Wednesday, April 4, 2012

Newshound: Trends and Reports - Hotel Online Distribution


Are Travel Agents Really Making a Comeback?

According to a recent PhoCusWright study, travel agents have successfully tapped into a market PhoCusWright describes as the "oldies but goodies" segment of travelers - 67 per cent of their sales come from clients age 45 and older, and 32 per cent come from customers who are at least 60 years old. Leisure travel agents said that 70 per cent of their bookings have per-person spending of at least USD 1,000, and that 35 per cent spend at least USD 2,000. By comparison, the average U.S. traveller’s per-person spending is well below USD 1,000.

Pricing power becomes evident in hotel metrics
The hotel industry is back on the recovery race with rate leading the way. The global corporate rates were up 3.7% year over year and global leisure rates were up 7.6% in February, according to Pegasus data. The hoteliers needs to have a clear rate strategy to take advantage of the strong demand and continue rate growth.

Expedia’s social journey into the ‘recommendation age’
Expedia is thinking very seriously about its plans for an integrated social media strategy. According to an independent research commissioned by the agency, there is a strong correlation people actively engaging with Expedia on Facebook and those going on to book a holiday with the site. Expedia also wants to engage more closely with social media for brand-building exercise and generate more transactions.

Distribution Strategies: Working on mobile offerings as per your customers’ behaviour
The usage of smartphones by leisure and business travellers is on the rise and this growth makes the whole talk about mobile product strategy more fascinating. Consumers’ expectations and behaviour on mobile phones and tablets are different than on a website. It is important to understand and accept that people will access many channels and you should be consistent in your branding and experience.

Rate Strategy: Savvy pricing strategies mitigate risks
Since today’s customers are able to shop around more easily, rate integrity can be elastic. They expect high rates during peak seasons opposed to shoulder periods, but they don’t expect a higher rate during the off season. Business mix is especially importuning in pricing, understanding gross-operating-profit-per-available-room metrics and channel cost can increase top-line revenue and profitability.
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