Recently I had a chance to speak to the CEO of Percepture, Thor Harris. Percepture is a digital marketing company. Their clients include hotels, cruise lines, tourism boards, even a railway! They have one big hostel client right now, but for most hostels, hiring Percepture would be like using a flamethrower to light a cigarette. Regardless, even a little hostel can learn from what a travel industry leader has to say, so read on!
When you get off a flight at your final destination and make your way towards the airport’s exit, you always pass a certain point where you’re no longer in the secure area of the airport. If you left something behind, you’re out of luck, because at this point, you cannot return to where you came from. Wouldn’t it be great if your hostel’s website could work like that? A backpacker arrives at your website after using an OTA to get there, and after looking around they don’t go back. Instead, they just book directly. Cornell School of Hotel Management named this the Billboard Effect and found that 65% of guests who book directly, first visited an OTA. Unfortunately, unlike at the airport, there is no security guard to prevent a potential guest from re-entering the OTA’s website, but you can give them every incentive not to.