{"id":5712,"date":"2018-08-06T12:36:39","date_gmt":"2018-08-06T11:36:39","guid":{"rendered":"https:\/\/www.booklogic.net\/v2\/?p=5712"},"modified":"2018-08-06T12:36:39","modified_gmt":"2018-08-06T11:36:39","slug":"seasonal-pricing-expand-your-market-reach-and-relevance","status":"publish","type":"post","link":"https:\/\/www.booklogic.net\/fr\/seasonal-pricing-expand-your-market-reach-and-relevance\/","title":{"rendered":"Tarification saisonni\u00e8re - \u00c9largissez la port\u00e9e et la pertinence de votre march\u00e9"},"content":{"rendered":"<p>Seasonal revenue patterns are going\u00a0<strong><em>three-dimensional<\/em><\/strong>\u00a0as hotels gain access to a broader audience base, across a\u00a0<u>wider global reach<\/u>. This gives the sales and marketing manager the\u00a0<em><strong>data insight<\/strong><\/em>\u00a0they need to adapt to changing patterns in traveller behaviour in order to optimise in revenue management of holiday bookings.<\/p>\n<p>Furthermore, as countries suffer financial problems, and Europe effected by the\u00a0<u>Brexit decision<\/u>, the markets are\u00a0<u>fluctuating<\/u>\u00a0especially in already established markets. Therefore hotels need to encourage new bookings from new markets. The advance the\u00a0<em><strong>adoption of digital bookings<\/strong><\/em>\u00a0expands the hotel-booking network into\u00a0<u>new territories<\/u>.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-5713\" src=\"https:\/\/booklogic.booklogic.biz\/wp-content\/uploads\/2018\/08\/night-camera-lens-map.jpg\" alt=\"\" width=\"877\" height=\"450\" \/><\/p>\n<p>The travel market can\u00a0<u>no longer repeated<\/u>\u00a0its strategies, instead be prepared to manager a\u00a0<em><strong>higher volume<\/strong><\/em>\u00a0of strategies. Numbers of Russian tourists to Turkey is down as a result of the Russian ruble and the country\u2019s political tensions with Turkey, Dutch traveller bookings to Greece have fallen, and Tunisa\u2019s tourism has\u00a0<u>dropped<\/u>\u00a0-25.2%.<\/p>\n<p>Hotel sales and marketing managers require more data to\u00a0<em><strong>gauge demand<\/strong><\/em>\u00a0from existing and new markets and be prepared to\u00a0<u>set relevant rates<\/u>\u00a0to optimise bookings., regularly. This together with different customer behaviours across the new consumer territories in addition to targeting specific consumer groups is building multilayed patterns of annual bookings and reservations.<\/p>\n<h3>Traditional Two-Season Booking Year<\/h3>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-5714\" src=\"https:\/\/booklogic.booklogic.biz\/wp-content\/uploads\/2018\/08\/summer.jpg\" alt=\"\" width=\"877\" height=\"450\" \/><\/p>\n<p>Summer rocks! And tourists have been booking their long family across the traditional summer months of June, July and August; while the grey-market has been\u00a0<u>filling this void<\/u>. The ability to reach\u00a0<u>other markets<\/u>\u00a0through the internet means that hotels are\u00a0<u>not restricted<\/u>\u00a0to managing travel agents from one destination, but can distribute their rooms and rates direct through OTAs to a\u00a0<em><strong>global audience booking network<\/strong><\/em>.<\/p>\n<p>Revenue managers can now approach the market with more flexibility and create more\u00a0<u>specific products and packages<\/u>\u00a0for an\u00a0<em><strong>intended market<\/strong><\/em>\u00a0rather than general audience. And thus, with a wider reach prices can now be\u00a0<em><strong>specific to buyer expectations<\/strong><\/em>. For example a Russian and Dutch tourist can find a package for 3-nights and both can be set to the\u00a0<u>optimal rate<\/u>\u00a0in each market, rather than at one single rate.<\/p>\n<p>This therefore adds the need to have access to both Russian and Dutch consumer booking seasons; when hotels begin to build a list of\u00a0<em><strong>hot demand<\/strong><\/em>\u00a0countries a\u00a0<u>seasonal pricing strategy<\/u>\u00a0can be created for each market, therefore potentially extending the summer months from April \u2013 October.<\/p>\n<h3>Two becomes Four<\/h3>\n<p>Creating a simple\u00a0<em><strong>summer<\/strong><\/em>\u00a0et\u00a0<em><strong>winter pricing strategy<\/strong><\/em>\u00a0<u>limits the options<\/u>\u00a0of maximising wider marketing campaigns or targeting more specialist high value groups. While the core summer season expands; the winter season is bringing more options to compete.<\/p>\n<p>In Northern European markets, the\u00a0<u>Winter Getaway<\/u>\u00a0is gaining traction as more travellers seek to make a most of their annual holiday allowance; together with autumn last-minute sun and early summer general trade marketing campaigns. This is\u00a0<u>bringing high-value bookings<\/u>, not often a family \u2013 but offering a\u00a0<u>new traveller demographic.<\/u><\/p>\n<p>Therefore there are more and more\u00a0<em><strong>pricing periods<\/strong><\/em>\u00a0within a year rather than a couple of them, and this is especially important for resort hotels whose market fluctuates significantly and can be\u00a0<u>hindered if crisis hits<\/u>\u00a0its hot points.<\/p>\n<h3>Hot dates joins pricing strategies<\/h3>\n<p>Traveller booking behaviour is changing; it\u2019s more\u00a0<u>last-minute<\/u>, and some are taking the opportunity to travel at\u00a0<u>non-traditional times<\/u>\u00a0\u2013 out of the traditional summer holiday period. Access to cheap flights; more public holidays, and a wider range of events means that\u00a0<em><strong>hotel booking patterns are getting more sophisticated<\/strong><\/em>.<\/p>\n<p>Public holiday patterns and events are giving hotels the data to optimise marketing campaigns and\u00a0<u>increase revenue and room nights<\/u>. By managing a demand for bookings across a\u00a0<em><strong>wider network<\/strong><\/em>\u00a0of sales channels and tapping into local campaigns; revenue managers can get the most from each room night booked.<\/p>\n<p>Revenue managers can now handle more and\u00a0<u>improve the return<\/u>\u00a0with quick analysis and connectivity to the travel market across OTAs, travel agents and GDS.<\/p>\n<p><em>Support and application of seasonal pricing and pricing per country can only be addressed with IP based pricing facility in the online booking industry, something in which BookLogic has achieved gains for hotels.<\/em><\/p>\n<p><strong>Advice:<\/strong><\/p>\n<ul>\n<li>Connect directly to OTAs and GDS through a channel manager<\/li>\n<li>Access competitor and market rate reports<\/li>\n<li>Analyse key booking patterns<\/li>\n<li>Identify key high-value traveller dates and marketing campaigns<\/li>\n<li>Distribute dates for at least 12 \u2013 18 months<\/li>\n<li>Create clear pricing strategies to each market<\/li>\n<\/ul>\n<p><strong>\u00c0 propos de BookLogic :<\/strong><\/p>\n<p>BookLogic est un fournisseur de solutions logicielles personnalisables et de services marketing prim\u00e9s pour les h\u00f4tels et les syst\u00e8mes de r\u00e9servation en ligne pour l'industrie du voyage. Ind\u00e9pendamment d\u00e9tenue, l'entreprise a \u00e9t\u00e9 fond\u00e9e en 2004, lan\u00e7ant ses op\u00e9rations compl\u00e8tes en 2009, avec son si\u00e8ge en Allemagne et des bureaux en Turquie et \u00e0 Duba\u00ef. En 2015, BookLogic a re\u00e7u le World Travel Award pour l'Innovation Technologique de Voyage Leader au Monde et a \u00e9t\u00e9 nomm\u00e9e Fournisseur de Solutions de R\u00e9servation d'H\u00f4tels Leader en Europe et dans le Monde. BookLogic dessert actuellement plus de 1 500 propri\u00e9t\u00e9s h\u00f4teli\u00e8res soutenues par plus de 30 membres du personnel.<\/p>","protected":false},"excerpt":{"rendered":"<p>Seasonal revenue patterns are going\u00a0three-dimensional\u00a0as hotels gain access to a broader audience base, across a\u00a0wider global reach. This gives the sales and marketing manager the\u00a0data insight\u00a0they need to adapt to changing patterns in traveller behaviour in order to optimise in revenue management of holiday bookings. Furthermore, as countries suffer financial problems, and Europe effected by [&hellip;]<\/p>","protected":false},"author":5,"featured_media":5713,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10],"tags":[],"class_list":["post-5712","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"blocksy_meta":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Seasonal Pricing - Expand your market reach and relevance | Hotel &amp; Travel Technology and Software Company | BookLogic<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.booklogic.net\/fr\/seasonal-pricing-expand-your-market-reach-and-relevance\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Seasonal Pricing - Expand your market reach and relevance | Hotel &amp; Travel Technology and Software Company | BookLogic\" \/>\n<meta property=\"og:description\" content=\"Seasonal revenue patterns are going\u00a0three-dimensional\u00a0as hotels gain access to a broader audience base, across a\u00a0wider global reach. 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