Tips To Improve Hotel Ranking On OTAs To Attract Customers

Effectively Managing Hotel Reputation On OTAs

Reputation on OTA platforms not only serves as a “mirror” reflecting the quality of service but also plays a critical role in whether customers choose to book a room. The ranking score and recent reviews significantly influence customers’ decisions. Therefore, reputation management must be carried out methodically and continuously.

Prioritize Maintaining And Improving Recent Review Scores

Studies show that 87% of customers typically only read reviews written within the last 3 months. This highlights the importance of regularly updating and maintaining the latest positive feedback.

1. Increase Interaction With Recent Customers: Send thank-you emails after customers stay, along with an invitation for them to share their experience on OTAs. A simple message like “We would love it if you could share your memorable moments at our hotel on the booking platform” can motivate them.
2. Focus On Service Before And During The Stay: Ensure that all steps from check-in, the stay experience, to check-out are seamless. Strong impressions of attentive service will encourage guests to leave positive reviews as soon as their vacation ends.

Respond Quickly And Flexibly To Negative Reviews

Negative feedback is inevitable, but how the hotel handles it will leave a lasting impression on guests.

1. Respond Immediately: Time is crucial. A prompt response (within 24-48 hours) will show guests that the hotel genuinely cares about their experience.
2. Flexible Responses: Don’t hesitate to apologize and take responsibility if a customer points out a real issue. Then, explain how you are making improvements. For example: “We apologize for the inconvenience. Our team has reviewed and made changes to ensure this does not happen again.”
3. Encourage A Second Chance: If possible, invite the guest to return and offer incentives so they can see the hotel’s efforts. A converted negative customer can become your most passionate supporter.

Optimize The Feedback Collection Process

Not all guests will proactively write reviews, so it’s essential to make the process easy for them.

1. Integrate Post-Stay Review System: Use tools or software to automatically send review requests immediately after checkout. The best time to send the request is within 12 hours after guests leave, when their positive feelings are still intact.
2. Create Small Incentives: Sometimes, a thank-you note paired with a small offer for the next stay will encourage guests to share their experience. However, be careful not to violate OTA policies.

Regularly Monitor And Analyze Reviews

Reputation is a dynamic factor that needs to be monitored and analyzed regularly.

1. Track Specific Scores: Check the average rating score on each OTA. If one channel has a lower score, focus on improving the service quality that customers frequently mention on that platform.
2. Analyze Trends: Use analytical tools to identify the most common types of feedback. For example, if guests often mention a lack of friendliness from staff, this is a sign that communication skills training is needed.
3. Set Improvement Goals: Set clear goals, such as increasing the average rating score from 8.5 to 9.0 within 6 months.

Turn Positive Reviews Into A Marketing Tool

A good review not only improves ranking but also serves as an effective promotional tool.

1. Quote Highlighted Reviews: Integrate positive comments into your website or social media channels. A genuine customer testimonial often builds more trust than traditional advertising.
2. Share Through Email Marketing: In email campaigns, include a “Customer Sentiment” section to increase persuasion

Updating Display Content on OTA to Increase Interaction

Showcasing the Unique Strengths of Your Accommodation

Guests are not only looking for a place to stay but also expecting a unique experience. Highlighting the strengths of your accommodation is the way to keep them coming back.

Emphasize Special Services: If the hotel has a spa, rooftop pool, or local-style restaurant, bring these features to the forefront of your description. For example: “Enjoy the infinity pool with panoramic views of the city at night.” Provide Specific and Unique Content: Instead of simply writing “modern and comfortable rooms,” be more specific: “Deluxe room with private balcony, King-size bed, and a view of the scenic bay.” Leverage Customer Feedback: Draw inspiration from positive reviews to highlight your strengths. For example, if many guests mention that the hotel’s breakfast service is excellent, emphasize this in your display content.

Refreshing Content Regularly to Create Appeal

Even the best content needs to be refreshed to avoid becoming boring.

Update the Photo Collection: Refresh professional images with new angles or shots from different seasons. For example, in summer, highlight the pool and tropical cocktails; in winter, focus on the cozy atmosphere of the restaurant. Update Engaging Headlines: Instead of using generic headlines, create action-oriented phrases. For example: “Discover the Charm of the Old Quarter with a Special 20% Off This Fall.” Add New Services: If the hotel has added a new entertainment area, tour service, or restaurant menu, be sure to include it in the description.

Integrating Content with Time-Sensitive Promotions

Updating content with seasonal offers or holiday deals will stimulate guests’ booking needs.

Seasonal Promotions: “Summer offer: 15% off stays of 2 nights or more and free breakfast for families.” Exclusive Holiday Deals: During Christmas, the hotel might offer packages like “Romantic Christmas Vacation,” including a dinner with wine and special room decorations.

Taking Advantage of Exclusive Promotional Programs

OTA platforms frequently run large promotional campaigns with significant marketing investments to attract customers and boost booking rates. This is a golden opportunity for hotels to increase visibility and drive sales. However, to maximize the potential, careful observation and a proper strategy are necessary.

Track and Evaluate Marketing Activities on OTA Channels

Each OTA channel, such as Booking.com, Expedia, Agoda, or Traveloka, runs its promotional campaigns at different times. These campaigns often come with large marketing budgets, helping hotels participate and increase brand recognition in the market.

Check Campaign Schedules: Keep track of the promotion schedules on each channel. For example, Agoda frequently runs “Flash Sale” campaigns during peak tourist seasons, while Booking.com offers “Genius Discounts” for loyal customers. Prioritize Active Channels: Choose to participate in campaigns on channels currently investing heavily in advertising. This way, you can tap into their customer base while saving on marketing costs.

Analyze the Strengths and Customer Base of Each Channel

Each OTA has a unique customer base, with differences in needs, preferences, and geographic locations. Understanding the strengths of each channel helps tailor your strategy accordingly.

Geographic Targeting: Traveloka is strong in Southeast Asia, while Expedia attracts a large number of customers from North America and Europe. If your hotel targets international travelers, Expedia may be the better choice. Customer Needs: Booking.com is popular with individual and family travelers, while Agoda caters to customers seeking long-term deals. Build promotions that fit the needs of each customer segment on these channels. Customer Preferences: OTAs may target specific customer segments, such as corporate travelers or luxury vacation seekers. Tailor your content and promotions to suit these preferences.

Creating Exclusive Offers for Each Channel

Design offers specifically for each OTA, in line with the customer characteristics and marketing strategies of each platform.

Exclusive Deals: For example, on Agoda, you might offer “Book 3 nights, get an additional free night,” while on Booking.com, a 15% discount for weekend stays could work better. Optimize Effectiveness: Ensure your offers do not conflict with pricing policies on other channels to avoid damaging your brand’s reputation.

Optimizing SEO on OTA Platforms

Keyword optimization helps your hotel appear prominently when customers search on OTAs.

Use Targeted Keywords: Identify keywords commonly used by customers, such as “hotel near Da Nang beach” or “family-friendly resort.” Regular Updates: Frequently check and update keywords to align with the latest search trends.

Using Video to Increase Appeal

In a competitive market, promotional videos are an effective tool for increasing interaction.

Virtual Video Tour: Shoot a short 2-3 minute video guiding customers through prominent areas such as the lobby, guest rooms, restaurant, and amenities. Upload Video to OTA Pages: Some platforms like Expedia or Booking.com allow video uploads. Take advantage of this feature to highlight your services.

Maintaining Price and Allotment Balance Across OTA Booking Channels

Ensuring Price Consistency Across OTA Channels

Price is a deciding factor in customers’ accommodation choices. However, maintaining price consistency doesn’t just mean “the same price” on all platforms; it also involves considering commission fees and individual marketing strategies of each channel.

Establish Base Rate: Before setting prices on each OTA channel, you need to define a consistent base price for your hotel. This rate reflects the true value of your services, excluding OTA commission fees. This price should be adjusted according to factors like peak or off-peak season, local events, and competitor pricing. Update Prices Consistently Across All Channels: Whether using one OTA or multiple, updating your price consistently across all platforms is essential. With channel management tools, you can easily adjust prices on multiple platforms without worrying about discrepancies. Consider OTA Marketing Strategies: Each OTA has its own promotional programs and campaigns to attract customers. For example, Booking.com might offer discounts for customers booking through “Instant Booking” programs, while Expedia may provide promo codes. You can adjust prices based on these campaigns, but ensure your base price remains intact without negatively impacting your hotel’s profit margin.

Ensuring Allotment Consistency Across OTA Channels

It’s not just about price; allotment (room availability) needs to be consistent and well-distributed across channels. Lack of balance in allotment can lead to overbooking or room shortages on certain channels, directly impacting revenue and customer satisfaction.

Set Room Availability for Each OTA: Depending on the customer base and performance of each channel, you need to allocate room availability appropriately. Channels like Agoda or Booking.com may attract more international guests, while Traveloka or Vietravel mainly serve domestic customers. Proper allotment allocation for each channel helps maximize revenue without reducing room sales on key platforms. Flexible Allotment Distribution: Ensure that room allocation is flexible, especially during peak seasons or major local events. If one channel is experiencing high booking volumes, you can increase allotment for that platform. Conversely, if a channel is underperforming, you can reduce allotment or reallocate rooms to prevent empty rooms. Manage Allotment Properly: To manage allotment effectively, monitor room availability on each OTA channel and make adjustments as needed. Channel management tools will automatically update room counts across platforms when new bookings are made, helping you avoid overbooking or shortages