According to recent study by STR, US hotel revenue reached record levels in 2012, with profit climbing to 24% of total revenue. Unfortunately, despite growing consumer preference for direct bookings… most hotels also saw an increase in their dependency on expensive OTA-driven transactions. This costly channel drags down profitability and frustrates property owners seeking greater ROI on their investments.
Thanks to web-based communities like TripAdvisor, travelers are sharing their experiences and affecting the subsequent purchase decisions of others. 70% of travelers actually change their mind about an intended hotel or destination after reading reviews of previous guests! If your past customers are talking about you online–whether it’s good or bad–join the conversation! It shows transparency, honesty and appreciation… good qualities for your brand to represent.