Here’s another spin on the attrition gig—remind people that they’ll get what they pay for if they reserve their room through third-party sites like Expedia and Orbitz. And what they’ll get, according to a study by D.K. Shifflet & Associates, is a much better experience if they book directly.
Whether they’re booking luxury, moderate, or budget hotels, "guests who booked via the hotel’s website rated the hotel significantly higher in service, and value, than guests who reserved through 3rd party sites, such as Expedia, Orbitz and Travelocity," says a press release.
But this is good news/bad news for hotels. While it may encourage more people to book directly on the hotel’s Web site—something many are encouraging to take back control over their inventory--Doug Shifflet, president and CEO, says the sub-standard rooms and reduced service some guests are getting after reserving with a third party "can be hazardous to a chain’s image, reduce trial conversion to loyal guests, and eventually impact a brand’s long-term profit."
To receive a weekly blog update, e-mail Sue.