SHOULD YOUR HOTEL BE IN THE “BIG BOYS” ?IS IT A FORM OF ADVERTISEMENT ?

Christopher FaottoChristèle JuppetAurore Virnaud

EXAMPLE : LA BELLE JULIETTE**** HÔTEL

In Paris, France, 6th district

Luxurious amenities : 34 rooms, spa, swimming-pool, hammam ...

Historical hotel, thematical hotel

Selective clientele, spc ++

VISIBILITY

SHOULD YOUR HOTEL BE IN THE “BIG BOYS” ?

Yes BUT we should keep an eye on it

Lot of mistakes (wrong check-in/check-out hours, parking space when there is no one, wrong localization …)

No frequent updates

High commissions, approx. 20% for Expedia

WHY ? Lot of mistakes (wrong check-in/check-out hours,

parking space when there is no one, wrong localization …)

WATCH OUT ! BILLBOARD EFFECT

What is Billboard Effect ?

In the hotel industry, the increase in offline bookings a property or brand experiences when it is featured on an online booking site.

BILLBOARD EFFECT

IS IT A FORM OF ADVERTISING : EXPERT ANALYSIS

When I meet a hotelier that needs help getting his direct bookings going one of my first advice is to get his property properly distributed, essentially that means getting the hotel onto every platform possible as one of the first actions. Why? because that is the first and cheapest action that a hotelier can do to advertise the hotel.

IS IT A FORM OF ADVERTISING : EXPERT ANALYSIS Yes trying to leverage the billboard effect by

distributing the hotel everywhere can go out of control, it happens frequently when hoteliers don’t control their inventory and yield on regular bases. And then they end up paying too much commission, then it’s time to regulate the channels and do a more complete analysis of the scene. Some of the key points to analyse are.

Rates: Get a proper yield analysis done for the hotel by ensuring there is a proper rate parity given to all distribution channels.

Website: Review the website, is it designed to be a proper sales funnel? Is it fast enough? How is the user experience?

Reputation Management: What are your guests saying about you?

“DISTRIBUTION IS ESSENTIALLY ABOUT BEING EVERYWHERE.”