1 - Review and update your hotel pricing strategy
One of the most critical aspects of preparing for the high season is setting your prices appropriately. Take a look at your pricing strategy from the previous year and compare it with your competitors. You may need to adjust your prices to stay competitive. Consider using dynamic pricing to adjust your prices in real time based on demand. Use Revenue Management solutions to optimise your pricing and revenue strategy. Take advantage of D-EDGE's market intelligence data and automated revenue management tools to adjust your pricing strategy in real time based on demand and market trends.
2 - Partner with the right Online Travel Agencies (OTAs)
To complement your direct bookings, strategically target indirect channels to optimise your overall sales. Partnering with OTAs can help increase your hotel’s visibility and reach. Work with popular OTAs like Booking.com, Expedia, but also Airbnb to promote your hotel to a broader audience.
Take advantage of Expedia Group’s global reach and brand power to drive traffic to your official site (according to a study from Cornell University, more than 3 out of 4 shoppers who book direct browsed an OTA site prior to finalising their reservation on your website). Showcase your full offering and map several room categories and rate plan options to ensure maximum visibility. In a recent survey conducted by Expedia, 25% of Expedia Group travellers indicated that they might consider booking a holiday more than a year in advance. So remember to open your availability well in advance. With D-EDGE CRS, for example, you can open your planning for the next 720 days.
Airbnb: Be proactive and engage with the community. Ensure you systematically respond to customer reviews and consistently post guest reviews after each stay, in the guest review management section. This free and simple action will positively impact your community score and gain your listing boosted visibility. Please reach out to your account manager for assistance, if and where required.
While these major OTAs dominate the market, there are also many smaller niche OTAs that cater to specific markets or demographics. By partnering with niche OTAs, hoteliers can expand their reach and attract new types of guests. Here are a few examples that might fit your hotel’s segment:
Last minute: Staycation, VeryChic Tonight, HotelTonight
If your hotel is wellness-oriented: Thalasso N°1, Thalasseo.com
If you own a luxury hotel: Mr & Mrs Smith, TabHotels, Luxury Retreats
If your hotel fits small budgets: Hostelworld, Dorms.com
If you are eco-conscious: GreenGo, Eco-Hotels, Fairmoove
If you target American travellers: Hopper, Expedia
If you want to attract APAC travellers: Agoda, Ticket.com, Trip.com
A good strategy to define the main channels you should focus on is to check out the best-performing distribution channels on your Central Reservation System (CRS) Channel Manager.
Once you’ve identified your top sellers, review the key factors contributing to optimal conversion and click-through.
And of course, make sure your hotel’s inventory and rates are up to date across all your distribution channels, including your website, to avoid overbooking or underselling. When choosing your channel manager, make sure they allow direct connectivity to avoid any discrepancy in the bookings recorded. Our CRS solutions connect you directly to +550 partners and allow you to manage your rates and inventory in real time.
3 - Optimise your website for search engines
Most travellers today start their hotel search online, so it’s crucial to ensure that your hotel’s website appears at the top of search engine results. Invest in search engine optimisation (SEO) to improve your website’s visibility and ranking in search engine results pages. This includes optimising your website’s content, metadata, and keywords to target the right audience.
Update your images, specific amenities & facilities if necessary.
Showcase all room types and rate plans, check rate accuracy, inventory, cancellation policies and payment conditions: Are they set up correctly and displayed clearly? (Keep them as simple as possible).
And if you need to revamp your hotel website, our Web Studio can build your brand new website with our integrated booking engine that drives travellers to book and improve your conversion rate.
Now that your website is up to date, you need to rank first on Google. Our Digital Media solutions can help you run targeted search marketing campaigns to reach the right audience during the high season.
4 - Offer exclusive rates and packages
By offering exclusive rates and packages on your hotel website or through direct booking channels, you can encourage guests to book directly with you rather than through an OTA. This not only saves on commission fees but also allows you to build a direct relationship with your guests. With the right CRM (Customer Relationship Management tool, like D-EDGE Guest Management solution), you can nurture the relationship with your guests directly through direct marketing such as newsletters or a dedicated loyalty program.
5 - Leverage social media
Social media is an essential tool for hotels to reach and engage with potential guests and drive them to your website. Use social media platforms like Facebook, Twitter, and Instagram to promote your hotel and your special offers or events during the high season. Consider running social media advertising campaigns to reach a broader audience. With our D-EDGE's Digital Media, you can easily run social media campaigns to promote your hotel during the high season and drive traffic to your official website.
6 - Protect your brand image on hotel Metasearch
Metasearch engines like Google Hotel Ads and TripAdvisor allow guests to compare prices and availability across multiple channels and book directly with the hotel. By running campaigns on metasearch engines, you can increase your direct bookings and reduce your dependence on OTAs. D-EDGE's MediaGenius connects you to all the main metasearch engines, allowing you to reach a wider audience and increase direct bookings.
Finally, don’t forget to get your hotel listed on Google Free Booking Links for additional free bookings!
7 - Train and prepare your staff
Your staff is the face of your hotel, and they play a critical role in providing an exceptional guest experience. Ensure your staff is trained and prepared to handle the high season’s increased workload and any special requests or issues that may arise. This includes cross-training staff to take on multiple roles and responsibilities.
If you are experiencing staff shortage, optimise your efficiency with automation and tools to help you centralise your distribution and your guests’ data, thus making sure no information gets lost.
