With the latest developments in technology, the way things are done have been revolutionised to optimise resources and achieve efficiency by exploring areas of E-business or E-commerce through the utilization of the internet and other computer networks. This brings about online shopping which is good news for both consumers and business vendors as it creates a new channel for sales and marketing, like in the case of Amazon.com being a virtual megamall, it sells books, music, electronic gadgets and even car parts. As for the travel industry, hotels are now available for reservations online via websites like zuji.com, asiarooms.com and ctrip.com which shall be elaborated at a later part.
In the past, hotel reservations can only be done in person “over-the-counter” at the hotel or through tour agencies when a tour package is purchased. Customers had to call up individual hotels in order to enquire about any promotions or packages, or rely on advertisements in newspapers. Information wasn't as easily available as it is now. These constant and endless sourcing for updates were a cumbersome and somewhat tiresome process, which for sure, hotel patrons loathed.
However, with the development of info-communicaton technologies such as central reservation system (CRS), we are now able to shorten the process through our travel agents, or just simply book online with the introduction of the World Wide Web. The internet provides “transparency” in the hotel industry, as the hotel amenities and prices are there for all to see. It has convenience most users knowing that the confirmation of their hotel room is just a few clicks away. Compared to the system people employed in the past, using the internet is like a walk in the park, and is certainly a breath of fresh air.
Basically, there are two ways in which hotel reservations can be done online. Either through a third party travel website or the individual hotel website. Firstly, let’s focus on the latter.
An example to cite would be the InterContinental Hotel (Hong Kong) website (http://hongkong-ic.intercontinental.com/honic/index.shtml), this website allows us to choose our room preference and smoking preference. If you have any other requirements such as having a Hong Kong bay view from your suite, you can also request online via their feedback service. Besides the basic room reservation services, consumers are able to obtain driving directions, virtually visit attractions nearby the hotel to get a better picture of the hotel vicinity through the online photo tour.
Many hotels are competing online for market share, as there are so many available options from the various third party travel websites apart from the individual hotel websites. In order to attract more customers, Marriott hotel guarantees the best publicly available rate when booked directly with them, “Look No Further® Best Rate Guarantee”.
• Book a room using any Marriott reservation channel (on an official Marriott Web site, through the Marriott Hotel Telephone Reservations hotline, or by contacting a property directly)
• If in the next 24 hours you find a lower rate for the same hotel, room type and reservation dates, submit a claim form. You may search anywhere for a lower rate, provided that a claim form is submitted at least 24 hours before your scheduled arrival date.
• If the lower hotel rate you found qualifies, Marriott will adjust your reservation to reflect the lower rate and will give you an additional 25% off that rate (subject to the following terms and conditions ).
This hotel policy encourages returning patrons to head directly to the individual hotel's website to make reservations in the future if they are travelling to that country. By adopting a Direct-to-Guest online business model, the hotel will be able to boost conversion rates on the website, reducing the dependency on third party travel intermediaries so as to retain their competitive edge.
Prior to the introduction of messiah which is the internet, it is impossible to reach out to the global market if a hotel wants to advertise a special promotion. Therefore, the only possible means of advertising is via the local newspapers and magazines. With internet, the world is just mouse clicks away from knowing which benefits not only the hotels, but also the consumers as they are now better informed.
Another website to highlight is from Shangri-La hotel, featuring its unique tool which is very helpful in terms of its currency conversion function. Take for example, if you were visiting the Shangri-La Tokyo website, the room rates quoted would be in Japanese Yen. To convenience users, the website has included a feature which displays the rates in various currencies which saves time in converting the currencies manually. Furthermore, Shangri-La hotel has also linked up with various reputable airlines to reward guests via flyer credits upon staying with the hotel.
These new system can only be implemented with the help of the communication juggernaut which is the internet.
Moving on with third party hotel reservation services providers, websites like Ctrip.com and Asiatravel.com have been popular with tech savvy travellers. Both of these websites are user interface friendly. This allows for the gathering of information such as hotel amenities, room rates and availabilities. Consumers can also make enquiries, cancel or modify reservations and for some hotels with loyalty program, customers could check on their accounts for the points system to earn rewards. There is plentiful supply and availability of hotels at every price, detailed hotel descriptions and vivid photo illustrations of the hotel to better visualise what the hotel has to offer.
Ctrip provides over 40 million registered members with comprehensive services including hotel reservations, flight ticketing, packaged tours and corporate travel management. Ctrip’s hotel reservations network includes over 32,000 hotels worldwide. Its members enjoy access to travel information and special discounts from preferred businesses throughout China.
Asiatravel.com offers discounted hotels worldwide and airfares for all major airlines. Their goal is to provide all information and reservations necessary for business or leisure travel anytime, anywhere.
Room reservation process:
1. User enter required city and proposed check in date
2. Review options from available hotels, rooms and rates
3. Select a suitable hotel, room and rate
4. Enter guest and payment details
5. Confirm reservation
To begin, users will have to input stay requirements i.e. the country, destination, check-in date, no. of nights, check out, no. of rooms, no. of adults and children.
Asiatravel has individual country links that allows users to preview recommended hotels, which offer the best deals for their travel needs. A quick search enables user to view rooms based on instant availability and best deals. It makes use of colour schemes to differentiate room on request and room available for instant confirmation. It also allows users to search hotels in alphabetical order, which saves them time in searching the hotel they are looking for. Users can also choose to search by location, if they are looking for hotels within a specific location. Thus, there is minimal requirement for user to compare rates and availability between different hotels on the same website unlike on travel or hotel booking agency websites.
They can compare and evaluate results by viewing multiple hotel rooms, rate combinations and then decide the one that meets their requirements. Hotel rates indicated usually includes all taxes and services fees. The webpage usually includes description and pictures of hotel room. Currency converters are provided in the website for previewing purpose only. User will be billed in billing currency as indicated.
Ctrip.com allows user to search for hotels featuring specific amenities using the advanced search functions. It also provides a map tool which allow user to search for a hotel in a certain area. Hotels are rated based on quality, amenities, service, reputation and customer satisfaction. Ctrip.com use icons to indicate if there is internet access and if breakfast is included for the hotel. Providers like Zuji.com provide independent traveller reviews and location maps near transport services or attractions.
They then select the hotel they wish to book and enter additional rooms if required. The website is designed such that user can double check details of hotel, room type and dates before proceed to book. Users can make special room requests such as non smoking room, additional bedding, early check in etc. They will be forwarded through the providers and to the respective hotels. However, such request is not guarantee because they are subject to availability at the point of check in to the hotel.
Users enter details of room occupant i.e. name, address and email. Payment details are credit card or other payment methods. Hotels usually accept payment upon check out. They may require credit card information to guarantee user’s reservation during peak period. Credit card will not be charged unless user chooses to pay by card at the completion of your stay. Some hotels require prepayment. Data entered by the users are safe and secure. Credit card details are encrypted through use of Secure Socket Layer technology when transmitted online. Users will not be worried that their data would be stolen. Some users may still feel uncomfortable furnishing credit card details over the internet, Asiatravel allow users to fax them Credit card Authorization Form within 24hrs.
In normal circumstances, user should get an update on the status of booking within 24 hours or less. Should there be a delay, they will be notified via email. Users can check status of hotel booking by email to customer service or checking back the email send by providers which acknowledging user’s order. For booking which have been disrupted, users can email to customer service.
Hotel confirmation voucher need to be print out and present to hotel reception at time of check in. The hotel voucher will display confirmation number, hotel information, rate and hotel’s cancellation policy.
To change or cancel hotel reservation, users simply have to log back into their account. Cancellation policies impose an administrative fee after booking is confirmed. Cancellation policies vary from hotel to hotel as well as from season to season. Asiatravel.com charges a cancellation fees and amendment fees.
With the growing tendency of leisure travellers to organise their own travel, these customers are moving online to book their accommodation separately from their flight. Rates and prices are the most important information that users look for on a website. Price is the primary factor in a customer’s choice between competing hotels and websites. Such providers give users a quick overview of the estimated costs for different range of hotels in a city to help with budgeting prior to travel decisions. This saves users from devising their own navigation strategy on how many dates or rates to check in order to generate their own average price.
However, there are disadvantages when users book online. Some hotel websites are unable to handle occupancy and multi-room issues. Although Ctrip.com allows room reservation of up to 8 rooms, this is still insufficient for bigger travel tour groups. Another issue lies with internet security, as users of the online services are not served by physical service personnel; websites might appear doubtful and not trustworthy because there might be a breach of information privacy. Therefore, privacy seals like TRUSTe enforces a list of guidelines to follow and abide in order to be accredited to websites like Zuji Private Limited.
