What is Always-On?
Here we go again! Looking at ways to increase the occupancy rate!
There’s no official statistic for this, but if I had to ask every hotelier in the market, I’m confident that at least 70% would say that they stopped their marketing pursuits.
The major questions cruising on the mind of a general manager, revenue manager or a CEO are: Were we right to stop the campaigns? Will this be a regret? What is our future budget now?
As they say, there’s no reason to dwell on the past. However, if there’s one thing these difficult times have taught us it’s this: the ones who are ready to hustle are the ones who are most likely to be successful.
Using Always-On is the paved way for success by hotels.
Let’s put what happened on the side, and let’s start slowly. We at LUCANDA. always suggest a product engine that is always-on. But what do we really mean?
How do we know that Always-On product engines are winning?
This is simple. The biggest mistake for some hotels was to direct bookings movement once the hotels re-opened.
A traveler phase of booking comes in three parts, Dreaming, Planning and Booking.
Meet Julia. Julia is from Spain. She started dreaming of going to Portugal after the outbreak. From April, Julia already started to look for possible hotels. Let’s assume the hotel decided to stop all their direct bookings responsibilities by March. Julia didn’t see your hotel and that means that now Julia has two options – either to go back to the competitor that kept spending money or make a decision to book from the OTAs.
Your question might be – What certainty did I have that there is enough Julias for me to get a return ROI? And that brings us to why the capabilities of an always-on product engine are important. Always On would have decreased the budget but still kept the hotel visible.
What are your next steps?
Cheer up, stop dwelling and get excited! One different change we saw from our clients is that while the trend went down from overall bookings – direct bookings have increased.
This means, that now more than ever is your time to start thinking toward a product engine that will reap ROI and savings to make up for the loss.
Since the comeback, the LUCANDA. booking engine has averaged 150 EUR for a room. That means 150,000 EUR per 1000 rooms in two weeks. If we take an average of 150 rooms per hotel that means 90,000 EUR per month.
Don’t be shy and contact our Business Development Manager Sam Zammit on firstname.lastname@example.org to book your free consultation now.
Lucanda is part of the ANCHOVY. PLC Group and is a