A Positive and Effective Way to Combat Airbnb
May 31, 2016 11:42am
By John Smallwood
If you have 60 seconds, I have 300 words that might help at the NOI line.
As a hotelier, it’s hard to ignore the meteoric rise of the sharing-economy.
Industry leaders like Airbnb offer a tempting proposition: “comforts of home”, and a more intimate, local experience. Travelers are being lured away from hotels and resorts by this seemingly attractive combination of benefits.
The sharing-economy is self-service, and plenty of people (especially millennials) obviously enjoy this kind of vacation. While it’s nice to become immersed in a local environment, it can be a lot of work compared to the ease and safety of staying in a well-run hotel, and eat up valuable time for relaxation. And isn't that the reason for a vacation?
In addition to providing great food and enticing activities, by offering superb service hotels can remind guests how convenient it is to stay in a hotel rather than to adjust to the uneven and unpredictable lodging provided by Airbnb. Service is the reason a guest will stay in a hotel rather than in someone’s spare room, and this should be promoted during the first contact a guest has with a hotel. This is where a good voice reservations team really comes into its own.
In the hands of a good reservations specialist, guests feel instantly welcome. They can be assured that all their cares and concerns will be taken care of, helping them to look forward to a calming, comfortable stay. Importantly, a customer’s specific needs can be learned to enable the hotel to personalize their entire experience.
A reservations specialist can tactfully draw out the benefits a hotel has over sharing-economy accommodations: the hotel’s well-trained staff, and added perks such as in-room dining and discounts on organized tours and concierge services. The agent can discover how to help plan a more rewarding getaway for the client.
During that first call, guests can be reminded of the main benefit that hotels will always be able to leverage over sharing-economy accommodations: great customer service. More than ever, it’s essential that this message be broadcast cleared and consistently.
This is one in a series of short essays by John Smallwood, CEO of Travel Outlook Premium Reservations Call Center about voice reservations, the second most profitable revenue channel. Travel Outlook is a hospitality company that takes voice reservations calls for its clients.
John Smallwood is President and Chief Executive Officer of Travel Outlook. He oversees day-to-day activities of a growing company dedicated to helping independent hotels and hospitality businesses increase top line revenues and provide better communication with its guests. He created the Travel Outlook concept in 2006, after more than twenty years' experience in hospitality management. He has owned, managed, or developed a dozen hotel properties.
Contact: John Smallwood
Making Sense of the ‘Level Playing Field’ Plea
Competitive Advantage 2018 – The World Has Changed
September Outlook Provides Promising Signs for North American Hoteliers
Boutique Hotels See Airbnb as Potential Distribution Channel
TRACK Releases First AI Powered Secure Messaging Platform for Homeaway and Airbnb
Hotel Agents Can Increase Reviews and Revenue
How Alternative Lodgings Affect Entry-Level Hotel Jobs
Hotel Survival In An Airbnb World
New Study Shatters Airbnb Homesharing Myth
Adding the Personal Touch in an Age of Digital Communications Goes a Long Way
Technologies That Will Have a Major Impact on Hotels in 2017 and Beyond
What Hotels Can Learn From the Airbnb CEO’s Twitter Exchange about What Guests Want
Special to Hotel-Online: Airbnb and the Hotel Industry: Takeaway’s from Georgetown University’s Hotel and Lodging Legal Summit
Airbnb Business is Growing Quickly Among Corporate Travelers According to New Concur Data
Airbnb Guests Tend to Be Motivated by Low Cost, Use It as a Hotel Substitute: Ted Rogers School of Management Report
5 Ways for Hotels to Counter Growing Pressure from Review Sites, the Sharing Economy and the Expanding Technology Stack
Eric Holder's Next Challenge? Training 640,000 Airbnb Hosts About Unconscious Bias
OTAs Are Marketing Directly to Your Guests - And So Should You
What if Airbnb Built a Hotel?
Please login or register to post a comment.