When guests book through an OTA, the agency, not the resort, owns the guest relationship. That means OTAs hold the guest data, control the messaging and have the power to influence where the guest books their next stay. Resorts, on the other hand, are left with a one-time transaction instead of a long-term connection.
NB: This is an article from Attractions.io
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While OTAs may own the first booking, you have an opportunity to take control of the next one.
Turning guests into direct bookers: the power of a mobile app
The moment a guest arrives, it’s time to shift the dynamic away from OTAs and toward a personal relationship with your property. However, engaging guests effectively requires a direct communication channel – one that OTAs can’t intercept. A mobile app provides that channel.
By integrating a mobile app into the guest experience, you ensure that your guests interact with your property – not an OTA – before, during and after their stay. Whether it’s checking in, booking a spa treatment or ordering room service, a well-designed app puts everything guests need at their fingertips while keeping them engaged with your brand.
Winning the data game: ownership and insights
One of the greatest advantages of a mobile app is data ownership. While an OTA may provide you with little more than a name on a reservation, your mobile app takes guests through an onboarding flow that can capture everything from email, age and address to details on communication and activity preferences.
Guest insights that go beyond demographics
Beyond the demographic data that comes from onboarding is a wealth of insights around guest behaviour and preference that a mobile app unlocks. This data might include:
- Booking habits – Understand how and when guests book their stays.
- In-app engagement – Track how guests interact with resort services and promotions.
- Guest feedback trends – Collect real-time insights into guest sentiment and satisfaction.
- Spending and visitation patterns – Analyse purchase behaviours across your resort, including restaurants, the spa and other amenities.
With these insights, you can personalise guest promotions, optimise your marketing strategy and continuously refine the guest experience to ensure higher satisfaction and retention.
Higher opt-in rates vs. traditional marketing
Unlike email campaigns, which can fall victim to low engagement, mobile apps are far more effective in collecting guest data. In fact, 39% of users who download resort apps built with Attractions.io provide their email addresses and consent for remarketing, giving you a highly engaged audience for future communication.
