Hotel Reservations Via GDS, OTA and Voice Up in 2014 for Trust International
Hotel reservations for Trust International hotel group clients continue to increase through multiple channels in the first five months of the year, states Trust International, one of the world’s leading central reservations systems (CRS) for hotel groups.
In the first five months of 2014, Trust recorded a 71% increase in hotel bookings through their online travel agent (OTA) affiliates and an 11% increase in global distribution system (GDS) reservations over the same period in 2013. Total hotel bookings through Trust International increased by 25% for the first five months of 2014 year over year. The 11% increase in GDS hotel bookings outpaced the overall growth of the major GDS: a 4.4% first quarter increase reported by Sabre and a 2% increase reported by Travelport across all travel bookings in HotelMarketing.com.
“The travel industry is stable as a whole and our hotelier clients have been experiencing growth,” Richard Wiegmann, Managing Director of Trust International stated. “The success of our customer hotel groups is a result of their very savvy and successful sales and distribution strategy that allows them to fully leverage the stable climate and growth in the travel industry. Based on the various products Trust and our partners are supplying, the strategy can be executed and implemented in the operational day-to-day work. Since all Trust products are geared toward easy-to-use and intuitive handling, this can be achieved quickly and opens the way to more revenue.”
“For the past three years, we have made a concerted effort to increase our number of OTA and channel partners,” Wiegmann noted. “In addition to all important OTA channels, to position our hotelier clients in front of as many potential guests as possible we are currently integrating an own channel manager solution to allow our hotel groups to add smaller OTAs faster and without the manual workload normally involved. Studies by Cornell University’s School of Hotel Administration show that as hoteliers gain exposure to potential guests through OTAs, there is a ‘billboard effect,’ where bookings through both OTAs and direct bookings on the hotel’s website increase. It’s a winning situation for all.”
Trust also saw a 32 percent increase in voice bookings – probably the only CRS to see such a dramatic increase in voice. Luxury hotel clients have discovered that Trust voice services generate higher average daily rate (ADR) and dramatically higher revenue per booking. In addition, hotels are also able to reduce overhead utilizing voice services rather than staffing holiday periods and overnight.
The demand for call center services among Trust’s luxury clients has increased as they see the impact it can have on their bottom line. In late 2013, Trust won several new call center services contracts that account for the majority of the increase in voice bookings over the comparable period in 2013. Trust International owns and operates its own call centers and prides itself on providing a superior level of call center services with native speakers in 11 languages serving 47 countries.
“You just can’t beat the personal touch of a live person when it comes to sharing the nuances of an exquisite property and all the special services it provides,” explained Ben Brewster, Trust VP Global Communication Centers and Operations. “Discerning guests appreciate the extra level of care and often choose to upgrade their rooms and book additional services when talking to our agents. You simply can’t produce that type of response via a website, no matter how polished it is. We are happy to see so many hotel groups discovering this and taking advantage of this service to differentiate themselves and build customer loyalty.”
Wiegmann noted, “We anticipate continued booking growth for our customers through 2014 and into 2015 given the current economic growth projections that are very positive for the next two years.”
Based on STR Global reports, Southern Europe countries including Greece, Portugal and Spain are posting double-digit growth in April — all coming off lower year-over-year comparisons from April 2013. In contrast, in Eastern Europe, the hindered travel performance was primarily driven by Russia and the political unrest that has had an impact on travel. In 2014, the U.S. hotel industry is predicted to report increases in occupancy, ADR and revenue per available room (RevPAR). In 2015, STR and Tourism Economics predict occupancy, ADR and RevPAR to grow at about the same pace as 2014.
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About Trust International Hotel Reservation Services GmbH
Trust International is one of the world’s leading CRS providers and international hospitality partners. Trust’s services and supporting technologies help hotel chains and hospitality groups support their sales and marketing activities with the latest distribution solutions. The range of services includes CRS solutions and CRO software, connectivity to all GDS and OTA channels, Internet booking engines and third party integration to PMS, RMS and CMS systems. Trust International offers the full range of CRS-related products such as content management, business intelligence and commission payment services.
Via Trust’s own communication centers located in North America, Europe and The Far East customers in 47 countries are served with private label telephone reservation, concierge and telemarketing services.
Established in 1989 Trust International is renowned for its highly reliable reservation platform, continuous investment in systems and delivery of superior customer value.