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Improving the quality of hotel content can help buyers to reduce leakage from their travel programmes, according to a new report by hotel solutions provider HRS.
The report entitled ‘Content is King’ found that reducing the number of bookings made outside the travel programme was a key priority for 80 per cent of buyers. The white paper was released at the Business Travel Show in London,
HRS said in the report that improving the quality and depth of information provided by hotels within the travel programme could increase compliance.
The company said this included offering more and better quality photographs of each property, while offering more detailed descriptions of the hotel also helped to increase conversion rates.
Jon West, managing director of HRS UK and Ireland, said: “After extensive research, we have found that leakage from travel policies is a huge issue for travel bookers. It is important that hotels not only provide the most effective information to display to those booking but that they also choose the right distribution channel to place their content.
“It is now estimated that 42% of the overall managed travel market in Europe is made of online bookings, so correct content on the right channel can have a major effect.”
HRS has also included tips on the best practice on improving hotel content to help reduce leakage.
The ‘Content is King’ white paper can be downloaded from hrscorporate.com/leakage.