Direct hotel booking strategy: How to convert callers who shop online
Hoteliers should invest on front desk training by updating the team on any exclusive offers that should not be matched, etc.
OTAs are not only an important distribution channel for hotels, thanks to the "billboard" effect, they are also a potential feeder market for your hotel's direct booking strategy. That is, if your front office manages to convert those calls. Here are a few training tips for your next front office meeting.
by Doug Kennedy
In preparing to be a guest speaker at three different hotel conferences recently, I had our KTN team conduct some anonymous mystery shopping calls to see what would happen when we called directly to hotels to double-check online rates posted on OTA websites.