HPL Hotels & Resorts’ online bookings have grown more than 70% growth last year compared to two years ago.
It attributed the growth to more intense Internet marketing and enhanced brand websites. HPL said growth has been exponential in the past few years – it saw a 20% growth from 2005 to 2006; and a 45% jump from 2006 to 2007.
Total bookings on its eight properties’ websites currently represent almost three quarters of the company’s overall online bookings.
“We are confident that this upward trend will continue in 2008 as consumers are getting more net-savvy and turning to the web to shop online for convenience,” said Karen Chan, Marketing Communications Manager for HPL Hotels & Resorts.
“The increase in online bookings on our hotels’ websites can be in part attributed to heightened Internet marketing activities such as improved search engine optimisation, search engine marketing and active link-building strategies; and in part to the enhancements made on the websites.”
Chan said despite the online success, HPL is not discounting the role of 3 rd party online partners.
“The strategy is to practice rate parity across all our distribution channels and focus only on key account agents. We believe a balanced approach is to adopt a full distribution mix, as consumers will still continue to shop at multiple sources,” she said.
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