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Direct Business Strategies at Connacht Hospitality Group
Manage episode 454114622 series 3621838
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In this episode Bookassist CEO Dr Des O'Mahony talks with Eveanna Ryan (Group Sales and Marketing Manager) and Sarah Comer (Group Revenue Manager) of Connacht Hospitality Group in Galway, Ireland. The team discuss how their very successful direct booking strategy has evolved through the pandemic, for example:
- how OTA business has been more than halved in favour of direct,
- how they leverage data and technology,
- how their hotels always lead with best price guarantee and their unique selling points to attract direct bookers, and
- how sustainability is increasing used as a differentiator in the marketplace.
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Chapter
1. Direct Business Strategies at Connacht Hospitality Group (00:00:00)
2. The need to reduce commission costs (00:01:26)
3. OTA contribution more than halved (00:01:51)
4. Europe versus Intercontinental business (00:03:56)
5. Data is key (00:05:35)
6. How to differentiate direct (00:07:06)
7. Data analysis with Bookassist (00:09:28)
8. Working collaboratively with other businesses (00:11:31)
9. Sustainability (00:13:15)
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