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Hilton takes steps to level OTA playing field


This article, Hilton takes steps to level OTA playing field, seems to be re-appearing in HTMi EHospitality Times referencing a keynote address that Paul Brown, President of Global Brands and Commercial Services for Hilton Worldwide gave at the PhoCusWright conference in December.

The keynote was very well received. The part that struck me as interesting is that Hilton is focused on ensuring their properties are properly represented and merchandised across all relevant channels, including OTAs. This seems to be contrary to many other brands whose disdain for OTAs has been well documented in the travel media news.

Even more insightful is Hilton’s focus shifting from..

“Where do guest book?”

to

“Where are they making their decisions?”

I have always said that we as marketers spend way too much time trying to change/modify/support behaviour at point of purchase…at the expense of engaging with consumers throughout the shopping journey.

The decision to choose a specific hotel does not always happen at the same time as the booking itself. Hotels would be wise to invest time and money in the following:

  • Better understanding how consumers come to their decisions
  • Developing strategies and tactics to influence these decisions

This is why VFM Leonardo’s VBrochure product is so relevant to hotels. It provides them with the ability to create, publish and syndicate a compelling multi-media driven story to the channels consumers use to research, shop, buy and share travel online… across the platforms and devices they choose to access these channels.

It ensures that the hotel’s story is available to consumers where and when they’re making their booking decisions.

Engaging consumers in this way, from start to finish, improves the sales process and results in stronger conversions.


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