A wild online distribution of hotels has begun. Everyone is reselling everything… and at a variety prices.
Giancarlo Carniani, PhocusWright Analyst, reveals the current online hotel distribution environment from the Officina Turistica stage. “The calm chaos I refer to in the title reflects a totally wild distribution that started some time ago. Everyone resells everything”. The parity rate has fallen and hoteliers have found themselves facing an increase of portals selling their rooms at the most contrasting prices. A new era has begun and it’s nothing like we’ve seen before.
Choosing a growth path with the right digital tools is imperative for any hotel.
Ostello Bello Milano has been named the Best Hostel in Italy according to Hostelworld. Michele Azzoni, Marketing and Communication Manager at Ostello Bello, illustrates the importance of hotels embarking on a path of digital transformation. Managing online reputation by incorporating artificial intelligence has greatly aided Ostello Bello in their success.
On TripAdvisor, experiences and restaurants indicate a record growth.
Once upon a time, TripAdvisor was considered the king of hotel reviews alone; today the company tells a new story. Last year’s revenues from non-hotel activities (restaurants and experiences) recorded 40% growth compared to 2017. These revenues, together with alternative accommodations, make up about a third of the Owl’s profits. In the meantime, the platform is facing critics who are unhappy with the recent social redesign.
Voice Assistants and Hotels: hospitality is only becoming more technological
Nearly 58% of Americans use smart speakers (digital voice assistants) and record a 98% satisfaction rate among users. It’s impossible to ignore this trend for hotels, especially considering that 60% of guests responded they would use a voice assistant. 60% of respondents also believe it’s important for hotels to integrate this technology as it enhances the guest experience. Angie Hospitality, a company specializing in voice technology for hotels, shares their data about this trend.