Turkey claims 7% growth in hotel booking despite turbulent year

Published on : Tuesday, April 26, 2016

TurkeyWith tourism in Turkey on the low, the hotel booking  site BookLogic records claims a  seven percent growth in Average Daily Rate (ADR) and an increase of 17.88% of room nights in Turkey following a turbulent year for the region’s travel industry.

 

BookLogic has reviewed the performance of its hotel booking business in Turkey for 2015 during a year of political and financial crisis diminishing travel bookings by 50%^. The hotel software solutions and marketing services provider continued growth through optimising the full revenue management sales channel network.

 

Reviewing a selection of 20* hotels picked at random, the data showed that rate parity has performed well in the Turkish Market, and the ADR increased from 2014:€116.88 to ADR 2015: €125.05.

 

grap

The revenue and marketing specialist identified a change in the top performing sales channels between 2014 and 2015 as Booking.com and Expedia took first and second place, HRS significantly diminishes as it focuses on a change of business model away from acting as a sales agent, Agoda business drops and HotelBeds increases its share by 20 – 30%.

 

The BookLogic team who help over 1,500 hotels with their revenue technology and services have focused on optimising keywords to drive direct bookings. Announcing that the most successful formula for creating the keyword databases continues to be :

 

grap2City + Hotel + location + hotel type

 

With the following keywords thread the most challenging sets:

istanbul airport hotels

istanbul hotels old city

antalya hotels 7 star

cappadocia cave hotel

 

BookLogic has leveraged online digital marketing channels to enhance visibility for its clients and drive direct business around their own brands. Based on top keywords almost all of BookLogic customers listed between first and fifth result pages of Google.

The BookLogic marketing optimisation team have created an online marketing formula in its Optimisation Marathon, which in three monthsresults in a change of Return of Investment (ROI) rate between 1:20 and 1:50.

 

The general travel market in Turkey is experiencing a significant drop in business from Russian tour operators and holidaymakers, which represents one in every three visitors.

 

“It’s been a turbulent year for the Turkish market and the significant drop in business from the Russian market has hit the travel industry hard,” said Oral Yigitkus, CEO, BookLogic. “Hotels have to change tactic fast and move their business utilising more flexible online and distribution marketing channels. In volatile and dynamic markets hotels need to respond quickly which many of their traditional suppliers, tour operators are unable to achieve. More travellers are circumventing tour operators and booking and planning their own holidays.”

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Top Sales channels:

Booking.com

Expedia

Agoda

Hotelbeds

HRS

GTA

 

Top direct channels

google / organic

yandex / organic

yahoo / organic

direct / none

bing / organic

google / cpc

facebook / referral

tripadvisor / referral

tophotels / refferal

ask / organic

 

Top keywords for direct bookings

istanbul airport hotels

istanbul hotels old city

antalya hotels 7 star

cappadocia cave hotel

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