Suppliers both new and old are doing all they can to get travellers to book directly with them. When apps work so well and hotels create personalised offers to incentivise travellers, it becomes more difficult to convince your travellers that you've got their best interests in mind.
Have you ever compared your hotel rates to those that the chains are offering in their latest advertising campaigns? PwC's Mark Avery, speaking at the recent Phocuswright Europe conference, says that there is little difference between his rates and those offered in the 'book direct' schemes.
Avery would like those book direct rates included in his online booking tool. His view is that the source of the rate doesn't matter so long as he can see the booking in his tool (and link it to risk management systems, profiles, etc.).
Such integration requires flexibility from both the supplier and the technology.
And lots of content does not always mean problem solved.
CWT's Vincent Lebunetel says that a variety of content is needed but that tools should take account of traveller preferences and display minimal options to the traveller. He maintains that travellers trawling through pages finding the type of hotel or seat they like wastes time and could potentially affect productivity, which was also raised in a recent report from KDS.
It is also helpful if your negotiated rates clearly show whether items such as Wi-Fi and breakfast are included. With more information available to them the traveller is forced to think about extra costs, value and it will hopefully help them make a better decision as a result.
Another suggestion BTiQ recently heard is to bundle an air fare, hotel rate and ancillary services in packages. Travellers would only then need to click once to book or, if available, choose filtered preferences. For example, a package might include a business class airline seat + lounge access + luggage + airport transfer + 4* hotel with breakfast and Wi-Fi or another package could include economy seat + speedy boarding + airline meal + rail ticket + 3* hotel with breakfast and Wi-Fi.
A Phocuswright study found many business travellers will start their trip search with an OTA, then look at the hotel's own website (and probably TripAdvisor) before eventually booking via their corporate OBT.
Content only makes sense when travel managers also consider product information, tool functionality and reviews from like-minded travellers.