11 years
John,
Just reading your points above. I would like to add some comments here.
Hostels need to ensure that they have a presence on several leading OTA's or booking sites (especially if the source of business is mixed with heavy international).
The hostel should then ensure that their own website booking engine is not a "paid for" booking site - ie they are not using Hostelworld, Hostelbookers, Hostels.com for example on their own website.
I am still shocked today to scan some large hostels and hostel groups that have one of these engines on their websites. This immediately gives away 10/12/15% of the reservation value to the booking engine.
The hostel should have a booking engine on their website that feeds bookings directly into the hostel PMS, not going via any third party system, which the guest then receives an immediate confirmation via email from the hostel (automated of course), and an option for the booking to also be auto-allocated the bed or dorm in the PMS.
Why do I advocate selling beds on an OTA or Booking site, as well as your own hostel site?
There is empirical evidence to suggest that adding your hostel to a booking site like Hostelworld will give you an uplift in overall hostel sales. That said, there is also evidence to show that the average hostel guest is fairly IT literate, and will trawl the internet on a number of sites for a place to book. First port of call is often the global booking sites. If a traveller likes what they see, they will often look at the hostel website, to see what else the hostel might offer them. That is where you need to ensure you have invested some time in making the site look as attractive as possible, ensuring the site is a great advert for your operation.
Once the traveller has got to your website, you need to keep them there, and entice them to buy there and then. Having a well emblazoned "Book Now" button somewhere is imperative, followed by an easy to use booking site. Now, here is the next kicker. Make sure your booking engine on your website is not taking your potential buyer off your existing webpage, that might have a URL that includes any reference to your PMS, your booking engine etc etc.
I have seen too many times I have been on a hostel website, "www.mybigflashyhostel.com" for example, and when I click on the "Book Now" button, I am re-directed to "http://reservations.bookhostels.com" (for example!!)... Keep the buyer inside your website, and on your website.
I understand that rate parity of some booking sites is very aggresive in their T&C's, however where possible, ensure that your own hostel sites offer the best rates. Or if you do have rate parity concerns, offer them something that is outside of rate parity - "Book direct with us, get a free city tour walk included" or "Free Pint of Beer on Arrival" - if you have a bar. Simple things like that will sway some travellers.
Then once the bookings are in, you must be able to identify those guests who have not booked directly, and be able to suggest in some way that in future they do.
Again, I know of T&C's of some OTA's who demand that "they own the booking" and you cannot apparently directly market to the guest. Well, using your PMS to send an email to the guest (who booked via the online channel) a day or so after you have received the booking, confirming their reservation is not breaching these T&C's - but making sure that you have hyperlinked your website booking engine inside the confirmation, might make that guest book directly with you in the future.
Once the guest has checked in, ensure on the rego card / sign in card you can prompt them to sign up to your newsletter etc, have your front desk team ask directly if they would like to have future special offers emailed to the guest, and when the guest agree's, you have then bypassed the T&C's on the OTA website (in most peoples opinion) as the guest is opting in!
The traveller might not ever be coming back to your town / city etc, but the communication you provide to them, may get passed onto other travellers, or friends etc, and that might then push new bookings onto your own hostel website!
Your PMS should be advanced enough to be able to control all your channels, and the PMS should be advanced enough to allow you to market segment the traveller, and allow you to report statistical information about your guest to allow future planning for your marketing and how to target best those future guests.
Your own website should also have Analytics in the back end, which should give you an idea of what traffic hits your website as a re-direct from the relevant booking engines!
Hope this adds to a discussion!
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