Hotels and OTAs failing to inspire guests

A new report from TrustYou suggests that hotels and OTAs are not yet fully embracing the opportunities around upselling and ancillary revenues.

The killer chart references the subject of the communications that guests recall having received during the crucial post-booking pre-stay phase.

trustyou + comms
Almost eight of ten guests get a booking confirmation, while communications around the mechanics of the stay are fairly strong. But hotels and OTAs seem less interested in inspiring guests in terms of what they can do in the destination, what they can do on property and specific activities.

Each of these represents an opportunity for hotels and OTAs to upsell, either directly or via partners, and it even looks as if the hotels are not interested in talking up their own on-property amenities.

The reluctance to inspire is surprising, given that guests are effectively a de facto captive audience once they have booked. TrustYou found that 80% of guests expect to be contacted by the hotel before they arrive.

Guests also prefer email over other communication channels, although the report identifies that hotels who engage guests through “messaging” see higher satisfaction levels from their customers.

Of the 16% of US travelers who used messaging services when communicating with a hotel, the most  frequently used apps were SMS (57%),  Facebook Messenger (36%), and iMessage (25%).

Click here for details on how to download the report in full.

Related reading from Tnooz:
Recruit Holdings acquires reputation and guest feedback platform TrustYou (Jun17)

NB Image by BigStock.

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Martin Cowen

About the Writer :: Martin Cowen

Martin Cowen is contributing editor for tnooz and is based in the UK. Besides reporting and editing, he also oversees our sponsored content initiative and works directly with clients to produce articles and reports. For the past several years he has worked as a freelance writer, specialising in B2B distribution and technology. Before freelancing, from 2000-2008, he was launch editor for e-tid.com, the first online-only B2B daily news service for the UK travel sector.

 

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  1. Jonathan Boffey

    OTAs should probably provide a more rounded service but I can guess that they have almost unlimited inventory to move onto so there is less incentive to tool up for a wide range of ancillaries. The hotel on the other hand has a much smaller number of room nights to play with so it should absolutely be maximising any second wallet aspirations.

     
  2. Jeff Howard

    OTAs, car dealerships and insurance company commercials are becoming awfully alike.

     
 
 

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