Marketing

📍 I Grandi Viaggi introduced the "Travel Easy Plan" booking platform, enhancing its operating line. Alice Tartara, the new head of trading & tech and product manager for China/Japan, announced a simplified booking process now capable of producing a basic quote in three clicks. Since November 4, over 80% of travel agents from the first 8 roadshow stops have accessed the system, resulting in 3% of bookings confirmed. The incentivization plan offers a 1% higher commission for bookings made through the new platform. The company focuses on exclusive tours, with no groups larger than 14, in pilot destinations like China and Japan, contributing to one of Italy's highest repeat customer rates.

💾 Managing vacation homes can be rewarding but challenging, requiring strategic planning and execution for agencies. To optimize operations, improve guest satisfaction, and maximize occupancy rates, property managers must adopt innovative solutions such as automated check-in systems. Online presence optimization, including a well-designed, mobile-responsive website with high-quality images and virtual tours, is crucial. SEO improvement and social media engagement are essential for increased visibility and bookings. Efficient booking software, guest communication automation, and streamlined check-in/check-out processes enhance operational efficiency and guest experience. Personalized services, local guides and tips, and exceptional customer service are key to guest satisfaction and reputation enhancement. Implementing technology and personalized experiences can lead to higher occupancy rates, profitability, and industry leadership.

🚪 As the market for short-term rentals and vacation homes grows, Key Boxes in Italian cities have become a widespread solution for guest check-in, leading to aesthetic and safety concerns due to improper placement, such as on light poles and street signs. La Repubblica highlighted citizens' drastic actions against Key Boxes on October 23. Ok Home offers an alternative through its Ok Building technology, promoting secure, modern, and remote access for guests, integrating with OTAs and Channel Managers, and reducing management costs and time without requiring physical installations.

📦 Google Hotel Ads helps Italian hoteliers increase visibility and direct bookings through Google platforms. The ads show real-time rates and availability on Google Search, Maps, and Travel. They work on a cost-per-stay basis, meaning payment is only required after a confirmed and completed booking. Key strategies include integrating with Google Hotel Center, optimizing bidding strategies, and regularly analyzing performance metrics (clicks, impressions, conversion rates, CPA) to maximize ROI. Implement dynamic pricing and use Google's automated bidding tools to stay competitive. Regularly update campaigns based on performance data to sustain growth and increase occupancy and revenue.

📢 Online Travel Agencies (OTAs) such as Expedia, Booking.com, and TripAdvisor serve as intermediaries between travelers and hotels, offering comparison tools, secure payment gateways, real-time inventory management, and promotional tools. OTAs operate on merchant or commission models, with some using advertising models. They streamline booking by integrating multiple payment options and providing confirmation emails, relying on technology like real-time data exchange, algorithms, and secure payment systems. For hoteliers, OTAs enhance visibility, offer marketing support, and provide analytics. Strategies to maximize OTA benefits include optimizing listings, responding to reviews, offering exclusive deals, and integrating OTA bookings with property management systems. Challenges include high commission rates and maintaining rate parity. Hoteliers are advised to drive direct bookings by optimizing their websites, leveraging social media, and creating loyalty programs. Combining OTA and direct booking strategies is crucial for revenue growth and brand loyalty.

💾 Google launched Travel Feed on October 21, transforming traditional static hotel ads into a dynamic format with real-time rates, images, and reviews directly in search results. Early testing with select hotels showed a 20% increase in click-through rates. This feature aims to improve user experience and transparency in hospitality marketing by providing updated and relevant information, potentially leading to higher clicks and conversions in hotel advertising campaigns.

✈️ Ryanair announces tickets now available on Etraveli, following the 'Approved ota' deal in July. The partnership promises a smooth booking process, secure payment and contact data transfer, and full access to myRyanair accounts for updates.

🌊 In Italy, beach service digitalization grows with over 2,000 affiliated structures on Spiagge.it, witnessing a 50% booking increase in summer compared to the previous year. France welcomes the platform as Plages.fr with 30 affiliates. Italian beach sector's digitalization revenue in 2024 is expected to hit €50 million, with a third of 7,000 businesses now using management software, up 30% from the previous year. The platform's expansion to theme parks and pools contributed to the 50% booking surge. In digitalization, Friuli leads at 72%, followed by Veneto at 64%, and Puglia at 43%. Calabria saw a 20% increase to 17% software adoption in 2024, while Sardinia's digital growth topped with a 58% rise. Foreign tourist online bookings now make up 21% of the total, with Friuli Venezia Giulia receiving the most foreign requests at 41%.

💸 Albergatori highlight GDS (Global Distribution System) suitability varies; useful for business hotels, less for 'business leisure'. Magali of Evergreen Laurel Hotel sees GDS as essential for business hotels. Julia of Platzl Hotel criticizes the GDS for being outdated since the 1980s, with limitations in descriptions, images, and reliance on third-parties for rate uploads and profile management. GDS payment structures are complex and costs include transaction fees, settlement charges, and marketing costs. GDS can yield higher ADRs (Average Daily Rates) than other channels and has lower relative costs compared to OTA (Online Travel Agency) commissions, which can reach 28%. OTAs may attract price-sensitive travelers prone to negative reviews. Hoteliers should assess if GDS aligns with their business mix and market impact before inclusion.

Le premier channel manager dédié au recrutement CHR TONY : Bonjour à tous, Cela fait quelques temps… non… cela fait de TROP nombreuses années que les hôteliers ont un problème…