a path to save the hotel-OTA relationship

Oct 16, 2019 / OTAs
Expedia Group
Expedia Group

As the OTA-relationship continues to evolve, old tensions surrounding who exactly "owns" the customer are perhaps dying down, as OTAs are helping hotel chains to grow their direct business.

On a panel at the WiT Singapore 2019 Main Stage, Louise Daley, deputy CEO for Accor in Asia Pacific, and Melissa Maher, senior vice president for marketing and innovation at the Expedia Group, entered diplomatic talks about how the hotel-OTA relationship should really function and what will it take for both sides to come out as winners.

Talking about Expedia’s recent team-up with Marriott International on tackling issues surrounding wholesale rates and rate parity online, Maher says it was Expedia’s ambition of leveraging the solutions they have to help its partners, particularly in the realms of technology, marketing and data.

Distribution

Booking.com announces new products for professional short-term rental partners

Oct 16, 2019 / Booking.com
Booking.com
Booking.com

In addition to the recent launch of a new business department dedicated solely to assisting partners in this accommodation segment, Booking.com is now launching new tools for partners focused.

The new product features allow for a more versatile, personalized, unified platform to enable short-term rental partners to make across-the-board changes, and leverage time-saving mechanisms to fuel a user-friendly experience.

Additionally, a selection of products are now being made available beyond Booking.com's partner dashboard to also be available in the brand's partner mobile app, Pulse, and through connectivity, so products are directly integrated with partner's software or channel managers.

Market Data

OTAs in prime position to benefit from rising APAC internet penetration

Oct 16, 2019 / Asia Pacific
Shutterstock
Shutterstock

Internet penetration in APAC is expected to breach the 50% mark and continue growing as it overtakes the US.

Results of joint research from travel data co-operative Sojern and Phocuswright involving a survey of 5,782 online travel customers from seven countries was presented at the event.

Maggie Rauch, senior director and head analyst at Phocuswright, said she expected internet penetration in APAC to rise for its current level of 47% to above 50% “and keep going”.

APAC is currently just behind the US on 50% and the continued rise is expected to be driven by mobile phone adoption as consumers in emerging markets leapfrog desktop.

Market Data

UK: 40% of consumers now book holidays online

Oct 16, 2019 / UK
Shutterstock
Shutterstock

As a result, nearly half of people (47%) say they have not visited a travel agent.

And more than three quarters of British holidaymakers (76%) say how they travel has changed in at least one way in the past decade.

The results appear in a study into holiday changes since 2009 by travel search engine Kayak.co.uk.

Almost a third (30%) do more research for their holidays than they did a decade ago thanks to online review websites.

Digital Marketing

Three steps to curating your hotel’s social influencer strategy

Shutterstock
Shutterstock

Travel influencers are having a moment, creating the perfect opportunity for hotel brands to partner and tap into those audiences in order to reach ideal guests.

The first step for your hotel is to find the influencers that you want to work with. A great place to start is on Instagram or YouTube.

Once you’ve identified some influencers you want to work with, you’ll need to do some vetting. Vet your influencers’ follower counts and engagement rates as well. While both are important, engagement rate should be looked at more than followers.