Direct bookings also have a cost.
Many independent hotels in Europe, particularly those with around 30 rooms and a small restaurant, face challenges in marketing due to constraints in time, knowledge, and financial resources. In such cases, outsourcing marketing to platforms like Expedia and Booking could be a viable solution. Similarly, house owners often opt to delegate their marketing to platforms such as Vrbo, Booking, and Expedia.
The decision between employing in-house marketers or outsourcing to marketing companies can be daunting for small hotels, given the potential costs and uncertainties involved. With pressing tasks like financial management, guest services, and procurement taking precedence, marketing may often take a back seat.
Acknowledging the realities of the industry, many independent hotels find it challenging to compete with the marketing prowess of giants like Booking and Expedia. In such scenarios, focusing on core operations and guest services while entrusting marketing to gain direct bookings can be a pragmatic choice.
Sometimes, it can be wise to capitulate to reality – the battle is impossible to win. Many independent hotels and hotel chains lack the financial muscles and knowledge to challenge Booking and Expedia in marketing.
Many independent hotels have homepages with discrete bugs – language, payment, design, booking process, apps, and quality. A small hotel might not afford to be timely engaged in these types of tasks. The least bad option might be to outsource marketing to Expedia and Booking, and the hotel can then focus on its core business – serving guests.
Diverse hotel types exist, ranging from passionate independent establishments to professional hotel chains. Passionate hotels, typically independent with hands-on owners and a small team taking care of several different tasks, and offer a personalized experience but may lack consistency. On the other hand, professional hotels, often part of chains with specialized staff for various functions, provide a more standardized service albeit with potentially less personal touch.
In the hospitality landscape, platforms like Expedia and Booking hold significant sway, potentially overshadowing independent hotels and impacting the operations of professional chains. Guests’ choices can vary between established chains in urban hubs and independent hotels in unique locations, influenced by factors beyond just the hotel experience itself. Thanks to all independent hotels, Expedia and Booking can handcuff and take professional hotels as hostages. The same person who stays in a big city with plenty of hotel chains also travels to places where the only option is an independent hotel. Guests may not return to the hotel, not because it was a bad experience but because they are busy with other interests or try something else and visit other places.
