A majority of independent hotels — 62% — are not taking advantage of cross- or up-selling opportunities such as offering extras like flowers or chocolates during the online booking process, according to a new report from Micros eCommerce.
Micros’ 2012 eCommerce in Independent Hotels Report examines how independent hotel operators are using web and mobile technologies to engage with guests. Other findings from the report include:
- 37% of hotels respond to every TripAdvisor review of their property, whether positive or negative.
- 6% allow the guest to book a table in the hotel restaurant during online room booking.
- 10% have a website that is optimized for mobile phones.
- 85% have a Facebook page, although the quality of updates vary, with only 43% of hotels putting details of promotions and offers on the site.
- 75% have a Twitter account, but only 35% responded when asked a question via the site.
- 39% did not appear on the first page of Google results for their keywords.