You’ve got the channel manager that helps you save time, make updates in real-time and increase online revenue. But is there scope to improve? Are you making the most of your channel manager? Here are some steps hotels forget after connecting to a channel manager.
Not signing up with all key channel managers relevant for your target audience
Look beyond the big five or six online travel agents (OTAs) and identify the mix that could work best for your target market. If you’re a beginner at this and not sure about the mix, look at your competitors for inspiration. Who are they connected to?
Not connecting with your OTA account manager
After connecting with an OTA, touch base with your account manager there. They can help you with optimisation on that channel, pushing promotions (especially during low season) and getting maximum returns. Remember, they want the booking as much as you do.
Not collaborating with local businesses
Guests are not buying only rooms; they’re buying experiences. In the leisure (and bleisure) category this means looking outside your doors to activities and operators who will partner with you for cross-promotions.
Rookie mistakes: not completing set-up
As soon as you’re connected to a channel manager, it is important to set up restrictions for the upcoming season – stop-sell, stop-sell limits, minimum stay, etc.) You should load these for up to two years in advance and review them at least once in six months to ensure they’re working to your advantage. Your STAAH account manager will explain how to set these up as part of your introductory training, but you can always get in touch with them if you want further advice.
Not harnessing local events
Is there a big event happening in your location that will attract many visitors? Make sure you act on it! Not only should you be incorporating it into your marketing with special packages, giveaways and cross-promotions, you need to revisit your rates and restrictions on your channel manager for that duration. It is boom time and you need to ensure you get best rates for your rooms.
Did you know you can feed in local events into your STAAH channel manager calendar? The system will then prompt you to take necessary actions to optimise revenue from this opportunity.
Not paying attention to your channel manager reports
These reports are a gold mine and at STAAH we make them pretty easy with visuals and insights. Make sure you act on them to improve your online revenue. Look at trends; if the revenue is dropping, find out why? What was your most popular room booked? It may help you manage your room categories and their rates better. Check if you bookings are consistent with average rate. If not, find out why and make amends.