openPR Logo
Press release

What Does It Take to Transform the Booking Experience?

01-07-2019 11:25 AM CET | IT, New Media & Software

Press release from: TRG International

Modern travellers expect a seamless journey, from destination research to hotel booking, flight confirmation, and local hangout suggestions, up until when they reach their homes. However, the hospitality industry has been slow in adopting new technologies. Hotel solutions are neither intuitive nor capable of making full use of the abundant customer data. Will the hospitality industry continue relying on Online Travel Agencies (OTAs) to bring in more revenue? Or there will be service providers confident enough to take on the challenges that hotels present?

The under-developed hotel management solutions can’t support guest’s booking experience
When it comes to an IT solution for the hospitality industry, particularly one that can connect every single function to help the business to serve the ultimate goal, being hospitable, there is not a single player that stands out like Salesforce’s CRM or SAP’s, Oracle’s, and Infor’s ERP solutions.  
The hospitality industry has been using on-premise, in-house systems for years. When the world has evolved and software service providers have been offering cloud-based solutions to suit both individuals and businesses' needs, the hospitality technology focuses on optimising transactions instead of focusing on optimising user experience.
During the past few years, the technology landscape for the hospitality industry has seen some progress with new cloud-based initiatives. However, these are either simply bolted on or replacing the outdated functions instead of creating one cohesive, intuitive platform that allows cross-function collaboration and empowering the best possible user experience.
Hoteliers need to transform not only the booking experience but the entire guest journey in order to earn the guest's loyalty, create a competitive advantage, and optimise revenue.

The age-old problem: data integration
Hotels need to manage pricing, distribution, payment security, data security, rooms and non-room services, and many more. Furthermore, each function within the hotel uses different systems, thus, they all possess different sets of data.  
Reservations are stored in PMS, guest spending is collected by the F&B separate POS systems, guest data is managed by a CRM system and is sometimes utilised by a third-party analytics service. Pricing, forecasting and reporting are conducted via a different revenue management solution as the back office has a very different demand and scope of work from the front office staff.  
The highly fragmented and outrageous amount of data make integration a critical and urgent task. This puts the software service providers in a tight spot designing one holistic solution with interoperability.

From the guest’s perspective
The mobile technology
It's been a well-known secret that mobile technology is the key element that drives innovation and profitability in the travel sector. It can be said that using mobile to search for hotels and airfares is becoming as popular as browsing for clothes.
The 2016 Expedia/Egencia Mobile Index reported that 60% of the respondents are unwilling to travel without their mobiles. 63% put their phones next to their beds while sleeping, and 28% also carry a portable charger to charge their phones on the go.  
What hotels have been doing to ensure undisturbed interactions with the customers is to install chatbots in Viber, WhatsApp, or in hotel’s app. However, the adoption is also slow and scarce as it takes a bit of time and plenty of data to properly build a “smart” chatbot. And not every hotel has the resources to implement chatbot or build one on their own.

Guest’s booking via OTAs vs. metasearch
When it comes to online booking, a large number of travellers book through OTAs (, Agoda, Expedia, etc.) or other sharing economy platforms like Airbnb. These service providers are dominating the market due to them being perfectly optimised online. The conversion rates via OTAs currently are two times higher than hotel websites’.
Amidst the booking war, metasearch is the other player that can retaliate. Metasearch wins the favour of many travellers due to its transparency when displaying hotels’ information. It also displays a “” booking link which ultimately increases the number of direct bookings for hotels.
Nevertheless, metasearch is still a form of advertising. The true return on metasearch also does not take effect immediately. Having said that, this approach encourages your potential clients to book directly with your brand instead of having them look for other options.  
With appropriate pricing strategy (competitive with OTAs’ rates), added bonuses that guarantee to boost guest experience, and a streamlined, user-friendly booking engine to keep your guests stay on your site, in the long-run, metasearch can be a worthy investment that hoteliers and revenue manager should really consider.

In conclusion
It takes more than just a clean, fully furnished room to satisfy each of your guests. Modern travellers nowadays expect the “Amazon” level of personalisation to satisfy their thirst for experiencing "something on their own."  
It takes just several visits to acquire the data needed to build a specific customer profile: he/she is on a business trip (or a romantic trip, or a trip to self-discovery). He/She likes soda water, dislikes the fruit bowl, and favours local eatery or nature than tourist hotspots, etc.  
Guests should be recognised everywhere they go. Very few hotels invested in technologies that allow them to engage with the customers beyond the reception counter. By utilising the right technology, the right tool, hoteliers will be able to tailor and enhance the travel experience for each guest. 
If your hotel does not offer your guests with the ability to explore your own property, book tours, or even a sneak peek into the local attractions, you are at risk on losing your loyal customers to the competitors in the market.

Subscribe TRG’s Blog to stay ahead and stay informed with our monthly Newsletter for CEO, CFO, CIO, HRM at

TRG International is an IT, Talent and F&B company. We help people and businesses to shine. We help people be the best they can possibly be by selecting the right people for the right job and developing them to their full potential. We help companies by providing an IT solution that works quietly and brilliantly in the background, freeing them up to focus on their core and not having to worry about their IT systems. We do this for more than 1,000 clients in 80 countries. Learn more at:

Contact-Details: Ngoc Doan
PR Communication Officer
145-147 Nguyen Co Thach, An Loi Dong Ward, District 2, HCMC 70000

This release was published on openPR.

Permanent link to this press release:

Please set a link in the press area of your homepage to this press release on openPR. openPR disclaims liability for any content contained in this release.

You can edit or delete your press release What Does It Take to Transform the Booking Experience? here

News-ID: 1473712 • Views: 328

More Releases from TRG International

The Undeniable Impact of Technology in Hospitality Industry
“Transformation in Hospitality - Southeast Asia 2019” hosted by TRG International is a 2-day event that aimed at providing hoteliers with an in-depth understanding of the latest emerging technologies as well as the potential impact that these technologies can have on the entire hotel industry. The event marked the first time ever the participation of leading IT experts from TRG International, Infor, VinaData, HotTab and many more as well as prestigious
Hotel Technology 2020: Which Trends Will Drive the Changes?
More people travel now than ever. In a study conducted by Amadeus, 83 per cent of respondents strongly agreed or agreed that “People will view travel as a right rather than a luxury and consider it an increasingly important part of their lives.” This in conjunction with the fact that one-third of the world’s hotel guests today are tech-savvy Millennials who have strong desires for truly unique travel experiences. From now
The next generation of Hotel technology is not just for the guests
Over the last few years, there has been a significant focus on technologies that can enhance the guest experience. In-room Wi-Fi, mobile check-in, and guest interaction are all aimed at providing a smooth and stress-free experience throughout their stay. Much of the hotel technology investment has been focused in this area. But what about the hotel owners and operators themselves? What advances are available that they can benefit from? With a
New-hire Assessments Help Small Businesses, Too
Larger companies have the benefit of a larger workforce, usually with more roles per function to get the job done. (That's not to say that big companies are bloated with redundancies; plenty of big corporations are known for running lean and efficient operations.) But in contrast, small business managers likely feel more pressure to get the most out of every person they hire to fill voids faster.  When hiring, in addition

All 5 Releases

More Releases for OTAs

New Data from OTA Insight Highlights the Root Cause of Rate Parity Issues
OTA Insight unveils key findings from infographic alongside Annual Hotel Parity Review for Europe and North America London, March 21, 2019 – OTA Insight, the cloud-based data intelligence platform for the hospitality industry, today announced key findings from its data-driven infographic, “The Real Rate Parity Problem No One is Talking About,” along with the release of its Annual Hotel Parity Review. Findings from the first-of-its-kind infographic outline key root issues surrounding
Fornova launches Q3 Worldwide Distribution Trends for MSE, highlights challenges …
London, 5 November 2018 - Fornova, a leading provider of distribution intelligence and automation solutions for hotels, have released their 2nd edition of Worldwide Distribution Trends for Meta Search Engines, for Q3 2018. The report analyses and highlights key trends that are impacting hotels on Meta Search Engines, and a new battle brewing between contracted and non-contracted OTAs. In November 2017, Phocuswright reported nearly a one-third increase in travellers in United
eZee introduces new Rate Shopping Tool for sure fire benchmarking for hoteliers
Running a gainful business involves staying up-to-date with market happenings. Thereupon, with result driven hospitality solutions; eZee launches a pricing intelligence tool for hoteliers to outperform competitions with smarter rate shopping. Revenue management and pricing intelligence tools are indispensable for digital hotel business management of modern times. Therefore, adding another element to Rate and Yield Management utilities, eZee has gone a step ahead to offer advanced rate shopping to
Global Online Travel Market: Trends And Opportunities (2016-2020)
Scope of the Report The report titled Global Online Travel Market: Trends and Opportunities (2016-2020) analyzes the potential opportunities and significant trends in the global online travel market. Market outlook in value terms for the forecasted period for global online travel market has been detailed in the report. Online leisure/unmanaged business travel, a segment of online travel has also been covered in the report. The report provides detailed analysis of leading
TigerTime by eRevMax - a hit with hoteliers and OTAs
eRevMax’s TigerTime with leading OTAs proved to be a hit at WTM 2013. The sessions generated significant interest among the travel industry with a ‘standing room only’ turnout. WTM 2013 witnessed TigerTime participation from Agoda, GTA and Ostrovok – all part of the eRevMax Channel Ecosystem – who delivered relevant presentations to hoteliers looking for superior connectivity, new distrbution markets and updates on new technology developments. “TigerTime by eRevMax was the perfect
Leading Indian OTAs partner with eRevMax for upgraded connectivity
Leading Indian online travel agencies, and have integrated with eRevMax to offer XML connectivity to its growing base of hotel customers. Accommodation providers will now be able to make real-time ARI (Available Rate & Inventory) updates and receive bookings generated on these channels through eRevMax solutions directly into their property management system. Following a two-way XML interface certification with eRevMax to leverage its RateTiger and Connect enterprise