To accommodate the diverse clientele, hoteliers must also offer payment methods that meet the expectations of travelers, such as the solutions provided by Adyen. However, this acquisition comes at a cost: in France, the commissions paid to online operators accounted for an average of 16.9% of the operating expenses of classified hotels, according to the National Institute for Statistics and Economic Studies (Insee).
The goal is not to turn away from Online Travel Agencies (OTAs), but to better value the customers they help attract. Payment is a key touchpoint in the customer journey, and when it is linked to the hotel’s tools, the hotel can recognize a customer and retrieve their history, regardless of the booking channel used.
Currently, information from OTA bookings and direct bookings is not always linked. A customer who has already visited may be identified as a new customer each time they stay, resulting in missed opportunities to personalize their welcome and encourage direct booking for their next stay.
Payment data can play a key role in this relationship. According to the Adyen Index, 57% of travelers say that secure registration of their payment data facilitates and encourages a new direct booking. By leveraging this data and the hotel’s management tools, it becomes possible to better recognize customers, retrieve their history, and build a long-term relationship.
During a subsequent stay, the establishment can offer a more personalized experience and facilitate the booking process. This approach transforms payment into a true lever for margin and loyalty. The objective is to evolve, over time, a relationship initiated via an OTA into a direct relationship with the establishment, while gradually limiting the costs associated with intermediation.
For marketing teams, this approach allows for a better understanding of customers and the development of more relevant loyalty actions. For revenue management teams, it enables them to continue to benefit from the reach of OTAs while gradually reducing dependence on these distribution channels.
A key indicator to measure this progress is the rate of direct booking after a first stay booked via an OTA. It highlights the establishment’s ability to transform an acquisition channel into a lasting relationship and, ultimately, to improve the profitability of its bookings.