The Problem: Hotels want to increase profitability by getting users to book on their website, but for many hotels there is seemingly no incentive and OTAs have strict rate parity requirements in order for hotels to appear on their websites.

With these requirements, hotels must have their website’s lowest public rate match their OTA rate in order to be considered in parity—leaving the decision on where to book left to the consumer.

How can hotels get around the OTAs and show better offers or discounted rates to their website visitors, without violating their OTA contracts?

The Solution: Instant Rewards

With Instant Rewards, website visitors unlock exclusive rates and promotions in real time through a private page only accessible after the user enters their email address. Since users have to opt-in, this is considered to be a closed user group and not a public rate.

As part of the Instant Rewards technology, those that choose to opt-in also receive emails announcing the latest promotions and offers. Users will feel a deeper connection with a hotel when they know they are receiving the best value and a personalized experience on the website.

The Guest

The target guests are potential hotel visitors who are searching for the best value on their hotel reservation. These users are in the planning phase of their travel planning journey and are currently doing heavy price shopping. In addition to that group, Instant Rewards is geared towards an audience of repeat visitors who have started to develop a relationship with your brand.

The Benefits

• Increases direct revenues and lowers distribution costs.
• Take market share away from the OTAs with the ability to offer rates and offers that can be found only on your website.
• Build direct relationships with customers.
• Instant Rewards provides a way to offer a valuable experience to customers and recognize those who directly interact with your hotel brand.
• Secure email addresses to build a database.
• By providing rates and offers only available to those who enter their email addresses, you can build your list and send future promotions.

The Proof

A sophisticated Midtown Manhattan hotel was looking for a way to build direct relationships with guests and ensure them that they are receiving the best rates available. By implementing Instant Rewards, they were able to create an environment that makes website visitors feel special, and were able to see the following results:

• 892 emails collected three months post-launch
• 24X return on investment three months post-launch

ABOUT HEBS DIGITAL:
Founded in 2001, the firm is headquartered in New York City and has global offices in Las Vegas, Tallinn, Munich, and the Asia-Pacific. Through its Smart Guest Acquisition Suite, including the smartCMS®, Smart Personalization Engine, Smart Data Marketing, and full-service digital consulting and marketing solutions, HEBS Digital helps hoteliers drastically boost direct bookings, lower distribution costs, and increase the lifetime value of guests. Its diverse client portfolio consists of top-tier luxury and boutique hotel chains, independent hotels, resorts and casinos, franchised properties and hotel management companies, convention centers, spas, restaurants, DMO and tourist offices.

Part of NextGuest Technologies, HEBS Digital and Serenata CRM, the most comprehensive Hotel CRM Suite today, are the creators of the hospitality industry’s first Fully-Integrated Guest Engagement & Acquisition Platform.

Contact HEBS Digital’s consultants at 1 (800) 649-5076 (North America), +64 (0) 9 889 8489 (Asia Pacific) or success@hebsdigital.com / www.hebsdigital.com