What are the latest trends and best practices for working with Online Third-Party Intermediaries (TPIs) in 2007?
- Working with fewer but important third-party online intermediaries (TPIs)i.e. the Big Three: Expedia, Travelocity and Orbitz
- Working with only those third-party players which can access your inventory automatically e.g. via Pegasus (Orbitz) or a GDS (like Travelocity)
- Avoiding any third-party that requires you to maintain manually inventory allotments and rates via their extranet (like Expedia.com’s extranet, placestostay.com)
- With Expedia.com: requiring them to access your inventory via your Pegasus/GDS provider
- Avoiding opaque third parties like Priceline and Hotwire that require deep discounts and can damage your brand equity (luxury and upscale hotels and resorts simply do not belong there)
- Working with all TPIs in a strict rate parity environment
- In the 2007 contracts with the TPIs include a clause that prohibits the TPIs from using the trademarked property names for PPC and other forms of search marketing
- Creating unique product offerings available only via the property site: romantic getaways using suites, B+B packages, spa packages, shopping packages,, holiday specials, etc which are not available via the third-party channel (TPIs)
- Creating and adopting an E-booking Conversion Strategy and action plan to convert all third-party bookers into direct bookers
- Loyalty Programs (Independent properties: launch a recognition-based Rewards Program: in a rate parity scenario, the reward program adds tremendous competitive advantage for the hotel or resort. Franchised properties: promote the brand loyalty program to your customers via your website, email marketing and communications with your customers, wtc.)
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