That’s what happened today while conducting a search for a particular hotel when I landed on their homepage and noticed that little TripAdvisor owl icon displayed prominently between two of the hotel’s calls-to-action.
I clicked on the icon and guess what happened? You’re right, I was immediately transferred from the hotel’s website and delivered to the TripAdvisor page that displayed the hotel’s reviews.
OK so you’re saying “What’s the big deal?”
One, this and every hotel that battles and invests to get prospective customers to their site lost THIS prospective customer in a matter of less than 10 seconds. If the hotel spent hard-earned money and their e-Commerce team achieved their goal to get the hotel to rank in the top third of the search return then why risk this sort of “marketing strategy” that sends prospective customers to a competitor’s site?
Two, and this is even more confusing, guess what caught my attention while on the TripAdvisor site? Your answer doesn’t count because you’ve done this before. For those of you that haven’t I had the option to book that very same hotel, after I read their stellar reviews, with seven different OTAs. Yes, Expedia, Hotels.com, Booking.com, Venere, Priceline, Travelocity, and Orbitz.
Advantage TripAdvisor and the OTAs
Now, why would a hotel spend time and money to get me to their site then turn around and send me to a competitor’s site that could potentially cost that very same hotel EIGHT TIMES THE TRANSACTION COST as compared to a direct booking on the hotel’s website?
Now I’m totally confused! Are you?
Tom Costello is the CEO and Managing Director of iGroupAdvisors, a performance improvement consulting firm that specializes in the hospitality and travel verticals. Connect with him on LinkedIn, Twitter, and Google+, or contact him by email. His new book, “Prepare for Liftoff – How to Launch a Career in Sales” is now available.