A Quick Tip for Competing With OTA’s (Travel Tuesday)

For many hotels, OTA’s represent a double-edged sword: Sure you, like the revenue they provide, but aren’t so fond of the cost. And, with their deep pockets and technical know-how, competing with OTA’s head-to-head can seem like a losing battle. In my latest column for Hotel News Now , I explored 3 ways you can compete with OTA’s. Those tips are:

1. Recognized the world has changed
2. Build an actionable guest database
3. Encourage guests to share their great experiences

All three matter. But if you can only pick one, you must work to build out your guest database. Growing your brand and business depends on connecting directly with guests to bypass the costs of OTA’s, competitors, and yes, even sites like Google. Your success in 2015 — and beyond — depends on it.

There’s a lot more to this, so you really ought to read the whole column here when you get a moment.

Interested in learning even more about the future of hospitality e-commerce and marketing via the social, local, mobile web? You should register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” Developed specifically for hotel and resort marketers, the lessons can help your business adapt to the changing guest environment. You can get your free copy of the report here.

And take a moment to review the slides from my recent webinar, “Digital Marketing Directions 2015: Three Key Trends Driving Your Hotel Marketing Next Year” here:

Finally, you might also enjoy some of our past coverage of the social, local, mobile web and what it means for your business, including:

• Holy Crap! Mobile’s Even Bigger Than You Thought
• How to Use Emotion and Storytelling in Digital Marketing
• 4 Lessons You Need to Know from Google’s Affluent Traveler Report
• What’s the State of Hotel Reputation Management?
• 10 Essential Lessons Learned From HSMAI’s Digital Marketing Strategy Conference
• What in the World are Priceline and TripAdvisor Up To?
• It’s Time You Take Mobile Seriously. Here’s Why
• What Expedia’s Leaders Can Teach You About Digital Strategy
• The 4 Rules of Social Marketing for Hotel Marketers