As global industries scrabble to make changes that will better suit a post-pandemic world, Booking.com have recently updated their loyalty programme, Genius, to include additional levels.
NB: This is an article from Net Affinity
At annual partner summit, Click, the company discussed their vision for the future of Genius to ‘help its property partners gain even more visibility, increase bookings and grow their businesses in 2021 and beyond’.
The expansion of the Genius programme means more of an incentive for people to use Booking.com, and reap the additional benefits by doing so. Booking.com are positioning the expanded Genius programme as an optional choice partners can make based on their individual needs.
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As an independent hotelier, it’s important to be aware of Booking.com’s expanding loyalty programme. Why? Because it may have a noticeable impact on your direct bookings.
What do I need to be aware of as an independent hotelier?
First of all, keep an eye on your metasearch rates. If you’re a Net Affinity client, and you’re using metasearch (eg Google Hotel Price Ads), chat to us if you have any concerns.
Secondly, make sure you are not signed up to any Genius programmes you’re unaware of! If you find that you are, and you wish not to be, you will be able to ‘opt out’ by sending Booking.com a message via your extranet inbox and following these instructions.
There is absolutely nothing wrong with using OTAs like Booking.com as part of your overall revenue strategy. They have their place within the mix. However, as an independent hotelier, direct bookings should be your number 1 goal. This loyalty programme builds loyalty to Booking.com – not to the hotels taking part. It increases dependency on Booking.com. Your weapon is your rate – always make sure you are reserving and using the best rate for your own channels.
Why is it so important I grow my direct booking channel?
- It gives you the ability to control your marketing message
- It gives you more control over the experience your guest has, and your ongoing relationship with them
- You will have lower cancellation rates overall
- It provides an opportunity to secure new loyal customers
What can you do to entice guests to book direct with you?
- Incentivise guests to book by offering a small discount or unique enhancements
- Emphasise what you have to offer – your property, your area as a destination, your surrounding local attractions
- Create an engaging booking experience that ensures your guest sticks with it through until the end. Part of this is making sure you have an intelligent booking engine that is built for mobile, optimised for conversion and easy to integrate with other software that will collectively create a seamless user experience
Here’s a breakdown of what the Genius loyalty programme offers its users.
Genius Level 1
Complete any two stays within two years to unlock Genius Level 1 benefits on select options
Genius travel rewards
10% base-rate discount on the price of your stay before taxes and charges are applied
Genius Level 2
Complete any five stays within two years to unlock Genius Level 2 benefits on select options
Genius travel rewards
10%–15% base-rate discounts on the price of your stay before taxes and charges are applied
Free breakfast with your Genius stay
Free room upgrade
Genius Level 3
Complete any fifteen stays within two years to unlock Genius Level 3 benefits on select options
Genius travel rewards
20% base-rate discounts on the price of your stay before taxes and charges are applied
Free breakfast with your Genius stay
Free room upgrade
