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How to reduce your hotel’s dependency on OTAs?

OTA (online travel agency) has a real importance for hotelier and especially for the revenue management department.

As the article says, hotelier need to focus on the strategy that can provide the most important revenue at the different time of the year. This is all about the revenue's strategy. Questions are always: Do we need to focus on  large groups? small groups? individuals? OTA?; all of these depending of  low or high season.

So at the question of how to reduce hotel's dependency on OTAs? the answer could be by focusing on the website to avoid the commision and have good contract with the OTA and also to sell on opaque and focus on packages like Hotel+flight.

Link to the article

Comment about Deborah's article

Facebook is a great tool but still many companies or hotels do not know how to use it. Marketing is really different than digital marketing, customers are the same but the tools to target them are different.

If we take the example of Schweppes, their facebook page is a disaster as they talk more about the app than their brand. Then, they want to show that they are interested by Art by showing pictures of for examples a man with Vuitton tattoos, Chanel condoms etc. They are doing publicities for other brands in their page. 

We could also cite the example of Mcdo with the "McDonald deals", they didn't hire a community manager to take care of their facebook page and now it is a mess as they got very bad comments and even insults.

Link to Deborah's article