Digital platforms, including OTA sites and social media can be worked with to enhance business. In this TV show Lennert De Jong discusses optimising the channels that provide customers.

Embracing all digital platforms

It’s about where the revenue is coming from right. Again, if you go back to the guests, the guests have chosen to do business with you in a certain way, so you can fight it or embrace it and become smarter. I mean nobody is fighting Google, because everybody understands, you’re using Google yourself. I’m using Booking.com myself for every for every reservation I make at a hotel. So we embrace it and at the same time we try to get the repeat customers. So we get the people we recognise at a lesser cost of distribution. So we look at it as a graph with a long and a short, and every hotel every OTA, display sites such as YouTube, Facebook all serve a purpose in the guest journey to getting to know you. So we try to optimize. We don’t focus really on the channel, if customer chooses Booking.com that’s fine, we look at the net contribution from each channel and make our decisions who we work with.

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