Aggregator: Difference between revisions
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{{General header}} | {{General header}} | ||
== What is an aggregator? == | == What is an aggregator? == | ||
An aggregator is a proximity-based hotel (motel, Airbnb etc) meta search engine that searches travel websites, hotel-websites, airlines etc. for availability and (the best) rates | An aggregator is a proximity-based hotel (motel, Airbnb etc.) meta search engine that searches travel websites, hotel-websites, airlines etc. for availability and (the best) available [[rate|rates]]. They are in fact the new 'middle man', the new shops, where consumers can compare offers, rates, availability etc. They are, by now, a very important factor in [[distribution]] in hospitality. <br> | ||
They do much more than just ' | They do much more than just 'reproduce' the data; they offer their customers filters and additional information (reviews, maps, cross-products etc.). And they offer the industry possibilities to promote their products by ads, or a higher ranking, or a premium listing. <br> | ||
The business-model is mostly fee-based, or | The business-model is mostly fee-based, or commissioned. So for each client (or lead) they bring to a hotel, they will get a reward. The professional sites will ask for commissions anywhere from 5% to 15% or even 20% of the sales value. Remember, especially in leisure bookings in hotels, the percentage booked by the hotel's own website is slim, often under 30%. Over 70% of the bookings by leisure guests are done via all kinds of aggregators. | ||
== Management tools == | == Management tools == | ||
In addition to offering a platform, some aggregators like Trivago also offer Hotel management tools. Trivago | In addition to offering a platform, some aggregators, like Trivago, also offer Hotel management tools. Trivago has the Rates Insights, a system that gives suppliers insights into the (expected) rates in the industry and especially those of the competitors. <br> | ||
Check the explanation | Check the explanation Booking.com offers its partners on [https://www.youtube.com/watch?v=sAr-e2cmLJ8https://www.youtube.com/watch?v=sAr-e2cmLJ8 working with Booking.com]. | ||
<br> | <br> | ||
Read more info on [http://hotelmanager-blog.trivago.com/en-us/rate-insights-competitive-prices/ Hotel manager, rate insights] or [https://www.hospitalitynet.org/file/152008406.pdf The economic impact of OTAs in the EU: summary report.]<br><br> | Read more info on this in [http://hotelmanager-blog.trivago.com/en-us/rate-insights-competitive-prices/ Hotel manager, rate insights] or [https://www.hospitalitynet.org/file/152008406.pdf The economic impact of OTAs in the EU: summary report.]<br><br> | ||
'''Best rates <br>''' | '''Best rates <br>''' | ||
To make the sites more attractive, most aggregators not only ask for a fee paid by the hotel (supplier), but they also ask for special rates | To make the sites more attractive, most aggregators not only ask for a fee paid by the hotel (supplier), but they also ask for special rates or special guarantees. So, many times your hotel will only be listed if you guarantee that the rate offered on their platform is the lowest of all the channels: Even on your own hotel's website, you are not allowed to undercut this rate. This also means, a high risk of dependency on the aggregator. The difference between an OTA (online tour operator) and an aggregator is sometimes hard to distinguish. The difference among review sites and [[affiliates]] in most cases is also irrelevant, as most review sites are affiliates. Because all of this is online, new developments and business models are developed every day. <br><br> | ||
'''List of aggregators''' <br> | '''List of aggregators''' <br> | ||
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<br> | <br> | ||
'''Deal sites <br>''' | '''Deal sites <br>''' | ||
There is also a large number of 'deal sites' like Groupon, Social Deal | There is also a large number of 'deal sites' like Groupon, Social Deal, etc. They have a selected offer only, and do not compare hotels. Still, they also have a market share of a few percent in leisure hotel bookings.<br><br> | ||
have a market share in | |||
<hr> | <hr> | ||
''→ GO! [[#top|top of this page]]'' | ''→ GO! [[#top|top of this page]]'' | ||
<center><small>''Emerald Forest Hotel'' offer an <font color="green">'''emerald''' </font color="green">hotel experience! | <center><small>''Emerald Forest Hotel'' offer an <font color="green">'''emerald''' </font color="green">hotel experience! | ||
| Run your own hotel in this management simulation.</small></center> | | Run your own hotel in this management simulation.</small></center> | ||
Latest revision as of 14:23, 5 September 2023
What is an aggregator?
An aggregator is a proximity-based hotel (motel, Airbnb etc.) meta search engine that searches travel websites, hotel-websites, airlines etc. for availability and (the best) available rates. They are in fact the new 'middle man', the new shops, where consumers can compare offers, rates, availability etc. They are, by now, a very important factor in distribution in hospitality.
They do much more than just 'reproduce' the data; they offer their customers filters and additional information (reviews, maps, cross-products etc.). And they offer the industry possibilities to promote their products by ads, or a higher ranking, or a premium listing.
The business-model is mostly fee-based, or commissioned. So for each client (or lead) they bring to a hotel, they will get a reward. The professional sites will ask for commissions anywhere from 5% to 15% or even 20% of the sales value. Remember, especially in leisure bookings in hotels, the percentage booked by the hotel's own website is slim, often under 30%. Over 70% of the bookings by leisure guests are done via all kinds of aggregators.
Management tools
In addition to offering a platform, some aggregators, like Trivago, also offer Hotel management tools. Trivago has the Rates Insights, a system that gives suppliers insights into the (expected) rates in the industry and especially those of the competitors.
Check the explanation Booking.com offers its partners on working with Booking.com.
Read more info on this in Hotel manager, rate insights or The economic impact of OTAs in the EU: summary report.
Best rates
To make the sites more attractive, most aggregators not only ask for a fee paid by the hotel (supplier), but they also ask for special rates or special guarantees. So, many times your hotel will only be listed if you guarantee that the rate offered on their platform is the lowest of all the channels: Even on your own hotel's website, you are not allowed to undercut this rate. This also means, a high risk of dependency on the aggregator. The difference between an OTA (online tour operator) and an aggregator is sometimes hard to distinguish. The difference among review sites and affiliates in most cases is also irrelevant, as most review sites are affiliates. Because all of this is online, new developments and business models are developed every day.
List of aggregators
Popular aggregators are:
- Expedia.com
- Trivago.com (also over 50% owned by Expedia)
- Hotel-scanner.com
- Momondo.com
- Lastminute.com
Deal sites
There is also a large number of 'deal sites' like Groupon, Social Deal, etc. They have a selected offer only, and do not compare hotels. Still, they also have a market share of a few percent in leisure hotel bookings.
→ GO! top of this page
