The third topic under our booking leakage series is trust leakage.
If your customers can’t trust your listing, there will be a gap between those that look and those that book.
When customers are looking to book your listing, they want to trust that your pricing is fair and accurate across all OTA platforms and that your listing is consistent.
So, there are two elements under the trust leakage umbrella: pricing trust and presence trust.
One of the quickest ways to lose trust is having different prices for the same listing across different public channels. While you may have internal reasons for doing so, the booker’s impression is that different people can receive better deals depending on how they book.
It only takes a quick look at your Google Hotel Finder profile to see what rate you offer on a given day. And if they are all over the shop, doubt creeps into the potential booker’s subconscious mind. And that doubt might be enough for that booking to be leaked because they’ll just book somewhere else.
The best practice is to ensure that you share the same rates and deals across all public channels. You can end up in a pricing conundrum when your rates are out of parity between OTAs.
Maintaining price parity is also a key part of achieving higher rankings on each platform.
The same principle applies when it comes to the way you are presented on each platform. The imagery and messaging are important when providing clarity and consistency across all OTA channels.
You should be consistently using the same imagery, room naming conventions, descriptions, configurations and features. All of this information needs to be replicated across all your points of presence across the web.
If you’re not consistent in your pricing and presence across all listing platforms, you’re likely going to create a booking leakage. And if you’re not identifying the point in the booking process where you might have some leaks, your competitors are going to beat you to that booking every single time.
So, it’s important to monitor your listings and ensure that you are sharing the same rates and deals as well as the same messaging across all the OTAs.