How to improve rating of a hotel in OTA? Do you know how to manage a hotel manager? I will teach you more

Original: Li Sheng

In recent years

The number of hotels in my country is growing rapidly and competition in hotel industry is quite fierce

Low occupancy and few bookings have become biggest headache for many hoteliers

Then how to solve problem of a bad hotel rating in OTA

Low reservations, low CTR, few bookings, etc.

01

A brief introduction to OTA - Meituan as an example

Meituan platform custom portrait:

1. Younger than 20-35 years old, love new things

2. Leaps of thought

3. Must-See Ratings and Reviews

4. Must-See Room Types and Photos

5. The product is transparent and offers many options

6. Local users prefer

02

Tips for placing OTAs in hotels

1. Development of products for clients

Add hotel name suffix, about hotel name

Whether hotel has branches or not, store name suffix is ​​very important

On one hand, it is convenient for clients to search at a fixed point

Another aspect is enhancing customer experience

Stand out among many hotel names

Example:

Thank Inn Chain Hotel" and "Thank Inn Chain Hotel (Chengyang Century Park Branch)", of course, latter is more attractive

Basic information about type of hotel room should be perfect

Basic information about type of hotel room, including bed

Images such as toilets and amenities should be clearly written

It is convenient for customers to choose room they like in time according to their needs

In addition to photos displayed on external network and basic information about type of hotel room, customer has requirements

We also look at whether hotel offers additional services such as extra beds, breakfast and upgrades. Therefore, if hotel has these preferential services

Be sure to write clearly in OTA.

2. Content Marketing OTA with Q&A

There is a Q&A section on OTA platform

More and more customers of Kashi online booking pay attention to content of this question and answer, so it is also very important for operation of this sector

As for content of question and answer, it must be convincing and cannot be answered as a whole. To highlight features and benefits of store

What are advantages compared to other companies

Alternatively, you can also create an account and do marketing by asking yourself questions

Pay special attention, content of answer should be dry and can really help

Direct advertising can be counterproductive

Example:

3. Feel free to respond to comments

When customers choose hotels in OTA

I will definitely read popular reviews and recent reviews

If reviews are poor, a low score will affect hotel's OTA rating, and customers are more likely to choose other hotels

As a result, hotel reservations are low and bookings are smaller

4. Paid Marketing

The platform packages hotel into various forms

Get more attention with this

There are currently three common types of paid marketing. The first category is advertising space, and second is self-promotion of OTA platform.

The third category is search engine marketing, where hotel name appears in hotel channel search box

Example:

Many hoteliers are wondering if paid marketing is worth it

The OTA platform is currently one of most accurate customer acquisition channels

Place ads on it and your ROI (cost-benefit ratio) will be much higher than other platforms

The self-media platform is more like a brand showcase channel, customer acquisition is difficult, and relative conversion rate is generally not too high

Relative ad value on OTA platform

Although hotel will do its best to satisfy every guest

But it is still inevitable that some details will not be done properly. If rating of tenants is low

Either rating is not good, hotel manager should solve this problem in time. For example, answer should be skillful, and number of words should be as large as possible

In brief

In addition to using techniques described in previous issue, to increase level of impact on OTA platform, the hotel also needs to do a good job on internal management

Communicate with customers by exceeding their expectations and providing additional services

Turn entertaining guests into entertaining guests by helping hotels get more traffic and bookings