How has the fight for direct bookings evolved?

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Boutique Weekly by BLLA
February 21, 2018
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Founded 10 years ago as a uniting force across this ever-growing hotel niche, the association is committed to supporting and promoting the very best boutique hotels across the world. We’ve compiled the list that will be soon presented on Stay-Boutique.com to offer the world’s best site for sourcing authentic and high-quality boutique hotels. This site is currently being re-built, so stay tuned! Funded through BLLA’s membership revenue, the site takes no commissions or fees, so 100% of the booking revenue goes directly to the hotels. If you’re not already a hotel member, follow the links: http://www.blla.org/membership

Founded 10 years ago as a uniting force across this ever-growing hotel niche, the association is committed to supporting and promoting the very best boutique hotels across the world. We’ve compiled the list that will be soon presented on Stay-Boutique.com to offer the world’s best site for sourcing authentic and high-quality boutique hotels. This site is currently being re-built, so stay tuned! Funded through BLLA’s membership revenue, the site takes no commissions or fees, so 100% of the booking revenue goes directly to the hotels. If you’re not already a hotel member, follow the links: http://www.blla.org/membership

This Week's BLLA Commentary

Booking Wars – The Hotelier’s competition for digital exposure

Living in the digital age is advantageous for anyone with a product to sell. While the ability to vend products and services on a digital basis exponentially increases chances for sales, it creates market competition. Online hotel bookings are no exception. Since the internet revolutionized the hotel industry, property management professionals and independents have been fighting for top visibility on online booking platforms.

OTA’s or Online Travel Agents have become the go-to place for travelers to research and book their trips, although the tide may soon shift. With prices of all major airlines or hotel rates readily available, OTA’s made navigating lodging and transport options easy. However, the increased competition for the service providers in conjunction with commissions ranging from 10 to 30 percent, benefits for the OTA outweigh the positives for other participants of the booking transactions.

In addition to the change in digital booking services, hotels now must compete with home-sharing services like Airbnb and VRBO among the many now available. These marketplace developments call for a re-focus on direct bookings. Direct bookings rid the hotel property revenue cuts due to booking commissions, and the buyer potentially saves more as the commission incentive that would typically come from at OTA is eliminated.

Google is providing their solution in the form of booking straight from search results. It plans on using algorithms and search history to create suggestions for destinations, explains Esther Hertzfeld for Hotel Management: “The new functionality is a continuation of Google's strategy to own the travel sector. In December, the company added price tracking and deals to hotel search as it previously had done with flight search. Then, in January, Google started using artificial intelligence to predict flight delays before the airlines even send out notifications to customers.” These steps are in line with Google’s efforts to completely overhaul the way we book travel. Hoteliers and travelers alike stand to gain much from this renewed focus on direct bookings.

Stay Boutique is BLLA’s answer for the market. Based on the expertly drafted list of verified boutique hotels, Stay Boutique will provide direct bookings at no cost to the traveler or to the property.

BLLA has spent the better part of the last decade identifying, representing and championing boutique hotels. With our extensive knowledge of this subject within the lodging industry, we will use our resources to increase site traffic and eliminate the unnecessary mediocre customers typically encounter when planning their travels.

Technology moves quickly. We’re sure to see more and more market solutions as we progress into 2018. Boutique properties have the unique ability to test and implement said solutions swiftly due to their tightly-knit operations.

Frances Kiradjian

Frances Kiradjian

Founder & Chair, BLLA

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Association Announcements

Two Roads Hotels

Two Roads Hospitality joins BLLA’s Inner Circle Club! Two Roads exemplifies what it is to be boutique. A champion of individuality, each property under the Two Roads Umbrella is known for it’s distinct personality and embodying the community in which it is located.

“Two Roads Hospitality is quickly becoming a leading independent lifestyle hotel management company. Our properties create distinct experiences from the moment you check in. The portfolio includes the Alila, Destination, Joie de Vivre, Thompson, and tommie brands.”


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BOUTIQUE HOTEL INVESTMENT CONFERENCE JUNE 6, 2018
NEW YORK

BLLA Become a Sponsor

This Week's Resources

  Protecting Your Hotel Property During Awards Season
  The subject begs several questions. Is the hotel safe deposit box regularly and properly used? To what extent does a hotel use a commercial policy to cover guest property, such as cash and other high-value property?
  http://www.hotelexecutive.com/business_review/5587/protecting...
  What Is Social Proof, and How Can You Use It on Your Hotel Website?
  Shop on the web for a short time and you’ll quickly realize how integral social proof is to the online shopping experience. This social proof comes in numerous forms, from customer reviews and testimonials to star ratings and Facebook Likes. All of which let shoppers know that the service or product they’re interested in comes recommended by others.
  http://www.hotel-online.com/press_releases/release/what-is-social-pro...
  Get more transient business by geo-targeting AdWords
  If you are looking for a clear and actionable plan of action that you can implement for your hotel, then you are in the right place.
  https://ehotelier.com/insights/2018/02/16/get-transient-business-g...

About the Association


Uniting the world's independent boutique and lifestyle hotels.

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Boutique Weekly by BLLA
February 21, 2018
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Boutique & Lifestyle Lodging Association

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