There is no doubt that to drive market share, scale matters. It’s important to have more negotiation power and deep pockets to drive Share of Voice and Brand Recognition . This is even more prevalent in the hotel market where the core travel value contribution - a room - is commoditized and made comparable by aggregator booking sites. This makes any brand building or distinctive positioning very costly. It is no surprise that larger hotel operators are in need of differentia

Challenge: in the context of the Hotel Industry, can you give me a clear definition of Attribute-based selling? Typically, in an attempt to answer a question like this and in times like these, you might be falling into either of the following categories: you know what ABS is, but barely any hoteliers has been using it, so you quite don't trust; you are not sure what's the real difference between attribute-based selling and ancillary services ; you quite don't know what it is

P roduct packaging and labelling is a pivotal marketing communication discipline. The packaging and labelling of a product communicates clues about the product experience, sets customer expectations and carries important symbolic meaning. A discipline completely ignored in the hospitality sector due to the current technology and distribution landscape the same physical rooms using different names, descriptors, and images having the capabilities needed to sell …., It’s time to

When talking about how hotel websites should be built to attract more customers and direct bookings, usually the discussion ends up mentioning the exact same features and attributes that have been told for decades. Including, but not limited to: responsiveness / mobile-first site speed good images good online booking engines and so on and so forth... But what's beyond that?What are the secrets and hidden gems that still remain untold? This is what this article is about and to

What is the difference between booking directly or with an OTA? What’s the added value a customer gets from choosing one over the other? What if there would be a way to make a difference? Offering the possibility to re-invent the booking journey means giving the power to the customer to tailor their experience, making them have a reason to choose your direct channel! This gives a sense of purpose as clients can immediately feel the added value they get by gaining control over

What's going on? Travel has experienced a total reset with the current Covid-19 crisis and the environment has changed with lasting...

With business slowly coming back there is the danger that OTA's are becoming even more powerful coming out of the crisis!

Differentiate your proprietary sales channels and re-capture OTA business.