Many hotels are offering consumers so many product choices that they simply get lost or confused…
Imagine getting this type of result for 5 room types when shopping for a 1 night stay.
Do we really expect our guests to have a master degree in Mathematics or be an Excel wizard to be able to book our hotels?
But you are not only giving the consumer a challenge. How about your revenue manager? The more complex your hotel rate strategy and price matrix, the harder it is to manage. And if updating rates takes a long time, there will be less time for analysis and decisions.
Regardless of the genius thoughts behind your strategy, it has to be easy to understand for our clients, the guest. Clean and simple is something we have to strive for when building the hotel rate structure in our hotel reservation software.
Here a screenshot of a more organized rate offer:
Even though you might have more available your hotel reservation software should contain filters to only show the 3 best deals. Showing more would merely overload the consumer with information, which could lead to no booking at all.
If your booking engine is set-up well, consumers can up sell themselves throughout the booking process at any time without having to return to the initial screen.
In this way you can phase the exposure of your different rate plans and product offers in 2 steps, without the guest being overwhelmed with a large amount of prices.
Some tips more tips:
- Only show stay 3 pay 2 discounts if they actually are shopping for 3 nights or more.
- If you have an Early Bird offer, show it with the original rate, to demonstrate the value.
- Make sure there is a clear difference in product offer justifying rate difference.
- Don’t make the rate increments to high, small price differences will allow consumers to up-sell themselves…
Patrick Landman @ Xotels