Alternative accommodation: how hotels can compete

Alternative accommodations, made popular through sites such as Airbnb, have boomed over the last decade, as guests seek more unconventional and budget-friendly holidays.

Sites offering house swaps, camper vans, glamping and serviced apartments allow guests to gain unique experiences in this latest vacation trend.

So, how can hotels compete? With business and labour costs rising, hoteliers need to stay ahead of the curve to contend with the likes of Airbnb. But as alternative accommodations continue to maximise the boom with increasing prices and inflexible booking conditions, there are various ways in which hotels can retain the interest of guests travelling for both business and leisure.

Easy and Flexible Booking

Hotels have the power of autonomy, allowing them to create last-minute deals and implement flexible cancellation policies. Unlike many apartments or rental houses, hotels can give guests options around their booking, without big security deposits or payment upfront. This flexibility sets hotels apart, giving guests that extra reassurance to make a booking.

Zonal’s intuitive PMS connects to over 450+ OTAs and provides real-time channel management allowing flexible pricing depending on seasons and local events. The fully customisable built-in booking engine is user-friendly and provides real-time availability, further driving direct bookings and giving hoteliers more control over their profits.

Personalised Service

In today’s world where consumers expect instant information and seamless service, personalisation is key. A hotel’s USP is often their people; talented teams of hospitality professionals who can provide guests with the best possible service and a human connection.

There’s no need for key handovers or pick-up points – through Zonal’s suite of technology, hoteliers can save time and streamline their operations, providing seamless digital check-in/check-out and integrated payments for guests to make their stays as stress-free as possible.
On a personal level, Zonal’s technology can create one-of-a-kind experiences for each guest based on their preferences.

For example, promotions can be customised to meet individual needs by analysing visit history, spending patterns and data gathered from various touchpoints during past visits. Staff can then leverage this information to create and deliver a more personalised and enhanced guest experience.

By working together with cutting-edge technology, staff have more time to cater for guests throughout their stay, providing the excellent service that is only available at hotels.

Unique Facilities and Authentic Experiences

With most alternative accommodations only providing bed and breakfast or self-catering options, hotels can capitalise on their unique amenities to set them apart.

From spa facilities and gyms to buffet breakfasts and award-winning restaurants, hotels can stand out to luxury-seeking guests by promoting amenities that aren’t available at most other types of accommodation.

For business travel, Zonal’s booking software can help hoteliers manage designated meeting spaces, oversee F&B arrangements and easily coordinate group room bookings for corporate events. Hoteliers can ensure all bills are processed under a single guest or company, resulting in a slicker experience that businesses could only expect from a hotel.

Similarly to Airbnb, hotels are often located in tourist hot spots. Partnerships with local attractions, including discounts and offers, can further boost hotel bookings over alternative accommodation.

Follow-up Marketing

Zonal’s multi-channel marketing capabilities mean that hoteliers can stay in touch with guests through hyper-personalised communications, which provide offers, room rates and information on an individual basis.

Hotels can drive further bookings through promotions about new facilities, gift cards and upcoming events to increase repeat bookings. What’s more, hoteliers can reward customers through loyalty schemes, that can be built using Zonal’s smart technology and easily incorporated into email marketing campaigns.

Through personalised communications, hoteliers can gather valuable feedback and ensure guests feel listened to and appreciated, boosting customer loyalty to increase profits.

To conclude

It’s evident that the hospitality market has become more competitive in recent years, with online bookings facilitating a shift towards different types of accommodation. As prices rise and alternative accommodations fail to provide guests with the customer service they expect, hotels now have the opportunity to take back dominance.

With the implementation of technology and a focus on consistency of stand-out service, hotels can boost sales and compete with other options on the market.