Neil Salerno analyses the trend among hotels and airlines of "punishing" 3rd party bookers in order to coax them into booking directly.

The article makes some valid points, esp. regarding discrimination to influence a desired outcome...which is never a good strategy for an effective long-term relationship!

I believe a lot of what is said however, applies well to the smaller - medium segment of the market. When considering larger hotel chains who already have a considerable investment / base in online marketing and tools, it makes sense to shift as many bookers as possible to direct channels...it's far less expensive per booking! Also another factor that must be considered is the market and competition..and unusual conditions like prevalent, legal rate cartels (just visit the Middle East :)) Oh..and the BRG (Best Rates Guarantee) trend hasn't just been a trend-bandwagon...it's really done its job, at least for those chains who're dedicated to an honest, no small-print approach.

In the end though, we just have to take the right approach...never forgetting we're in the "Hospitality" industry and are selling "experiences"!

JJ

Read the article: Shame, Shame, Shame on You! Shortsighted Thinking is a Terrible Thing - By Neil Salerno :: Hotel News Resource

tags: hospitality