Independents and Brands Increase Direct Bookings Using Predictive Analytics Comparing Consumer Behavior on Hotel Websites and OTAs
nSight’s HOT Report gives insight to a hotel’s best potential guests as consumers shop online, pinpointing digital targets and reducing channel commission fees
NASHVILLE, TN (November 4, 2015) nSight, the leader in online consumer shopping intelligence for hotels and destinations, today announced that hundreds of independent and brand hotels are now embracing nSight’s forward-looking data to improve marketing and revenue decisions that increase direct bookings and optimize profitability. Driven to reduce dependence on OTAs, hoteliers are adopting nSight’s Hotel Online Traffic Report, or HOT Report, that compares how consumers look and book a hotel website to how they shop a hotel on travel websites. This report is becoming a must-have marketing and revenue management tool for hoteliers looking to shift booking share from the OTAs to direct channels.
According to a recent study*, OTAs are forecasted to represent 48-58% of online volume for U.S. independent hotels in 2015. The outcome is lower profitability due to higher fees and lost connections with consumers. It is possible to change the direction of online bookings. Everyday millions of data points are placed on the Internet while consumers shop online and when aggregated and analyzed can paint a clear picture of the path to purchase. This is a goldmine of opportunity and revenue potential for any hotelier who sees what others may not.
“Data from a hotel website provides valuable information on the consumers that hotel marketers have successfully attracted to their website. But what about the active travel consumers that have not visited the hotel site yet?,” asks Rich Maradik, Founder of nSight. “nSight looks beyond the hotel website to the full potential of consumers shopping a hotel, its competitors and the market. With total demand perspective, hoteliers have the insight to make smarter marketing and revenue strategy decisions based on predictive analytics not just booked business and past market trends.”
Traditional brands are looking at the HOT Report as a way to enhance conventional digital marketing.
“We use the HOT Report to fine tune our PPC and banner ad targeting to get the best ROI,” said John Yazbeck, Director of Sales and Marketing, the Wyndham New Yorker. “nSight helps us get the online consumer before they book via the third parties. So, we not only own the client but we also reduce fees.”
Independent hotels leverage predictive data to level the playing field.
“The HOT Report shows me the target markets that are more effective to invest in,” explains Troy Jones, Director of Sales & Marketing at Pier 2620 Hotel Fisherman’s Wharf. “It’s not always economical to go after major targets when you’re in a competitive market like San Francisco. nSight helps me prioritize my spend by identifying the secondary markets where demand is high and growing, and I have the buying clout to stand out. The real power is in seeing if you win or lose share on a weekly basis. I like that!”
Try nSight’s HOT Report Free
To enable hotels and management groups to experience the power of predictive consumer data, nSight is offering its Hotel Online Traffic Report free for hoteliers to try. Travel marketers and channel managers can directly compare consumers who are searching and booking their hotel on third parties and consumers searching and booking their hotel website.
nSight’s Hotel Solutions consists of the nSight interactive SaaS application and action-oriented reporting that brings search, booking and rate dynamics into one forward-looking view so Marketing and Revenue Management can act together. nSight equips hoteliers with predictive data that gives a clear picture of who and where consumers are who are shopping right now for a hotel and its competitive set, allowing properties to boost online presence and grow direct bookings from active, qualified consumers.
nSight combines the world’s largest view of consumer shopping data with predictive marketing and revenue management solutions to deliver more guests to your hotel and visitors to your destination. Only nSight aggregates more than 85 million travel consumer shops and bookings daily across over 5,000 third-party travel websites. Understanding consumer shopping behavior, rate impact and future market demand enables better marketing and revenue management decisions. Follow nSight on Twitter, Facebook and LinkedIn.
* Independent Lodging Market: Marketing, Distribution and Technology Strategies for Non-Branded Properties; Phocuswright, h2c; November 2015.