Online booking: a must-have for hoteliers

In light of the consumption habits travelers have developed in recent years, it’s essential to market your rooms on your own website.
While the efficiency of online booking platforms is often ignored, it has a real impact on consumer choices and can influence a potential guest to choose one hotel over another for as simple a reason as the fact that booking is fast and easy. Therefore, offering the right tools and clear information online is instrumental in convincing a guest to book at your hotel rather than your competitor’s.


Why you should choose an online booking engine

First, an online booking engine makes it possible for you to market your hotel directly on your own website. Since a booking engine is available at all times on your website and connected to your PMS system, potential guests who visit your site will get a precise snapshot of the rooms available as well as the rates for each type of room. The online booking engine also allows you to advertise promotions and discounts in effect at your hotel. Thus, at any time of the day, a visitor to your hotel’s website can book a room if they see a vacancy that’s of interest to them.

Also, you’ll save a lot of time by investing in a booking engine that’s connected to your PMS system since you won’t have to process all the bookings yourself. As bookings are fed automatically into your PMS system, which sends up-to-date room availability information to the booking engine, you avoid the risk of overbooking during peak periods.

By all means, sell on your own site but don’t stop there!

In the face of growing competition, posting your rooms only on your own website can limit the scope of your activities. While you can apply certain measures to attract more people to your website, the fact remains that it’s unlikely you’ll systematically appear in the top web search results. It’s more likely that popular online booking sites, such as Expedia or, will appear as the top web results when a traveller is looking for a hotel room. Therefore, the chances are low that a potential guest will land on your website spontaneously as there is a strong likelihood your web performance isn’t as significant as that of these specialized booking sites.

Finally, by posting your rooms on an online booking site as well as your own website, you increase the opportunities to rent your rooms to travelers who wouldn’t otherwise have booked at your hotel. Moreover, some travelers benefit from a loyalty program on these sites and book their travel only through these online agencies. Your presence on these sites allows the traveller to stay at your hotel while also enjoying the perks of their loyalty program, which is a sure way to boost their satisfaction.

Choosing the right online booking channel

Despite the benefits listed above, not all online booking channels are in step with your hotel’s marketing strategy. Be sure to choose a channel that’s in line with your strategy so that you don’t lose out when it comes to efficiency. For instance, if you invest a great deal of effort and money into showing up first in search engines, every guest who doesn’t book directly on your website would constitute a failure within the context of your strategy. The purpose of good positioning is to get a guest to book directly on your website.

Finally, since each channel has a specific purpose and produces targeted results, all channels offer good opportunities to acquire guests. Keep in mind that you must calibrate and vary your room offering according to the traffic at your hotel or according to the season. If it’s the middle of peak tourist season and you only have one room left available, merely posting it on your website may be more than enough. Conversely, if you want to do something about your lower occupancy rate at a given time of the year, it may be wise to post your rooms so that they show up as the top results on online booking sites. In this way, you’ll ensure the right booking balance, and your rooms will always be showcased effectively and get optimal visibility.

Online booking: a safe option

When it comes time to give out a credit card number, consumers are wary and may be reluctant to share such information. Fortunately, efficient booking engines offer a payment system that meets security standards. Take care, though, to choose a tool that meets credit card security standards. In this way, your guests will know straightaway that the payment process is safe. Sometimes, it may even be more economical for guests to pay the full amount due directly online when they book. Not only does this allows your hotel to receive payment in advance, but you’ll also benefit from a decrease in the number of transactions related to the same guest, which will save you time!

Finally, there’s no doubt that it’s faster to pay by credit card via a booking engine than to do so at check-in or check-out at the reception desk.

Some articles that might interest you

12 May, 2016 | Claudine Vio

9 Ways to Boost Hotel Bookings and Increase Revenue

Tip 1: Solidify your hotel guest personas With the help of your hotel database, find out who your…
Read the article
28 June, 2016 | Nicolas Audiffren

8 great reasons to create a customer satisfaction survey

To make sure the service you offer matches your customers’ needs/expectations Where striving for quality is concerned, the…
Read the article
12 July, 2016 | Laura Yee Kui Choi

The 5 best ways to promote your hotel on a limited budget

1 - Create a captivating web experience One of the pillars of a solid marketing strategy is having…
Read the article
25 August, 2016 | Nicolas Audiffren

10 Digital Marketing Tips to Differentiate Your Hotel

1 - Embrace your specialization Your hotel should appear in the distribution channels most relevant to your market…
Read the article
24 January, 2017 | Sarah Trépanier

5 tips to make your hotel staff more productive

Give incentives to work harder One of the first things you can do to encourage your hotel team…
Read the article
26 January, 2017 | Catherine Daoust

6 tips to improve your customer service skills today

1. Nouez le dialogue avec votre public cible L’objectif du service à la clientèle est d’offrir une expérience positive à…
Read the article
| Catherine Daoust

4 ways to keep your hospitality staff happy

1 - Establish a working culture of learning and development The nature of the hospitality industry is that…
Read the article
3 April, 2017 | Sarah Trépanier

Why is it beneficial for hoteliers to train their staff?

1 - Boost their performance Investing in training isn’t done simply for the employee’s benefit — it can…
Read the article
23 May, 2017 | Karine Thibeault

Hotel management software: what about cybersecurity?

Physical security Should your establishment suffer damage from a fire or water infiltration, it would be unfortunate to…
Read the article
12 July, 2017 | Nicolas Audiffren

8 easy steps to boost direct bookings

Augmentez vos réservations directes en 8 étapes faciles 1. Make the reservation process easy To encourage people who…
Read the article
3 August, 2017 | Claudine Vio

4 booking engine attributes that boost conversions

User-friendly and intuitive The easier and more intuitive the booking experience, the more likely conversions will result. Therefore,…
Read the article
7 February, 2018 | Sarah Trépanier

Everything you need to know about loyalty programs

Reasons for a loyalty program Loyalty programs are well known for creating a win-win situation: Guests get rewarded…
Read the article
7 March, 2018 | Sarah Trépanier

How to attract business travellers

Technology is essential C’est simple, pour inciter les voyageurs d’affaires à séjourner dans votre établissement, celui-ci doit être…
Read the article
24 April, 2018 | Karine Thibeault

6 Qualities of a Good PMS

Les 6 qualités d'un bons PMS hôtel A good PMS must: Be easy to use Your PMS must…
Read the article
15 May, 2018 | Claudine Vio

Let automation lead the way

Laissez-vous guider par l'automatisation The booking process Automation begins with booking. When booking is done online, the booking…
Read the article
21 June, 2018 | Karine Thibeault

With PMS integration, you have the luxury of choice

Why is integration capability important? An establishment’s hotel management system (PMS) lies at the heart of its operations. While…
Read the article