Skyscanner Hotels, which launched in late 2014, offers direct chains and OTAs the unique opportunity to boost direct sales through the Skyscanner platform, enjoy a more cost-effective acquisition price when compared with other distribution channels and benefit from the highly qualified traffic that drives a healthy 4% conversion rate.
One of the early adopters of Skyscanner Hotels was Otel.com, which is one of the top providers of discounted hotel bookings online. Otel.com recognised early-on the ways in which the direct approach of Skyscanner Hotels and the association with Skyscanner would support its aims of becoming a one-stop-shop for consumers seeking the lowest hotel rates and building up consumer confidence in the fact that their prices are unbeatable and that they fulfil their Best Rate Guarantee promise – and today they are reaping the rewards.
We caught up with Global Market Manager, Rehacan Erus, to hear how things are progressing and also to get some honest feedback.
How long have Otel.com been working with Skyscanner/integrated within the search results?
We have been working with Skyscanner since 2014.
Why did you want Otel.com to work with Skyscanner Hotels specifically?
Skyscanner is a very important global metasearch engine that allows users to find comparisons for flights and hotels. Even though the core of the engine is based on flights, we knew from experience that flights and accommodation are often researched together. Being visible on the platform was important for our growth.
“Even though the core of the engine is based on flights, we knew from experience that flights and accommodation are often researched together. Being visible on the platform was important for our growth.”
— Rehacan Erus, Global Market Manager
What has worked particularly well so far in your partnership with Skyscanner?
We would say communication and speed. Our Sales Manager support and responsiveness makes our partnership process more efficient and healthy.
Have you seen any particular any really good results so far that you can share?
Thanks to the recommendations of our Sales Manager, we've been observing some really good results in terms of conversion rate, gross revenue and overall volume across all the markets. In particular, we experienced a spike in conversion in the UK and AU markets. We do believe that in 2017 we'll improve further through our partnership with Skyscanner.
“Thanks to the recommendations of our Sales Manager, we’ve been observing some really good results in terms of conversion rate, gross revenue and overall volume across all the markets.”
— Rehacan Erus, Global Market Manager
We give access to daily click reports through Auctioneer and send you a weekly report containing click data about your performance. Have you found this data to be helpful?
Daily click reports enable us to observe the performance of hotels which get clicks, but in order to increase the performance and reveal the potential of the others properties we need to rely on the data from our internal reporting systems. It would be great for us being able to see why some of our properties are not getting clicks. Key metrics such as bidding winning percentages, availability, price competitiveness, visibility ratios of the hotels would definitely help us improve our bidding process.
What’s next for the Otel.com and what do you expect in the future from your relationship with Skyscanner?
We are looking forward to be live in more markets and improve our overall volume and performance thanks to better optimization and tools. We believe that analysing data and optimizing on a daily basis and with the right metrics will help us achieve our targets.
During their time working with Skyscanner, Otel.com have seen substantial improvements in results across a number of metrics: conversion rate, gross revenue and overall volume. Their success has been driven not only by the Hotels platform itself, but also by the knowledge of their Sales Manager, who has developed a strategy through which they can reach their business aims and objectives. And with no signs of slowing down, we look forward to experiencing the continued growth Otel.com in the future.
Want to connect your audience to our platform to fill beds for less and grow your success? We work with direct chains and OTAs and can support integrations to a wide range of connections (CRS, GDS, Channel Manager, Direct and Big Managers).