To drive direct hotel bookings, think like a retailer

Adopting a retail mindset helps hotels compete with OTAs by offering flexible, value-driven experiences that guests can control

Personalization in hospitality is now a necessity, not a luxury. Modern travelers seek more control and customization in their hotel experience - from choosing rooms to selecting add-ons. As hotels face increasing competition from OTAs and rising price sensitivity among consumers, adopting a retailer mindset with personalized, value-driven offers and transparent pricing can boost direct bookings while enhancing guest satisfaction.

Key Takeaways:

• Retailer mindset: Offer dynamic upsell options (e.g., room views, early check-in) and transparent pricing to give guests control and encourage spending on what matters to them.
• Personalization as strategy: Tailored booking experiences and loyalty perks help hotels compete with OTAs and build stronger guest relationships.
• Transparent pricing: Moving away from blanket fees to à la carte services lets guests tailor costs to their needs, fostering trust.
• Loyalty matters: Direct booking incentives and maintaining loyalty perks are critical—89% of travelers would reconsider loyalty if key benefits are removed.
• Data-Driven personalization: Use guest data to refine offerings and upsell opportunities that resonate, while promoting value-driven incentives like off-peak travel deals.
• Adapt to economic sensitivity: By mimicking airline fare models, hotels can appeal to both budget-conscious and premium travelers, ensuring flexibility and perceived value.

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