Hotels must love and hate those online
travel agents (OTAs) like Expedia, Hotwire, and Travelocity because on one
hand, OTAs bring more business to hotels and on the other hand, hotels have to
pay commissions to every reservation made through OTAs. For years, Hotels have
been making efforts to improve their own websites so that they can compete with
OTAs. Many hotels now guarantee customers that they offer the lowest price on
the hotels’ own websites.
According to the PhoCusWright survey reported
in The Wall Street Journal, reservations
through OTAs contributed 45% of all online reservations, representing $15.2
billion of hotel sales, up from $12 billion in 2009. Certainly, it is the hotels’
best interest of skipping the “middlemen” or at least minimizing their commissions
paid to OTAs.
As a result of the competition, Roomkey.com
was born, which serves as a search engine and will direct customers to the
hotel websites that invested in Roomkey.com. Now, Choice Hotels, Hilton, Hyatt, Intercontinental,
Marriott, and Wyndham are onboard. Best Western also showed interest in this
website. Starwood, however, prefers to “assess the potential benefits of this
new distribution channel” before making a commitment.
In your opinions, how will OTAs respond to these
hotel chains’ strategy of forming Roomkey.com? Will Roomkey.com change the competition
landscape of online hotel reservations? Who will be the ultimate winner(s) of
this battle? How can hotels and OTAs work together to create a win-win-win
solution for everyone (the last “win” refers to customers)?
Relevant discussions:
References:
Berzon, Alexandra (2012, January 12). Hotel
ally on booking site. The Wall Street
Journal, p. B2. Also available online.
The picture was downloaded from roomkey.com.
The picture was downloaded from roomkey.com.
I personally think, at least for now, the OTA's have nothing to worry about, i haven't seen any advertisement for this website and therefore wouldn't know it even existed. I think overall if it is a smart costumer they should cover all the bases, see if using a OTA is cheaper or using roomkey.com or even going straight to the specific hotels website. Since OTA's bring the promise low prices and have many websites that people can use i think until roomkey.com becomes a bigger project it will have a little bit of a tough time getting the same business as its competitors. To create that win-win-win association i think they all need to work together, try to create a site where the hotel themselves aren't losing as much money by having to go through the middle man, however like you mentioned hotel sales are up, so by increasing prices through the OTA websites may not be the best idea just to give more money to the actual hotel. I understand that making money is top priority because to keep your customer coming back you need to have good accommodations and services. It is a difficult situation to go through because one way or another i don't find it possible to have a win-win-win situation, but more of win and a "do-able" situation. It's a partnership that they will really need to go through some intensive negotiations first.
ReplyDelete-Samantha Dana
I think Roomkey.com is a very good idea but it still has a long ways to go. I don't think it will have a huge effect on the competition between OTA's. In order to compete with the prices, either the hotels themselves should over some sort of reward (maybe a free breakfast), or discount for booking a room directly on the hotels website. The search engine is a great idea for the hotels themselves, so that the costumer is lead directly to the hotel's website but it does not really bring anything extra special that would make a costumer choose that over an OTA. In order to create a win-win situation I think the search engine should offer some deals from the OTA's. Or maybe have the OTA's website in the search engine so that way the consumer can choose which route they want to go to book their room, it would create a more fair situation for the hotel's websites to be right up next to the OTA's because I feel like some people forget that you can even make a reservation through a hotel's website, they just go to an OTA because it offers the best variety.
ReplyDelete- Jamie Rieff