Wednesday, 3 August 2011

Maximise Your Direct Share of late Bookings

This briefing was mailed out to Bookassist hotels across Scotland but stands up for any hotelier looking to maximise their share of online bookings direct from their own website.

Last Minute Bookings

The past week has shown a dramatic increase in late bookings (less than six weeks out) across the whole of Scotland from small inns to large resort hotels. You need to make sure that you’re maximising the opportunity for converting this business through your own website.

Best Available Rate

You must ensure that you have Best Available Rate on your own website through to the end of September. Web users may find you on a third party bookings website but large chunks of them will then check out your website for further information and your offered rate. It goes almost without saying that if your rate is higher there is no chance of switching the potential customer from the high commission third party website to your own low cost booking. Consider dropping a Best Available Rate box onto your site to grab the attention – we have a standard graphic available should anyone need one.

You must at least offer the same rate to convert this business at the lower cost of sale.

Maximise your availability

Again it should be a given but you need to ensure that you have as many rooms available on your own website as possible – right up to the very last minute. Increase the number of available rooms until the end of September if you haven't already and check when you are accepting bookings up until. If you’ve still got a restriction of several days ahead on your own website you may be losing out on valuable room sales – change it to same day for maximum impact.

Look at developing multiple night offers

With the Bookassist admin you can now create your own discounted offers for third or fourth of fifth night stays. Encourage longer stays with the use of selective promotional pricing for additional night stays. If you need further advice on how to do those contact your Bookassist account manager on 01292 521404

Add Ons

Ensure that your add ons are up to date and relevant for the summer period. Local visitor attractions, summer dining, room extras. All can help increase your secondary spends and guest satisfaction.

Facebook Searches

If you’re using Facebook at least make sure that you are using it to the maximum. Ensure you have Bookassist bookings and guest reviews embedded on your Facebook page and that any offers you are promoting on Facebook are available to be booked online. There is little benefit in promoting it through social media and then telling them to phone you! All your rates and pacakges can be sold directly through Facebook at your standard commission rate. If you need assistance again call your account manager.

Press and Online PR

If you have any offers or late availability send it to us at this email address and we'll post it on Scotland's For Me via Blog and Facebook. It's free and may just gain you some extra DIRECT business.

Please let us know if there’s anything we can do to help you maximise your business both in the short term and further ahead. Booassist in Scotland can be contacted on 01292 521404 or visit the Booakssist Website for more information on developing your online sales and marketing strategy
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