Booking.com: Your worst best friend?
Hotels need to have a multi-channel digital marketing strategy, so as to avoid any kind of dependence on any one service for their online revenue.
In a time not so far away…
In recent years, mostly in Europe tour operators would book entire hotels to fill up with guests that would travel on the tour operator’s planes. Hoteliers loved this model, because while price was low, occupation was guaranteed and often paid upfront.
However, as service degraded or competition increased, Tour Operators would book other hotels. Hoteliers that relied solely on a few Tour Operators would struggle establish new channels, or fail and go out of business. But what does all of this have to do with Booking.com?
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