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Hotel Resort at Sunrise

HOSPITALITY AUDITS

As the Hospitality industry expands and competition becomes stronger, the need for Hospitality Audits will also increase.

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Hospitality Audits can be internal audits or external audits that cover operational departments as well as financial and statutory compliance.  While large chains employ Internal Auditors as well as External Auditors to regularly check on the quality standards and compliances, smaller chains and independent hotels generally do not conduct internal or external audits.

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CCS Hospitality Marketing offers marketing and revenue related audits such as the Hotel OTA Performance Audit and the Brand Standards Audit.

WHAT IS AN OTA PERFORMANCE AUDIT?

Hotel OTA (Online Travel Agency) audits involve a thorough assessment of a hotel's performance and visibility on OTA platforms to pinpoint issues, enhance visibility, and boost revenue. Key audit areas include verifying listing accuracy (content and location), assessing visibility and search rankings, analyzing in relation to direct booking options, reviewing guest response times to messages and feedback, and confirming commission structures. The objective is to ensure accurate representation, maximize bookings, and sustain a competitive edge in the online marketplace. 

KEY ASPECTS OF A HOTEL OTA AUDIT

01

Content and Listing Accuracy

  • ​Confirm that all hotel details, such as amenities, descriptions, and policies, are comprehensive and precise across all OTAs.

  • Ensure that the map pin locations are accurate, particularly for properties that might be difficult to locate.

  • Verify that the photos are of high quality, and accurately depict the property, including distinctive features like pet-friendly options or room amenities.

02

Visibility and Search Ranking

  • Assess the hotel's search ranking and presence across various OTA platforms.

  • Discover ways to enhance visibility by optimizing content and managing listings effectively.

03

Pricing & Rate Parity

  • Examine rates across various platforms to pinpoint any differences between the hotel's direct booking site and OTA listings.

  • Establish a consistent and competitive pricing strategy.

  • Assess the utilization of different promotional offers and special offers on OTAs.

04

Reputation Management

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  • Monitor the hotel's response time to guest messages and reviews, setting internal goals (for example, within 24 hours).

  • Evaluate the quality of review responses to guarantee they are both personalized and professional.

  • Keep an eye on guest reviews for themes and utilize the feedback to enhance services.

05

Operational and Financial Aspects

  • Establish a smooth and instantaneous link between OTA, the channel manager, and the hotel’s Property Management System (PMS).

  • Evaluate the commission frameworks and contract conditions with each OTA.

  • Detect possible financial inconsistencies and guarantee; that outstanding revenue is retrieved, as some funds may become irretrievable as time passes.

THE BENEFITS OF CONDUCTING AN OTA AUDIT

  • Increased revenue: Effectively optimizing listings and managing rates can result in greater bookings and increased profits.

  • Improved visibility: Conducting regular audits helps to elevate the hotel's position in search results, making it more noticeable to potential guests. Enhanced guest experience: Providing accurate information and timely responses to inquiries and reviews enhances the overall guest experience and fosters trust.

  • Better brand consistency: Audits ensure that the hotel's brand message and image are consistently represented across all online platforms.

  • Data-driven decisions: Audits generate data that guides sales strategies and marketing initiatives.

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