- Carina Stegmayer
Bye-bye Booking Engines (IBE): Why a Sales Engine (ISE) is the Future of Direct Sales in Hotels
Updated: Mar 14
If you want to avoid losing your share of direct sales and even increase it in the long term, it's worth taking a closer look at the comparison between an IBE and an ISE.
An ISE fulfills all the expectations that one has of an IBE, but it requires new technologies and data structures in the background that bring many other new solutions, including automated room assignments and optimization, as well as feature-based revenue management.
Above all, incredibly interesting and new data views on user behavior and preferences are generated. Based on these data evaluations, new sales and marketing activities can be planned, and decisions can be made regarding value-adding product improvements.
Most people are probably familiar with the saying from Henry Ford: "If you always do what you've always done, you'll always get what you've always got."
Many currently available IBE technologies (that have been offered since the beginning of online bookings in the 1990s) are mature and have reached the end of their life cycle because their logic and structures have not changed since then.
With an ISE, about 30% of guests book higher-quality room products, and on average, 20% higher average rates are achieved. For example, the value of additional upselling at a 3-star hotel is in the four-figure range per month. Even if you do not have more users on your site initially, the conversion rates (from looker to booker) will double. If you invest only half of the additional profit earned in direct activities, this is a budget that generates itself and creates new opportunities and ways to promote direct sales activities.
What happens when you suddenly have an infinite number of opportunities to position yourself distinctly from others and provide guests with real added value and reasons to book directly?
Maybe it's worth trying out, because making changes without changing the status quo will not lead to new results!
* Polydynamic refers to the ability to sell each room multiple times (i.e. "poly") and to adapt the sale based on the corresponding guest profile. This creates multiple ways to dynamically sell the same room.