CEO and Project Manager
December 9, 2015
For several months now we have been reading several publications that refer to the decline or death of the Billboard Effect ( link ), through which hotels use the showcase provided by OTAs (online travel agencies) to attract clients who ultimately make their reservations on the hotels' own websites.
It is clear that a few years ago this trend was very noticeable due to the explosion and rapid growth of OTAs as one of the main hotel distribution channels.
This “rebound effect” meant an increase in bookings on hotel-owned websites of between 7.5 and 26%, depending on the hotel. Until five years ago, for every booking made through an OTA, the hotel received between three and nine bookings through its own website.
The fact that this effect list of greece consumer email continues to decrease in recent years is mainly due to the huge investment that these mega-corporations make in marketing, which hoteliers obviously cannot reach in the same proportion.
In any case, at Asiri we believe that the display or window is still there, even in an improved form and with more and more visibility, more number of clients, and more conversion-oriented. So why should the Billboard effect die? What if we use it better?
Let's look at some actions that would help us take advantage of it:
We cannot continue with the same website we had 5 years ago. We need to improve its design and functionality.
We have to look for conversion and not just for it to be visually attractive.
The booking engine will also be key. The simpler and more efficient we make it for customers, the better.
A customer who has seen us on a metasearch engine or an OTA and comes to our website to compare rates or to browse, MUST COMPLETE THEIR RESERVATION HERE.
