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How Marketing can help hotels in the ‘new normal’

With Covid-19 having affected every sector, simple things like traveling and eating out will never be the same again. However, even during these hard times, we tend to look for light at the end of the tunnel. As the hospitality sector is slowly reopening, hotels need dynamic marketing, communication and branding to gain guest confidence.

It is time for hotels to relook at their marketing strategies. Customer preference and behaviour have undergone a drastic shift. Their spending pattern has become more conservative. While cost-rationalization is a concern, there are still some marketing actions hotels can follow to get themselves ready for recovery.

It is critical not to go dark during this period but to keep proactive communication ongoing with your retail & corporate customers and channel partners.

Here are few tips to make the most use of marketing teams during this time of uncertainty –

  1. Communication, communication and communication. There is a reason they are called guests, and not customers in a hotel. This is the time to reach out to them. While you should be utilizing your social media / email and other channels, do not forget the old way of calling your loyal guests and partners to enquire about their well-being.  Share the measures you are taking to ensure safe environment.
  2. Your employees are your biggest brand ambassadors. Keep your employees active on social media, encourage them to share their experiences. Bring the human element in your hotel to showcase your core values.
  3. As you prepare to reopen, do an audit of your website content. That famous buffet would not be such a big draw now, nor will be the Saturday DJ Night. People are concerned about safety and social distancing. Explore what you can offer instead. The focus is on family, health and wellbeing. Experiences will prevail over pleasures. Create your packages around that.
  4. This is also the time to update your website assets. Post video and images of your sanitization process. Your housekeeping staffs are going to be your key player in gaining guest confidence.
  5. While taking recovery plan into action, it is important for hoteliers to know about the revenue management strategy and pricing strategy. In these uncertain times, traveler confidence is at an all-time low. A flexible cancellation policy will go a long way in attracting probable guests.
  6. This is also time for hotels to respond to reviews they have missed earlier due to work constraint. Create a review policy and reply to guest feedback with measures you are implementing to address their concerns.

Focus on the future and think what we can do to prepare for recovery. In times of crisis, it is even more important for hoteliers to maintain a public image, have a strong presence in social media, regular contact with clients and partners, to keep distribution channels populated with offers and rates they normally provide, even as business remains slow.

It is imperative to have the right technology partners that can help you update your hotel’s online content, rates and inventory across multiple channels effectively and seamlessly. Considered one of the best hotel channel managers in the market, RateTiger is integrated with more than 400 OTAs and works closely with 9000 hotels globally. It is the distribution connectivity partner of choice for large hotel groups, mid-scale chains as well as independent properties in both luxury and budget segment worldwide.

Connect with us for your connectivity needs to make the most of hotel online revenue- https://goo.gl/3gKUJZ

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What are the Best Practices for Creating a Google Hotel Ads Campaign?

Google Hotel Ads has emerged as an important channel for hoteliers to improve online exposure of their properties. In this blog, we list out some of the best practices that are involved with the creation of a Google hotel ads campaign.

What are the Best Practices for Creating a Google Hotel Ads Campaign

About 4.5 billion searches are made on Google every day, making it essential for every business to have presence on the platform. Over the last few years, Google Hotel Ads has emerged as the most popular platform in the metasearch space.  Which for years have been dominated by the OTAs. GHA which aggregates your hotel rates from participating OTAs and brand website and displays your hotel rates and availability on Google, across desktops, tablets, and mobile devices? Find out about some of the best practices for the creation of a Google hotel ads campaign.

Familiarize yourself with the interface

In order to be successful with Google hotel ads, it is essential to be familiar with the interface and know what goes into it. The sign-up process is quite similar to Google PPC campaign. Hotels need to create a Google Hotel Center account to send and manage hotel rates and availability across Google. The interface is user-friendly, effective and efficient. Once you have listed your property, connect your prices and availability to your ads by linking your Hotel Center account to a Google Ads account and start advertising.

Use data to your benefit

Data that is recorded by Google systems lets you pinpoint those things that are/are not working. Reports every week are offered in detail, and how your campaign is proceeding in each device. Make use of opportunity reports every week to detect missed opportunities. Know about the areas that you might have improved on, and prepare better for bid optimization in the following round.

With conversion tracking, you can exactly find out what happens when anyone visits your site. You can get information on cost per acquisition, how long a person stays in the accommodation and whether or not they booked a room. The use of this information and other performance metrics for the adjustment of Google hotel ads booking campaign strategies can help you to derive the best from your experience of Google Hotel Ads.

Group hotels and manage bids better

In case you are operating bids for more than one hotel property, group the properties together. This can let you manage the same in a more efficient way and optimize returns on investment. The principles happen to be the same for each hotel property that is part of the group. When you structure bids, you have to remember that.

Optimize your ads

For optimizing your ad spends, Google recommends hotels to provide entire inventory to Hotel Ads along with room and package Meta data. The details comprise of data about occupancy levels and rooms, and all the updated prices and active bids can ensure accuracy of prices. The ads which notch up the best numbers are generally those that offer the most information. Optimized ad can help hotels to have much better business and increase the bottom line.

Google Hotel Ads campaigns can provide future travelers with the chance to reserve a hotel room at many important hotels all through their research. Wherever a user makes decisions related to travel, hotel ads are surfaced by Google to assist them in the assessment of booking options and pricing available to them.

Find Hotel channel manager and Online Distribution.

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Spanish upscale hotel endorses RateTiger for distribution connectivity

Hotel Guadalmedina, an upscale hotel in Spain has recommended RateTiger for stable and seamless connectivity with world’s leading OTAs. The hotel, which has been using RateTiger Channel Manager for online distribution, has improved its visibility across OTAs resulting in positive revenue and occupancy growth.

Located in picturesque Malaga, Hotel Guadalmedina is a four- star property largely catering to leisure travelers. A popular choice for international tourists, especially from Western Europe and North America, it’s important for the hotel to maintain visibility across global and regional OTAs and metasearch sites. They have been leveraging RateTiger’s XML interface with leading channels to maintain real-time rate and availability for maximum exposure. RateTiger provides fully integrated, two-way XML connections to over 350 global and regional online booking sites.

“It is a very useful tool for rate and inventory management. RateTiger is fast and accurate, and any change in price and availability is immediately reflected across channels. The quick-close option has made it really easy for us to minimize overbookings,” said Gloria Noblejas, Director, Hotel Guadalmedina.

Prior to using RateTiger, Hotel Guadalmedina was finding it difficult to manage online sales channels. They signed up for RateTiger Channel Manager in 2010 and for the last eight years, they never had to rethink. Since partnering with eRevMax, the property has improved their online exposure considerably by expanding their distribution mix.

“Having tested other solutions available in the market, we can say RateTiger is far ahead of others when it comes to usability and support,” commented Gloria Noblejas, Director, Hotel Guadalmedina.

Meet the connectivity experts from RateTiger at FITUR Stand 10B08 in Madrid from 23 – 27 January 2019 – book a meeting now – https://bit.ly/2F6knJ0

 

 

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eRevMax to unveil AgentX101 at WTM London 2018

The ‘first of its kind’ 360-degree management solution for Travel Agents & Tour Operator

eRevMax, the global hospitality technology leader, will unveil its revolutionary new integrated management solution for Travel Agents & Tour Operators – AgentX101 – at WTM London 2018, being held between 5 – 7 November at ExCel Centre.

AgentX101, powered by LiveOS, is the latest addition to eRevMax’s award-winning suite of products for the hospitality industry professionals that are looking to manage their business efficiently and optimize profits.

“We have always endeavored to build innovative technology that is intelligent, easy-to-use and affordable – to help simplify revenue management and connectivity needs of the hospitality industry. With AgentX101, we go one step further in empowering over 600,000 travel agents and tour operators worldwide, to streamline their daily operations and focus on creating, managing and delivering memorable journeys for their clients,” said Reuel Ghosh, CEO, eRevMax.

The first of its kind management platform for Travel Agents and Tour Operators, AgentX101 provides 360-degree visibility into production sources and suggests actions and alerts to maximize potential. Already tested by some of the biggest names in the industry, the web-based solution will help travel agents automate their daily tasks, improve decision making with real time data, and gather all business information in one place.

eRevMax will also be showcasing it’s recently launched Central Reservation System along with new enhancements in RateTiger and LiveOS.

The company is co-hosting the HospitalityUnited.Club Drinks Reception @Stand TT720 on 6 November 2018 at 5pm. To register, contact us on marketing@erevmax.com

 

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eRevMax announces 2-way integration with Nitesoft

Award-winning hotel connectivity expert eRevMax has completed 2-way integration with Swedish cloud-based PMS Nitesoft. The strategic partnership between the two companies will automate the distribution of availability, rates and reservations for hotel clients.


Nitesoft is a leading cloud-based hotel management platform in Scandinavia that incorporates a wide range of features for hotels, chains and serviced apartments, independent of size or operation type.  Following the integration, hotels using RateTiger channel manager and connectivity solutions can now receive all OTA generated reservations directly into their PMS, thereby eliminating manual handling of reservation notifications.

“The connectivity between RateTiger and Nitesoft PMS has proven to be highly reliable and easy-to-use. It means more sales and higher margins for our hotel customers. They can now exploit the full potential of a vast selection of OTAs, GDSs, Metasearch and Wholesalers available via the eRevMax Channel Ecosystem to expand visibility and revenue potential,” said Jan Linders, CEO, Nitesoft.

“Scandinavia is one of our key growth regions, and this interface with Nitesoft PMS will be beneficial for our mutual hotel customers. The secure XML connection ensures live rate and inventory as well as booking data flow, thereby keeping their Nitesoft PMS updated automatically, allowing the hotel manager to focus on other key aspects like guest engagement,” said Ashis Saha, SVP – Project Management, eRevMax. 

 

 

 

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Hotel Okura recommends RateTiger as the best Channel Manager

One of the most luxurious 5-star properties in Macau, Hotel Okura has endorsed RateTiger Channel Manager as the best-in-class online distribution solution. The hotel has been using the award-winning solution from eRevMax since 2011, for management of rates and availability across all connected online sales channels with great results.

Located next to Galaxy Macau, Okura Macau is a top-rated five-star accommodation with 488 rooms spreading over 25 floors.  A popular choice for luxury travellers from China and South Asia, the hotel has been leveraging RateTiger’s two-way XML connectivity with all leading regional and global channels thereby helping them expand their online reach – in sync with the hotel’s motto of “World Class, Asian Heart”.

“RateTiger provides us with all the major channels including regional channels and wholesalers to efficiently distribute rates and inventory, which has resulted in improved occupancy and revenue.  The ‘real-time update’ of rates and availability happens in the true sense helping us stay ahead in an extremely competitive market like Macau,” said Phillip Lou, E Business Manager, Hotel Okura Macau.

“It’s a powerful tool for the ease of connectivity and making quick updates across all channels seamlessly. The detailed demand information ensures our selling strategies work more effectively. On top of that, the excellent support and training gives us the opportunity to comfortably use new product features and make the most of their innovative offerings. We consider RateTiger a reliable partner for all our connectivity needs,” concluded Phillip.

Since partnering with eRevMax, the property has improved their online exposure considerably by expanding their distribution mix.

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eRevMax Certified Under EU-US Privacy Shield Framework

Hotel distribution connectivity leader eRevMax has announced that it has been certified from the U.S. Department of Commerce for the EU-U.S. Privacy Shield Framework program. This certification assures that eRevMax solutions meet European Union’s General Data Protection Regulations (GDPR) for the transfer of personal data between the U.S. and EU.

 

eRevMax’s solutions, RateTiger and LiveOS are used by over 9000 hotels globally for distribution connectivity. The self-certification validates the company’s already impressive data security initiatives including ISO/IEC 27001:2013 and PCI DSS certifications.

“This certification is a testimony to eRevMax’s commitment in delivering the highest standard for privacy and security to global customers. Our customers are very important to us, so we want to assure them, and their customers, that their personal information is safeguarded and that we have the most updated and appropriate data privacy systems and processes in place,” said Udai Singh Solanki, CTO, eRevMax.

Designed by the U.S. Department of Commerce and European Commission, the EU-U.S. Privacy Shield Framework reflects the new requirements for foreign exchanges of personal data for commercial purposes replacing the previous Safe Harbor framework.  The new arrangement includes stronger data protection obligations for companies receiving personal data from the EU, effective protection and redressal for individuals, and annual joint review to monitor the implementation.

To join the voluntary Privacy Shield Framework, eRevMax self-certified to the U.S. Department of Commerce and publicly committed to comply with the framework’s requirements. The company completed a rigorous process to align numerous privacy policies with the new regulations before receiving its certification.

To read eRevMax’s privacy policy click here . To view Bullhorn’s EU-U.S. Privacy Shield Framework certification click here . For more information about the EU-U.S. Privacy Shield Framework, visit www.privacyshield.gov.

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Hotels capitalize on the Royal Wedding

This month is set to be an exciting time for the UK hotel industry. And we are seeing a repeat of 2011. As it happened back then, Prince Harry and Megan Markle’s wedding announcement also led to huge surge in hotel prices in and around Windsor.

The rate shot up immediately after the announcement of the wedding date. Recent report by HotelsCombined suggests that hotel prices have trebled in Windsor. The mega event which is expected to bring some 100,000 domestic and international visitors – is undoubtedly the high point for the local hotel industry.

We did a quick hotel search for Windsor on Kayak for the third and fourth weekends in May. The same hotel which is quoting over £700 for a room during royal wedding is asking for £200 for the very next week! Dynamic pricing is clearly wreaking havoc!

It’s understood that during the time of high demand, prices will rise. The dynamics of hotel pricing has always been a classic case of offering the right rate at the right time to the right audience. With surge pricing becoming accepted by people, companies are combining real-time data, instant gratification and dynamic pricing – to make the most out of any situation.
Hoteliers in Windsor is following the ‘Uber’ model. Super high rates are applied with the expectations that people are desperate enough to book at any rate. Is the hotel industry justified in increasing the prices thinking it’s the time for the kill? 

The Royal Wedding of 2011 tells a different story. While millions flocked to see a commoner marrying the future prince, they opted out of staying overnight at hotels because of the high rates. In the end, the hotels had only themselves to blame for losing out on revenue and goodwill. 
Hotel pricing has always been a never-ending roulette for the revenue manager – balancing the high season vs low season, exorbitant rate vs customer loyalty, RevPAR vs Occupancy, and price optimization vs revenue optimization. Dynamic room pricing is a reflection of not only the customer demand, but what the customer perceives to be the value of your room.

Thanks to the competitive rate benchmarking tools available in the marketplace, most hotels now monitor real-time online rate performance and see how they can change their prices more frequently to increase revenue. Dynamic pricing along with real-time connectivity allows hotels to adjust rates constantly based on demand and supply. 

With rates getting more transparent, hotels are moving away from pricing only approach, and including availability, loyalty and personalization in their revenue management process. While there always is a provocation to maximize rates in a super-event like the royal wedding, there needs to be more strategy behind these rates to better align them with customer expectations, which in the long run, helps build strong brand loyalty. 

It is important for the visitors not to feel “ripped off’ as the peak period customers understand prices better and there instils a sense of loyalty. Even dynamic pricing can be transparent if the multiple factors behind the increased rate are clearly communicated. The key is to have a clear rate strategy in place based on demand as well as product to avoid extreme peaks and valleys. Past experience suggests that the peak in demand is usually for a short duration. 

If hotel rates fall by over 400% immediately after the peak rate, it shows the shoulder period is not covered. For the hotels, the biggest blunder could be to get too greedy and try to earn ‘quick bucks’ at the expense of long-term customer value and loyalty. 

The royal wedding in 2011 did not bring London hoteliers more guests or long-term returns. Rather, high value tourists and business travellers, wary of surge pricing and crowds, stayed away from the city during the period. There is a high chance 2018 would not be any different.

Learning from the past, hotels should use the event as an opportunity to showcase Britain to the world. UK is already the sixth most visited country in the world, and London is one of the most expensive cities for tourists. 

Analysts expect an influx of about £300 million to come from tourism as an effect of the royal wedding. Hotels can use this to build a legacy or compromise their tomorrow for a quick return today.
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Argentinian luxury hotel chain recommends eRevMax for online connectivity

3 luxury properties of CasaSur Hotel Collection using RateTiger for managing OTAs
 
 
 
 

CasaSur Hotel Collection – a luxury hotel chain in Argentina has endorsed eRevMax for improving online connectivity. All three properties of the group, namely – CasaSur Recoleta, CasaSur Bellini and CasaSur Palermo, have been using the award winning RateTiger Channel Manager to update rates and availabilities across online sales channels for the last three years.
Located in Buenos Aires, CasaSur, with three luxury boutique properties, caters to upscale business and leisure travellers – both international and domestic. The revenue management team is leveraging RateTiger’s real-time connectivity with over 300 online sales channels to connect to the better producing OTAs, resulting in an increase in occupancy and profit.
“RateTiger is more than just a channel manager. It’s a powerful tool for the ease of connectivity and making quick updates across all channels. The detailed demand information and scores ensures our selling strategies work more effectively. On top of that, the excellent support from RateTiger team is what makes it the perfect partnership,” said Daiana Casas, Reservations Manager, CasaSur Hotel Collection.
“At eRevMax the focus has always been on providing hotel partners stable connection with a bouquet of choices for making the best use of their distribution mix. RateTiger and LIVE OS have been built with a vision to make online sales simpler for hotels, and CasaSur’s recommendation is a testimony to that,” said Julián Lindt, Latin America Sales Director, eRevMax.

 

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eRevMax continues to lead the travel tech segment at #WTM2017


                           Signs new clients and partners, hosts exclusive evening for hotels

eRevMax has drawn a strong and positive response from hotels and technology partners at the recently concluded World Travel Market in London, with multiple hotel customers signing-up for its different products.

The company is a regular at the tradeshow and exhibited its portfolio of distribution solutions RateTiger and RTConnect as well as hospitality operating platform Live OS. The eRevMax stand at the Travel Tech Pavilion saw an impressive turnout of hotels and technology providers keeping the team busy through the three event days. 

The exclusive ‘invitation only’ party aboard the Sunborn Yacht Hotel, hosted in association with our partners HotelsCombined, Sojern and Travelport on 7th November 2017, proved to be a hit with peers from the hospitality industry coming together to unwind and network over cocktails.
Here are some pictures from the events –