The world’s top three OTAs，Priceline、Expedia、Ctrip(China Ctrip),The world’s largest OTA with the most contacts in China is a sub-brand of Priceline，Booking.com and Agoda.About world OTA and domestic OTA operation models，The author will not give detailed analysis yet，Today we are mainly talking about how to create the hotel’s own traffic IP.

Today，There are also many hotel practitioners，Use OTA as a distribution channel，Ignorant，Today’s real rivals or biggest competitors for hotels are from the entire OTA platform。

188bet sports betting app download

In 2016, Jingyu Group proposed tourism IP，Create IP Matrix，Whoever gets the IP gets the world, a new concept。IP，Some people interpret it as: Intellectual Property，Some people also interpret it as Internet Protocol，Network IP address。Travel IP gives the concept of positioning，In network language，Give you my image and my specific address。

Hotel IP represents the brand tone、Operation system、Member portraits, etc.，The main thing is to put a unique label on your hotel，Looking for differentiated market selling points in homogeneous market competition，Occupy a unique position in the hearts of consumers。

2. Key points in building hotel traffic IP

1. Demand upgrade

As demand escalates，In a new consumption context，Consumers’ pursuit of products，Already transformed from functional experience to emotional experience，Millennials are more concerned about whether their inner preferences are consistent with the brand’s value proposition。

2. Membership changes

Version 1.0: Registration Form + Card = Member

Version 2.0: mobile phone number + ID card = member

Version 3.0: Behavioral Data + Consumption Scenario = Member

Behavioral data: analysis of consumption behavior and consumption habits of different consumer groups，For example，The student market and business travelers have different choices for hotels，Analysis of different consumption behavior data is conducive to precise member marketing。

Consumption scenario: based on the Internet environment，From user experience to scene experience，The tonality of the hotel brand and store hardware and services have strong appeal to consumers。

3. Member portrait

Sneezer、Programmer、Daniu、Maker、Quality Man、Travel style、Little luck、Literary young woman、Business travel expert、Conference guest、Fashionable little K, etc.,Who are your core customers?Accurate member portraits are conducive to positive guidance，If the market opportunity is misaligned with the hotel’s positioning，No doubt causing negative diversion。

4. Transaction 188bet Online Sports Betting and Casino volume = Views × Conversion rate

For offline stores，Promotion outside the hotel、Exterior、Are signs and other physical objects clear and distinctive，For example 7 days，The exterior is painted yellow，Big 7’s LOGO，Greatly increased page views and brand awareness。Whether the hotel lobby can extend the stay time of customers will also greatly increase the conversion rate，Soothing music、Bright decoration、High-quality service, etc.。For online self-owned platforms or OTA platforms，Clear and beautiful pictures、Quality reviews、Service Rating、With introduction and selling points of destination marketing，Important for branches to increase pageviews and conversion rates。

5. Healthy price system and reasonable customer source structure

Is your hotel pricing appropriate??Hotel pricing mainly refers to city consumption levels、Business district、Self-positioning、Several elements of similar competing products。Is there any price inversion?Does the best price come from its own channels?If from a third party，Undoubtedly directing our own customer base to the OTA platform，Reduce the viscosity and interaction between hotels and customers。Appropriate pricing will help increase OCC and maximize revenue。

We often talk about the four major sources of customers: individual tourists、Member、Protocol、OTA，Basically constitutes 80% of the hotel’s traffic，Plus other hours、Conference、Long private room、Travel agencies and others basically constitute the hotel’s customer source system。188bet app Individual travelers are undoubtedly what hotels want most，Because it can be sold at a high price，Because you can become a member，But the entire industry will find that we have fewer and fewer door-to-door individual customers，There are almost no tourists carrying luggage to the hotel to ask about the price，Because it was converted by OTA，Because I was granted membership by the hotel，It may be retained by other competing products，So the membership system and price system are crucial for the hotel to establish traffic IP。

6. Pay attention to WeChat bonus and mini program applications

WeChat traffic is huge，Low customer acquisition cost，High conversion rate，Simple and efficient operation management，Building a new ecological environment。

WeChat Mini Program，A revolution in thinking caused by technological changes。The hotel industry is not a high-frequency consumer like the catering industry，Discounts and promotions cannot impress guests who have no original need for accommodation。WeChat mini program scenario-based marketing solves the high cost and operating cost of building APP for the hotel industry。WeChat is the most popular social platform today，And it has its own traffic，Grasp the entrance with the largest traffic，Helps the hotel attract new customers、Retention、Promote activity。

Summary:

For the traditional hotel industry，The cost of acquiring user traffic online is getting higher and higher，Insufficient ability to integrate offline resources，Facing new consumption scenarios and technological innovations will trigger 188bet app new thinking changes in hotel marketing，Those who win the traffic win the world，How hotels create their own traffic IP will be a brand new topic。

*Author of this article: Hong Lei，Durian Hotel Group Marketing Manager，Practitioner of hotel Internet thinking，Expert Author。

[Extra number]Want to capture the trend of the cultural tourism consumption industry？Want to know the most cutting-edge cross-border innovation in cultural tourism？Want to learn the latest information shared by industry leaders？Want to interact and have in-depth exchanges with industry elites？Come"2017 China Cultural Tourism Consumption Innovation Summit"Let’s go!June 13-14, Beijing·International Conference Center，A feast of top content for cultural tourism consumption is waiting for you！Learn more about the meeting&To register, please click:I want to register！(Discounts for early registration)