Are you an independent hotel struggling to stand out on crowded online travel platforms? 

This episode gives clear advice on how to shine on OTAs and boost your bookings. 

If you’re running a hotel, or you’re about to open one, you probably know how important partnerships are. Especially partnerships with travel agencies and online platforms. These partnerships can help get more bookings, increase your hotel’s visibility, and even attract the right type of guests. But how exactly do you go about establishing and maintaining these relationships?

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Let’s walk through it together.

The Importance of Partnerships with Travel Agencies

Travel agencies, both online and offline, play a huge role in bringing guests through your doors. They act as middlemen, promoting your hotel to people who may not have found you otherwise. Establishing a strong relationship with them can be a game-changer. Why? Because they have access to a wide network of travellers looking for the right accommodation.

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If you’re wondering how to get started, the first step is simple – reach out. It’s always best to approach agencies that align with your hotel’s target market. For instance, if you run a luxury boutique hotel, partnering with agencies that specialise in high-end travel experiences makes sense. If you cater to families, find family-friendly agencies.

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Once you’ve made contact, don’t just stop there. Make sure they fully understand what sets your hotel apart from others. What’s your unique selling point? Is it your personalised service, your stunning views, or your proximity to popular attractions? The more they know about you, the better they can market your hotel to the right guests.

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Offering Incentives to Travel Agencies

Let’s be honest – travel agencies aren’t promoting your hotel out of the kindness of their hearts. They need something in return. That’s where offering incentives comes in. Whether it’s a commission on bookings or offering a free night’s stay after a certain number of referrals, incentives help keep agencies motivated to promote your property.

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A small gesture can go a long way. Think of it as giving them a reason to think of you first when they’re booking a trip for their clients.

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Leveraging Online Travel Platforms (OTAs)

We can’t talk about travel partnerships without mentioning OTAs (Online Travel Agencies). These platforms, like Booking.com, Expedia, and Airbnb, are crucial for any hotel’s marketing strategy. The reality is that most guests are likely to book through an OTA, as they offer convenience and the ability to compare different hotels in one place.

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So, how do you get started with OTAs? First, choose the right platforms. Not all OTAs are created equal. Some might specialise in luxury stays, while others are geared towards budget-conscious travellers. Make sure the platforms you choose match your hotel’s brand and audience. Once you’re on these platforms, invest time in making your profile stand out. High-quality photos, accurate descriptions, and up-to-date availability can make all the difference.

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Another key element here is pricing. Make sure you offer competitive rates. Most travellers compare prices across multiple platforms, and if yours is much higher than a nearby competitor, it could cost you bookings.

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Stay on top of your reviews. OTAs thrive on guest feedback. Encourage happy guests to leave positive reviews, and always respond to any negative feedback professionally. Prospective guests will notice how you handle complaints, and a good response can do wonders for your reputation.

Building Long-Term Relationships with Travel Agencies and OTAs

Once you’ve established these partnerships, the work isn’t done. Like any relationship, you need to nurture it over time. Keep communication open and regular. For travel agencies, provide them with updates on your hotel. Are you offering new services or discounts? Have you renovated any rooms? Keeping them in the loop will help them sell your property better.

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For OTAs, maintaining a dynamic presence is key. Update your listings frequently, keep an eye on your pricing, and adjust as needed. You might even want to consider running promotions from time to time. Flash sales or seasonal discounts can boost your visibility on these platforms and drive more bookings.

Collaborative Marketing Efforts

A strong partnership works both ways. If you’re partnering with travel agencies, why not offer to collaborate on marketing efforts? You could run joint campaigns, host familiarisation trips for agents, or even feature each other’s logos on websites. These collaborative efforts can be beneficial for both sides and can lead to an increase in bookings.

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Navigating Commission Rates & Contracts

Let’s talk about the not-so-fun part of partnerships, commission rates and contracts. It’s crucial to understand the terms before jumping into any agreement. Travel agencies and OTAs will usually charge a commission per booking. This can range anywhere from 10% to 30%, depending on the platform or agency. You might be tempted to look for the lowest rate, but be careful. Sometimes higher commissions come with better exposure, more prominent listings, or exclusive deals.

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Make sure you’re getting value for your money. Take the time to review the contract thoroughly, and don’t be afraid to negotiate if something doesn’t feel right.

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Keeping an Eye on Performance Metrics

As with any business strategy, you’ll want to keep an eye on how your partnerships are performing. Are you seeing an increase in bookings through a particular travel agency? Is one OTA significantly outperforming another? Track these metrics regularly so you know what’s working and where adjustments might be needed.

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Sometimes, things don’t go as planned, and that’s okay. Maybe an agency isn’t delivering the number of bookings you expected. If this happens, reach out and discuss how you can improve the partnership. It’s all part of maintaining a successful long-term relationship.

Are you ready to take your hotel business to new heights? Get your hands on our comprehensive guide, ‘Unlocking Hospitality Success: 25 Must-Know Insights for Independent Hotel Owners’. It’s packed with the wisdom you need to stand out in the crowded hospitality market. Think of it as your secret weapon to outshine the competition. Download your free copy now – just follow the link in the show notes!

Have you found success through a particular agency or platform?

Let’s hear about it in the comments below!

In Conclusion

Building and maintaining partnerships with travel agencies and OTAs isn’t just about signing a contract and waiting for bookings to roll in. It requires effort, communication, and a willingness to adjust strategies when needed. The stronger these partnerships are, the more likely you are to see your bookings increase and your hotel thrive.

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By investing in these partnerships and focusing on the long-term relationship, you’ll be setting your hotel up for success – and maybe even forming bonds that last for years to come.

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Now, go on and put these tips to work!

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In the next episode, I will be chatting with Mark Ross Smith, CEO and co-founder of Loyalty Data.