14th June 2017

How to Compete with the Price Comparison Websites!

How to Compete with the Price Comparison Websites!

Recent research shows a 20% increase in people using third party on line travel agent (OTA) websites such as Booking.com, Trivago and Expedia, to book accommodation. This is due to the continuing trend of visitors looking for the best price. Along with several major hotel groups attempting to beat this trend and ensure that profit margins are protected, Shropshire Tourism have been offering our website advertisers the chance to participate in our Price Promise scheme. Businesses who advertise on the www.shropshiretourism.co.uk website can display our Price Promise logo if they guarantee that visitors will get the very best rates by booking direct with them - so no need to trawl the internet booking agents and shop around - just go direct it’s quicker and more convenient too. If you would like more information on Price Promise call us on 01743 261919.

And it’s not just us taking action; The International Hotel Group, Hilton Hotels and Best Western are using a price promise within their advertising as part of a strategy to deal the developing problem with OTAs and price comparisons sites undermining their profit margins.

A programmatic campaign was put in place for banner adverts to appear with a “book direct price” option when potential customers search a specific hotel. The approach aims to optimize reaching a broader audience; by offering a lowest price promise, so if potential customers find something cheaper elsewhere they will match the price or give customers the difference back.

The group hopes to transform the accommodation industry into an industry that can “reinvest in guest experience” and eliminate price comparison sites, so that customers avoid the “middle man” when booking hotels.


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