You probably have mixed feelings about Online Travel Agencies (OTAs) like Expedia and Booking.com. On the one hand, they bring in a significant number of bookings and offer beneficial exposure. On the other hand, they take a 15-30% cut of revenue.
The truth is, despite the steep commissions, OTAs are a critical part of a property’s marketing strategy that shouldn’t be neglected. While we adamantly encourage pursuing direct bookings, it is important to invest time and energy into your OTA presence as part of a holistic approach to online marketing. Here are a few tips for making the most of your OTA profiles.
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Complete all fields >> When setting up your property’s profile you should take care to complete all available fields. This includes everything from location and contact information to descriptions of rooms, facilities, and policies. Not only does this ensure your listing is included when browsers use search filters but it also displays credibility to those browsers. An incomplete profile appears unprofessional and potential guests are more likely to overlook your property entirely. And don’t forget to include a link to your website to help boost those coveted direct bookings!
Use attention-grabbing images >> There is a lot of competition on OTAs. Browsers have to scroll through multitudes of options when looking to make a booking, and it’s easy to get lost in the noise. Ensure your property stands out by including a collection of professionally captured images. They should be vivid and diverse—include photos of the lobby, facilities, rooms, and views—so the browser can imagine their entire stay with you. If you have a professional video showcasing your property, you should also include this as the use of video tours are correlated with higher conversion rates.
