HOTELS BENEFIT FROM ONLINE TRAVEL PLATFORMS

In today's modern tourism sector, online travel platforms play a crucial role in hotel operations, with studies showing that four out of five hotels benefit from collaborating with these platforms, indicating their significant impact on the industry.

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How do online platforms help hotels increase visibility, fill capacity, and improve the customer experience?

The first and most important way that online platforms (OTAs) assist hotels is by increasing their visibility. Before the internet, guests relied on recommendations, catalogs, or direct bookings. Today, with platforms such as Booking.com, Airbnb, and Expedia, hotels can reach a global audience without the need for large investments in marketing. This is especially beneficial for smaller hotels that do not have the resources for large advertising campaigns, according to Statista, as reported by TU Magazin.

Another major advantage is higher occupancy rates. Hotels often experience seasonal fluctuations in guest numbers, and online platforms enable better management of pricing and occupancy.

The algorithms behind these platforms can adjust prices in real-time, attracting guests when capacities are less full. This way, hotels reduce the number of empty rooms and increase profitability.

In addition, online platforms enhance the customer experience. Guests can easily find reviews, compare hotels, and select the option that best suits them. The ability to leave comments encourages hotels to improve their services in order to maintain high ratings and attract new guests. The transparency in reviews contributes to competitiveness and, ultimately, better service quality.

However, despite the many benefits, there are some challenges. The commissions that hotels pay to these platforms can be high, and over-dependence on them can reduce a hotel's autonomy in pricing and promotion. Nevertheless, most hotels believe that the benefits outweigh the drawbacks, as evidenced by the fact that 80% of them use online platforms in their operations.

In conclusion, online platforms have become an indispensable tool for hotels worldwide. They provide greater visibility, better occupancy, and higher-quality interactions with guests. Although challenges exist, their positive impact on the industry is evident, making them a key factor in modern hospitality.