With the advent of cloud computing, the cost of technology has plummeted, a bit like the London FTSE the day after Brexit. The only difference is that, unlike the FTSE index, the prices suppliers can charge hotels for technology will not recover.
The ongoing trend has been to lower the costs which is welcome news for all hoteliers.
Hoteliers have a desire to increase their direct online business. The first step is investing in a booking engine. There are some booking engines currently available on the market that, for a modest monthly fee can be integrated within your website. However, these tend to be limited in flexibility and often become outdated relatively quickly as technology advances. The costs can quickly rack up for a fully featured booking engine with a CRS and connectivity to all channels.
Furthermore, hotels are starting to realise that their online reputation is becoming an essential part of their marketing strategy. No longer is it enough just to rely exclusively on Tripadvisor as they are also targeting your guests to transact through their website, sell your rooms and charge you for the privilege of you sending them your prospect to see your reviews. That’s the best case scenario. Worse case, your prospect could end up booking with a competitor on Trip Advisor, thanks to you sending them there. A brilliant business model for Trip Advisor stockholders. Not so good for hotels.
Hotels should have a business process in place to follow up with guests and ask for feedback. They need an easy way to monitor and respond to reviews while making sure that positive sentiment is shared on the review sites that matter and social media. Ideally, this should be automated to avoid mistakes and to minimise costs. Set and forget reputation management and marketing.