OTA Channel Management

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OTA Strategy

If you ever worked with OTAs, you can empathize when you hear the words “necessary evil”. We hear over and over again from our clients “we hate the margins, but we need their business”. After all, independent hotels are paying up to 30% commission for every booking made so it’s natural to question whether or not you need to partner with OTAs like Expedia, Priceline, and Orbitz. With an effective OTA strategy in place, you will not only increase the ADR from the OTA channel, but you will also see an increase in ADR from your direct channels leading to the highest RevPar levels your hotel has ever reached. LightsOn Digital has a proven model that has helped over 20 hotels beat the competition using the LightsOn OTA strategy.

Why Have an OTA Strategy?

High Visibility

Whether you are an established hotel or a new property, you can provide instant visibility by employing an effective OTA strategy that makes it easier for consumers to book your hotel. OTAs, i.e. Expedia, Priceline, Orbitz, etc., continue to provide the “billboard effect” and continues to grow in demand year after year as they invest in key technologies such as mobile.

Mobile Strategy

Every channel is seeing explosive growth in the number of mobile bookings and it is no surprise to see this stat persist in OTAs. For 2014, Expedia reports seeing their mobile share increase to 18%, which is three times the market share from 2012. Are you aware of the effect mobile is having to the trend in booking windows? Learn how LightsOn can ensure you stay ahead of your competitors.

International Opportunity

Whether you are an established hotel or a new property, you can provide instant visibility by employing an effective OTA strategy that makes it easier for consumers to book your hotel. OTAs, i.e. Expedia, Priceline, Orbitz, etc., continue to provide the “billboard effect” and continues to grow in demand year after year as they invest in key technologies such as mobile.

Meta Search

Are metasearch websites a fad or are they here to stay? Sites like TripAdvisor and Kayak remain the fastest growing website within the travel space and will continue to be the case due to the ease these websites provide consumers in making travel decisions. In fact, TripAdvisor has generated over 125 million reviews with over 260 million unique visitors per month in 2013.

Why Lights On?

LightsOn can develop a tailored OTA strategy that will help you increase your ADR. LightsOn has the working experience of knowing which promotions are most effective as well as knowing which partners to work with to target specific booking periods.

From filling in need periods to adding additional base, LightsOn can help you increase occupancy where needed. Most importantly, LightsOn works closely with all major OTAs and have maintained relationships with the market management team.

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