为什么说本土旅游和活动项目能增加酒店收入？-WHA
“行业国际周报”第16期
本土旅游和活动项目 - 即目的地体验项目 - 这是一项数十亿美元的业务，OTA已经表现出对该领域越来越浓厚的兴趣。Expedia正在着手本土旅游及活动项目事项，其销售额增长五倍 - 从每年约4亿美元增加到超过20亿美元痕千古 。Expedia目前拥有4,000家供应商，在全球范围内提供27,000个旅游和活动项目。爱彼迎通过其体验项目，在其许多主要的目的地开展此项目，目的是将其推向1,000个城市。最近，Booking.com收购了Fairharbor.com，TripAdvisor收购了Bokun.com，这两个基于云计算的软件平台使本土旅游和活动项目的运营商能够提供在线预订服务。
然而，尽管所有行业热血沸腾，认为这个领域存在巨大潜力，但只有不到20％的本地旅游和活动可在线预订。这是为什么？主要原因有两个：该领域高度分散性和旅行消费者偏好不同性。

该领域非常分散，由数百万小型的独立的运营商组成。这就解释了为什么缺乏提供在线预订的企业。仅仅是他们根本没有可用于提供在线预订的系统和网站技术资源。
另一个原因是旅行消费者的偏好不同。根据Arival最新消费者报告称，他们调查计划夏天去旅行的美国成年人，其中只有24％的旅行消费者会在出发前预订大部分活动项目。剩下的人是在目的地选择。旅行消费者并不相信提前预订旅行和活动会带来更好的选择，更好的服务，独特的产品，有意义的节省等等。因此，85％人选择在目的地预定活动项目也就不足为奇了，因为很多对他们来说是最好的本土旅游和活动根本无法在线获取横山岛！

酒店经营者为什么要考虑提供本土旅游和活动项目？
酒店产品的商品化，因此酒店被迫严格按照价格与OTA竞争，使酒店很难有机会向潜在客人传达酒店产品的价值黄帝颂 。为了解决“按价值销售”而不是“按价销售”这一问题，酒店经营者需要一种有效的销售策略，包括多渠道和季节性促销，提供广泛的体验。
旅行者在线：98％的受访者表示，在新城市拥有“本土体验”非常重要。
在线频道为酒店经营者提供了无限的机会，使酒店成为“目的地英雄”金诺华 ，是探索所有目的地的完美选择，如博物馆，画廊，家庭景点，购物 ，餐饮，夜生活，娱乐等。将此与强大的网站营销计划相结合，专注于酒店产品的独特性和价值主张，您就拥有了成功的策略！
酒店是当地企业土豆周末秀，相比OTAs，其有一个很大的优势，就是在选择和签约本土旅游活动的运营商，可以监控其绩效、客户服务以及确保能及时付款。

那么，是什么让酒店经营者成为提供本土旅游活动的最佳选择？
?酒店经营者比OTAs更了解他们的客人和他们的喜好，能让他们相应地定制本土旅游行程及活动。
?酒店经营者知道他们当地的社区和直接目的地，这远比“遥不可及”的的OTAs做得更好。
?酒店经营者比OTAs更了解本土旅游及活动供应商。多年来，酒店与本地运营商建立了良好关系重生舒眉。
?当地人大联合：酒店作为当地产业，可以与当地物业建立情感层面上的联系，这是任何大型小型OTAs运营商无法做到的。

酒店经营者如何通过本土旅游和活动项目赚钱？
通过将酒店定位为“目的地英雄”，酒店营销人员将使酒店更具吸引力，从而增加入住率，间接增加收入。
与此同时，酒店经营者可以获得强大的直接收益：
?将本地旅游和活动项目与酒店住宿捆绑在一起：城市观光，家庭，博物馆，剧院，购物和周末套餐，女孩的浪漫之旅等。
?推荐当地运营商从旅游项目拿推荐费和佣金。酒店经营者可以轻松地与当地运营商协商合理的佣金，提供其旅游及活动项目：可以在前台和礼宾部提前销售。通常情况下，OTAs向本土旅游和活动运营商的佣金收取20％-35％的费用，以便在OTAs在线平台上启售他们的产品，因此酒店有很大的余地来协商一个合理的佣金。

Why Offering Local Tours and Activities Is A Huge Revenue Opportunity for Hotels?
Offering local tours and activities - i.e. experiences in the destination - is a multibillion dollar business, with the OTAs having shown a growing interest in this sector. Expedia alone is looking to grow its local tours and activities sales fivefold - from approximately $400 million a year to over $2 billion. Expedia currently has 4,沙皮犬 000 suppliers providing 27,000 tours and activities worldwide. Airbnb, through its Experiences offering, has been rolling out tours and activities in many of its key destinations with the goal of bringing its offerings to 1,000 cities. Recently临清人才网 , Booking.com acquired Fairharbor.com and TripAdvisor acquired Bokun.com, both cloud-based software platforms that enable local tour and activities operators to make their services bookable online.
Yet, in spite of all the industry buzz and its huge potential, less than 20% of local tours and activities are bookable online. Why is that? There are two main reasons: the highly fragmented nature of this sector and travel consumer preferences.
This sector is greatly fragmented, consisting of millions of small, independently-owned operators. This explains the lack of businesses offering bookings online. They simply do not have the resources available for online booking systems and website technology.
Another reason is travel consumer preferences. According to a new consumer report from Arival, which surveyed U.S. adults planning a trip this summer, only 24% of travel consumers will book most of their activities before departure. The rest book while in their destination. Travel consumers are not fully convinced that booking tours and activities in advance brings any value in the form of better choice, better service, unique offerings, meaningful savings, etc. It is no surprise that 85% of activities are booked while on location - many of the best local tours and activities are simply not available online!
Offering local tours and activities - i.e. experiences in the destination - is a multibillion dollar business, with the OTAs having shown a growing interest in this sector. Expedia alone is looking to grow its local tours and activities sales fivefold - from approximately $400 million a year to over $2 billion. Expedia currently has 4,000 suppliers providing 27,000 tours and activities worldwide. Airbnb, through its Experiences offering, has been rolling out tours and activities in many of its key destinations with the goal of bringing its offerings to 1,000 cities. Recently, Booking.com acquired Fairharbor.com and TripAdvisor acquired Bokun.com, both cloud-based software platforms that enable local tour and activities operators to make their services bookable online.
Yet, in spite of all the industry buzz and its huge potential, less than 20% of local tours and activities are bookable online. Why is that? There are two main reasons: the highly fragmented nature of this sector and travel consumer preferences.
This sector is greatly fragmented, consisting of millions of small, independently-owned operators. This explains the lack of businesses offering bookings online. They simply do not have the resources available for online booking systems and website technology.
Another reason is travel consumer preferences. According to a new consumer report from Arival, which surveyed U.S. adults planning a trip this summer, only 24% of travel consumers will book most of their activities before departure. The rest book while in their destination. Travel consumers are not fully convinced that booking tours and activities in advance brings any value in the form of better choice, better service, unique offerings, meaningful savings, etc. It is no surprise that 85% of activities are booked while on location - many of the best local tours and activities are simply not available online!

Why should hoteliers consider offering local tours and activities周天娜 ?
The commoditization of the hotel product, in which hotels are forced to compete with the OTAs strictly based on rate, leaves the hotel little opportunity to communicate the value of the hotel product to potential guests. To combat this and "sell on value" as opposed to "sell on ratehn79 ," hoteliers need an effective merchandising strategy, including offering a vast range of experiences as part of the property website offerings, in multichannel and seasonal campaigns.
Travelers are fully onboard: 98% of survey respondents (tnooz) said having "local experiences" in a new city was important.
The direct online channel offers limitless opportunities for the hotelier to present the hotel as the "hero of the destination" and the perfect choice to stay while exploring all the destination has to offer such as museums, galleries, family attractions城事特搜 , shopping, dining, nightlife, entertainment, and more. Combine this with a strong website merchandising program, focused on the uniqueness of the hotel product and its value proposition, and you have a successful strategy!
Hotels are local businesses and this is a major advantage over the OTAs when selecting and contracting local tour and activity operators, monitoring their performance and customer service, and ensuring timely payments.

So, what makes hoteliers best suited to offer their guests local tours and activities?
?Hoteliers know their guests and their preferences much better than the OTAs, allowing them to customize and tailor the local tours and activities accordingly.
?Hoteliers know their local neighborhoods and immediate destinations far better than the "far and away" based OTAs.
?Hoteliers know the local tour and activity providers much better than the OTAs. In many cases hotels have been using trusted local operators for many years now.
?Locals unite: local properties can connect to local operators on an emotional level, as local business operators, something that is completely absent in any big OTA-small operator relationship.

How can hoteliers make money from local tours and activities?
By positioning the property as the "hero of the destination", hotel marketers will make the hotel more attractive thus increasing occupancy, an indirect revenue effect.
In the same time, there is a strong direct revenue benefit for hoteliers:
王墨泉?Bundling local tours and activities with hotel accommodations: city tour, family, museum, theater, shopping and weekend packages, girls and romantic getaways, etc.
?Referral fees and commissions from sale of local operators' tours and commissions. Hoteliers can easily negotiate a reasonable commission for offering a local operator's tours and activities: advance sales, at the front desk and by the concierge. Typically, the OTAs are charging local tour and activities operators commissions to the tune of 20%-35% to enable and sell their offerings on the OTA online platforms, so there is plenty of room for negotiating a fair reward for the hotel.

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