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Who wins the “fight for booking” – hotels or online travel agencies?

first_imgBack in November 2017, over a year after many large U.S. hotels launched systematic direct bookings, a Caliber Labs report pointed to the fact that hotels were winning. Online travel agencies are finding it increasingly difficult to compete with increased competition. Collecting data from its database of more than 25.000 hotels in the United States, Caliber Labs found that there had indeed been a change in consumer behavior towards the hotel’s official website versus online travel agencies such as Booking and Expedition. More and more consumers prefer to book accommodation directly than through a third party. Source: Caliber Labs It is too early to declare the real winner of the so-called “battle for booking”, but if we had to single someone out, it would be consumers. With more choices and options, it is clear that in the end they are the real winners. So, if an independent hotelier can find a way for his business to thrive without the help of online travel agencies, that way will always be the most profitable. Attachment: Book Direct Campaigns 2.0: THE COSTS AND BENEFITS OF LOYALTY 2018 But there are also third parties that threaten the duopoly of Booking and Expedition, and those are companies like Airbnb and Google. What happens when alternative or private accommodation services join the “fight”? And going beyond the “fight for booking”, the hotel industry must also understand that reservations are only one part of the battle. The industry must not forget the experience of guests, given that it is the main trigger of guest loyalty and motivator for their return. Source: Caliber Labs Not only do direct booking campaigns encourage consumers to book accommodation directly, but the study also showed that these campaigns are much more beneficial to hotel owners than previously thought. Direct booking campaigns generate more revenue for hotel owners, even with discounts, than online travel agencies do. So if hotels, or online travel agencies, really want to win the battle they have to take into account the product they offer, but also the overall experience that travelers have and how it changes their perception of the brand. Even with these large direct booking campaigns, consumers still feel that the best price for a hotel will be obtained at online travel agencies rather than on the hotel’s official website. In the tourism industry, the question often arises as to who wins the so-called “direct booking” wars. Are they hotels or travel agencies? Or Google or consumers? But some of the statistics suggest that trends are changing.last_img read more


Lukaku eager to prove worth

first_img Press Association “This year, I have a point to prove first to myself, that I can do it again, and then to Chelsea, to show that I can be number one over there as well. “I had a few talks with the manager (Mourinho) about playing regularly and the importance of it, because I couldn’t afford another season on the bench or maybe playing one time out of three, at my age and especially with the World Cup coming up. “So I spoke with him a few times to see his vision and at a certain point I thought going on loan again was the best thing to do. “It was my choice. I want to play as much as possible. “I don’t want people to just remember the Romelu Lukaku of West Brom and for me to be in the background again.” Asked if he still saw a future for himself at Chelsea, Lukaku said: “I don’t know. “I think if I can do similar to last year, but for a club like Everton and with better statistics, why not? But we’ll see at the end of the season. “It was always my main ambition to go back to Chelsea, but the end of the season is when you can have a balanced view of how things have gone and make a final decision.” “You always need confirmation after a good year,” Lukaku said. “After only one good year, if you then have a down year the next year, people never take you seriously. “I want to become a better player – a much better player, not just the same player as people know from last year. “I hope that at the end of this season people say, ‘Romelu Lukaku is one of the best in this league’.” It had been widely expected Lukaku would feature prominently this season for Chelsea, whom he signed for from Anderlecht in August 2011. But Lukaku says conversations he had with the London outfit’s manager Jose Mourinho about his first-team prospects helped convince him he would be best off going out on loan again. And asked if he felt he had a point to prove, Lukaku said: “Yes, because I think after last year, I deserve a chance – like I did the year before, before I went to West Brom. “I thought I deserved that chance, I went to West Brom on loan and did well. Everton’s new on-loan striker Romelu Lukaku is determined that he will not go down as a one-season wonder in English football. Lukaku emerged as a real force in the Barclays Premier League last term, scoring 17 goals while on loan at West Brom from Chelsea for the campaign. The 20-year-old Belgium international joined the Toffees in a similar deal on transfer deadline day earlier this month and is looking to make a major impact once again in 2013-14. last_img read more