Guest Colum: Turning Lookers Into Bookers

By Rob Käll, President of Bookt

Like many industries in the US and around the world, the travel lodging industry finds itself facing a myriad of challenges, changes and opportunities in 2009. Fortunately hotels - as a segment of the larger American (and global) lodging industry - seem poised to enjoy more opportunities than challenges in the coming year. While this might seem counterintuitive given the economic uncertainty pervading the US, one key factor can be cited as indicative of growth and profitability within the sector - the increased adoption of both management and marketing technology, and the continued ascendance of the internet as a primary booking tool.

As a company that works with vacation rental companies and hotels to give their properties increased online visibility, at Bookt we have identified five of the most valuable technological tools available to turn website lookers into bookers.

But today's online consumer craves immediate information and interactivity beyond an inquiry form and a handful of property descriptions and snapshots. Being able to get a specific, dynamic rate quote (including any taxes and fees) and an availability confirmation online is quickly becoming the standard even in the vacation rental space, where previously sites simply listed rate sheets and brief property descriptions. A website with an open interface that can connect to other systems- like a property management system or a customer relationship management (CRM) program- is ideal, as is a site designed with marketing optimization in mind.

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