Online travel agencies and hotels are both in the same business of marketing hotel rooms, but OTAs don’t have to do everything a hotel does, such as cleaning rooms.
Hotels have a much bigger job to do, but the fact that OTAs are specialists who primarily focus on specific sections of the guest journey means hotels can learn a lot from them. Because OTA’s entire business model relies on doing a few things really well. .
After all, there’s a reason why OTAs captured a larger share of bookings last year.what did they find out “Online Hospitality” but this starts before the guest checks in.
OTAs like Booking.com don’t just list random or nonsensical accommodations, they curate experiences and guide potential guests from the moment of discovery to post-stay follow-up. They have built an ecosystem that sells entire trips, not just stays, suggesting activities, meals, and recommendations.
The tone of voice may change depending on the guest. Properties and room types are subject to change based on reservation status. A coffee shop recommended to one customer is replaced by a sushi restaurant to another. They know exactly where their guests are in the booking process and know when to prompt, prompt, nudge, and remind them to book. They also know how to talk to guests after booking, before, during, and after their stay.
While this is great news for guests, it’s terrible news for hotels, which are increasingly becoming just a component of the journey. When OTAs tell people where to eat, what to explore, and when to book an Uber, hotels become just a bed for the night. OTAs also don’t want to send guests back to the same hotel. Doing so establishes loyalty between the guest and the hotel, ultimately reducing the need for her OTA itself.
Therefore, the hotel industry is at a crossroads: change strategy or lose guests. This is not about copying OTAs, but learning from their approach and building direct and meaningful relationships with guests.It’s about transcending tradition “Digital pamphlet” Create models and leverage artificial intelligence and machine learning to deliver an interactive and personalized platform. Brochure websites are relics. It cannot match the dynamic, data- and AI-powered experiences that people are experiencing in other industries and areas of life.
Let’s take Amazon as an example. When Amazon customers shop, they only see relevant product recommendations. When you buy something, Amazon already knows what you want next based on your shopping habits and what other users have bought. Their shopping homepage is designed specifically for them, turning passive browsing into an interactive and personalized journey within their extensive marketplace.
Next, let’s take a look at Netflix’s recommendation system. Each user will see a different library of content on the homepage, uniquely personalized to their tastes. Streaming platforms leverage customer data and behavior in conjunction with AI algorithms to create bespoke viewing experiences. Image tiles and teaser videos also change depending on your audience, showing you what someone is most likely to watch.
The commonalities are clear. There is no longer a one-size-fits-all approach when it comes to customers. Why are hotels so far behind when every other industry is leaning towards personalization and creating customized experiences? Why are hotel websites still giving potential guests the same static presents an impersonal digital brochure that doesn’t capture the customer’s attention at all?
Just getting someone to your website isn’t enough. AI algorithms are probably working hard behind the scenes to predict what a particular guest might want to see, without them even realizing it. The power of OTA lies in understanding this journey. A family of four will likely see a completely different website than someone searching as a couple. Everything is different: different content, different images, different room suggestions, different package options, different recommendations.
Many hoteliers don’t realize that the key to achieving this level of hyper-personalization is the ability to intelligently leverage guest data. Without knowledge of who is browsing your website, where they are in the booking process, what pages they visit and what packages they are interested in, it is impossible to create a truly customized experience that resonates. .
Collecting data is not enough, it also needs to be analyzed and applied, which is why machine learning technology is so important. By understanding guest behavior, preferences, and engagement patterns, hotels can build their own ecosystem, own their guest profiles, and ultimately connect with their most loyal and valued customers during their travels. You will have a new opportunity to restore your relationship. lifetime.
The article first appeared on phocuswrire.com.
About SHR
Founded in 2004 and headquartered in Houston, Texas, with offices in Europe and Asia Pacific, SHR Group is the world’s leading professional technology and service provider in the hotel sector. We help hoteliers maximize revenue by optimizing every aspect of their booking and retention ecosystem through a suite of tools, including the groundbreaking allora.ai platform, which powers over 2,000 hotels worldwide. We use SHR Group’s suite of products to optimize our channel mix and personalize the guest experience. For more information, please visit https://shrgroup.com/.
SHR supports over 1,500 independent, group, casino and extended stay hotels, manages 6.6 million bookings, sells 19 million nights and generates £2 billion in annual revenue through Windsurfer CRS, CRM and RMS is being raised.
