Why independent hoteliers should take note of hotel chains’ direct bookings drive
(獨立自營旅館業者為何應注意國際連鎖酒店集團的直接訂房趨勢之原因)
eHotelier.com by John Kearney|May 26th, 2016
*筆者：產品製造商與通路商之間的愛恨情仇終究要大爆發？
Over the past few months, we have started to see a shift in sentiment and resources from the major hotel chains to encourage their clients to book directly. Loyalty programs that were once afterthoughts, and in some cases did not have any meaningful benefits to its members, are starting to be restructured to encourage and help guests who chose to book from the brand website. Over the past year, we have begun seeing compelling new ads from the chains actively seeking this, when once they were slightly cautious of going up against the all powerful Priceline and Expedia OTAs. Now the former CEO of Priceline recently came out with warnings for the major chains who are focusing on getting their guests to book directly, and clearly a nerve has been touched.
過去幾個月以來，我們已看到一些大型國際連鎖酒店集團在資源及觀感上轉移至鼓勵其顧客直接與酒店方預訂房間。過去，忠誠會員制度不在營運的規劃之內，甚至在一些個案中並未提供任何夠意思的福利給會員，而如今已開始調整去鼓勵並協助在集團網站訂房的顧客。在過去一年中，我們已開始看到一些令人矚目的新廣告，這些廣告來自於主動尋求直接訂房效應的國際連鎖酒店集團。以往，國際連鎖酒店集團並不在意去對抗如 Priceline 與 智遊網等強勢的線上訂房旅遊網站，如今前 Priceline執行長跳出來警告國際連鎖酒店集團不能讓消費者直接與酒店方訂房，當然，很明顯地，國際連鎖酒店集團的新策略已觸動線上訂房旅遊網站的敏感神經。
來自萬豪酒店集團的「It pays to book direct (愛就直接說，房間就直接訂才值得)」
Changing times ahead 改變的時機來臨
Hotel chains are focusing on direct bookings is due to a variety of reasons.
基於下列原因，國際連鎖酒店集團正著眼於直接訂房：
1. Lower dependency on OTAs
降低對線上訂房旅遊網站的依賴性2. Competition by OTAs on loyalty programs
線上訂房網站對於酒店集團會員制度的競爭
3. Millennials – with up to 64 percent stating that they sometimes book directly on supplier sites (Source: Phocuswright)
高達64%的千禧世代表示他們有時會直接在客房供應商(而非通路商)的網站訂房 (來源：Phocuswright網站調查)
越來越多的商旅人士直接與旅館酒店訂房，英國佔39%，法國佔33%，而德國則有35%。5. Potential threat from Airbnb.
來自Airbnb的潛在威脅
We also see chains like AccorHotels openly targeting independent hotels to join their franchise programs. With the technological purchases of companies such as Fastbooking they have made over the last 12-18 months, can now offer a credible offering to independent hotels looking to compete in the online travel space.
我們同時也看到國際連鎖酒店集團如雅高酒店集團大舉鎖定獨立旅館酒店加入其加盟方案。另外，對於想在線上旅遊平台競爭的獨立旅館酒店，在使用一年至一年半的科技訂房解決方案(如Fastbooking)之後，如今都有可靠的訂房貢獻。
當全球旅館業內的強強併快速發展，萬豪與喜達屋的併購案能提供全球最多的酒店選擇，並能從重組的忠誠會員制度當中獲益，而集團會員自然能帶來直接訂房。我們要開始觀察的不光是會員可以得到免費住宿及其他福利如免費的高速無線上網服務，更重要的是，會員制同時能讓酒店集團得以客製化訂價與行銷。
來自希爾頓酒店集團「Stop Clicking Around (別再點來點去了；莫閣叩叩點 )
Expedia must have seen the writing on the wall. Hilton and Marriott’s recent agreements with Expedia not only included a reductions in margins, but also the removal of guarantees for Last Room Availability. This has allowed the chains also to be bolder in actively targeting direct bookings.
智遊網想必已看到些徵兆。希爾頓酒店集團和萬豪酒店集團近期與智遊網的合約中不只下修保留房數量，而且移除掉最後空房的保證條款。 這讓此二家酒店集團得以大膽地主動鎖定直接訂房的業務。
Age of dependency for independent hotels 獨立自營旅館業者的依賴年代
So I believe that independent hoteliers, as I covered in a previous article, are still sleepwalking into an age of increased dependency. This can be reversed if they take heed and start to learn from the chains, who are starting to take the OTA’s head on, as well as introduce common sense practices to increase their direct bookings.
所以我相信獨立旅館酒店的經營者仍舊夢遊於對線上訂房網站依賴性日趨加重的年代中，就如同我先前的一篇文章所述。這個狀況其實是可以翻轉的，若獨立旅館業者能留意並開始向國際連鎖酒店集團學習如何正面迎戰線上訂房網站，並且採用常識慣例來增加直接訂房的數量。
In reality, it could well be that for some hotels in particular locations, joining a franchise hotel to a chain could become the straightforward choice as loyalty programs become stronger, as the immense driving power of Marriott and its investment in content marketing strategies grows, along with the rise in personalized marketing.
實際上，這對於一些位在特定地點的旅館酒店是有可能的，成為一間國際連鎖酒店品牌的加盟者會是個顯而易見的選擇，因為國際酒店集團的會員制效應日漸強大，像是萬豪酒店集團有絶佳驅力並且在內容行銷的策略投資、個人化行銷都有所成長提昇。
But what about if you want to remain independent and provide a unique personal experience that is differentiated from the rest?
不過，要是你仍然想獨立經營並想提供絶無僅有且與眾不同的個人體驗，那該怎麼做呢？
Then your choice is simple. You have to urgently map out a clear marketing strategy that includes the answers to the following questions:
那麼你的選擇就變得簡單。你必須立即規劃出清楚的行銷策略且包含下方問題的解答：
- Can users find me online? 網路使用者能在線上搜尋到自家旅館？
- Does my website make it easy for a guest to directly book? 自家旅館的網站設計能讓顧客易於直接訂房？
- Am I capturing guest data in the right way? 顧客資料的獲取是否正確？
- What am I doing to promote my brand online? 在網路宣傳自家旅館品牌要做些什麼？
- How do I communicate with my guests? 我要如何跟顧客建立起溝通管道？
- What incentives do I offer them to book direct? 我要提供何種激勵使顧客願意直接跟我們訂房？
- What am I doing to convert OTA reservations into direct ones? 我要怎麼做才能讓線上訂房旅遊網站的預訂轉變成自家旅館的訂房？
Where I believe hotels in general have failed is in creating value for their customers by the way they can find hotels online and complete the booking process for hotel rooms. Many solutions are still aimed at appeasing the revenue manager rather than the client.
我想許多旅館大都未能在網路上讓顧客搜尋到其網站並進而完成線上訂房，以創造出顧客價值。因為當前的許多方案仍舊是著重在滿足旅館的收益管理而非顧客。
If hoteliers are going to start to turn the dial away from increased OTA dependency, they first have to connect with guests and connect with the non-residents in the area who already have an existing relationship with the hotel. Technologies like social Wi-Fi and concierge apps are excellent tools in this area.
如果旅館酒店業者正準備要減低對於線上訂房網站的依賴性，他們就得先直接與顧客建立互通聯繫管道，並且與在旅館所在區域且有既成合作關係的非當地居民聯繫互動。
Talking with a host of general managers, it is clear they pride themselves on the quality of service they provide to their guests. There is something in their DNA which keeps them at the hotel to ensure that the wedding or events goes off without a hitch, and to view the smiling, happy faces of the participants. Where independent hoteliers have failed though, is showing the same pride for the first impression they give online to any prospective client.
我曾跟許多旅館總經理聊過，他們對於自家旅館所提供的服務品質感到自豪。這樣的態度已內化為個人基因並驅使他們想確保自家旅館的婚宴與活動有條不紊地進行，並能看到與會者臉上的笑容及愉悅的神情。然而，獨立自營的旅館業者所久缺的是在自家網站上給任一預期的客人展現同樣自豪的第一印象。
The major chains are starting the fight back. Keep paying attention and learn how your hotel too can start moving the dial back in your favour, or risk becoming even more dependent on intermediaries.
一些國際連鎖酒店集團已開始反攻線上訂房旅遊網站。請多加留意，並學習自家旅館該如何開始把行銷通路的決策權轉回對自己有利的位置上，要不就是轉向對通路中介商依賴加鉅的危機中。
About the author
John Kearney is Director of Hotelient as well as Hotel Sales & Consultancy Specialist with over 15 years of experience in managing hotels. Hotelient provides guest marketing solutions to hotels across Europe. Need help in planning the right online marketing strategy for 2016? Talk to us, email info@hotelient.net for further information.
派屈克沈的旅館園地 