New world of strategies for hotels
Adopting digitalisation and hygiene standards is crucial for local hotels as the pandemic has led to changes in consumer behaviour.
Wasana Sawatwong, direct channel specialist at Roiback, a hotel booking provider, said hoteliers should consider developing their websites to have a presence on leading meta search sites like Google Hotel Ads, Tripadvisor and Trivago for more effective advertising. Some 70% of people who plan their trips use meta searches.
According to Roiback data, nearly 20% of hotel bookings on direct hotel websites are derived from meta search providers, while 65% of bookings from meta searches come from Google Hotel Ads, of which 40% of bookings are conducted via mobile phones.
Ms Wasana said local guests mostly use mobile phones to visit hotel websites for an average time of under two minutes. Website design compatible with mobile browsing will enhance user experience and lead to successful bookings.
The Thai Hotels Association and Food & Hotel Thailand 2020 held the first webinar under the theme “Targeting First Movers Online: Thai and Asian Travelers” to help Thai hoteliers prepare for the aftermath of the virus.
Speaking at the webinar, Poonyanuch Tummasiri, country manager of hotel software company RateGain, said the outbreak has lowered demand in the tourism industry, forcing hoteliers to start price wars to attract remaining guests. This is not the best practice for the overall industry.
She suggested hotels adopt hygiene standards or offer bundles within hotels and outside activities, such as spas, diving spots and shopping, to promote their properties instead of cutting prices.
Ms Poonyanuch said expanding distribution channels via the right online travel agent (OTA) also increases future bookings such as using Ctrip to attract Chinese tourists.
Even so, hotel operators have to use diversification strategies to balance their selling channels on other OTA platforms to cope with digital trends that are prone to changing rapidly overnight, she said.
Noppadon Pakprot, the Tourism Authority of Thailand’s deputy governor for domestic marketing, said the tourism sector has been reset to zero by the outbreak, so future tourists who travel in small groups will use a greater range of online tools to make their decisions.
The agency is implementing its “Five-Re strategy” to help support the tourism sector in getting through this unprecedented challenge.
The strategy includes rebooting tourism to attract repeat visitors and expand destinations for locals; rebuilding tourism for the new normal; rebranding tourism with regard to environmental friendliness and safety; rebounding to welcome the new wave of tourists; and rebalancing tourism towards sustainability.