YouTube video (Mark Simpson, Aug 26, 2023) giving practical strategies for increasing hotel direct bookings. Emphasizes measuring and tracking the ratio of direct bookings to OTA bookings year-over-year and using PMS reporting to backdate and analyze trends. Advises that many properties have the reporting capability but do not routinely review it.
Okay, this is going to sound simple, but I'll bet you'd be surprised at how many people haven't done it. Create a report and calculate your ratio of direct bookings to OTA bookings year upon year as far back as you can go. Now, most people have this functionality in their PMS but don't always look at it. And most people are constantly just hungry to get more direct bookings, like Cookie Monster. First of all, it's important to calculate and track, because if you're not tracking it, there's no way to know that you're doing a good job. If you back date, you will hopefully see that that ratio of direct bookings.
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