Understanding the significance of developing your own marketing channels is important to the bottom line. For example, hotels when they contract out—give rooms to Expedia-- are paying about 23% (commission) vs. 5% with a direct booking.
Leveraging the use of your own brand is very important, but we consistently see a number of hospitality owners and operators such as hotels, golf courses, etc, not establishing their own marketing environments first.
Your Brand Voice, for example, offers marketing systems and tools that allow brand owners and operators the ability to capture and manage their own data and marketing environment. Founder Bryan Bruce says. “A lot of people don’t look at that."
After years of high traffic for businesses, the last few years have been slower. This made it tempting to put inventory on online travel agencies or third party deal sites instead of investing in their own digital marketing or loyalty program environment.
“I cut myself off from (OTAs) because I lost money by using them,” Cy Michaels, owner of the La Quinta Inn & Suites said. “It’s a negative thing—those (third) parties. ... They don’t make the customer happy, they don’t make the owner happy. You have to cut them off.”
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