Being very active in revenue management and distribution for the last 3 years we at TrevPAR World have never been more challenged with the different games that the OTA channels are playing, now this…
Booking.com has recently communicated that their “Genius” rates will now gain you access to a larger audience of frequent travelers as a result of cross selling across other companies with in the Bookings Holdings Group – here is the exact communication – “gain access to a larger audience as your Genius rates will be offered to the most frequent travelers across other companies within the Booking Holdings family.”
But what does this mean exactly?
It means that if you do not actively reach out and respond no to Booking.com you will have in silent content given them permission to extend your Genius rates to this new group of customers – as a result the end rate would never be a certainty, the hotel will suffer rate loss as a result of stacking as well as cause parity with other OTA partners, the only loser…. YOUR HOTEL.
However, if you read the fine print their is a way to opt out of this – the link provided is actually a dead link with a 404 NOT FOUND error (very clever to avoid people saying no) – none the less there is a way and we are going to show you here,
Here is a list for the revenue gurus out there that know the extranets back to front,
- Log into the extranet
- Click on “Analytics” – Genius Report – Manage Audience
- Scroll to the bottom of the page and click on “You’re gaining access to a wider audience” and Opt Out
If you need some help taking back control of your rates – please see below step by step guide.
Log into your Booking.com extranet
Click on “Analytics” – Genius Report – Manage Audience
Scroll to the bottom of the page and click on “You’re gaining access to a wider audience” and Opt Out
Once you hit Opt Out it does not even say are you sure, it just switches this feature off,
We need to take back control of our rates, it is our rooms and we sell them at our desired prices, we cannot allow for rate leakage because of third party distributors distribution strategies – we the ones sitting with lower rates in the end!
Lets stop these games at take back control of our own rates!