The three levels of OTA operations: basic rules, traffic thinking, and brand thinking

The three levels of OTA operations: basic rules, traffic thinking, and brand thinking

OTA operation is a very complex and all-encompassing matter. If you just move the hotel's offline business online, put the hotel's information on the platform, put a few beautiful photos, then take a few online orders, change the room prices, do some promotions during holidays, and reply to guests' comments to interact, such OTA operations are the most basic.

If third-rate OTA operations are to do basic operations well, then second-rate OTA operations require traffic thinking, and first-rate OTA operations require brand thinking.

Question 1How to increase search traffic?

Search traffic is the most direct reflection of a hotel’s ranking. The higher the ranking, the more search traffic it can obtain. So first of all, we need to improve the quality of the hotel . Secondly, you need to occupy and filter traffic , including filtering keywords and filtering tags. From the perspective of filtering tags, you can check which tags the hotel currently covers and which tags are not covered. Especially for some tags with few search results for hotels, we should grab them. For example, when searching for the label “High-speed Rail Exclusive” on Ctrip, the number of hotels that come up is very small. In that case, you can occupy it by participating in activities in the background.

Question 2: Which thoughts are more important in OTA operations?

OTA platform belongs to e-commerce platform. Traffic thinking and conversion thinking are the core things, how to obtain traffic to the greatest extent and how to maximize conversion. Another point is dynamic testing operation . For example, if price is dynamic information, then pictures may be static information. However, different first images have different effects on click-through conversion rates. So we need to test and verify with data. This is also why Teacher Xiaojiu has always emphasized data thinking and speaking with data. In addition to absolutely static information, we can all test, constantly adjust, and record data. Make the dynamic more dynamic and make information that is not absolutely static move.

Question 3 : Can the default sorting of reviews be adjusted manually?

The default sorting of reviews cannot be adjusted manually and is mainly affected by factors such as review content, review user and review time. The better the content of the review and the higher the level of the reviewer, the more likely the review will be ranked at the top.
Question 4: Can users who do not place an order write reviews?

On Qunar and Dianping, users who do not place orders can also write reviews. On Qunar.com, for low-star hotels, reviews posted by non-ordering users must be no less than 200 words and contain no less than 5 pictures. For high-star hotels, the word count for comments from non-ordering users must be no less than 500 words, with no less than 9 pictures. In terms of time, users without orders cannot review a hotel again within one month after reviewing the hotel.
Question 5: What is the most important thing when choosing the first picture?

The first picture is not static and needs to be constantly adjusted and changed. From the hotel’s own perspective, the first picture should be beautiful and attractive. First of all, in terms of display, each platform has its own default size ratio. For example, the default ratio of the first picture of Ctrip and Meituan is close to 4:3. Therefore, at this size, the display effect of some pictures may not be good and need to be readjusted. Secondly, for competitors, the first picture must be differentiated in terms of category, color tone, etc., from competitors ranked higher or lower, so as to attract users to click. Here’s another tip – adjust the homepage image based on hotel guest check-in time data. If the data shows that most guests check in at night or in the evening, then it would be more appropriate to choose a night scene as the first picture. This ensures that the environment when guests check in is consistent with the pictures, reduces the psychological gap between guests and increases the rate of positive reviews.

Question 6 : On Ctrip, the reserved room has been booked by an offline guest, but I don’t want to close the reserved room within the reservation period. What should I do?

First, upgrade the room type. After a guest has made a reservation, they can be upgraded to a better room type for free. When upgrading a room, it is best to have the same bed type, such as upgrading a king-size bed to a king-size bed, a standard room to a standard room or suite, etc. If a couple who booked a double room is arranged to stay in a standard room, they are likely to be complained about. Second, the hotel makes the reservation itself, books the remaining reserved rooms of this room type, and then closes the room status.

Third, increase the price of the room type, and to some extent use the price increase to discourage guests from booking.

Question 7: I am new to OTA operations. Where should I start?

First of all, you need to be familiar with the information presentation on the external network and the rules of the platform. Second, systematic study. Because OTA operations involve a lot of things, when you first start to get involved in OTA operations, you should look at it from a big picture perspective, from the system to the local area, and then to the details.

Finally, you need strong learning and management abilities. OTA rules and information presentation on the external network may change at any time. For OTA operations, it is necessary to pay attention to changes at all times, make corresponding adjustments and record data in a timely manner, and then make new management and control adjustments based on the results of data analysis.

Author: Teacher Xiaojiu

Source: IHMA ( IHMA_China )

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