Learn from the brightest minds in the hospitality industry

Direct Booking Summit is an event that invites hoteliers to share their problems, find solutions and create a supportive community focused on increasing direct bookings. Our recent summit in New Orleans was no different.

Download the report to get key learnings, brand-new data, and actionable takeaways on some of hospitality’s biggest topics from more than 20 industry-leading speakers.

Direct searches are active

Triptease co-founder and head of Tease Charlie Osmond opened the summit with a welcome from its president. He revealed that the number of people searching hotel websites is now well above pre-pandemic levels, with bookings close to 2019 levels as well. He also mentioned that customers not only book more, they are reserving bigger. After so many canceled plans, travel companies are seeing a rise in “once-in-a-lifetime” trips that travelers are willing to spend big for.

But OTAs are increasing marketing spend

In response to that positive shift in travel demand, giant OTAs are investing aggressively thousands of millions in marketing expenses. Expedia has increased the sales and marketing budget by 150% year over year. Booking.com doubled its marketing spend in the fourth quarter with a focus on expanding its search engine marketing and display advertising.

No ordinary hotelier can compete with these budgets, nor should they. Charlie reminded attendees that guests now value experiences more than ever, and that the experience your hotel provides is something only you can communicate. OTA? Well, they can’t take advantage of your brand personality and unique selling points. Instead, hoteliers have a great opportunity to do just that along with deep audience insight.

Building a tower of problems…

Everyone was asked to discuss their biggest challenge or key questions they wanted answered at the Direct Booking Summit. Once decided, they had to write them in two black boxes that were then taken to the stage where they began to take shape.

This activity made it clear that while increased spend in the OTA marketplace is certainly a problem, it is just one drop in a broader ocean of challenges that hoteliers want to address in the coming year.

…so we can find solutions

Throughout the two days, leading industry speakers addressed a variety of topics written in the issue blocks, from metasearch parity and the loyalty program to cancellations and customer reviews.

The goal of the direct bookings summit is to find each hotelier someone else who shares their problem or knows how to solve it. Our speakers provided expert insight and practical insights that hoteliers in the room could use immediately. Here is a summary of some of the topics covered.

Turning Rate Parity In Your Favor: How To Win On Metasearch

Jonathan Hickford, Senior Product Manager at Triptease Metasearch, introduced Triptease’s latest innovation: Meta Price Match. More OTAs than ever are competing for guests’ attention on metasearch, leading to further reduction and increase in cost-per-click (CPC) pricing. The damage is already done if the guest sees that your direct price is discounted in the meta search; most likely you have already lost them. But what if you could remove the highest-impact undercuts from metasearch before a guest sees them?

Are you curious about how Meta Price Match works? Download the report.

Guess what? The ‘direct booking’ message is wrong

Bookings cannot be a measure of success while cancellations are on a meteoric rise. Since 100 days is the average wait time from reservation to stay, a lot can go wrong in that time. As booking terms have become incredibly flexible with $0 advance payments, there has been a 35% increase in cancellations since 2017. Cancellation data shows that 37% of guests cancel their stay between 0 and 7 days before, and couples are three times more likely to cancel than families.

Guess what? The ‘direct booking’ message is wrong

Bookings cannot be a measure of success while cancellations are on a meteoric rise. Since 100 days is the average wait time from reservation to stay, a lot can go wrong in that time. As booking terms have become incredibly flexible with $0 advance payments, there has been a 35% increase in cancellations since 2017. Cancellation data shows that 37% of guests cancel their stay between 0 and 7 days before, and couples are three times more likely to cancel than families.

Hotels need a reservation retention strategy to control their cancellations. Download the report to find out more.

The loyalty round table: how to retain guests in 2023

The panel covered the ups and downs of implementing an in-house loyalty program with amazing results that show the true value of building loyal connections with your guests. Loyalty programs offer a wealth of proprietary data that allows Warwick Hotels to create more sophisticated marketing campaigns by capturing data points such as address, postal code, preferences and birthdays.

What else can you find in the report?

  • The current and expected state of the industry, plus consumer trends you need to capitalize on.
  • How one hotel increased their booking engine conversion rate by 10%
  • The problem with Google Analytics and how you can fix it
  • What can we expect in ’23? US Hotel Rate Parity Trends
  • Live website audits with a user experience expert

Whether you were at the Direct Booking Summit in New Orleans or would simply like to learn from our experts, download our Key Learning Report for the complete guide on how to improve your direct bookings.

Download the report.

About Triptease

Triptease is industry leading SaaS startup creation software for the hospitality industry. The company was co-founded in 2015 by Charlie Osmond, Alasdair Snow and Alexandra Zubko and has offices in London, New York, Barcelona and Singapore. Triptease’s most recent funding was provided by the British Growth Fund along with Notion Capital and Episode 1.

The Triptease platform is designed to help hotels regain control of their distribution and increase their direct revenue. The platform identifies a hotel’s most valuable guests and then works across the entire customer journey, from acquisition to conversion, to ensure they book directly with the hotel.

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