The Role of Opaque Sites in the Travel Planning Process
Expert: Chris Anderson
Opaque bidding mechanisms are particularly attractive to value-seeking, non-brand loyal consumers who want 4 and 4 ½ star accommodations but don’t want to pay retail rates. Sites like Priceline and Hotwire that have opaque mechanisms offer hoteliers an opportunity to price into this segment while maintaining higher rates at retail outlets. Leveraging these sites typically results in improved RevPAR.
Tips on getting started with opaque sites:
– Start using them as soon as possible
– Give higher rates with restricted inventory
– Use them day-of or day-before