Event Planner Spain, organisation d'événements en Espagne et Maroc Espaces et prestataires événementiels en Espagne et au Maroc
Last month: 1,300,000 page views
Demande de devis gratuit | Annoncez-vous Inscription
 Recherche d'Hôtels
 et lieux de réunion
Event Planner Spain, organisation d'événements en Espagne
Catégories prestataires
PMI Events Incentivos y Congresos. Agence d'incentives et congrès Espagne
Articles intéressants
Seven Meetings Technology Trends to Watch for 2017 Seven Meetings Technology Trends to Watch for ...

Devis gratuits pour votre événement

Contactez-nous: +34 952 298 643 - [email protected]
pinkCornerR pinkCornerI

Online, Hotel Rates Define the "Quality" of Your Facilities and Service

Envoyer cette nouvelle a un ami
Share to Facebook Share to Twitter Share to Digg Share to Delicious More...
Online, Hotel Rates Define the "Quality" of Your Facilities and Service"He, who reduces his rate, is the only one who knows what his product is really worth". The traveling consumer today is well informed. In the absence of first-hand knowledge of your facilities and service, your rates define your hotel in the marketplace. If you reduce your rates, you could be reducing consumer perception of your hotel.

If you never saw, touched, or drove a Mercedes Benz, its price tag sends a message of high quality, but it is only after you test-drive a Mercedes that can you determine its true value to you. On the Internet, it is what you say about your location, facilities, and service, in relation to your rates, which demonstrate your hotel’s "value" to the consumer.

In a public forum, such as the Internet, your rates will either validate the quality of your hotel or diminish it. Most travelers are looking for the best value, not, necessarily, lowest rates. Value management is the process of positioning perceived benefits to meet or exceed posted rates. Your rates contribute to raising or lowering consumer perception of your property.

The Third-Party Travel /Hotel Franchise War
Just a few years ago, the Internet was in danger of becoming a hotel rate bargain basement. In order to compete with third-party travel aggregators, hotel franchises led a two-year campaign, which was based upon offering the lowest available rates on the Internet. They were convinced that lowest available rates would attract Internet visitors to their franchise booking portals and away from online third-party travel sites.

Although franchises did gain some market share for their booking portals, they did not anticipate the collateral damage to their brand image and the huge bottom-line cost to their franchisees. Their strategy came very close to positioning the Internet as a form of bargain basement for hotels. Luckily, most franchises have since changed this strategy; it could have been lethal to our industry.

Now the hot topic is sleep quality; they finally get it. This is a great way to boost consumer perceived value. As we used to say many years ago, "sell the sizzle, not the steak". Your online sales message should support the hotel stay experience; not simply the brick and mortar details of your hotel.

How the Internet is Used to Find Hotels
Let us look at how most Internet consumers find and select a hotel on the Internet. Only about 20% of consumers search for hotels by brand; the vast majority search by location, special hotel features, then calculate the best hotel value. Your competition is then all those hotels returned in that search. How well do you compete with them?

This, of course, makes a great case for having a proprietary web site, which enables you to control all aspects of your online marketing.

This dynamic is somewhat different from local offline competition selection. Do you know who your online competition is and how they position their hotel on the Internet; location, facilities, service, and rates? When you perform a generic search for hotels in your area, which hotels fare better than yours? We know that third-party travel sites typically dominate sponsored search results; how well is your hotel represented on their sites?

Location and special hotel features are huge factors in the hotel selection process. Location will always be the first criterion for hotel selection. Unlike other industries on the Internet, consumers plan travel based upon visiting a destination; choice of housing is incidental to where they want or need to be.

Setting or Re-setting Hotel Rates
Many hoteliers struggle with rate setting, especially during tough economic times. Conventional thinking might suggest that we can attract more guests by reducing rates. Reducing rates, however, has never increased demand.

Position your rates to conform to your hotel’s location within the marketplace and its facilities and services as compared to its competition. Rates should make sense to the consumer. Perception is reality; if rates appear to be "too good to be true", they usually are too good to be true.

Evaluate Your Online Competition
Hotels should never develop rates in a vacuum. Many independent hotels tend to set rates based upon their own facilities and services without considering their online and offline competition. On the Internet, your competition is set within generic search results. To dominate your competition on the Internet, one needs a good rate assessment of the competition to determine your hotel’s rightful market position.

For those hotels fortunate enough to be in a Smith Travel Research market, there is no better guide for market positioning than their STR reports. Check them out on their web site. For a very modest fee, they can provide you with valuable market data.

Be aware of the message your rates are sending to online visitors.

Neil Salerno, CHME, CHA
Hotel Marketing Coach
Email: [email protected]
Comment on this news item
Name     Email

Tags, event suppliers: Facilities  Hotels  Marketing  Tags, news section: Booking  Campaign  Competition  Consumer  Course  Franchise  Hotel  Hoteliers  Internet  IT  Management  Marketing  Quality  Research  Sales  Strategy  Web 

Glossary, news section: CHME  Forum  LED  Location  Offline  Online  SET  SITE 

Number of views of this article: 11,679

Rechercher tout
Accès Membres
nom d'utilisateur
mot de passe
Mas de Sant Lleí. Propriété campagne exclusive pour événements et célébrations Barcelone
DirecTo Spain. Agence Incentives Espagne, conférences, seminaires, Marbella, Agence DMC,Evenement sportive
artlogic. Personnel pour événements à Madrid, Barcelone et partout en Espagne
Andalusí Club. Voyages thématiques à mesure et team building pour entreprises dans toute l'Espagne, Portugal et Afrique du Nord, agence de voyage, voyagiste et organisateur professionnel de congrès (PCO)
Autocares Ruíz Muñoz. Location d’autocars Madrid Espagne

À propos de nous | Annoncez-vous | Contacter | Légal | Glossaire | Plan du site
Si vous planifiez un événement en Espagne ou au Maroc, prenez contact avec nous ou directement avec les
500 prestataires de qualité sur notre portail pour des devis gratuits, sans obligations et sans commissions.

Avec plus de 1,000,000 de pages vues et 1,000 demandes de devis par mois, ce site est actuellement le portail le plus
visité pour l'organisation événementielle en Espagne, disponible en 8 langues et avec des visites de plus de 160 pays.
Si vous offrez des services pour événements en Espagne ou au Maroc, inscrivez-vous et profitez de nos promotions.
Si vous souhaitez annoncer sur notre portail, contactez-nous pour une proposition intéressante.

Event Planner Spain, S.L.
Paseo de la Sierra, 38-20, 29018 Málaga, Espagne
© Copyright Event Planner Spain 2006-2017
Tel. +34 952 298 643

BCN Travel. DMC, agence événementielle et de voyages d

Dernière prestataire

BCN Travel. DMC, agence événementielle et de ...
Segway tour through vineyards and wine tasting course: €69/person

Dernière promotion

Segway tour through vineyards and wine tasting ...
The Meetings Show to collaborate with Meeting Design Institute to bring The Future of Meetings back in 2017

Dernière actualité

The Meetings Show to collaborate with Meeting ...
Asociación de Empresarios Hoteleros de la Costa del Sol (AEHCOS). Association Hôtelière Costa del Sol Malaga

Prestataire aléatoire

Asociación de Empresarios Hoteleros de la Costa ...
Wine and Cultural Tourism Weekend Break at J.Miquel Jane Winery

Promotion aléatoire

Wine and Cultural Tourism Weekend Break at ...
Las ideas de Wendy and the Chinese market

Actualité aléatoire

Las ideas de Wendy and the Chinese ...

ICCA Iberian Chapter IMEX 2016 – Frankfurt 19-21 April. The essential worldwide exhibition for incentive travel, meetings and events Exhibiting at ibtm world, global event for meetings and events Málaga Convention Bureau Member