QHA-Review_August_Digital

ACCOMMODATION
Long-range trip planning back on the cards
It was noted that traveler confidence is gaining
momentum post-pandemic, with booking behavior
trends showing decreasing cancellation rates and
increasing booking lead times. Travelers are booking
hotel stays considerably further in advance, with
increases in average booking lead times. People
are also adhering to changes in the market, as
trips are more costly than before with airline tickets
having doubled compared to pre-Covid levels. While
customers are still looking for flexible booking options
around cancellations or changes, customers are
transitioning back towards paying for flexibility provided
they feel they are receiving value, for example, paying
more, receiving upgrades and paying for flexibility.
Benefits in this area can be derived from:
• providing a mix of booking options and
transparency in pricing (fully flexible rate, nonrefundable
rate, early booker rate)
• ensuring long lead times for bookings are available
in line with the consumer trends so you’re not
losing out on consumer groups wanting to book in
advance
• the potential to optimise your occupancy rate by
setting special prices for longer stays/advanced
booking incentives
• offering tailored packages/services around higher
priced fully flexible rates
Sustainability badges and travel proud
certification
Booking.com have introduced some initiatives which
can help your business stand out on their platform
which can also be incorporated into your marketing.
For example, their new Travel Sustainable Badge as
well as their Travel Proud Certification. These can
be an attractive point of difference in the eyes of the
consumer when choosing among accommodation
providers and a great opportunity for businesses to
learn more in this space.
Guest experience - room differentiation and value
ads
Booking.com have also introduced a ‘room
differentiation tool’ that helps you secure more
bookings by letting you highlight the unique features
of your rooms or units. By doing so, your property can
be more visible in search results, especially to travellers
who’ve specified these features as their preferences.
This may encourage guests to pay to upgrade to a
more expensive option between the booking and the
check-in phase.
For more information on how your business can be
viewed by consumers as ‘Proud Certified’ or receive a
‘Sustainability Certification’ reach out to Booking.com
or contact the QHA for any further information.