Despite popular belief that ‘The Billboard Effect’ is but a shadow of its former self, recent research suggests tales of its demise have been much exaggerated.
It may be true that online travel agents (OTAs) are certainly now the most popular site for travellers to visit. They’re using it for research, inspiration, and final booking decisions with 30% of all travel site visits occurring through this channel. However, the influence of OTAs on direct hotel website visits is still very much alive.
A new 2017 report ‘The Billboard Effect: Still Alive and Well’ suggests that the influence of the effect has only decreased by about 10% in recent years, finding that 65% of consumers who booked directly with a hotel online visited an OTA prior to purchase. This compares to 75% in 2011. In addition, Google found that over half of all travellers will visit a hotel’s website after seeing it on an OTA.
Often ‘The Billboard Effect’ is diminished by frustration. Travellers make a shortlist of interesting hotels they find on the OTA and then check each hotel website for more information. If they don’t find the same room types, names, pictures, and policies they get frustrated and head back to the OTA.
This is why it’s so important to treat your OTA profile like an extension of your own website so the offer you make to guests is consistent.
Nevertheless, the report proved being listed on an OTA’s site increased reservations through the hotel brand’s site – so how can you take better advantage of the traffic your website receives from visitors coming via OTAs?
How to optimise the impact of ‘The Billboard Effect’ at your hotel
As a hotel operator you should make sure your online presence is easy to find, is attractive, and stands up to the competition. Here are five ways you can convert travellers into guests who book direct:
