Problem to solve
Losing revenue share from proprietary websites to Third Party OTA websites.
What we did
- Analyzed SRP data over trailing one-year period, from Third Party sites and the proprietary website, to understand overall customer buying trends. Compared retailing experience, as well.
- Uncovered retailing strategy used by Third Party websites that pushed customers to book less retail rates, and more vacation packages, at a detriment to the hotel’s overall web strategy.
- Recommended SRP inventory changes to Revenue Management strategy to pull share back to the proprietary website.
Proprietary website revenue share growth normalized, as the hotel pushed more customers through their no-cost proprietary website channel, rather than through Third Party OTA websites.