Sometimes we take the Internet for granted.  In fact, many hoteliers don’t realize just how much the Internet has impacted their business. More importantly, many don’t recognize how much the Internet can influence their business and help them grow.

There’s a lot of power behind the ever-growing world of Online Revenue,  Property Management Systems and Social media. Here’s what you need to know about making the most of these in the hospitality industry.

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Online Revenue

Nowadays, the online hotel industry doesn’t consist of booking platforms, hotel websites, and travel blogs alone. One example is the ability to competitively benchmark your hotel through the use of an online revenue management tool.

But that’s not all. There are also web applications that tackle metasearch marketing for hotels. These tools can help hoteliers build a unique hotel profile in an intuitive and easy-to-use fashion. They help hotel managers improve their property’s ranking and, at times, include features that can optimize revenue as well.

Systems and apps that include revenue management features enable hoteliers to see first-hand what their competition is up to online. Wouldn’t you like to know the nuances of seasonal pricing fluctuations for low, mid, and peak times of year?

Well, now you can when you use one of these. How about having the ability to make tactical marketing maneuvers and decisions for your hotel, backed by the data of your closest competitors? When using online revenue systems and  exclusive metasearch marketing features, a world of opportunity opens up to you. Not only do you gain insight into the competition’s current pricing strategy, but you have access to future price forecasts as well.

With these employed, you have the flexibility to offer competitive rates, backed by the knowledge you need to ensure that your rooms aren’t to be undersold or  overpriced due to a lack of insights.

Web-based Program Management Systems

PMS help hotels streamline their daily operations. Every hotel manager can benefit from innovative technology aimed at improving the daily management of the hotel, making it more efficient and effective. When a hotel’s operations are streamlined, budgets can be optimized and savings reflected.

Well-run properties also tend to experience higher profits and ensure better guest experiences. Nothing is left to chance and no detail is forgotten. Guests notice this and are inclined to leave stellar reviews, which can have a significant impact on  future bookings.

The secret to achieving a well-run hotel isn’t really a secret at all. The success stems from the use of a high quality Property Management System. Not long ago, these systems were exceptionally cumbersome, expensive, and tough to navigate. They were  primarily aimed at the chain hotels, and even then they were  riddled with issues.

However, that’s no longer the case. This new breed of PMS is the main tool of the hotel when it comes to application; it helps to manage reservations, invoicing, and organize daily tasks. As a hotelier, you can access online PMS from anywhere. This gives you the ability to follow along with the latest details of your hotel operation when you’re out of town. It makes check-in and check-out a breeze and gives the extra level of detail needed to run a hotel smoothly. PMS’ free up hoteliers from dealing with long, grueling, manual entries, or complex computer systems.

Social Media, now and then

Social Media helps hotel managers market their hotels and connect with guests directly online. Have you ever thought about the sheer number of travelers you weren’t able to reach in the past? (You know, when there were no smart phones, prominent search engines or social media sites).

Conversations between you and your guests used to typically end when they checked-out of your hotel. The comments they made about your hotel or the photos they shared of their stay weren’t something you had access to. Connecting with guests simply depended on them contacting you first, which made things like staying in the top of mind (encouraging repeat business) hard to do.

Attracting travelers to visit your property was even tougher, especially off season. Direct communication touch-points were limited to boring brochures and the whim of travel agents. More often than not, you had to hope that people simply ‘found you’, especially if your hotel isn’t located in a city center.

When it came to marketing, you usually had two options: word-of-mouth marketing, or spending a lot of money on advertising. The first option took quite some time to build traction, and the second option was very costly and meant that small hotels couldn’t feasibly compete against bigger competitors.

That’s all changed now.

Social media empowers hoteliers to connect with travelers by posting engaging content that attracts both their rational and emotional needs. The power of social media now enables hotels to tell their story every day in their own unique way. Best part is that social channels such as Facebook, Instagram, and Twitter are free for businesses to use!

Hoteliers are able to connect with potential guests on their own business page, leverage local tourism pages, and quickly respond to customer inquiries via chat features. Reviews, feedback, photos, videos, and more are all collated here. When a brand is engaging, it resonates with potential guests and encourages user-generated content: an invaluable advertising asset.

This is where guests turn into brand advocates.With  added features on websites, like the Book Now button on Facebook, it’s possible for hotels to earn bookings, commission free, via their social media account.

Are you using any of the above tolls to your hotel’s fullest potential?

trivago jamie  JAMIE PATTERSON

This is a guest article made by Jamie Patterson. Jamie leads the Global B2B Blog Marketing & Communications efforts at Trivago, the world’s largest hotel metasearch site.

Jamie believes that playing host to guests from far and wide enriches the soul. Especially when it means having a full hotel. Born to entrepreneurial parents, she’s passionate about business growth. With a decade of traditional and digital marketing work behind her, she’s now developing educational content and marketing tactics to help hoteliers world-wide grow

Every day hospitality businesses register information in order to operate and serve their customers. Some accommodation wrongly confine themselves by asking for the most basic information and others simply do not analyze their data, but…

Information and its analysis is essential for a hotel to be better managed and more profitable (specially for SME accommodations).

Following we have the data we request or register during the different phases of the hotel activity and the basic results we should process in order to analyze the health of our business.



When we have a hotel business, we know which companies are competing against us and/or have similar characteristics and products.

It is extremely important to monitor your competition’s rates to know where your product stands (marked down, over charged, flexible…) and the position your business has in the market.

The problem is:

  • How can you implement this constant and precise monitoring that will lead to a more profitable strategy ?
  • Wouldn’t it be great to know exactly what is going on with your competition in terms of pricing and availability on OTAs like, Expedia, Cleartrip, GoIbibo…?

A system to monitor your competition and see trough their lowest rates and availability

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Now you can activate in your Clerk Channel Manager ( for Brasil). Check all the intermediaries available for activation by clicking here.

We have connected with the major OTAs of the world and specially those of Latin America!

With this new two way integration you will be able to sell simultaneously your inventory with different intermediaries – including – without having to manage different extranets or worrie about overbookings.

despegar-ota-channel manager
Despegar in Clerk Channel Manager

Access the largest virtual showcase of Latin America to sell your rooms, cottages, appartments or any other property. This exposure will give you an interesting online presence and generate more sales opportunities. Also, you will get more leads from the brazilian market as they have a special version for that country (

What should you do now ?

  • If you already have your Clerk Channel Manager, contact our 24/7 support team to submit your credentials and coordinate the activation of Despegar’s new extranet.
  • If you DON’T have your Clerk Channel Manager,  request a demo right now. We’ll be pleased to help you out!


Since February 2016 you can add the online travel agency “Atrapalo” to your Channel Manager Clerk!


* Looking for more information about how a Channel Manager works ? click here

This spaniard channel can be very interesting for hoteliers working in the spanish-speaking market as this OTA has invested Latin America and particularly the following countries:

  • Chile
  • Colombia
  • Perú
  • Panamá
  • Costa Rica
  • Guatemala
  • Argentina
  • México

In the hospitality industry, Atrapalo has an inventory of 400 000 properties around the world (175 countries). Hotel businesses come second place as the product that raise the most benefits for the company according to last years figures.

¿Atrapalo in my Channel Manager?

Even if a lot of users are in Spain, Atrapalo has invested 8 million euros in a 5 year plan to expand in Latin America.  It is for sure a great opportunity for this region’s hoteliers to join as they will:

  1. Take advantage of this OTA invested marketing campaign
  2. Have a solid showcase of their business in Spain and get sales from that market

The particularity of this OTA is related to its origin: Indeed they started commercializing deals on tickets/seats that couldn’t get sold. In a way, Atrapalo is more engaged in deals and special offers… and this can be very useful for hoteliers wanting a channel that allow them to market low seasons or products hard to sell.

In last press releases it is mentioned that sales grew 60% in Latin America during 2015 and apparently Atrapalo is the second largest travel and entertainment agency in the region when it comes to presence. Gradually this OTA is creating its way, they are not the most important regarding the benefits generated in Latin America, but we can recognize the segmentation they implemented and the possibilities projected.

If you already have your Channel Manager Clerk and want to activate Atrapalo do not hesitate in contacting Clerk’s support team!