|Mid-market hotels in India are far behind in driving bookings.|
Friday, 25th April 2014
Source : RezNext
RezNext has conducted a study on direct bookings received by hotels in India through their website and the results reveal that the website as a distribution channel is yet to be tapped fully for its potential.
While hoteliers in India are focused on driving room bookings through online distribution channels, they have lost focus on their own brand.com, which if properly managed can convert into the most profitable channel driving direct bookings for the hotel.
In the study undertaken by RezNext across 23 cities in India covering 3, 4 and 5 star properties during March 2014, only 2.17% of bookings were driven through the hotel’s website in a period of 30 days.
In a surprising trend the 3 star category drove the highest booking through the website at 2.53% where 4 star properties drove 1.93% and 5 star properties saw 1.50% of bookings through the website. While the growing adoption of online distribution among 3 star properties is clearly evident, the number of bookings across all categories through the website is still very low.
In developed countries, room bookings through the website is at 28% as per a report published online. Hoteliers in emerging markets like India need to look at powering their website with hotel booking technology and ramp-up digital marketing efforts for their website.
In a recent panel discussion organized by RezNext that had participation from hospitality industry leaders, the panelists were of the view that the hotel’s website could be developed into a potential hotel booking channel and it merited the focus from a time and marketing spend perspective. They opined that since there are no commissions involved in direct bookings, it would lead to an increase in the revenues for the hotel.
"The RezNext study indicates the need for hoteliers in India especially in the mid-market segment to focus their efforts as much on their website as with online travel agents. A web booking engine will convert the website into a room booking channel and allow guests to make direct bookings on the hotel website. Combine this with real-time distribution model where guest have access to real-time inventory, rates and packages on the hotel’s website; It’s truly a game changer then since guests will have a great choice of packages, rates and an overall amazing booking experience while hotels are able to automate their bookings, cross sell & up sell and drive additional revenue, opinions Mike Kistner Chief Executive Officer, RezNext Global Solutions Pvt Ltd.
“Hoteliers also need to commit themselves to making their website the core focus of their digital marketing plan and adopt measure to constantly keep driving guests to their website.”
RezNext is the world’s only true Real-Time Distribution Management Solution provider. It empowers hotels to adopt a distribution strategy that simplifies the complex global distribution environment and makes it understandable and manageable. It is integrated with revenue management, operating intelligence and powered with reputation management insights.
For more information please visit: www.reznext.com