Digital Strategy by Bookassist

Google has recently announced Performance Max for Travel, which brings specific travel-related features to the Performance Max online advertising management system.  Travel users such as hotels can now combine the management of various Google assets, such as pay-per-click, youtube, display advertising etc together with metasearch management in one convenient and intelligent dashboard.

Bookassist's Head of Client Strategy Jacopo Rita discusses the use and implications of Performance Max for Travel with Bookassist Chairman Des O'Mahony in this podcast.

In this episode Bookassist CEO Dr Des O'Mahony talks with Eveanna Ryan (Group Sales and Marketing Manager) and Sarah Comer (Group Revenue Manager) of Connacht Hospitality Group in Galway, Ireland. The team discuss how their very successful direct booking strategy has evolved through the pandemic, for example:

• how OTA business has been more than halved in favour of direct, 
• how they leverage data and technology, 
• how their hotels always lead with best price guarantee and their unique selling points to attract direct bookers, and 
• how sustainability is increasing used as a differentiator in the marketplace.

There are many new redistribution channels appearing that are offering OTA hotel rates with deep discounts or additional kickbacks. Hotels may not even be aware that this is happening and that their website rate is being undermined by certain channels. Hotels need to be sure they are in control of the rates that their rooms are being sold at, and need to incentivise customers to book on their hotel website with clear advantages for the direct booker.

Jacopo Rita, Head of Metasearch at Bookassist, talks with Bookassist CEO Des O'Mahony about the latest developments in metasearch for hotels, and the steps to take to ensure measurable success from metasearch spend.

Bookassist's Susanna Mazzoncini outlines the top ten tips that are a must for sharpening your hotel website's appeal as you move to open up this summer and attract the post-pandemic guest online.

Bookassist's Hani Krizsany talks through some simple approaches that independent hotels can take today to help maximise their profit per stay on their direct bookings.