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What Are Hotels Not Spending Enough Resources on?


“If you’re willing to commit a percentage of your revenue to OTAs and 3rd party travel websites, why would you not commit some advertising money to your own website?”

Those are the wise words of Lennert De Jong, Commercial Director of citizenM Hotels. When it comes to marketing, he says not enough hoteliers are putting the proper emphasis on improving their own website.

In this video, Lennert explains how hoteliers are missing out on the opportunity to convert guests on their own website.

If you prefer to read the transcript instead, here’s what he said:

“I think hotels, in general, are not spending enough time or resources on understanding the impact of 3rd party internet sites and OTAs versus their own website. Hotels are treating their own brand.com website as a bonus channel. They see it as a fixed cost – something the marketing guy needs to fight for in the yearly budget. What hotels really need to understand is this: If you are willing to commit a percentage of revenue to an OTA, why are you not willing to commit, with a little bit of risk, some advertising money to your own website? That is where I feel hotels should be spending significant amounts of time and money on. You need to understand how your website business gets to you, work on your conversion attribution, and make your own website compete with OTAs.”

As Lennert explains, it’s important to better understand how your website business gets to you and how you can convert them once they arrive on your website.

Don’t be afraid to make your website compete with OTAs. As Henry Ford said: Competition is the keen cutting edge of business, always shaving away at cost.

If you’re interested in learning more about how to create a clear path to conversion on your website, register for our upcoming webinar on September 17 entitled “The Clear Path to Conversions”.


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