How To Set Up New Facebook Admin Page For First Time User

If you’ve just create a new Facebook Admin Page to promote your business or sell any products and services, here are some tips and tricks on how to utilize the hidden power of a Facebook Page!

1. Putting the right “Call-To-Action” button. 

A Call-To-Action button or CTA in short, is the big blue button situated just below your cover image. The button can be change to display different wording like “Book Now”, “Message Us” and other options.
Let us teach you how.

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(refer to instructions below every image for explanation)
  • Hover your mouse to the “Book Now” button and a drop-down option list will appear (as shown in below image)

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  • Choose “Edit Button” option.

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  • A pop-up box as shown below will appear to prompt you to insert a link. (You can skip this step and insert the link later)
  • Click “Back” button.

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There are numbers of CTA button you can choose.

  • If you are using Facebook page to sell your product online with websites already setup, choose “Book Services” and select the most suitable CTA button to direct users to your website. This is suitable for businesses like e-commerce.
  • If you are running an offline business like selling flowers or cloths in a physical shop, select “Get in Touch” and choose an option that is suitable for your business nature.

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Additional Info:

  • Depending on your aim of creating the Facebook Page, putting the right CTA button is critical to your aim of creating the Facebook page.
  • Whether you are viewing the page on your PC or smartphone, the CTA button is the most obvious button. Make sure the button speaks directly to your customer and prompt them to take the correct action you desire.
  • Cover image is important. Ensure the cover image display the correct information. There’s a reason cover image is situated at the top of the page. Do not waste the opportunity to capture the user’s attention by having the right information inside the cover image to create a positive impression to users.

2. Update Your Facebook Page Info 

Basic information about your business. Information that your target audience will want to know like contact number, website and more.

page info bar

Besides CTA button and image. Users might want to know more information about your business.
Providing sufficient information is crucial to build trust with your customer or guest for any business.

page info button

The button to modify the information is just below the cover image.

  • click on the symbol … and select “Edit Page Info”.

page info popup

Each tab consists all the information that you can edit or add-on.

  • Click on ‘save changes’ to any edit that you have made in the tab.

Additional Info:
A Facebook Page is more than just a page to promote your business. It is the face of your brand in the online world. Facebook has made it easy for any business to communicate with the audience using a page that can be easily setup and manage.

 

**Above Article is Written by Softinn Solution**

Softinn Solutions Sdn. Bhd. is an emerging travel technology company that develops a cloud-based hotel reservation system for small and medium-sized hotels. Learn how we help hundreds of hotels better manage their business and increase sales.

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Our headquarter is based at Bukit Beruang, Melaka.

Direct Booking VS Online Travel Agency. Apa Yang Hotel Perlu Tahu.

Hubungan antara hotel dan OTA sememangnya merumitkan.

Online Travel Agency atau dikenali OTA merupakan laman web yang mengandungi maklumat utama yang dicari oleh para pelancong untuk menempah hotel, homestay, lodge dan tempat penginapan yang lain. OTA berdedikasi sepenuhnya dalam industry pelancongan dan contoh OTA termasuk Agoda, Tripadvisors, Expedia, Trivago dan yang lain-lain lagi.

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Gambar di atas menunjukkan contoh-contoh OTA. (Image from FredericGonzalo)

Tiada yang dapat menafikan impak dan pengaruh OTA yang ada terhadap pelancongan dan hospitaliti seluruh dunia, yang telah menghubungkan berjuta-juta pelancong ke bilik hotel online setipa tahun. OTAs telah menjadi lebih berkuasa kerana mereka memudahkan proses tempahan bilik hotel bagi para pelancong. Pelancong boleh melihat komen mengenai hotel, mencari tempat-tempat menarik yang berdekatan dan melihat gambar yang diambil oleh orang lain sebelum membuat keputusan untuk melawat sesuatu tempat.

Dalam artikel ini, kami akan membincangkan:

  1. Pengaruh dan Kuasa OTA
  2. Apa Maknanya Kepada Hotel
  3. Bagaimana Hotel Rangkaian Besar Memberi Reaksi
  4. Bagaimana Hotel Sederhana Dapat Memberi Reaksi (termasuk yang berada di Asia)

Sebelum kita berlanjut, ini ialah statistik dalam industry pelancongan:

  • Industri pelancongan seluruh dunia bernilai lebih daripada $2.5 trilion USD dan kini adalah sektor yang sedang membangun dengan cepat.
  • Terdapat lebih daripada 10 juta pencarian yang berkenaan dengan pelancongan diambil daripada Google setiap bulan.
  • Berdasarkan 10 juta pencarian tersebut, lebih kurang 3 juta laman trafik pergi kepada 10 OTAs teratas sahaja.
  • com merupakan OTA yang mengetuai industry pelancongan. Dalam tahun 2016 sahaja, mereka telah menjana 1.1 bilion langganan ke laman web mereka.
  • Expedia telah menghabiskan $4.3 bilion USD dalam pengiklanan semata-mata pada 2016, jumlahnya bertambah $1 bilion USD berbanding dengan tahun 2015.
  • Priceline Group telah berbelanja $3.5 bilion USD atas pemasaran. Priceline Group termasuknya Booking.com, Priceline, Agoda, Kayak dan beberapa lagi syarikat berkenaan dengan pelancongan.
  • Berdasarkan kajian oleh Google, terdapat 85 peratus pelancong mengatakan HARGA ialah faktor yang paling penting ketika membuat tempahan.

Pengaruh dan Kuasa OTA

Priceline Group

  • Online travel agency yang terbesar di dunia.
  • Ditubuh pada tahun 1997
  • $88 bilion modal pasaran
  • Jenama termasuk Booking.com, Agoda, Kayak, Momondo, Booking Suite
  • Berpengaruh di Eropah dan Asia, kawal lebih kurang 62 peratus market Eropah.

Expedia Inc.

  • Bermula pada 1996 sebagai salah satu divisi Microsoft
  • $22 bilion modal pasaran
  • 20 jenama termasuk Hotel.com, Trivago, Travelocity, Homeaway, Expedia.com dan Orbitz.
  • Kawal lebih kurang 75 peratus market di US.
  • CEO Expedia, Dara Khosrowshahi telah menerima $94.6 juta untuk pakej pampasan dalam 2015, dan merupakan eksekutif dengan gaji tertinngi antara semua syarikat awam di US.

 

Bagi sesiapa yang tidak sangat mengenali alam online travel mungkin akan terfikir ada berpuluh atau beratus laman web untuk dikunjungi sekiranya hendak menempah bilik hotel. Padahal, laman-laman web yang kelihatan banyak ini sebenarnya dimiliki syarikat yang sama dan dua syarikat yang terunngul adalah Priceline dan Expedia. Mereka ialah dua OTAs yang terbesar di dunia yang telah beroperasi selama 20 tahun.

OTA dilihat sebagai saluran pengagihan yang mudah di mana hotel dan syarikat penerbangan dapat menjual inventori yang selebihnya.

Masa dahulu, pengagihan online tidak sangat diberi pengutamaan. Pada zaman dahulu, hotel akan jual kepada pemborong, lepas itu kepada operator pelancongan dan kemudian sampai ke agen pelancongan, barulah sampai ke tangan pelancong. Masalah sistem ini ialah ‘transparency’, tiada sesiapa yang tahu berapa sebenarnya yang kena bayar. Apabila OTA masuk ke dalam industri, kawalan harga yang dibayar diberi balik kepada hotel dan pelanggan.

Putar balik pula ke zaman ini, teknologi telah mengubah corak bagaimana pelancong membuat tempahan semasa bercuti dan di sinilah OTA bersinar. Mereka menumpu dalam memanfaatkan penggunaan teknologi yang dianggap terlalu mahal dan rumit bagi hotel-hotel sederhana. OTAs menolong pemilik hotel dan homestay menyelesaikan masalah pengagihan dengan menjual sebahagian bilik mereka atas platform mereka.

Berita baik untuk pemilik hotel dan homestay? Bukan sepenuhnya.

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Sebelum anda (pemilik hotel, homestay atau lodge yang menyenaraikan harta di OTAs) bergembira, mari lihat kenapa anda perlu berwaspada supaya tidak bergantung sepenuhnya kepada OTA untuk membangunkan perniagaan anda.

1. OTA Berbelanja Untuk Mempromosikan Jenama Mereka

OTAs banyak melabur dalam pemasaran digital dan pengiklanan digital untuk menarik perhatian pengguna ke laman web mereka. Hal ini akan menyebabkan ‘billboard effect’ yang akan  menguntungkan OTA. Kebanyakan pelancong akan mencari tempat penginapan di dalam senarai yang mengandungi hotel atau homestay yang banyak di laman web OTA. Tabiat ini telah dibentuk di bawah usaha berterusan OTA selama beberapa tahun ini. Oleh itu, jenama OTA dikenali ramai dan digemari oleh para pelancong kerana mereka diberi banyak pilihan untuk mencari tempat penginapan yang sesuai untuk sendiri.

“Kesimpulannya, jenama hotel tidak akan dikenali oleh para pelancong.”

2. OTA Boleh Mengubah Peraturan Permainan

Dengan penambahan bilangan hotel dan OTA menjadi lebih dominan masa ini, mereka bermula untuk menukar model perniagaan mereka. Berdasarkan Hotelogix, hotel besar ditawar komisen penempahan yang lebih rendah manakala hotel kecil dikena bayaran tinggi. Hal ini disebabkan hotel besar mempunyai lebih banyak bilik untuk dijual dan boleh berunding dengan OTA untuk merendahkan kadar komisen bagi mengagihkan lebih banyak bilik untuk dijual di laman OTA. Selain itu, kedudukan jenama hotel anda akan dinaikkan dan ditampil di muka surat depan jikalau anda memberi komisen lebih tinggi.

“Ini bermakna hotel akan mendapat margin keuntungan yang lebih rendah.”

3. Hotel Tidak Memiliki Maklumat Pelanggan Mereka

Perjanjian yang ditetapkan oleh OTA selalunya tidak membenarkan hotel untuk memasarkan perkhidmatan mereka kepada pelanggan yang membuat tempahan melalui OTA. Booking.com menyatakan bahawa mereka tidak akan memberi maklumat pelanggan seperti email kepada hotel. Menyimpan data pelanggan amat penting bagi hotel menghubungi semula pelanggan mereka. Pengalaman pelanggan dalam mempunyai kenangan yang tidak dapat dilupai semasa percutian bermula sebelum detik mereka daftar masuk ke hotel. Tiada kawalan terhadap data pelanggan bermakna kehilangan hubungan yang unik kepada hotel.

“Akhirnya, OTA akan menjuarai dalam industri online booking hotel.”

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Image from morgan socialities

“Banyak hotel terlalu bergantung kepada OTAs. Pada masa kini, hotel menyalurkan lebih banyak wang kepada Expedia, Booking.com, Priceline, dan lain-lain lagi.”- Forbes

Nisbah OTA vs Hotel Brand (direct online booking) jatuh kepada 51:49 dalam 2016, berbanding kepada 46:54 dalam 2012 mengikut kata PhocusWright. Mereka juga menyatakan hospitaliti ialah satu-satunya sektor industri di mana OTA mendapat saham atas perbelanjaan daripada hotel sederhana. Keuntungan direct online yang datang daripada sektor sewa kereta, penerbangan dan pelayaran semakin bertambah atas perbelanjaan dalam OTA.

Rangkaian hotel besar di seluruh dunia sedang menitikberatkan perkara ini.

  • Hilton Worldwide

Hotel Hilton memastikan mesej disampaikan kepada umum dengan menayangkan video klip iklan mereka di hadapan 25 juta penonton semasa Grammy Awards 2016. Mereka mengatakan kempen ‘Stop Clicking Around’ ialah kempen yang terbesar untuk syarikat mereka yang telah bersejarah 100 tahun.

Mereka juga menyatakan bahawa dalam 2015, 1.6 juta keuntungan bilik tidak dapat diperoleh kerana tempahan dibuat melalui laman web pihak ketiga. Mereka mempunyai matlamat untuk memberi faedah seperti free wifi, harga murah, kunci digital dan points untuk sesiapa yang tempeh terus daripada mereka.

  • Marriott Hotel Chain

Marriott telah melancarkan kempen baharu dalam 2016 yang digelar “It Pays To Book Direct”. Rangkaian hotel tersebut telah memggunakan lebih daripada $1 juta untuk menjalankan kempen ini pada 2016, termasuk menjemput Youtuber yang berpengaruh seperti Grace Helbig untuk muncul dalam video klip tersebut. Matlamat utama hotel tersebut ialah mengalakkan pengguna untuk menempah terus daripada laman web mereka daripada OTA untuk mendapat tawaran atau faedah yang lebih baik.

  • Starwood Hotels & Resorts

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Starwood (parent company of St. Regis, Westin dan Sheraton) menyatakan di laman web direct booking hotel mereka bahawa mereka akan memadankan kadar harga yang lebih rendah daripada laman web mereka, termasuk juga internet percuma dan manfaat lain yang tidak ditawarkan oleh OTA atau laman web pihak ketiga yang lain untuk meningkatkan margin keuntungan hotel mereka.

Apa Yang Hotel Sederhana Dapat Buat Dengan Bajet Yang Terhad?

1. Mempergunakan Teknologi – Memiliki Laman Web Tersendiri

76% online booking dibuat melalui OTA. Walaupun begitu, 50 peratus pengguna internet juga akan melawat laman web rasmi hotel setelah mengetahui mereka melalui OTA. Di sinilah datangnya peluang anda. Kos untuk membina laman web semakin rendah masa kini dan senang untuk diurus.  Selain itu, hotel dapat menyerahkan kepada syarikat seperti Softinn Solutions untuk mengendali tugas untuk membuat laman web rasmi anda dilengkapi dengan sistem tempahan secara percuma.

2. Memberi Faedah Khas For Direct Booking

Cara ini dapat mewujudkan kesedaran kepada para pelancong supaya mereka dapat lihat perbezaannya menempah melalui laman web hotel dan laman web OTA. Selain itu, pelanggan yang tinggal di hotel anda dan menerima manfaat tersebut akan memberi komen yang positif dalam media social serta mempengaruh pengguna lain untuk menempah melalui laman web mereka.

Membaca lebih banyak mengenai panduan kepada hotel untuk membawa direct booking ke laman web hotel anda.

3. Menjalankan Promosi Online Marketing

Rangkaian hotel besar seperti Marriott dan Hilton mempunyai kempen marketing biayaian dituju terhadap pengguna untuk mula mendidik mereka yang direct booking lebih baik. Hotel sederhana juga patut bermula buat sedemikian. Hotel sederhana mungkin tidak mempunyai bajet yang mencukupi untuk memaparkan iklan atas televisyen dan papan iklan, tetapi kos untuk menjalankan digital marketing di Google agak murah. Berbelanja beberapa ribuan USD atas iklan Google dapat mengurangkan pergantungan terhadap OTA dalam jangka masa panjang.

Membaca lebih banyak mengenai manfaat promosi dan bagaimana kod promo dapat meningkatkan perniagaan anda.

4. Memberi Insentif Kepada Pelanggan

Dengan memberi layanan istimewa kepada pelanggan tetap hotel anda, anda dapat mengukuhkan hubungan dengan pelanggan anda dari segi kepuasan hati. Re-marketing kepada orang yang sama memerlukan lebih kurang usaha dan perbelanjaan. Disebabkan hanya hotel rangkaian besar menjalankan program loyalty, hotel sederhana boleh memberi kod promo khas yang tuju kepada pelanggan tertentu untuk mengalakkan mereka pulang balik ke hotel anda.

5. OTA Masih Penting

Betul, anda tidak nampak salah, walaupun pemilik hotel dan homestay ingin sebaik mungkinnya mengelak bayaran komisen kepada pihak ketiga, bergantung kepada OTA masih dikira sebagai pilihan yang dapat diterima untuk hotel. Pengaruh OTA memang kuat seperti biasa, disenarai dalam laman OTA merupakan cara yang terbaik untuk hotel yang kurang popular untuk ditemui oleh para pelancong.

Mari lihat bagaimana Softinn telah bekerjasama dengan OTAs seperti TripAdvisors dan Tuniu dari China untuk memaparkan hotel dan homestay tanpa bayaran tambahan terhadap pemilik.

Selepas pelanggan telah tinggal di hotel anda buat kali pertama, berkemungkinan tempahan melalui OTA, hotel tersebut perlu menukar mereka menjadi pelanggan tetap anda.

Semasa persidangan bersama Expedia, CEO Expedia, Dara Khosrowshahi mengatakan:

‘Anda semua asyik mengkritik berapa banyak kami mengenakan komisen terhadap anda untuk menarik pelanggan datang ke hotel anda. Saya rasa anda telah salah faham. Cuba anda lihat kami sebagai sumber rujukan yang termurah sekali yang anda dapat bayangkan. Jikalau mereka datang melalui kami, anda hanya bayar kami sekali, dan jika mereka datang balik kepada kami berturut-turut, anda patut berasa malu. Itu tanggungjawab anda untuk menjadikan mereka pelanggan tetap anda.’

Apa yang dikatakan oleh CEO Expedia memang betul.

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Image from Bizjournals

**Artikel di atas ditulis oleh Softinn Solution**

Softinn Solutions Sdn. Bhd. merupakan syarikat teknologi pelancongan baru yang menghasilkan cloud-based sistem penempahan hotel untuk hotel butik dan sederhana. Mari lihat bagaimana kami membantu beratusan hotel untuk menguruskan perniagaan mereka dengan lebih mudah dan meningkatkan hasil jualan mereka.

Sila melayari homepage Softinn Solutions untuk tahu bagaiman Softinn membantu hotel butik dan homestay untuk berjimat lebih banyak dengan fungsi utama dalam Softinn Extranet. Apa yang lagi bagus ialah bayaran pendahuluan tidak diperlukan.

Softinn juga membantu hotel atau homestay membina laman web bersiap dengan sistem tempahan dan pembayaran supaya anda menguruskan perniagaan dengan senang.

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Softinn Solutions terletak di Melaka, Malaysia.

Direct Booking VS. Online Travel Agency. What Hotels Need To Know in 2017

The relationship between hotels and OTA has always been complicated.

OTA or Online Travel Agency, in this case, a website which has all the vital information a traveller need to book a hotel, homestay, lodge or a place to stay. OTA is fully dedicated to travel industry and some examples of OTA are TripAdvisors, Agoda, Expedia, Trivago and many more.

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Above image are some examples of OTA. (Image from FredericGonzalo)

Nobody can deny the impact and influence OTA has had on global travel and hospitality, connecting millions of travellers to hotel rooms online every year. OTAs became powerful and efficient by making the journey of booking a hotel less of a hassle for travellers. Travellers can check for hotel reviews, search for interesting places nearby and even look at different pictures taken by travellers for a review before they decide to travel there.

In this article we will talk about:

  1. The Power And Influences Of OTA.
  2. What It Means to Hotel.
  3. How Major Hotel Chains Are Reacting.
  4. How Can Small and Medium hotels React (including those in Asia)

But before we get started, some statistics on travel industry:

  • The world’s travel industry is worth more than $2.5 trillion USD and is currently the fastest growing sector.
  • There are more than 10 million searches related to travel are carried out in Google Search per month.
  • Based on 10 million searches, an estimated 3 million web traffics are going into top 10 OTAs alone.
  • TipAdvisor.com is the leading travel site and OTA for the industry. In 2016 year alone, it generated almost 1.1 billion visits to its site.
  • Expedia spent 4.3 Billion USD in advertising alone in 2016, an increase of almost 1 billion USD from 2015.
  • Priceline Group spent 3.5 Billion USD on marketing. Priceline Group consist of Booking.com, Priceline, Agoda, Kayak and many more travel related companies.
  • 85% of travellers said PRICE is the most important factor when determining where to book according to a survey by Google.

The Power And Influences Of OTA

Priceline Group

  • Biggest online travel agency in the world.
  • Started in 1997.
  • $88 billion market capitalization.
  • Brands include Booking.com, Agoda, Kayak, Momondo, Booking Suite.
  • Dominant in Europe and Asia, controls about 62% of Europe market.

Expedia Inc

  • Started in 1996 as a division of Microsoft.
  • $22 billion market capitalization.
  • 20 brands under its name including Hotel.com, Trivago, Travelocity, HomeAway, Expedia.com and Orbitz.
  • Controls about 75% of the US market.
  • CEO of Expedia, Dara Khosrowshahi, received $94.6 million in compensation package in 2015 and is one of the highest-paid executives among all publicly traded companies in the US.

Anyone who is not familiar with the online travel landscape may be under the impression there are tens, if not hundreds of websites to go to when booking for hotels. The truth is many websites are owned by the same company and the two dominant companies are Priceline and Expedia. They are the two largest OTAs in the world and they have been around for 20 years.

OTA was seen as a convenient distribution channel where hotels and airlines could sell extra inventory.

Back in the days, online distribution was not really a priority. In the early days, hotels sold to wholesalers, who sold to tour operators who sold to travel agents and finally to travellers. The problem with this system is the transparency, nobody knows how much was being paid. When OTA entered the industry, it gave control back to the hotel and guest how much was they were getting.

Fast forward to current days, technology has shifted the pattern of how travellers made a booking while travelling and this is where OTA’s shine. They have been focusing on leveraging the power of technology where it is considered too costly and complicated for small and medium hotels. OTAs help hotel and homestay owner to solve distribution problem by helping them to sell a certain percentage of rooms on their platform.

Good news to hotelier and homestay owner? Not entirely

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Before you (a hotel, homestay or lodge owners who list your property on OTAs) rejoice. Let’s take a look at why you should be cautious of putting too much egg in one basket or depending too much on OTA to bring business for you.

1. OTA Are Spending Money To Market Their Own Brand

OTAs invested heavily in digital marketing and digital advertising to lure web users to their sites. This creates a Billboard Effect that works in OTA’s favour. Most travellers search accommodation by going through the huge list of hotel and homestay collection in OTA website, this habit is shaped by the huge marketing effort done by OTAs throughout the years. That is why OTA brand is so well-known and acknowledge by travellers because it gives them options to choose the accommodation that is most suited to them.

“In short, hotel brand name is not being recognized by travellers.”

2. OTA Can Change The Rule Of The Game

As the numbers of merchant grow and OTA became increasingly dominant, they began to alter their business model. According to Hotelogix, Large hotels were offered lower booking commissions while smaller independent hotels were paying higher. The reason is larger hotels have more rooms to sell and can negotiate with OTA to lower their commission so that they allocate more rooms to sell on OTA. Besides that, the commission paid to OTA by hotels will not remain forever, the higher the commission your hotel pay, the better ranking your hotel position will be in OTA website.

“This translates to lower profit margin for hotels.”

3. Hotels Do Not Own Their Customer Data

OTA contract often stipulate that hotels can’t market to customers that booked directly with the OTA. Last year, Booking.com stated that they will no longer provide hotels with customer emails. To have a piece of customer information is important for hotels as the best customer relationships come when you are able to engage with them sooner rather than later. The customer experience started long before a traveller check-in to the hotel to create a memorable holiday experience. Losing the control of the customer’s data means losing the connection and relationship that is unique to hotels.

“In the end, OTA will emerge as the winner in the online hotel booking industry.”

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Image from morgan socialities

 Hotels are overly dependent on OTAs. With each passing year, hotels pass more and more money to Expedia, Booking.com, Priceline and the others.” – Forbes

OTA vs Hotel Brand (direct online booking) ratio fell to 51:49 in the year 2016, compared to 46:54 in 2012 according to PhocusWright. They also stated that hospitality is the ONLY travel sector in which OTAs are gaining share at the expense of independent hotel brands. Direct online revenue from the airline, car rental and cruise sectors are all increasing at the expense of OTA. 

Major Hotel Chains Around The World Are Taking Matters Into Their Own Hands

  • Hilton Worldwide

Hilton Hotel made sure the message were passed to the public by putting their video advertisement in front of 25 million viewers during the 2016 Grammy Awards. The company said the “Stop Clicking Around” campaign is its biggest yet in the company near-100-year history.

The company said 1.6 million free nights went unearned in 2015 because of bookings made through third party sites. They aim to offer benefits such as lower price, free wifi, digital key, and points for those who book directly with them.

  • Marriott Hotel Chain

Marriott launched an entirely new campaign in 2016 called “It Pays To Book Direct”. The hotel chain has spent more than $1 million in 2016 in marketing this campaign, including having Youtube personality Grace Helbig to appear in their advertising video. The hotel’s ultimate aim is to influence users to book directly through their own hotel website instead of OTA to get better rates or benefits.

  • Starwood Hotels & Resorts

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Starwood (parent company of St. Regis, Westin and Sheraton) stated in their own direct booking hotel website that the hotel will match any rates that are lower than their own website, as well as free internet and other benefits that are not offered if guest book through OTA or third party website to maintain or increase their hotel profit margin.

What Can Small & Medium Hotels With Limited Budget Do?

1. Embrace Technology – Have Your Own Hotel Website

76% of online bookings happen through OTA. However, 50% of the internet users will visit the official hotel website after discovering them through OTA. This is where opportunity comes in. The cost of building a website is so much cheaper now and also easier to manage. Besides that, a hotel can let company like Softinn Solutions handle the task by building your official hotel website complete with booking engine for free.

2. Provide Special Benefits For Direct Booking

This method is to create an awareness to travellers by giving them an impression that booking through official hotel website will have something different compare to booking through OTA. Besides that, a guest who stayed at your hotel who received this the perks will leave positive comments on social media which will again influence other web users to book through the official website.

Read More on the guide for hotels to bring direct booking through the hotel website.

3. Run Online Marketing Promotion

Major hotel chains like Marriott and Hilton have both funded marketing campaigns aimed directly at consumers to start educating them by telling them direct booking is better. Small and medium hotels should start doing the same. While small hotels with a very little budget cannot run advertisements on television and billboards, the cost of running digital marketing on Google is relatively cheap. Spending few thousands USD on Google Advertisement will reduce the reliance on OTA marketing in the long run.

Read More about the benefits of promotion and how promo code can help increase your business.

4. Provide incentives for guest

By giving special treatment for seasoned guest for your hotel, you are strengthening your relationship with a satisfied customer. Re-marketing to the same person who has already been to your hotel require less effort and less financial spending. Since only major hotel chains have a loyalty program, small and medium hotels can provide special promo code specifically target at returning guest to encourage them to come back to your hotel.

5. OTA is still important

Yes, you read that right, even though ultimately what hotels and homestay owners desire is to not pay commissions to any intermediaries, relying on OTA is still an acceptable option for hotels. The influence of OTA is as strong as ever, having a listing on OTA is still a way for less popular hotels to be discovered by travellers online.

Learn About how Softinn has partnered with OTAs like TripAdvisors and Tuniu from China to broadcast hotels and homestay without extra charge on the merchant.

After the guest has stayed at your hotels for the first time, probably through bookings from OTA, the hotel will need to convert them to loyal customers.

In one Expedia conference, CEO of Expedia, Dara Khosrowshahi said:

‘You guys all criticize me for how much I charge you for guests to come to your hotel. I think you’re looking at it wrong. Look at us as the cheapest source of referrals that you could imagine. If they come through me, you pay me once, and if they come back to me again and again, shame on you. You should make them a loyal customer.’

And yes, he’s absolutely right about it.

5image from bizjournals

**Above Article is Written by Softinn Solution**

Softinn Solutions Sdn. Bhd. is an emerging travel technology company that develops a cloud-based hotel reservation system for small and medium-sized hotels. Learn how we help hundreds of hotels better manage their business and increase sales.

Head over to Softinn Solution homepage to learn how Softinn helps small and medium hotels and also homestays save more by having all the essential functions in the Softinn Extranet. The best part is there is no upfront payment needed.

Softinn helps hotel or homestay build a website with booking engine and payment system so that merchants can focus on running their business without much hassle.

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Softinn Solutions is Headquartered in Melaka, Malaysia.