2016 Year In Review: A Time for Direct Bookings
As we hang tinsel around our desks and start to think hopefully about turkey, we’re taking some time to look at the year in review. What were your best-loved articles of the year? What can the hot topics of 2016 tell us about 2017?
A desire to drive direct bookings was the big message we heard this year from the industry. That’s a big umbrella, though, and there are hundreds of factors involved. This includes hotel marketing strategies, revenue management trends, and the reasons direct bookings are becoming so important.
Below, we’ve rounded up some of your favorite pieces (and some of ours!) so you can see how the year has evolved. We hope you enjoy this quick retrospective. In the comments, tell us what you liked best, what you want to see more of, and make suggestions for the new year!
Here were our marketing experts’ best predictions on what the market would bring 2016. How did we stack up?
We were predicting an explosion on mobile, increased importance of video and content, and a focus on ‘micro moments’ to reach users at every stage of the purchase funnel. Check out the infographic for all the trends:
The past few years have given birth to a wide variety of revenue management ‘best practices’ and tools. What’s the equation for success? Two of the major factors affecting a modern revenue manager’s success are the tools they are using, and how well RMs are integrating their knowledge with the ‘big picture’.
In this article, we took you through 10 key trends in revenue management today. We didn’t look at the timeless fundamentals, but stuck to current trends and strategies.
High cancellation rates have become a focus point for many revenue managers. Specifically, where are they coming from? Which channels and markets produce high cancellation rates? More important, what can you do to combat them?
We created this popular guide to help you avoid distorted demand levels and get cancellations under control.
The first half of 2016 has seen a sea change in the way hotels deal with direct bookings. Direct bookings are no longer an alternative to third party sites and more traditional booking methods (think: phones and walk-ins). Instead, they are becoming a major priority for huge hotel chains like Marriott International, Hilton Worldwide, Hyatt, Choice Hotels International, InterContinental and more.
These campaigns, along with Hyatt’s and others’, are catchy, widespread and influential – but why are they all happening now?
We set out to explain the sudden surge of the book direct movement, its roots and and a strategy for independent hotels going forward.
The past two years have seen a relatively new product category hit the market for hotels: price check widgets. This sudden proliferation has come hand in hand with the increasing move to drive direct bookings. As OTAs consolidate, many hotels feel constrained by high third-party commission rates, and the benefits of a book direct strategy are more widely understood.
How do price check widgets work? What are the benefits to your hotel of using one? Which price check widgets are out there?