How to Market Hotel in OTAs. Improve Hotel Ranking

In today's digital world, Online Travel Agencies (OTAs) like Booking.com and Expedia have become essential for hotels looking to reach a larger audience and increase bookings. OTAs offer unmatched exposure, but with so many hotels listed, it can be challenging to stand out. To attract more guests and ensure high visibility, it’s crucial to improve your ranking on these platforms. This blog will provide simple yet effective strategies to help you market your hotel successfully on OTAs, boost your visibility, and increase your bookings.

Why OTAs Matter for Hotels? 

OTAs are a key tool in the hotel industry because they make it easier for guests to find and book hotels. They give your hotel access to a global audience, but with fierce competition, you need to make sure your hotel ranks well on these platforms. A high ranking increases your hotel’s visibility, which leads to more bookings.

Although OTAs charge commissions, they provide an opportunity for greater exposure than your hotel might achieve on its own. To maximize this opportunity, you need to learn how to market your hotel effectively to stand out from the crowd. 

Optimize Your Hotel’s OTA Profile Using a Cloud System

A cloud system helps you keep your hotel’s Online Travel Agency (OTA) profile up-to-date and easy to manage. Here’s how you can improve your profile:

• High-Quality PhotosGuests choose hotels based on photos. Use clear, bright pictures of your rooms, lobby, and amenities. A cloud system lets you update your photos quickly across all sites, keeping your profile attractive.
• Simple DescriptionsWrite short, clear descriptions that highlight your hotel’s best features, like its location and services. A cloud system ensures that updates are made instantly across all platforms.
• Accurate Room DetailsKeep room details accurate, such as bed sizes and available amenities. A cloud-based system updates room information in real-time across OTAs, making sure guests see the most up-to-date info.

With a cloud system, your OTA profile stays accurate, attractive, and ready to bring in more bookings.

Competitive Pricing Strategy

Price is one of the most important factors for guests when choosing a hotel. Here’s how you can make sure your pricing is competitive:

• Rate ParityKeep your prices consistent across all platforms, including your own website. If guests find lower prices elsewhere, they may not book through the OTA. Consistency helps build trust and prevents confusion.
• Dynamic PricingAdjust your pricing based on demand. For busy seasons or holidays, increase your prices. For slower periods, offer discounts. OTAs tend to rank hotels with dynamic pricing strategies higher.
• Offer Discounts and DealsUse OTA tools to run promotions, such as early-bird discounts or flash sales. Offering special deals can attract more guests and improve your ranking on the platform.

Manage Guest Reviews

Guest reviews are critical to your hotel’s success on OTAs. The more positive reviews you have, the higher your hotel will rank. Here's how to manage reviews effectively:

• Encourage Positive ReviewsAfter a guest’s stay, send a polite request asking them to leave a review. Positive reviews can significantly improve your ranking and help other guests choose your hotel.
• Respond to All ReviewsAlways respond to reviews, both positive and negative. Thank guests for their feedback and address any concerns professionally. Responding shows you care about guest satisfaction and helps build a positive reputation.
• Fix Problems QuicklyIf a guest mentions an issue in a review, resolve it as soon as possible. Guests appreciate quick responses, and it shows future guests that you take complaints seriously.

Leverage OTA Tools

OTAs offer several tools designed to help hotels improve visibility and rankings. Take advantage of these tools to get better results:

• Sponsored ListingsConsider paying for a sponsored listing. This can place your hotel at the top of search results, making it easier for guests to find you, especially during low seasons.
• OTA AnalyticsMost OTAs provide analytics tools that show how your hotel is performing on the platform. Use this data to see what’s working and adjust your marketing strategies accordingly. For example, you can track which promotions are most effective or which rooms are the most popular.
• Loyalty ProgramsMany OTAs have loyalty programs that reward frequent travelers. Being part of these programs can attract repeat guests and improve your hotel’s ranking.

Focus on Mobile Optimization

Many travelers book their hotels using mobile devices. Make sure your OTA profile is mobile-friendly. Your photos should load quickly, and your descriptions should be easy to read on smaller screens. OTAs often rank mobile-friendly listings higher, so this can give your hotel a competitive edge.

Offer Flexible Booking Policies

Guests prefer flexibility when booking hotels. Offering free cancellations or flexible booking options makes your hotel more attractive. OTAs tend to rank hotels with flexible policies higher because guests are more likely to book if they know they can adjust their plans without penalty.

Build a Strong Relationship with Your OTA Account Manager

If your OTA assigns you an account manager, use them to your advantage. Account managers can provide tips on improving your visibility, help you set up promotions, and ensure your listing is performing well. Keep in touch with your account manager to stay updated on new tools and opportunities to improve your ranking.

Use Local SEO for OTA Listings

While OTAs help with global visibility, don’t forget about local SEO. Make sure your listing highlights your location, nearby attractions, and local experiences. Guests often filter their searches by location, so make sure your profile is clear about what’s nearby and why your hotel is the best choice for that area.

Create Long-Stay or Special Packages

OTAs often promote listings with special packages, so consider offering long-stay deals or unique experiences. For example, you could offer a “stay for 3 nights, pay for 2” package, or create themed packages like work-from-hotel deals or romantic getaways. OTAs rank listings with offers and packages higher because they appeal to more travelers.

Marketing your hotel on OTAs is a must if you want to increase your bookings and visibility. By optimizing your profile, managing reviews, using OTA tools, and offering competitive pricing, you can significantly improve your ranking. A higher ranking means more potential guests will see your hotel, leading to more bookings and better business.