OTA Commissions: Hilton fights back
Here’s Hilton Honors’ campaign designed to encourage their guests to book direct:
It addresses half the problem: the perception that guests will get a better deal by booking through an OTA.
The other half? Your potential guests’ insatiable thirst for reviews – and by reviews we mean words and pictures. To satisfy this demand the hotel needs independently verified reviews hosted on their own site – preferably right next to their booking engine. Then – at last – perhaps they may have a solution. We’ll – at least half a solution, which has to be better than none at all.
Our suggestion for the ‘price’ half? Well, it’s really none of our business as professional review managers, but how about a banner with “Guaranteed best rate available” on your site, accompanied by a John Lewis type ‘refund the difference’ policy?