Hotels might be receiving significant revenue from the
reservations that are made through the site, but if they depend on Booking.com
for their reservations, they have little bargaining power
That’s why hoteliers have with Booking.com a love-hate relationship. They are unpleased by Booking.com’s attitude to be the
reservations leader but they can’t do without it as it really sells too much! “Many
consumers consider that all hotels are on booking.com, at least all that
matter”. The paradox here is that clients adore Booking.com and hoteliers
detest it and that is what link Booking.com and hoteliers.
I have worked with Booking.com and it is unbelievable
how they can be so persistent on their aims! They never give up! And
unfortunately there is nothing you can do to avoid it because you need them. My
manager even went to establish a price ridiculously high on the last room
available in the hotel so to sell it directly instead of selling it on
Booking.com. The relationship becomes really cynic.
But Booking.com’s influence can be balanced by hotel
digital marketing. And the most important actions I believe are to have a great
looking website as the majority of consumers prefer to book directly with the
property (in the hotel I worked, this was the case) and to diversify the
channels of reservation choosing the ones most relevant to the hotel’s segment.
In this particular hotel there were not really implementing this and as it was
an independent boutique hotel, in my opinion it could have been a good idea to
get the hotel listed on mrandmrssmith.com for example.
So, to conclude, I would say that Booking.com is an inevitable
partner of any kind of hotel (in fact, the hotel cited was one of the first to
enter on Booking.com within all the hotels in the region) but, its sales can be
abated, replacing them by other booking channels but most importantly, by
trying to increase direct bookings.
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