Reseach On Transformation From OTA To Direct Customer

In accordance with the integration of OTA industry,the quantity of OTA is getting less and less,whereas more and more important,the channel flow rate is,it acts as a significant role in the hotel distribution process.Furthermore,hotels’ operation is highly rely on the OTA,representative such as Ctrip and Elong have really good capability on price negotiation,which result in the increase of commission fee and decrease of accounting profit.Against the above,during the time that OTA brings customers to the hotel,how to deal with the current situation and what kinds of strategies shall be considered regarding the OTA transformation to direct customers(thereinafter “OTA Transformation”)is currently a key issue.This report is based on the research result in the direct sales and distribution,customer relationship management,media sales-marketing,switching costs and customer loyalty,combine theory with practice,adopt single case method to deeply analysis the case of Independent Hotel A,deeply analysis the transformation ideal as well as the detailed solution,deeply analysis that under the increase of the networking sales scale and increase of the conflicts,how to improve the sales-marking channel for Independent Hotel in order to translate the customers from OTA to it selves and summarize the experiences and patterns,explore and improve the corresponding strategy and found the below matters:First,build the direct sales channel and customer’s loyalty plan is the prerequisite of OTA Transformation.The luxury Independent Hotel for example hotel A,has strong ability to build a platform in wechat and it is quite feasible to make the direct sales,it is consist with the current customer’s using pattern,operational costs are relatively low,and to refine the hotel direct sales channel by combining with the offline reservation center of the hotel,online combine with the offline,match the reasonable customer loyalty plan,will reach to a good result on the OTA Transformation.Second,dynamic balancing the pricing based on the OTA price,is good for decrease the costs of OTA Transformation.The price is getting more and more transparent,the windfall profit’s stage is over.OTA customers is a kind of sensitive customers group,to pursue price-quality ratio,if the direct sales price is higher than OTA price,will increase the complexity of OTA Transformation.To provide the prevailing OTA price to customers,is good for lower the costs,and it is the key point for OTA Transformation.Again,improve the customer relationship management ability,enhance the media sales-marketing,are good for increase the turnover rate as well as build customers’ loyalty.To analysis the membership consumption pattern,membership quantity trend,backstage consumption data,conversion between pictures and text date,enhance the relationship with memberships,meanwhile keeping interactive with them through wechat and blog,push notifications periodically to increase the capability on customers management,are good for increasing the efficiency and build customers loyalty and act as an significant role in networking sales-marketing industry.