Author: Tomeu Fiol

For hotels, it is now more important than ever for each of the actions and processes involved in the purchase cycle of their consumers to be verified, manageable and optimisable.

One of the main benefits of fostering loyalty is the opportunity to obtain new bookings from repeating clients via a direct channel, thus saving expenditure on commissions. To do this, you will need to focus on the contact details contained in the increasingly important Hotel Data.

More and more, the goal of many hotel chains and independent hotels is to decrease how much they depend on OTAs and tour operators; in other words, improving their infrastructure in terms of direct sales strategies and tools that enable them to be more independent. Even though in some cases this means a substantial investment, the result is satisfactory, especially when they start having more direct reservations. But, which is the ideal combination to reach this goal?

From ADGTravel and Hotelinking, we have conducted a global benchmark study on newsletters. In it, we analyse the messages and their usability to evaluate their effectiveness and conversion power.

Nowadays we live in a digital reality that allows us to evaluate products and services, and have an impact on other consumers’ purchasing decisions. In the tourism industry, this is even more pronounced.

As previously mentioned, a solid contact database is one of the most important assets for a hotel. Yet after the entry into force of the GDPR, hotel chains and independent hotels have seen their databases substantially reduced.