Why OTAs are a necessary evil  (為何線上訂房旅遊網站是必要之惡)

 eHotelier.com byJean Francois Mourier |May 31st, 2016

*筆者：繼上一篇國際連鎖酒店集團對於線上訂房旅遊網站的反擊，這一篇是以「平均客房收益 (Revenue per available room, 即 RevPAR)」的觀點來看待線上訂房旅遊網站與旅館酒店之間的角色關係，不全然是打臉文，而是事情看待的角度有不同的面向。對於一般消費者而言，不妨建立一個觀念：「旅行社及訂房網站都是要賺錢的，不論你付了多優惠的價格，他們基本上還是有辦法拿到他們該拿的部份。」；而對於有接觸過旅館管理相關課程的人而言，本篇是對於「perishable (易消亡的)」的概念做出實務上的說明，因為旅館客房的使用效益只有一個晚上而已(沒處理過的水果至少還可以放個二、三天)，時間一過去就沒了(隔天的循環又接著開始)，要嘛就賣出去，「嘸就 No su」。

Although the hatred for the OTAs seems to have lessened slightly over the past few years, there are still many hoteliers who are adamantly against listing their rooms on OTAs.
雖然過去幾年對於線上訂房旅遊網站的恨意似乎些許減少，但仍舊有許多旅館業者堅決不把客房放在線上訂房旅遊網站的平台上。

But no matter your opinion on the OTAs, they are here to stay because consumers love their convenience and savings. They are beneficial to hotels as well – even with the sky-high commission rates. While it is possible to operate a hotel without listing your property on any OTAs (after all, it is possible – though not optimal – to live without sunlight), it definitely would hurt the property’s bottom line.
但不論你對於線上訂房旅遊網站的看法是什麼，他們仍舊會在市場上因為消費者就是愛他們的便利性與折扣優惠。就算這些線上訂房旅遊網站收取天價比例的抽佣，但對於旅館酒店而言還是有利的。即使經營一家旅館而不把客房放在線上訂房旅遊網站來賣是有可能的(畢竟一間旅館是有可能不在行銷曝光中過活，卻也不算是最佳的方式)，但這麼做確實會傷及一家旅館酒店的收益底線。

So my lesson today is simple – ALL hotels should be listing their rooms on the OTAs, no matter their opinion on the sites’ business practices or revenue model.
所以我今天的講題很簡單─ 所有旅館酒店都應該把他們的客房放到線上訂房旅遊網站的平台上賣，不論他們對於這些網站的商業操作與利潤模式是否贊同。

To outline why it’s an operational imperative for hotels to list their rooms on the OTAs, let’s look at a comparison of two similar properties in Miami Beach, Florida. Both are three-star boutique properties (less than 50 rooms) close to the ocean with comparable rooms and amenities.
為了要說明「把客房放在訂房旅遊網站的平台上賣對於旅館酒店的經營是必要的」，我們來把二間位在美國佛羅里達州邁阿密海灘的相似酒店放在一起比較。這二間都是同屬三星級的精品酒店(客房數少於五十間)，並且緊鄰海岸，以及可相互比擬的客房與設施服務。

The revenue manager at Hotel A hates the OTAs, so he refuses to list the hotel’s rooms online. Although his occupancy numbers are very low (typically between 55 to 65%), he is able to keep 100% of the revenues from every booking.
A酒店的收益經理痛恨線上訂房旅遊網站，所以他拒絶把客房放在上頭賣。雖然住房率很低(大都在55~65%)，但他能夠從每一筆訂房掌握百分百的收益。

Now, Hotel B…
現在，換成B酒店這邊……

The revenue manager at Hotel B isn’t the biggest fan of the OTAs either, but he does recognize how important they are in marketing and selling his rooms, so he consistently lists his property with the top 5 to 6 OTAs. Unfortunately, the hotel has to pay a huge commission rate, losing him money on each booking. But on the upside, Hotel B’s occupancy is consistently high (close to 90%).
B酒店的收益經理也不是線上訂房旅遊網站的鐵粉，但他確實認清這些網站在業務行銷上的重要性，所以他始終把自家客房放在前五至六大的線上訂房旅遊網站上賣。可惜，B酒店得要付出龐大的佣金在訂房上，少賺該賺的錢。不過，優點是B酒店的住房率始終都很高(幾近九成)。

In your opinion, which revenue manager is using the correct strategy to increase the property’s revenues?
依各位大大之見，哪位收益經理在增加酒店利潤上使用了正確的策略？

If you answered Hotel B, then you can stop reading right now because you are already a revenue management star!
如果你的答案是B酒店，那麼你現在可以不再讀下去了，因為你已經是個明星收益經理！

If you answered Hotel A, then this next part is for you.
如果你的答案是A酒店，那麼下個文章段落是給你的。

Yes, commissions suck; losing 12 to 35% of every dollar is a (much) less than ideal situation. Yes, the OTAs were designed to profit from tough financial times in the hotel industry’s history. And yes, the industry is now stuck with the online channel and the OTAs, for better or for worse. But does that mean that you should stop earning money, just because of your principles?
沒錯，高額的佣金超爛的：在一般狀況下，每賺一美金(約32台幣)大都要少賺 12%至35% 。我同意，當初線上訂房旅遊網站是被設計在全球旅館業的艱困時期來增加獲益的。確實，現今旅館業已經與線上訂房旅遊網站糾纏不清了，這有好有壞。難不成就表示說你只是因為違反當初的原則就該停止繼續賺錢？

Lesson 1: 100% of zero is still zero (第一課：沒訂房就是沒錢賺)

Think about it this way – would you rather earn 65 to 88% of the revenue from a booking or would you rather have the room sitting empty, earning nothing, because consumers weren’t able to find and book your room? That’s what I thought.
不妨這樣想吧─ 你寧願從一筆訂房賺取65%至88%的應有收益，還是你寧可讓自家客房閒置在那裡賺不到半毛錢，只因為消費者在網路上搜尋不到你的官方網站並且訂房成功？ 這就是我的想法。

Lesson 2: It costs money to make money (第二課：想賺錢就要給別人賺一點)

The OTAs are only making money when you’re making money, so by not using the OTAs to list and sell your rooms, you’re actually stopping yourself from making money. As a revenue manager (who’s job is to optimize pricing in order to maintain or increase revenues), that seems a little counter intuitive, no?
線上訂房旅遊網站只有在你有賺到訂房收益時才跟你收取佣金，所以不用線上訂房旅遊網站來銷售自家旅館的房間等同於不讓你自己賺到錢。這對於一位收益經理而言(其工作是優化產品價格以維持或增加收益)，似乎有點跟預期不同，不是嗎？

Hopefully by now, I’ve got you convinced that the OTAs are a necessary evil and, as soon as you’re done reading this article, you’ll list your rooms online and watch as bookings start coming in. (If you’re still not convinced, go back up to Lesson 1, read and repeat.) Yes, you’ll be paying up to 35% commission but just think… the other 65% is yours to keep.
希望從此刻開始，我已經讓你相信「線上訂房旅遊網站是必要之惡」，而你越快讀完本篇文章，你就會把自家旅館的客房在線上訂房旅遊網站上架並開始看著訂單進來 (如果我還是沒辦法說明你，請回到守則第一課並反覆閱讀，因為那很重要，所以要唸三遍。)。沒錯，你會付到高達35% 的佣金，但想想，那另外65%的錢是歸你所有，別人可賺不走。

About the author 

Jean Francois Mourier is the CEO of REVPAR GURU. Since 2004, REVPAR GURU’s software solutions are used by hotels worldwide to increase occupancy and RevPAR. REVPAR GURU’s solution offers dynamic rate optimization, real-time pricing, integrated internet and extranet yield channel management and GDS sales distribution, to increase a hotel’s RevPAR intelligently and effectively, while maintaining rate integrity and automated rate parity.