Independent hotels: raw potential

The alleged weaknesses of independent hotels actually mask extraordinary growth potential.

Witnessing the tireless struggle between independent hotels and OTAs, at Paraty Tech we are very clear about the potential of those to tip the balance on their side. In a troubled river, fishermen gain... And, in a war that appears to be giants, if they have agile, powerful and efficient technology, they have a lot to say and gain, despite the shortcomings attributed to them:

• Minimum investment in marketing : budget items around 2%.
• Limited distribution : a reduced inventory and human team means fewer channels for fear of losing control over the costs of reservations through third parties.
• Scarce SEM : the absence of specialized personnel and mistrust (due to lack of knowledge) translate into limited use of them.
• Few emailings : despite their great return capacity, of which they are paradoxically aware, they acknowledge not properly exploiting this resource.
• Reduced visibility in metasearch engines : the strong commitment of OTAs to metasearch engines, considered a very profitable channel by independent hotels, causes their visibility to be greatly affected.

However, these alleged weaknesses mask extraordinary potential. With fewer resources, choosing the right technological partner can make them great beneficiaries of comprehensive win-win service packs that can provide them, investing very little, the definitive all-in-one: web design, revenue management, booking engine and online marketing.

They must opt for an interconnected technological model that responds to their particularities and puts an end to their usual concerns: high cost, complexity of use, data reliability, etc. Thus, communication between the channel, the booking engine, a rate shopper and, for example, a price matcher with OTAs in real time, such as Parity Maker, will allow them to anticipate their competition and minimize the impact of anti-sale initiatives. direct, such as Booking's Early Payment Benefit.

Independent hoteliers can integrate their partner into their revenue management team and entrust them with their commercial strategy, free of the restrictions imposed by large hotel chains. Building customer loyalty and multiplying your direct bookings, saving time and costs, are realistic objectives.

We were born by and for them, although we have later adapted to the reality of hotel chains, without losing even an iota of effectiveness in this transition process.