The world of the hospitality industry owns different types of clients. We can see other services that they need according to the supply change in the industry. The supply chain starts with wholesalers, continues with Online Travel Agencies, and is followed by agencies.
For the OTAs, customers is highly important to focus the marketing strategy regardless of credibility and reputation efforts on tactics such as email marketing, digital PR, constantly focusing on owned media, and leveraging social media advertising to reach a wider audience and drive traffic to their website.
All these tactics are useful when the marketing strategy is focused on the right interaction with apps that increase value and reach the objective of the campaign. Booking.com was the OTA where the biggest number of reservations were made, with 55,3%, followed by Expedia.com, with 29,1%.
The present research is the first in Latin America to analyze the reservations made through OTA’s and to compare them with those received by the hotel website. Likewise, it analyzes, the percentage and number of reservations by different OTA’s, allowing to gain insight into the interests of the guests at the time of booking.
For agencies, I highly recommend focusing on customer reviews, testimonials, and SEO in local travelers that increase the organic traffic. SEO and established ad well-designed landing page help to visit the page.
To sum up, proper channels in the right audiences help to reach successful marketing and communications strategies in the hospitality industry.
