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近几年,OTA迅速发展,携程陆续收购艺龙联手去哪儿,形成寡头的趋势。各个酒店开始抱团抵抗OTA,通过联盟的方式试图减少对OTA的依赖。预测携程下一步将让PMS进行“站队”;OTA作为酒店行业的分销渠道占比将大幅增长;并且越来越多的酒店将进行联盟。酒店急需创新和转型来面对OTA的快速发展,首先将联盟有效化,其次坚持系统的信息管理,并且扩大直销比例以及口碑营销,最后提高酒店自身能力才是关键。
In recent years, OTA rapid development, Ctrip one after another acquisition eLong, where the formation of oligarchs. Each hotel began to hold the group against the OTA, through the alliance to try to reduce the dependence on the OTA. Forecast Ctrip will allow PMS to “stand in line”; OTA as the distribution industry in the hotel industry will account for a substantial increase in distribution channels; and more and more hotels will be alliance. The hotel is in urgent need of innovation and transformation in order to face the rapid development of OTA. First, the alliance is validated. Secondly, it insists on systematic information management, and expands the proportion of direct sales and word-of-mouth marketing. Finally, it is the key to improve the hotel’s own capabilities.