Optimise, engage, profit: Winning strategies for accommodation operators
Chris de Closey says many operators are not yet leveraging the latest techniques or technologies, which can help automate processes and optimise revenue
Despite the ongoing pressure of the rising cost of living, Australians are planning to spend more on holidays in 2025, according to a recent report from travel app Skyscanner.
The research reveals that 43 percent of Aussie travellers intend to increase their travel budget next year compared to this year.
This article was originally published in the latest AccomNews print edition. [Read it here.]
The report also found that 36 percent of Aussies have allocated more for flights, 31 percent are budgeting for higher accommodation costs, and 14 percent plan to spend more on car hire.
However, with ongoing economic challenges, the report also noted that Australians are keen to get the most value for their money in 2025 and will still look for the best deals when booking their getaway.
When it comes to booking accommodation, OTAs continue to dominate the travel planning process. An Expedia study found that 80 percent of travellers use OTAs, outpacing search engines (61 percent), airline websites (54 percent), and meta travel websites (51 percent). This reinforces the significant role OTAs play in the research and booking phases of travel, as four in five travellers surveyed visited an OTA at some point before making a purchase. While travellers may book through other channels, OTAs remain a go-to resource for inspiration, research, and planning.
For accommodation operators, these trends highlight the importance of maintaining a robust online presence across OTAs, optimising pricing strategies, and actively promoting direct bookings to maximise revenue.
To learn more, AccomNews spoke to industry expert and director of Switch Hotel Solutions, Chris de Closey.
What are some of the most effective pricing techniques that accommodation providers can use to respond to fluctuating demand and maximise revenue potential?
Dynamic pricing is essential. Many operators are not yet leveraging the latest techniques or technologies, which can help automate processes and optimise revenue. Simplifying your pricing strategy is key: if demand is high, your rates should increase; if bookings are low, consider lowering prices to remain competitive. Regularly review your competitors’ pricing and adjust accordingly to ensure your strategy remains effective.
How can accommodation operators balance direct bookings with OTA partnerships to create a profitable distribution mix?
OTAs should be leveraged for the billboard effect to drive increased distribution for your property and hopefully convert these to direct bookings. Leverage channel multipliers and ensure your direct rate is the cheapest. Utilise Google Hotel Ads (hopefully for free with your channel manager) to drive additional visibility.
OTAs are not the enemy—you cannot effectively market your business at their scale, but you can leverage their reach to achieve better results for your entire business. More visibility means more bookings, which translates into stronger revenue outcomes.
How important is integrating tools like channel managers, PMS, and booking engines for streamlining operations?
Integrating tools like channel managers, property management systems (PMS), and booking engines is not just important—it is absolutely essential in today’s market. These integrations ensure that inventory and pricing are updated in real time, maximising opportunities to achieve the best revenue results for your business. Additionally, they save significant time, allowing you to focus on other critical areas of your operations.
For marketing and social media management, what are your top tips for hoteliers looking to increase engagement and ultimately drive more sales?
Content is key! Tailor your content to suit the demographics of your customers. For example, if you are a family resort, avoid promoting couples’ getaways, and vice versa. Knowing your niche and sticking to it ensures your marketing efforts are rewarded with an engaged audience, ultimately driving better results.
In conclusion, while Australians are preparing to spend more on holidays in 2025 despite economic pressures, they remain vigilant in seeking value for money. For accommodation providers, this presents both challenges and opportunities. By embracing dynamic pricing, optimising OTA partnerships, and integrating essential tools like channel managers and PMS, operators can stay competitive and maximise revenue. Additionally, a targeted marketing approach that aligns with guest demographics will enhance engagement and drive sales. With thoughtful strategies and the right technology, the hospitality industry can thrive in an environment where travellers continue to prioritise cost-effectiveness and quality experiences.
Sarah is a freelance journalist with experience across print, digital and audio. After working for Multimedia Publishing as a contributing writer, she has recently joined the team in a part-time capacity for School News AU and AccomNews.