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Hoteliers Com Seminar Patrick


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Patrick Brand co-founder of discusses their non-commission model for hotel marketing and hotel booking engines at the Hotel Website Marketing Conference

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Hoteliers Com Seminar Patrick

  1. 2. <ul><li>Patrick Brand </li></ul><ul><li>Graduated Hotelschool The Hague in 2000 </li></ul><ul><li>Co-founded in 2005 </li></ul>
  2. 3. <ul><li>Started with 50 hotels in Amsterdam </li></ul><ul><li>Now over 1.600 hotels have joined in 7 European countries </li></ul><ul><li>What makes such a popular website? </li></ul>
  3. 4. <ul><li>What we found in 2005: The internet is a direct channel but is is not used as one, hotels pay up to 30% commission on an internet booking </li></ul><ul><li>And: Individual hotels don’t have enough marketing power, hotelchains don’t always have a lot of choice within a specific city </li></ul>
  4. 5. <ul><li>The plan: - A website where hotels can be compared and can be booked directly at the hotel - Hotels pay a low fixed fee per month instead of high commissions - Creating products and services for hotels in order to increase their direct commission-free bookings </li></ul>
  5. 6. <ul><li>The Hotel Market VS Power of third party websites </li></ul>
  6. 7. <ul><li>How can your hotel become less dependend of third party websites? </li></ul>
  7. 8. <ul><li>1: Get your act together! </li></ul><ul><li>Invest in your own long term strategy </li></ul><ul><li>Who are your guests and how can you reach them? </li></ul><ul><li>-Commissions are COSTS </li></ul>
  8. 9. <ul><li>2: Invest in direct traffic </li></ul>
  9. 10. <ul><li>3: Offer everything third party websites have and more.. </li></ul>
  10. 11. <ul><li>4: Corporate login </li></ul>
  11. 12. <ul><li>5: Group Engine </li></ul>
  12. 13. <ul><li>6: Repeat guests </li></ul><ul><li>Make sure the second reservation is through the own website </li></ul><ul><li>Advantages and personal attention </li></ul><ul><li>Direct connect PMS or Rate Mngt System </li></ul><ul><li>Connect PMS database with newsletters </li></ul><ul><li>Database Management </li></ul>
  13. 14. <ul><li>7: Revenue management </li></ul><ul><li>Direct payment through iDEAL or paypal </li></ul><ul><li>Non refundable </li></ul><ul><li>Online reservations without credit card </li></ul><ul><li>Managing rates and special offers </li></ul>
  14. 15. <ul><li>8: Prioritize your social media </li></ul><ul><li>- Better to create a fanpage with booking engine on Facebook then to Twitter all day.. </li></ul>
  15. 16. <ul><li>9: Smart marketing deals </li></ul><ul><li>Partnerships makes your network larger and your product more interesting </li></ul><ul><li>Try to get the exposure through your own website </li></ul>
  16. 17. <ul><li>10: Just do it </li></ul><ul><li>The only place where success comes before work is in the dictionary! </li></ul>