{"id":10579,"date":"2022-08-05T18:08:18","date_gmt":"2022-08-05T23:08:18","guid":{"rendered":"https:\/\/lobbypms.com\/uncategorized\/the-billboard-effect-how-to-leverage-it-in-your-hotel-business\/"},"modified":"2025-02-21T09:58:42","modified_gmt":"2025-02-21T14:58:42","slug":"the-billboard-effect-how-to-leverage-it-in-your-hotel-business","status":"publish","type":"post","link":"https:\/\/lobbypms.com\/en\/boost-hotel\/the-billboard-effect-how-to-leverage-it-in-your-hotel-business\/","title":{"rendered":"The billboard effect: How to leverage it in your hotel business?"},"content":{"rendered":" \n

Hotel businesses are always looking for strategies to increase their own bookings and reduce those that have third-party commissions. One of the promotion schemes that contributes to this goal is the billboard effect.<\/strong> We tell you in detail what this industry phenomenon is about and what you should do to make the most of it. <\/p> \n \n

What is the billboard effect?<\/h2> \n \n
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You’ve probably heard this term in industry circles. It refers to the visibility impact that an advertisement can have on a business. In the case of hotels, it is a phenomenon that occurs when a hotel has an increase in direct bookings after being present on an online travel agency (OTA). This is because a potential customer finds it on the agency, but goes to the establishment’s own website for more information and decides to book there. <\/p> \n \n

It seems like a contradiction, doesn’t it? You’d think that if a guest sees a hotel on an agency, that’s where they’ll make a reservation. But the billboard effect<\/strong> is a confirmed trend. Figures from specialized research indicate that 65% of customers who make direct reservations have visited an OTA before doing so. <\/p> \n \n

This behavior is related to the fact that travelers do a lot of research before choosing their services. Expedia, one of the world’s leading OTAs, reveals that Americans make more than 100 visits to industry websites before booking. Of all these platforms, online travel agencies are the ones that have the most engagement<\/em> with travelers. They get 30% of the visits. <\/p> \n \n

How to take advantage of the billboard effect?<\/h2> \n \n
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Expedia says that this impact is less effective if there are inconsistencies between what the hotel offers on the OTA and on its website. Therefore, it is key to treat these agencies as an extension of the hotel’s own website. But there are various practices that can be implemented to maximize the visibility they bring. <\/p> \n \n

Optimize the direct booking process<\/h2> \n \n
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The key element a hotel needs to take advantage of the billboard effect<\/strong> is a seamless direct booking experience. Everything must be done to ensure that a customer does not leave the business’s website without making a reservation. <\/p> \n \n

The booking process should be:<\/p> \n \n