Distribution

China: Boom time for online travel firms

Jan 22, 2019 / China
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Shutterstock

Five OTAs hold the key to the fortunes of Chinese tourism as they command a collective 80 percent market share.

China's online tourism sector is witnessing a boom, and firms in the business are growing rapidly, on the back of Chinese wanderlust.

To exploit the emerging opportunities, online travel agencies or OTAs are offering new, customized products and services.

Sensing a maturing market, existing players have started consolidating or expanding their operations. In fact, the market itself is seeing a bit of restructuring as the number of players gets rationalized, with a few major firms set to dominate proceedings from now on.

Read also: What to expect from Chinese outbound travel in 2019

Distribution

Ctrip eyes Europe amid rising domestic competition

Jan 22, 2019 / Ctrip
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Shutterstock

Ctrip, China’s biggest online travel agent, is planning to expand its businesses to Europe in 2019, CEO Sun Jie announced at the company’s annual meeting.

Ctrip has been plotting its global expansion over the past few years, first focusing on securing a firm foothold in Asia markets.

The company revealed that since it launched its global strategy, the proportion of its overseas users has been climbing. Ctrip has more than 300 million registered users and nearly half of its monthly active users come from outside of China.

The intensified competition in the Chinese online travel agency industry has prompted many homegrown companies to seek opportunities abroad to increase profits.

Products & Services

How brands cultivate community through group activations

Jan 22, 2019 / Guest Experience
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Shutterstock

Harnessing the power of community, brands and establishments are cultivating their own networks for customers that enable sharable and memorable experiences.

Brands are enabling consumers to more easily connect by providing access to platforms, tools and spaces that give customers the ability to self-organize events and group activations around shared interests.

Hotel brand The Standard introduced an app called Lobby that allows guests to check in virtually and can chat with and make plans to meet fellow guests.

These efforts can spark a halo effect that elevates both the brand and the broader community. Brands far and wide are recognizing the significance of not only providing immersive experiences for consumers, but also of bringing people together to spread awareness and emphasize shareable moments.

Products & Services

Hotel coworking space: The future of hospitality

Jan 22, 2019 / Hotel Design
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Shutterstock

Coworking spaces are something you do not expect in a hotel but they are becoming more popular as more employees embrace flexible jobs.

Coworking spaces in hotels provide an area for hotel guests and locals to gather to work and meet. The hotel room is no longer the primary product. The workplace is as important as the room as it offers a central place where the guests have diverse opportunities to work alone or together.

Boutique hotels are first in line to adopt this new trend. Hobo hotel in Stockholm markets itself as not just a hotel, but as a new design hotel that welcomes professionals as well as visitors. It is marketed as “a meeting point, a workplace, an office or just a nice place to visit and hang out” with rooms that you can book.

Why it matters: With the number of coworking members expected to jump to 3.8 million in 2020, it is only natural for hotels to capitalise on this feature.

Advertising

The case against behavioral advertising is stacking up

Jan 22, 2019 / Facebook
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Shutterstock

No one likes being stalked around the Internet by adverts. It’s the uneasy joke you can’t enjoy laughing at. But what if creepy ads don’t work as claimed?

Case in point: This week Digiday reported that the New York Times managed to grow its ad revenue after it cut off ad exchanges in Europe.

The NYT’s experience puts fresh taint on long-running efforts by tech giants like Facebook to press publishers to give up more control and ownership of their audiences by serving and even producing content directly for the third party platforms.

And there are other signs behavioural advertising might be a gigantically self-serving con too.

Digital Marketing

Does your hotel offer value parity?

Jan 22, 2019 / Triptease (sponsored)
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Shutterstock

Metasearch auctions give hotels a chance to compete with OTAs for your high-value customers. But there are also other opportunities in it for brand-savvy hoteliers.

Joe Pettigrew, Director of Revenue Maximization Europe Hotels at Starwood Capital Group, believes that evolved features on metasearch sites allow hotels to have better control over their content than five years ago.

Metasearch is a great channel for the OTAs to raise their brand awareness. For hotels, it’s an opportunity to present the benefits of booking directly with the hotel to potential guests who are more likely already aware of your brand.

It's not uncommon to see over 70% of traffic hotels receive via meta being new users. So it’s important to be there.

Digital Marketing

Library Hotel Collection: 5 secrets to brand reputation building

Jan 22, 2019 /
Library Hotel Collection
Library Hotel Collection

Almost 10 years ago, Library Hotel Collection became legendary for placing its four boutique properties in the top-four positions of New York hotels on TripAdvisor.

Since then, the company has expanded to seven properties. But rather than dilute its reputation during the growth period, the company has only strengthened its performance.

ReviewPro is proud of its longstanding partnership with Library Hotel Collection. Here, Adele Gutman, Vice President, Sales, Marketing & Revenue, shares five of her secrets to solid brand reputation building.