Mark Simpson advises hoteliers how to convert OTA bookings into direct bookings by modifying the automated PMS confirmation email. He emphasizes changing the email wording to offer incentives — noting that while cost savings matter somewhat, guests respond to incentives beyond just lower price.
What happens is that when a booking comes in via an ota, the PMS provider will automatically send out a automated email. So in that automated email, you're going to change the wording slightly. So let's just talk about incentives for a second. Now, when it comes to booking direct, we naturally assume, and wrongly assume that the reason why a guest would maybe book direct is to save money. Now, money does play a part, but it's not the only part. What guests really want and what we want is incentives.
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