An interesting point of view and experience from one of our friends and colleagues: «I just filled up another questionnaire received from Google AdWords (you surely knows this system), and placing a comment, just same as you said in your mail. I told them also that: "it is completely impossible to place an add with the keywords "hotel X" and appear on the first page of Google", "it is also too expensive to place an add with keywords "apartments X" and appear on the first page" because the places are already taken by the portals who can afford to pay more, because they offer many hotels all over the world in the same website. The portals take a position of middleman (intermediate) by force, I mean we are forced to deal with them, even though they are completely unnecessary. It would be better to have a world guide (like a Guide Michelin) on internet where the customer can choose a hotel and connect to the hotel website directly. Each hotel would pay a small fee to be part of the guide, instead of paying about medium 200 Euro per reservation (in our case) which is far too expensive. The hotel portals are making lot of money on the detriment of the hotels but they have invested nothing related to what the customer pays for. This can be qualified as immoral finally. I said also that (speaking of AdWords) "the number of clicks are function of the bid, but the conversion are not at all increasing proportionally. That make people think that Google generate clicks when the bid is high, and then people say that we should bid reasonably". There are also too many (portals), they create competition between themselves, which cost money (like a war, which is very expensive), they generate lot of tricks and rules which cost lot of money to the hotel industry, like the "promotions", "weekend prices", "late stay", "early bookings",... plus the condition of best offer with them "you cannot find cheaper than with us". The hotel chains are also forced to play the game with the portals. They offer the same rate everywhere and make the same promotions everywhere. Finally the whole system is inefficient. Because finally there is only one system: internet, (or Google), and there is only one product, the one the customer wants to buy, but there are many offers of the same product made by portals, many middlemen who want to make money on the back of the hotel industry.»
Posted on: Fri, 27 Sep 2013 15:29:10 +0000
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