Since ITB is the world’s largest travel trade fair, you’d think it would be difficult to make the event event better for hoteliers. But we think we might have managed it. We’re offering six, completely free workshops on our stand (no. 100, hall 8.1), covering everything you need to turbo-drive your direct bookings.
Each session will be run jointly with one of our stellar partners, so you will get double the expert insight. We’ve factored in plenty of time for questions afterwards, so it’s a unique opportunity to get all the direct booking advice you’re looking for.
To get a preview of the action, we spoke to Fastbooking’s Francis Louis Passerini. He will be co-hosting a workshop on March 8, showing us how to make the most of metasearch.
Fastbooking on metasearch
He’s taking on the subject because metasearch has become the “most important advertising channel for hotels, outpacing even Google AdWords”.
“Metasearch sources are now the most visible place to search for hotels with precious “rate” information at the beginning of the surfer's journey, especially Google Hotel Ads, which shows hotels on the search engine’s maps.”
What will his advice be? We won’t give it all away, but he has three key recommendations. Don’t ignore it: “If you are not there, you are continuing to give 20% commission on average to OTAs”. You need a clear and precise pricing strategy, otherwise you are still going to be giving all your bookings to OTAs. OTAs are using your hotel name and offer to boost visibility on their own websites — don’t make it easy for them to gain the advantage.
He’ll explain how to follow-up on those tips on March 8, so make sure you’re there to hear it.
Passerini is also expecting customer relationship management to be a big topic in Berlin and will be talking to visitors to Fastbooking’s own stand (no. 138, hall 8.1) about online conversions. “Web traffic and conversions are nowadays one unique world,” he says.
To find out more about the workshop with Fastbooking and see what other sessions are on offer, head to our Eventbrite page for full details. You can also get a sneak peek at two of the other workshops we’re running with SiteMinder and Availpro, respectively, by reading the below posts:
- Triptease and SiteMinder at ITB: How to optimise your online distribution channels
- Triptease and Availpro: Why metasearch can generate much more than direct bookings
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