OTAs can grow your business by generating bookings with your brand by driving traffic to their sites like Expedia.com, Orbitz.com, Hotels.com and Booking.com. In return for their booking production, they charge you 15% – 25%. Good or bad deal?
Expedia’s CEO, Dara Khosrowshahi, was interviewed by Bloomberg’s Alex Steel and Scarlet Fu on May 11, 2016 (click here to see full interview). He spoke about the incredible growth his company has seen this quarter at 37% in room nights booked. He went on to talk about how important execution and innovation has been in their growth as a company.
As you probably already know, PPC stands for pay-per-click. In general, this type of advertising is a way to buy visits to your site by paying each time your ad is clicked. You are probably most familiar with search engine advertising where you bid on particular keywords for ad placement. Of course, the most important part is setting up your PPC campaigns and knowing which keywords are best, how to build emotion in your ads and knowing how to monitor and track your PPC efforts – so you can be sure to make the most of your campaign. We have had years of experience with PPC advertising, especially in the Smoky Mountain market, and here’s a few of the most common PPC mistakes we’ve seen:
As we know, guests want to book with the company who provides them with the best deals and best experience. Hotels want guests to book direct to save them the hindering of 15% – 25% they are paying OTAs. What if there is a way to give each side what they value and also build relationships that produce a winner’s exchange? OTAs have the leverage with their deep pockets that allow them to market at a scale that 99% of independent hotels can not.