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.

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Frequently Asked Questions

Yes, we can provide you with our own channel manager and give you full connectivity support. Powered by our parent company Cultuzz you will easily benefit from real time distribution across hundreds of online channels. Update and manage bookings 24 hours a day 7 days a week. Our channel manager can be provided for a monthly fee.

This is dependent on the both the connectivity of your channel manager and the flexibility of your properties standard policies. At Recommended Hotels we have a view that the more sites you are listed on the better, but we would never recommend anything that wouldn’t work for you. Our Distribution Team are experts in OTA set up and are always happy to advise you.

Yes, our content service, focusing on internet visibility creates a billboard effect, thus driving more business via your own website.

Yes, our Distribution Managers will support you with this. If you use Cultuzz as your channel manager our Distribution Manages will load, map, and maintain all your special offers for you.

We hold regular reviews with our OTA partner with a view to negotiating betters deals for our clients and finding out what is changing before anyone else.

Complete OTA content is vital for a good position in the listings on any website and is one of the key factors when it comes to improving your properties conversion rates. If you want to get more bookings without paying more commission to the OTAs themselves then improving you content score is a must. At Recommended Hotels we will not just list you on new OTAs but will continually maintain you content to ensure a continued revenue increase.

We can offer you an Online Health Check which is a bespoke report that will look into all aspects of your online presence and allow us to analyse the best way to help you.

Do you find OTA ‘Back Offices’ a headache?

Struggling to keep up to date?

Want more Revenue, Increased Occupancy and higher ADR?

Please fill in the form below if you’re interested in finding out how we can help boost your company’s occupancy and perfect your online profile.