14.01.2019, Type of project: Content Marketing

OTA Content Optimization via CONTtest

ABOUT THE CLIENT

Dusseldorf-based Lindner Hotels AG operates 33 hotels and resorts in seven European countries, including 23 properties in Germany. With a portfolio ranging from spa and sport resorts to city and conference hotels, Lindner is among Germany’s leading hotel chains. Numerous successful projects and regular quality assurance as well as distribution training sessions build the base for Lindner’s long-lasting working relationship with h2c.

CLIENTS’ OPINION

We definitely benefit from a single-point-of-entry system. When working with CONTtest, short communication lines between our head office and h2c make it easy for us to adjust our content rapidly. Especially when OTAs request additional hotel information via their extranets, we receive h2c notifications, enabling us to immediately update our content without any time lags. H2c is always a great help in assuring content parity, which allows us to set a clear focus on marketing. 

Oliver Stotz, Corporate Director Marketing & Distribution

OBJECTIVE

Lindner aims to achieve and maintain a 100% Content Score on all employed OTA, metasearch and review websites including Booking.com, Expedia, HRS, HolidayCheck, TripAdvisor and Trivago. The ultimate goal is to increase the number of positive guest reviews across these channels by avoiding wrong guest expectations (caused by incorrect hotel information on consumer-facing websites).

For managing content across all third-party channels, an automated central database shall be used. Content parity must be maintained via a continuous monitoring process as opposed to e.g., annual checks.

CHALLENGEs

Manual content reviews and adjustments to distribution channel extranets are very time-consuming tasks that require specialized knowhow and discipline for scheduling regular checks. Especially OTA extranet/backend changes without prior notification pose a challenge for the responsible department and, in some cases, can lead to an OTA Content Score drop.

WORK

Onboarding Process
The onboarding of hotels started with the loading of hotel information on CONTtest. After data loading by the hotels, h2c’s initial checks measured the Content Quality Score of the employed OTA channels and communicated all content parity errors to the participating Lindner properties. Upon their feedback, h2c was able to resolve all imparities, resulting in a total average Content Quality Score of 100%. Prior to the Post-Check, about one in 5 content fields were either filled out incorrectly or hotel information was missing.

Automated Content Updates
With the appearance of new content criteria on an employed OTA channel’s extranet (i.e., the request for additional hotel information), h2c automatically informs the hotel in order to ensure timely content updates.

OTAs request new content entries every 2-3 months. Based on the six channels that are used by Lindner today, an average of 20 new criteria per month are added. However, not all new criteria require updates by the hotel as there are some overlaps between the employed OTAs.

OTA Content Scores are reviewed on a weekly basis by h2c.

RESULTS

CONTtest, h2c’s central database, has significantly eased and sped up content management for six distribution channels, resulting in full content parity across all OTAs and properties. By using only one system, content opportunities arise e.g., necessary content adjustments, triggered by OTA backend changes, can be made very rapidly. A 100% Content Score on OTAs featuring this metric is assured.

Major time savings are achieved via automation e.g., Room criteria can be filled out for several room types with a single click. When opening a new Lindner hotel with eight Room Types, CONTtest requires only 4,405 criteria for six channels as opposed to 5,779 criteria without the tool. This leads to content management time savings of 24%.

Lindner Hotels started implementing three hotels on CONTtest, then added 11 in the next step. Today, all managed hotels have migrated to h2c’s content management system.

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