Exclusive: OTA plan for TravelClick hotel benchmarking tool

Hotel technology business TravelClick has launched a new business intelligence tool which could be adapted for Online Travel Agents.

The technology gives individual and hotel chains access to booking data from “the entire GDS universe”, TravelClick claimed.

Subscribers to Hotelligence360 will have access to historical and forward-looking data, so they can compare their own hotel performance across a number of categories to that of their rivals. Information is real-time, allowing hotels to respond quickly.

It is targeted at revenue and yield managers so they can ensure that their room rates are competitive, but it will also be pushed towards marketing departments as it can identify source markets for marketing campaigns.

Jan Tissera, president of TravelClick, told Travolution that various conversations about OTAs were taking place, and that a similar product based around OTA booking data might be a future release.

“The system architecture is in place so it might be a future release. The OTAs do not do much benchmarking against each other,” he said.

Hotelligence 360 also presents the data in a more user friendly and customisable way to similar products, Tissera claimed. It is browser-based with a visual interface.

Tissera said that the hotel market would improve in 2010, with booking volumes in major cities expected to increase. Room rates, however, will remain under pressure.

“Now is the time to think about gaining market share,” he said, “and business intelligence can provide the data and tools to drive this.”

The tool is available in a number of pricing options, depending on the volume of business the hotel achieves.

“It can work for individual properties as effectively as for large chains and our pricing will reflect this,” Tissera added.

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