Choosing a website Booking Engine – It’s your key salesperson
Choosing the right booking engine for your hotel has become increasingly important as a quick way of increasing profitability and developing your online strategy.
Web-only bookings take away the cost of traditional, more expensive channels and allow a far greater flexibility to manage demand and yield. This makes online reservations the most profitable and valuable option for all hotels.
When choosing a booking engine for your website, why not consider going about it in the same way you would when hiring a key sales person? This advice comes from Great Hotels Organisation, the global hotel sales and marketing company who has developed a booking engine for independent and chain hotels – G-wiz. Here are some points to consider:
- How important is the role?
A good salesperson could generate at least 20% - 25% of all your business in the next few years. A good booking engine should do exactly the same. If this is to be achieved, the booking engine you use should be at the top of its field. You will need to spend time searching for and “interviewing” various booking engines. Once you have interviewed a number of potential candidates, compare their strengths and weaknesses and re-interview if necessary until you are confident you have found the right one.
- What salary are you willing to pay?
If you expect someone to generate 25% of your business, you would reward them with a good salary. Therefore, make sure you budget accordingly when looking for a booking engine – don’t be blinded by deals and unbelievably low prices. If you pay someone a lower salary than average, you will get lower productivity than average – the same goes for booking engines!
- Appearances must reflect company standards
Presentation is very important and a good salesperson should present themselves to reflect your company standards. A booking engine should do the same. Most booking engines are customisable; it should be able to camouflage itself well enough to make it look and feel part of your own website. The booking engine might look good, but you need to be sure it has the essential skills. Some booking engines may look attractive and offer many different features but are they easy to use?
- The ability to attract new business and adapt to clients’ needs
A salespersonshould have the skills and creativity to attract potential business. Therefore, a good booking engine should come with a search engine optimisation (SEO) component to ensure visibility online and help increase traffic to your website. Once traffic arrives at your website, your booking engine should encourage people to book with a simple availability search and call to action functionalities. Your booking engine should not assume that all clients want the same thing. It should be flexible to allow users to specify their individual requirements. It should also maximise the revenue from each sale by offering extras such as dinner, flowers or champagne.
- Good presentation skills and ability to close the deal
A good salesperson knows your product inside-out, can present it attractively to clients and can close the deal. Your booking engine needs to do the same. It should present your property in a compelling manner including pictures, videos and virtual tours, and should ensure the completion of the booking is done quickly and easily.
- Initiative to keep up with trends and adaptability
A good salesperson will keep up to date with market trends, know what your competitors are doing and implement necessary changes into their sales strategy. Your booking engine needs to do the same and should be backed up with a good technology development team, otherwise it will quickly become an outdated tool.
The ideal salesperson will speak the languages of your main markets. The ideal booking engine will have the capacity to present itself in a variety of languages and accept a variety of currencies, making it accessible to a larger potential customer base.
Visit http://www.g-rez.com/g-wiz for a live demo of Great Hotels Organisation’s next generation booking engine – G-wiz, and tips on how to maximize your web bookings. Great Hotels Organisation is exhibiting at ITB Berlin: Hall 6.1 – Stand 133.
For press enquiries please contact:
Brooke Jester - Marketing and PR Executive, Great Hotels Organisation
Note to editors:
Great Hotels Organisation’s family of brands include Great Hotels of the World (www.ghotw.com), Special Hotels of the World (http://www.shotw.com/) and Metro Hotels. By acknowledging that each hotel has a different set of marketing requirements, Great Hotels Organisation allows its member hotels to choose from a comprehensive collection of sales and marketing initiatives in order to build their own ‘a la carte’ membership programme tailored to meet their individual objectives. By doing this, members are able to choose and purchase only the services they require, thus ensuring that membership fees are kept to a minimum and are focused on their specific requirements. Sales and marketing initiatives that members are able to take advantage of include: trade shows, e-marketing, business travel consortia sales, public relations, a private label GDS chain code and sales blitzes. Membership of Great Hotels Organisation is by invitation only and hotels must meet strict criteria before being accepted. Great Hotels Organisation manages the “GW” private label GDS chain code and toll-free voice reservation numbers operate globally. Further information on Great Hotels Organisation can be found at www.ghorg.com/.