Original: Li Sheng
Every year from August to November - annual tourism industry
The busiest time is followed by longest National Day holiday and release of long-term unsatisfied demand
Many travel companies' domestic business has recovered faster than expected, and many companies may recover significantly from National Day War
The usual way for users to book a room is, of course, choice of an online booking platform, that is, OTA platforms such as Ctrip and Meituan
If there is no OTA
Consumers have to contact countless hotels and airlines to book hotel tickets, which is very problematic
One of advantages of OTA is that it solves this problem through technical means
Consumers no longer need to go to store to book a room, they can compare prices online
Easier and more convenient services are main reason why tourism industry is experiencing unprecedented demand for post-pandemic upgrades
Hotel changes after epidemic
What is role of third party hotel agency?
An early form of online travel is also biggest business model for an online travel company size of Ctrip to date
For first time, based on hotel agency model, company achieved a significant increase in number of hotel bookings
Shifting offline to online room bookings has led to an increase in online travel
We know that after Ctrip there are eLong, Tuniu and Tongcheng
They all rely on online agency booking model to get an early online online travel bonus
The hotel has two departments: own and agency
Self-managed model is independent research and development of products and direct purchase of resources
The entire process from production to service is carried out by us ourselves, such as Tuniu's direct overseas purchases
The self-employed Ctrip business is currently doing this. This model requires managing organization to be qualified as an independent travel agency
Users sign contracts directly with Tuniu and Ctrip, including contract fulfillment and billing
The agency model is to provide Ctrip, Tuniu and Ctrip products as a supplier to help you work
The two parties cooperate on a cost-plus basis.
Order consultation, pre-sales and after-sales services are handled by Ctrip's customer service team and this part of operating costs is responsibility of Ctrip
Merchants need to provide travel services only after product launch and booking. For example: Ctrip agency, Tuniu travel agency, etc. Today it is main mode of online travel
Compared to past, biggest change to platform has been increase in customer acquisition costs
Migration of customer acquisition methods, changing user pain points, and unified OTA value for merchants
At that time, third-party advertising played a huge rolehotel agency
You can use main OTAs for more than just attracting customers online
You can also distribute traffic from Zhihu, Douyin, Toutiao, Xiaohongshu, official accounts and mini-programs
They become a source of decision-making for users and also reduce sales pressure in hotels.
How should hotels succeed in OTA operations?
A hotel should think clearly
The end goal of an effective conversion is readiness.
Therefore, effective conversion of OTA customers will have value in future
OTA is your customer retention reservoir, it will keep bringing customers to you
We then put this part of guests in their own tank
A word in internet marketing: recruiting newbies, cultivating maturity, consuming and sharing
I write some steps
Share with everyone
1. Choose right OTA
2. Develop a good planning strategy
Number and type of rooms, pricing strategy, choice of time and season, etc.
3. Choose valuable clients
Frequency of consumption, price sensitivity, label characteristics, etc.
This step is very important and is also step to form guest tag. When filling out membership form
Content design is very important, so it needs to be customized for customer's specific situation
5. Effective Conversion
Most hotels have conversions, but there is no "movement" after conversion, and everything will be fine if you put it in member library
The basis of member service is member "data" and "tags". This is only way to maximize value of OTA guest conversions