Consumption – Why book a hotel without going through booking.com: the arguments of the hoteliers of Puy-de-Dôme

How to choose and book a hotel? Your vacation dates are approaching, you have selected your destination, not your accommodation yet. On your computer keyboard, you will type “Sète hotels” or “Noirmoutier hotels”. And the first site that will appear on your screen will be … Booking.com. “We have to be there, loose Michel Pouthiers, owner of La Caravelle, in Riom. Booking is essential, the website of our hotel, no one would find it, it is ten pages away… ”

A 15% commission on the price of the room

However, being on the platform is expensive. 15% of the price of a room, for this hotelier from Riom. In order to improve his visibility, he is also a member of Contact Hôtels, a group of independent hoteliers which also has an online reservation platform. Contact Hôtels does not take any commission, but the annual membership represents approximately 2,500 euros. It’s a sum, but nothing to do with the commissions applied to each reservation by the major platforms.

This summer, to raise awareness and invite them to support independent hoteliers, Contact Hotels launched a national campaign. Its goal: to encourage people to book directly with hotels. Because it is more profitable for hoteliers, strongly affected by the health crisis; because it is more interesting for customers.

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The hotel industry has better withstood the crisis in Clermont-Ferrand

A few kilometers from Clermont-Ferrand, the owner of the independent hotel Les Hirondelles, a member of Contact Hôtels, confirms: “To be honest, says Carine Amblard, it is one of my clients who travels a lot. publicized the grouping. There is a loyalty system that allows you to obtain financial advantages in the form of reimbursements ”. The platform is popular with sales representatives and all professional customers.
Carine Amblard joined Contact Hôtels during the health crisis.

“It was important for us to have visibility, it also allows us to have the email contact details of our customers. I quickly measured the impact in terms of reservations, I had clients that I would not have had otherwise ”.

Carine Amblard (Owner of the hotel Les Hirondelles in Orcines)

Like most hotels, Les Hirondelles is also present on booking.com. The owner of the establishment offers her more expensive rooms there. “It’s voluntary, I want to favor customers who book directly. I make a gesture, I apply a reduction, ”she explains.

Hoteliers are looking for new recipes to recruit

“My hotel, I call it”

Direct booking has always been recommended by the Union of Hospitality Trades and Industries (Umih). “Booking on a platform like booking, it always costs more, because there is the commission”, insists Martine Courbon, departmental president. “Before, we couldn’t offer cheaper prices than on platforms. Today this is no longer the case, hoteliers are completely free to set their rates, people must have that in mind ”.
“My hotel, I call it” is the slogan chosen by Umih for its campaign in favor of direct bookings. Reservations can be made by phone or on the hotels websites.

Pay less

The advantage of the phone call is to be able to interact with the hotelier, indicating that you do not go through a platform. So get an even more interesting price. As Martine Courbon underlines not without malice, “nothing prevents you upstream from going for a tour on Booking, in order to compare the establishments which interest you in order to make your choice”.

Catherine jutier

We wish to say thanks to the author of this article for this remarkable content

Consumption – Why book a hotel without going through booking.com: the arguments of the hoteliers of Puy-de-Dôme

Hank Gilbert