When it comes to the choosing a hotel room travellers do not simply look for the cheapest rate, as they might do with an airline seat, but the Best Value Rate, i.e. the rate that gives most value for money.
Amadeus Dispatch asked our in-house hotel electronic distribution expert, Geneva Scott, for her opinion on how to help hotel providers to best sell one hotel room versus another via GDS room/rate descriptions, based on her in-depth study of the topic over a period of 12 months in 2008/9.
Q. Geneva, what does value for money mean to today's travellers in hotel room/rate terms?
A. Today's business travellers need to be both cost effective and productive. A room that does not allow the traveller to stay connected and work comfortably is of no use at any price. Any room rate that boasts perks such as free high speed internet access and free breakfast is more attractive to all types of guests, both business and leisure.
Q. So are hoteliers positioning 'Value for Money' in the way they describe their rooms and rates on the GDS today?
A: Those that do, clearly show that the rate is the best available, putting the key features of the room up front and then using the rest of the remaining space - either the three lines available in the Single Property display or the nine lines available in the Hotel Pricing display - to really sell the value adds.
Q: So you say putting key features up front is important - what are the top three things hoteliers need to show first in their room descriptions?
A: In my opinion, the first features that should be stated are room type, bed type and number of beds. It’s vital information and it’s also an unofficial GDS standard. It helps travel agents if every hotel chain places this data in the same place. After that it would be: Best Available Rate (if offered); High Speed Internet Access (and if free), Breakfast (if free) and smoking or non-smoking. Lastly, any other items that convey what’s included in the rate or special about the room, for example the room view, the fact that it’s equipped for someone with impaired mobility, or a special or eye catching amenity.
Q: Such as?
A: Amenities that allow you to self-cater like a refrigerator or microwave. High tech amenities like an iPod clock, Wii or Playstation in the room. Or a theme such as a Work-In equipped room, a spa inspired guest room with in-room treatments or a movie night rate which includes candy bars and unlimited movies. Believe it or not, all of these interesting things fit into an Amadeus room/rate description! Some hotels are very creative with the space provided.
Speaking of eye catching features, our travel agents also respond very positively to room/rate descriptions in their local language. Not many chains can do this, but those that do are preferred by our many travel agents in France, Spain, Germany and Italy, to name a few.
Q: What does a Hotel Chain have to gain by doing a good job of this?
A: Sales and loyalty. An upsell to a room with more value adds. Or repeat business. Agents these days want to sell Best Value as well. They are well aware that merchant rates are sometimes cheaper. But those rooms are the most basic or Run Of House. Agents will return to trusted brands that help them with the sales process. These descriptions also print on guest itineraries, so there is a post sale benefit also.
Q. And you believe that hotels need to be emphasising the value add features more than ever before?
A: Absolutely: If hotels are offering any nice extras they need to boast about it in the room/rate descriptions because both business and leisure travellers will be influenced by it in their purchase decision. We want hoteliers to shout about Free High Speed internet/wifi, Free Breakfast, Free Parking, Free Local Calls and Free Newspapers!
Q. Because if they don't?
A: If they don't… someone else will!
Fonte: http://origin.amadeus.com/newsletters/hotels/distribution/art04.html
Amadeus Dispatch asked our in-house hotel electronic distribution expert, Geneva Scott, for her opinion on how to help hotel providers to best sell one hotel room versus another via GDS room/rate descriptions, based on her in-depth study of the topic over a period of 12 months in 2008/9.
Q. Geneva, what does value for money mean to today's travellers in hotel room/rate terms?
A. Today's business travellers need to be both cost effective and productive. A room that does not allow the traveller to stay connected and work comfortably is of no use at any price. Any room rate that boasts perks such as free high speed internet access and free breakfast is more attractive to all types of guests, both business and leisure.
Q. So are hoteliers positioning 'Value for Money' in the way they describe their rooms and rates on the GDS today?
A: Those that do, clearly show that the rate is the best available, putting the key features of the room up front and then using the rest of the remaining space - either the three lines available in the Single Property display or the nine lines available in the Hotel Pricing display - to really sell the value adds.
Q: So you say putting key features up front is important - what are the top three things hoteliers need to show first in their room descriptions?
A: In my opinion, the first features that should be stated are room type, bed type and number of beds. It’s vital information and it’s also an unofficial GDS standard. It helps travel agents if every hotel chain places this data in the same place. After that it would be: Best Available Rate (if offered); High Speed Internet Access (and if free), Breakfast (if free) and smoking or non-smoking. Lastly, any other items that convey what’s included in the rate or special about the room, for example the room view, the fact that it’s equipped for someone with impaired mobility, or a special or eye catching amenity.
Q: Such as?
A: Amenities that allow you to self-cater like a refrigerator or microwave. High tech amenities like an iPod clock, Wii or Playstation in the room. Or a theme such as a Work-In equipped room, a spa inspired guest room with in-room treatments or a movie night rate which includes candy bars and unlimited movies. Believe it or not, all of these interesting things fit into an Amadeus room/rate description! Some hotels are very creative with the space provided.
Speaking of eye catching features, our travel agents also respond very positively to room/rate descriptions in their local language. Not many chains can do this, but those that do are preferred by our many travel agents in France, Spain, Germany and Italy, to name a few.
Q: What does a Hotel Chain have to gain by doing a good job of this?
A: Sales and loyalty. An upsell to a room with more value adds. Or repeat business. Agents these days want to sell Best Value as well. They are well aware that merchant rates are sometimes cheaper. But those rooms are the most basic or Run Of House. Agents will return to trusted brands that help them with the sales process. These descriptions also print on guest itineraries, so there is a post sale benefit also.
Q. And you believe that hotels need to be emphasising the value add features more than ever before?
A: Absolutely: If hotels are offering any nice extras they need to boast about it in the room/rate descriptions because both business and leisure travellers will be influenced by it in their purchase decision. We want hoteliers to shout about Free High Speed internet/wifi, Free Breakfast, Free Parking, Free Local Calls and Free Newspapers!
Q. Because if they don't?
A: If they don't… someone else will!
Fonte: http://origin.amadeus.com/newsletters/hotels/distribution/art04.html
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