In our last post, we answered this question: What is an OTA Content Score? We also briefly outlined some of the factors that determine your OTA content score.
Today, we are going to look at why your OTA content score is important.
In a nutshell,
Your Online Travel Agent / OTA content score is important because it directly influences where your accommodation appears in the list of search results consumers see when they are looking for accommodation through OTAs.
Consider this: The top 20% of hotels enjoy a website conversion rate of around 5.6%. The bottom 20% have a website conversion rate of around 0.3%.
Your OTA Content Score Is Important Because Thats a whopping 1800% difference between the top and bottom 20% hotels.
Online travel agents (OTA’s) are constantly changing their requirements on how they rank hotels based on guest feedback about the things they (the guests) are looking for when choosing the right hotel to make a booking with.
Now ask yourself: Do I want my accommodation to be in the top 20% or the bottom 20%?
We are going to assume you said “the top” and that’s where having a high OTA content score can really make a difference.
Being at (or very near) the top of the OTA results matters big time!
How many times have you searched for something on Google and not clicked on one of the first results you’ve been presented with? Actually, let’s take that one step further – how many times have you searched for something on Google and even clicked to view the second page of results?
In fact, companies even pay (in the form of PPC ads) to get their websites listed at the top of the Google Search Engine Results Pages (SERPs).
For example, a Google search for “hotel in Matlock” returns a whopping 2,410,000 results (at time of writing), the first four of which are actually ads i.e. the company in question has paid to get them displayed there. Moreover, the first four results are all also OTAs.
Your Online Travel Agent / OTA Content Score Is Important To Help Conversions
It’s not only being near the top of the list on the OTA’s that matters – its the accuracy of the content that is just as important! If the information that is displayed for the hotel is then contradicted by its guests (in reviews for example) then that also can have a big impact on your conversions.
Why don’t you talk to us about how Recommended Hotels can help increase your content scores on the Online Travel Agents and in turn help increase your conversions.