Why partner with these products?

Travel sites reported significant 2014 revenues: Expedia $5.7 billion, Amadeus at E1,3 billion. With revenues like these it is understandable that every hotel would love to tap into those markets. So why are remote hotels and lodges cautious of tapping into these very lucrative channels?

Concerns include the effect of boycotts by specialist travel agents and tour operators. Lodges also fear that channels will create a price war climate that will ultimately result in cheapening their products and forcing rack rates to drop. In addition, lodges have logistical fears that these channels may have no concern for the guest’s knowledge or ability to transfer to and from complicated, remote locations.

Over the last few years we have seen many customers tap successfully into these channels. It takes effort and evidence shows that once the connection is established, and the right marketing effort is applied, the results are well worth it. As more products become available on these channel, we expect to see OTAs and GDS’ introducing ways to help remote travellers with complicated transfers – for now it’s not a problem at all – our customers playing in this space simply make the transfer arrangements as an added- on service to the traveller.

You may ask, how much effort is really needed for an online channel to sell my product? Getting return from this sales sector takes a lot of resources, time and work. Consider each travel portal as a new business relationship except, unlike traditional agents, you need to manage your own rates, your online listing and you need to learn how each travel portal works so that you can optimise sales over your competitor’s listings. Start with a few channels and, once you’ve monitored the trends and your team are experienced in working with this space, start expanding to more relevant portals.

Partnering with these kinds of products ensure new and incremental business for your lodge / property. You are guaranteed unmatched exposure with your stock visible and accessible to aspiring travellers all over the world. This promises a wider range of customers – reaching travellers with different purchasing patterns and travel profiles from luxury-minded early bookers to last-minute deal seekers.