Does it matter how many channels you connect to?
YES! More channels is always better.
More channels = more online visibility = more bookings!
Why do you need to be connected to OTA's?
- Online Travel Agencies (OTA/s) give your property credibility as they are recognised by your potential guests.
- Potential guests use OTAs as research when looking to book accommodation. Most guests will then try to find their preferred property's website - usually in search of a cheaper rate, as opposed to commission-based rates on OTAs.
- If you are not on any OTA, the chances of guests finding your property when looking to book are reduced significantly.
Channel connectivity is one of the core functions of a channel manager.
More channels = more sites to update!
- With NightsBridge as your channel manager, all the sites/OTAs/channels you are linked to are kept up-to-date with your rates and availability in real-time!
How do more channels = more direct bookings?
The Billboard Effect!
This is when guests find your property on the OTAs, and then go to your own website to get more information, or see if they can find a better deal. Once they get to your website, they will hopefully "Book Now".
Cornell University, which was involved in the study for the billboard effect with Expedia, found that 65% of guests who book on the property's website, had visited an OTA prior to booking with the property.
That is how more channels = more direct bookings : )
Additional reading on the Billboard effect
Here are some links with extra info on the billboard effect:
- https://welcome.expediagroup.com/en/resources/hotel-distribution-strategy-resources-tips/how-to-make-the-billboard-effect-work-for-your-hotel
- https://www.hotelminder.com/are-you-using-the-billboard-effect-to-increase-direct-bookings#the-billboard-effect-explained
- https://www.hospitalitynet.org/opinion/4086623.html