How to encourage returning guests to book direct

The rapid growth of bookings through on-line travel agents (OTA) in recent years has been hailed as a great opportunity for the hospitality industry. OTA aggregate listings permit the prospective guest to compare the rates of a large number of properties instead of having to check each hotel website separately. This often results in the prospective guest learning of the existence of a particular hotel at that destination and making a booking. While booking through an OTA means that the hotel must pay a commission, if this is a first booking by the guest then the reduction in net yield as compared to a direct booking can be considered a necessary marketing cost.... Get the full version FREE by signing up below!
   
   
 
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