Platform class sites bring new marketing opportunities for non-star hotels

Great potential for hotel online marketing

According to Iris data, 2011 China's online tourism market transaction size of 131.39 billion, an increase of 38.5%. In which the online ticket transaction size of about 81.77 billion yuan, accounting for the online tourism market 62.3%; Online hotel transactions on the scale of 31.93 billion, accounting for the online tourism market 24.3%. According to media reports , the 2012 online tourism consumption market will reach 170 billion, by the end of 2015 will reach 360 billion scale.

The huge market potential indicates that online tourism has become an important market for hoteliers, and it is necessary for hotels to carry out on-line marketing.

A large number of non-star hotels have not joined the online marketing tide

With the rapid development of social economy, the hotel industry in China is undergoing great changes, and the hotel types have diversified development trend. According to the information of Yi-Zhi-ku, the current number of hotels and accommodation in China is about 300,000. In this 30多万家 hotel and accommodation, the number of star hotels in less than 20,000, the rest of the non-star hotels include budget hotels, inns, family hotels, hotel-style apartments, hostels, specialty hotels and so on, operating scale of different sizes. Considering that the economic chain hotel such as 7 days, such as home, the development of more mature, scale, marketing features have been close to star hotels, in order to facilitate the elaboration of this article, "non-star hotel" does not include economic chain hotels. In this 30多万家 hotel and the number of accommodation, OTA manufacturers can cover about 30,000, vertical search platform can be found in about 150,000, and star hotels and budget hotels. This shows that in many non-star hotels, a considerable number of operators are still the traditional way of operating offline, there is no price system, there is no effective online marketing channels.

Cost and technology become the bottleneck of the online marketing of non-star hotels

Generally speaking, the hotel carries on the line marketing the way mainly has the OTA distribution and the direct sale two kinds, the OTA mode takes Ctrip, the art Dragon as the representative, the direct sale needs to establish the independent official website to carry on.

OTA distribution is China's hotel for the development of online marketing the earliest, most conventional channels, the hotel through OTA sold rooms, while paying OTA pay commission, the proportion is usually 13% to 15%. For an economical hotel or guesthouse, a guesthouse, for a price of 200 yuan, Every night the operator needs to pay a 30 yuan commission to OTA. For most single hotels, inns, family hotels, the profit space is not large, most can not afford such a high commission.

Official website is gradually developed in recent years, the hotel online marketing channels, but the establishment and operation of the official website requires strong technical support, the current more mature Hotel official website, most of the star hotel or chain group. Many non-star hotel operators have detected the advantages of online marketing, and set up their own direct marketing site, but because it technology is weak, the site is often unstable, the user experience is not enough, even if the site is stable, but also lack of online marketing experience or website operating experience, in their own operation for a period of time, due to not see the effect, Often lose confidence, finally have to choose to give up.

Platform class site for non-star hotel online marketing opportunities

The road of non-star hotel's online marketing is still exploring, and the rise of platform-type websites may bring new opportunities.

Vertical search engine from where to go to the network, is the platform class online travel site representative. Where do you go? The net is based on the current concept of "cloud computing", in short, is to provide the hotel with a unified template version of the Web platform, the hotel landing site, input hotel products, prices and other related information, then generate an exclusive business page, can provide consumers with inquiries, booking, payment functions, the hotel does not need to pay Commission , but according to the consumer clicks Pay, each click 2~3 yuan, reduced to every night cost is OTA Commission mode of less than One-third. Besides, where to go the network is also based on this platform to provide such as group purchase, supper, jailbreak and other forms of ancillary marketing, for the hotel to provide a full range of solutions.

Remove where the net, Taobao travel is similar to the service platform, but not the same, where to go to the network platform free of charge to suppliers, resulting in the flow of Pay-per-click Charges, and Taobao platform to charge a certain amount of technical service fees, and a small commission. Due to the development of a shallow foundation, Taobao Travel can not provide a similar to where the network of multi-directional Auxiliary solutions.

Platform-type web site, effectively solve the non-star hotel's technical problems, the hotel operators save a lot of technology and management costs, and has a stable, good user experience, and has a wealth of sources of traffic-type online direct site. And the way of Pay-per-click, it is effective to ensure the hotel's profit space, and to promote the hotel's own product optimization.

Non-star hotels join online marketing to promote the diversified development of on-line tourism market

Non-star hotel vendors to participate in online marketing, for consumers, they will have a richer choice of products, and access to more low-cost products, for hoteliers, a large number of exposure opportunities, cost-effective promotion costs, will greatly enhance the individual marketing ability to obtain more online orders, and for the entire online tourism industry , more products, service providers will help to promote the market diversification, benign development, for online tourism to expand a greater space for growth.

Platform-type web site on the hotel industry to promote the role of online marketing can not be ignored, a large number of non-star hotels will be able to seize this new marketing opportunities would be the key.