Category Archives: Revenue Management

  • The Benefits of Metasearch

    Google, Bing, DuckDuckGo, CC Search, StartPage. Every day, countless search engines are used to scan, rank, and navigate the infinities of the Internet.

    In crowded cyber space, flooded with dynamic content and flashy ad campaigns, how do you make your brand stand out? This is particularly challenging when online information is accessed and filtered through a variety of search engines.

    The solution? Metasearch.

    Metasearch engines accumulate and categorise the essential data produced across a host of popular search engine sites. They do so by sending out simultaneous, automated queries to the likes of Google and Bing, and compiling their top search results into a master list.

    The tool functions as an additional, highly effective marketing channel for your hotel. When direct links to the key metasearch platforms are complemented by well-managed campaigns, RevPar is strengthened, brand awareness is supported, your relationship with your guests is reinforced, and yield bookings are higher, coming in at a competitive cost.

    In 2019, it is forecast that the hotel industry will experience increased growth in direct bookings as a result of metasearch. If used optimally, hotels could seize the opportunity to be on level playing field with, or otherwise gain leverage over OTA’s.

    But enough speculation. The proof is in the results.

    Following In1 Solutions’ increased emphasis on metasearch in 2018, overall annual return increased by 50.2% when compared to the previous October. For a total spend of €1,553, metasearch generated more than €22,684 in revenue, yielding a conversion rate of 8.69%.

    In1 Solutions provides a full digital service to the Ashling Hotel Dublin. When analysing cost of sales for meta in isolation, it stands at 6.84%, well below that of OTA’s.

    Traffic driven by metasearch engines tripled from 2014 to 2017. With every passing year, these numbers grow stronger. Get in on the action. Contact In1 Solutions today.

    Thursday, December 13, 2018

    Read More
  • PPC Revenue Management
    How to Generate More Revenue from your Paid Advertising Campaigns

    Although the online market for paid advertising for the hotel industry has become increasingly crowded and competitive over the last few years. PPC remains a cost effective and measurable way of driving targeted visits to your website and driving growth in online revenue. For some Tips on Maximising Revenue on Investment in PPC – Read More.

    Thursday, March 9, 2017

    Read More
  • In1 Solutions Expands Global Reach

    Lorna McNamara, Marketing Director

    In1 Solutions has seen significant growth in overseas markets over the past year, providing online marketing and technology solutions to hotels from the Maldives to Moscow and from Copenhagen to Cape Town. Our creative and dynamic solutions are designed to suit the specific needs of each client, delivering growth in direct bookings and effectively promoting the brand online. To find out more about what we can offer and the type of results we can deliver – Read More

     

    Monday, February 29, 2016

    Read More
  • Masimise RevPAR
    Using PPC and Brand Advocacy to maximise Net RevPAR

    Lorna McNamara, Marketing Director

    A thriving hotel economy relies on happy guests. And revenue. In fact, revenue is critical to a satisfied guest; it allows hotels to better serve their staff, and their staff to better serve their guests. Your guests, your team, and your hotel’s bottom line all win when you aspire to generate the most revenue. The hospitality industry however is unique and many of your prospective guests are hijacked by OTAs like Booking.com before they get a chance to book directly on your own website.  In1 Solutions offer a range of  online marketing services designed to grow direct bookings and maximise Net RevPAR. Read More.

    Wednesday, October 14, 2015

    Read More
  • Group Search & Sort
    Reponsive Group Search & Sort

    Lorna McNamara, Marketing Director

    Effective group search and sort functionality can significantly increase the conversion rate for a hotel group. Allowing the customer to choose to view availability either for an individual hotel or to check the group as a whole. By simply reducing the frustration factor associated with having to individually check dates across a selection of hotels, can reduce the bounce rate away from the hotel site and the availability search stage and increase the level of completed bookings.

    Other enhancements include larger imagery, links to maps, vouchers and property information and packages available. As with our voucher engine, the group booking engine is also responsive. More enhancements will be added soon to Group Search & Sort to enable groups to more effectively cross sell amongst their hotels and to improve the overall conversion level through their group site. Click on the link to view an example of In1 Solutions’ Group Search & Sort.

    Wednesday, December 10, 2014

    Read More
  • Responsive Gift Voucher Engine
    Responsive Voucher Engine

    Lorna McNamara, Marketing Director

    Online Gift Vouchers are a popular gift choice throughout the year, though particularly so in the run-up to Christmas. Over the years In1 Solutions have enhanced their Gift Voucher engine to enable product vouchers to be divided into categories, such as Spa or Dining. Hoteliers can also link to one voucher item, rather than linking to a long selection of items in a generic voucher list, such as on the Shelbourne Voucher website, there is also fully editable text on monetary vouchers and editable terms and conditions, making the voucher engine fully dynamic and more productive.  The dynamic enhancements for the voucher engine has also included the ability to run discounted campaigns on a selection or all vouchers.

    A more recent enhancement has been the creation of a responsive voucher engine that works just as well on a mobile device as on a desktop.( View an example of a responsive voucher engine on your mobile). The enhanced functionality and updated display for the voucher engine has seen an increase in revenue generated through the voucher engine and when supported with a dedicated PPC campaign, can deliver bookings throughout the year.

     

    Tuesday, December 9, 2014

    Read More
  • How to grow Direct Bookings Online

    Lorna McNamara, Marketing Director

    Over the last few years there has been a significant growth both in the number of third party options for booking a hotel room online and also in the level of competition to capture more of a hotel’s brand revenue in a cluttered online market.

    At the Hospitality Technology Show held in London earlier this year, a panel of experts discussed how hotels can capture more of their direct business online. The highlights of the discussion are included in  –http://www.hotelnewsnow.com/Article/13157/How-to-capture-direct-bookings-guest-data.

    Although there is a level of competition online for a hotel’s brand and key terms, these can vary greatly depending on the type of hotel or the location. All hotels can benefit from paying attention to the basics when it comes to managing their brand online and growing direct revenue.

    Website:

    Ensure that your website is easy to navigate.
    Ensure there is relevant and fresh content, to inform and capture interest.
    Ensure there are strong visual elements – images, galleries, videos, clear calls-to-action and reasons to book.

    Customer Database:

    Use rewards & incentives to encourage customers to convert directly online when next booking. Implement personalisation of communication with customer databases and good data capture at check-in and include pre and post stay communications.

    Product:

    Ensure that the best rates and offers are always available on your own site. Any discounts or promotional campaigns running on third party channels should at the very least be matched on the hotel site. Clearly highlight the benefits of booking direct on both the website and in the booking engine and also include incentives or rewards for booking direct.

    Get Social:

    Use social platforms to encourage interaction and generate brand awareness and loyalty. These platforms will also create social and user-led content.

    Although third party channels will continue to deliver significant levels of bookings to hotels, the value of effectively managing direct bookings will pay dividends as they often come at a much cheaper rate. Managing direct bookings also ensures that the hotel can manage a direct relationship with each customer with future benefits with repeat business and shared recommendations.

    Friday, February 28, 2014

    Read More
  • Working with Google Adwords Enhanced Campaigns

    Emma Ratcliffe, PPC Client Manager

    As of July 22nd 2013, Google have been working to upgrade all current Google Adwords campaigns to the new Enhanced Campaigns platform. In preparation for the change, existing Adwords users were given the option to upgrade to Enhanced Campaigns some weeks before the launch date, to familiarise themselves with the new functionality – and over the coming weeks, everyone with an Adwords account will be working with the latest campaign adjustments.

    The mandatory change will provide advertisers with a number of new ‘enhanced’ features as the name suggests, but advertisers should be wary of Google’s latest offering which is really about enhancing Google’s falling mobile PPC (Pay Per Click) revenue in recent months. All advertisements are now promoted by default across all channels; which means that multiple campaigns need to be set up for each device type to allow more control on your desired spend for mobile. This means that more time and more money can be spent on managing campaigns and without any real “enhancement” to the overall campaign. There are some positives, such as more precise targeting across campaigns, in particular demographic and also improved tracking. However, now more than ever Adword campaigns need to be effectively managed to ensure that they are working to defend your brand effectively online and grow online revenue.

    In1 Solutions has expert experience in the management of Adwords campaigns across Ireland and internationally. To ensure you’re getting the most out of your PPC campaign, contact us today to discuss how we can increase your traffic and promote your brand.

     

    Thursday, August 15, 2013

    Read More
  • Hotel Parity Probe and what it could mean for Hotels

    Lorna McNamara, Marketing Director

    There have been some recent developments in the Rate Parity Probe with both two of the largest OTA’s Booking.com and Expedia agreeing to allow other agencies the right to offer reductions for hotel rates. More information on this can be read in the tnooz blog.

    Rate Parity and its impact on hotel online revenue has been discussed a lot on hotel industry blogs over the last year. In one of our recent blogs on Rate Parity Double Standards, we  looked at double standards practiced by the OTA’s. However, with more pressure being placed on OTA’s by the Office of Fair Trading and other bodies, and with the agreement from Booking.com and Expedia to allow freer pricing, this will mean that hotels will be able to promote discounts or promotional rates more freely on their own site. Hotels will be able to do this without the contractual hold placed on them by the main OTA’s.

    These changes don’t necessarily mean that OTA’s won’t continue to dominate the online hotel market, but it should allow more flexibility for hotels to sell the best price on their own site. It will also mean that the smaller OTA’s have room to become creative in how they promote, and perhaps gain some market share. However, a rate parity clause in a contract meant that the rates on the main OTA’s and on a hotel’s own site were the same. With the removal of those type of clauses, closer inspection will have to be made concerning what rates each online distribution company can offer for a hotel, including the level of discounts to ensure that hotel’s make the most of the opportunity to offer the best available rate on their own sites.

     

    Tuesday, August 13, 2013

    Read More
  • Rate Parity – Double Standards?

    Lorna McNamara, Marketing Director

    Back in 2012 HSMAI predicted the demise of Rate Parity for Hotels. Over a year later, rate parity requirements by the OTA’s still have a significant impact on hotels – in particular those who are not part of an international brand.

    In addition to placing restrictions on how you best manage your yield online, many of the OTA’s then contradict that requirement by encouraging hotels to run flash sales or smart deals that would in essence place the OTA at a cheaper rate than direct with the hotel. While many hotels ensure that they match the deal rate on their own site, many times this isn’t actioned – and only serves to increase the hotel’s dependence on third party bookings over direct bookings, with a higher cost of delivery.

    Nobody can deny the relevance of the online distribution channels and the value of the business they bring to the hotel industry. However, control over the price at which a business can sell their product at any given time is an important factor in effective yield management. There are indicators in the industry that the issue of rate parity is being tackled by a growing number of independent hoteliers. Earlier this year a number of hotel chains decided not to renew their OTA contracts over rate parity issues (Read more on EyeForTravel) and there is growing support for rate parity legislation, which could allow hotels to take back control of their pricing strategy and implement varying pricing levels depending on markets and demand levels.

    Monday, July 15, 2013

    Read More