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Balancing tech and the human touch in hospitality

The automation revolution: Redefining guest engagement in hospitality

Future-ready hospitality: 15 in-room technology trends for hotels

<span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Today’s guests expect more than just a place to stay—they seek a seamless, tailored experience from the moment they arrive. Personalized service is no longer an added bonus; it’s a key ingredient in creating memorable stays. To meet this demand, many hotels are turning to digital concierge solutions. One company at the forefront of this transformation is<a href="https://www.exploretech.io/en/vendor/iris" style="text-decoration:none;"><span style="font-size:11pt;font-family:Calibri,sans-serif;color:#1155cc;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:underline;-webkit-text-decoration-skip:none;text-decoration-skip-ink:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;"> IRIS Software Systems</a><span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">. We sat down with <a href="https://www.linkedin.com/in/grahamrushin/" style="text-decoration:none;"><span style="font-size:11pt;font-family:Calibri,sans-serif;color:#1155cc;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:underline;-webkit-text-decoration-skip:none;text-decoration-skip-ink:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Graham Rushin</a><span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">, VP of Sales &amp; Marketing at IRIS, to discuss how their innovative platform is helping hotels streamline operations, increase revenue, and enhance the guest experience.<h2 style="line-height:1.38;margin-top:12pt;margin-bottom:12pt;"><span style="font-size:13pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:700;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Why are Digital Concierge Solutions gaining popularity in hospitality?</h2><span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">"When we look at the way guests interact with technology in their daily lives—whether it's ordering food through apps like UberEats or managing tasks on their phones—it’s clear that the hospitality industry needs to align with those behaviors," Graham begins. "At IRIS, we’ve developed a platform that taps into this shift. We focus on making it easy for guests to engage with a hotel’s services from the moment they arrive until the moment they check out."<span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">IRIS is known for its mobile F&amp;B ordering solution, which uses QR codes to give guests instant access to menus and services. "Guests can simply scan a QR code with their phone, place their order, and either schedule a delivery or pick-up time, or request it right away," he explains. "And the best part? No app download is required. They can do it all from their own device, anywhere in the hotel."<h2 style="line-height:1.38;margin-top:12pt;margin-bottom:12pt;"><span style="font-size:13pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:700;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">How does IRIS empower hotels to deliver seamless service?</h2><span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">According to Graham, one of the main benefits of IRIS’s solution is how it integrates directly with the hotel’s existing systems. "Our platform is fully integrated with the POS, so orders are automatically sent to the kitchen or bar, speeding up service and reducing errors," he says. "That means no miscommunication, no extra steps—just a smooth process that makes both the staff and guests happy."<span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">The system is built to handle everything from ordering food and drinks to requesting housekeeping or transportation services. "What sets us apart is our focus on flexibility and ease of use," Graham adds. "Guests can set specific delivery times, make special requests, and even filter menu items to accommodate dietary preferences—all from their phone. It’s all about giving them control over their experience while freeing up staff to focus on what they do best: delivering great hospitality."<h2 style="line-height:1.38;margin-top:12pt;margin-bottom:12pt;"><span style="font-size:13pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:700;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">What’s driving the demand for digital, self-service solutions?</h2><span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">So, what is driving this demand for digital, self-service solutions? "We’ve seen a real shift in guest expectations," Graham notes. "Travelers today are used to the convenience of mobile-first solutions. They want to be able to browse, order, and pay for services quickly and easily, without waiting in line or relying on staff availability."<span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Graham points out that IRIS’s solutions don’t just benefit the guests—they also have a direct impact on hotel operations. "By automating these processes, we’re helping hotels improve their operational efficiency. Instead of being bogged down with taking orders or handling requests manually, staff can focus on delivering a more personalized experience. And because everything is processed digitally, it’s faster and more accurate, which boosts guest satisfaction."<h2 style="line-height:1.38;margin-top:12pt;margin-bottom:12pt;"><span style="font-size:13pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:700;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">How does IRIS stand out from other digital concierge solutions?</h2><span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">When asked what makes IRIS’s platform different from other digital concierge solutions, Graham is quick to highlight a few key features. "First and foremost, our true POS integration is a game-changer," he says. "The menus are always up-to-date, and orders are sent directly to the kitchen, which streamlines the whole process. Plus, we offer features like pre-ordering, so guests can schedule their meals ahead of time. That’s a big win for both the guests and the hotel staff."<span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">He also mentions the platform's scalability. "Our solution is designed to grow with a hotel chain. Whether you’re rolling it out at one property or across an entire portfolio, we’ve made it easy to implement."<h2 style="line-height:1.38;margin-top:12pt;margin-bottom:12pt;"><span style="font-size:13pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:700;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">How does IRIS enhance the guest experience through personalization?</h2><span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">One of the standout features of the IRIS platform is its ability to personalize the guest experience, particularly through the Attribute Filter, which allows guests to easily find items that meet their dietary needs. "Whether you’re vegan, avoiding gluten, or just have specific food preferences, our filter makes it simple to choose what’s right for you," Graham explains. "It’s all about making sure guests feel comfortable and confident in their choices, which in turn leads to higher satisfaction and loyalty."<h2 style="line-height:1.38;margin-top:12pt;margin-bottom:12pt;"><span style="font-size:13pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:700;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">What does the implementation process look like?</h2><span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Implementing new technology can be a challenge for any hotel, but Graham assures us that IRIS is with their clients every step of the way. "We take a very hands-on approach," he says. "From the moment a hotel signs on, we’re guiding them through the entire deployment process—from configuring the platform to integrating it with their systems. And once they go live, our support team is available 365 days a year."<span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Graham also emphasizes the importance of training. "We offer extensive training resources, including an online portal with videos, FAQs, and walkthroughs. That way, hotel staff can get the most out of the platform and ensure it’s being used to its full potential."<h2 style="line-height:1.38;margin-top:12pt;margin-bottom:12pt;"><span style="font-size:13pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:700;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">How does IRIS cater to international guests?</h2><span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">With hotels catering to a diverse, global clientele, it’s essential that digital concierge solutions support multiple languages. "Our platform is available in 26 different languages," Graham shares. "That’s huge for international guests, who are more likely to order and engage with services when they can do so in their own language. It also reduces the risk of miscommunication, which is crucial for maintaining a high level of service."<h2 style="line-height:1.38;margin-top:12pt;margin-bottom:12pt;"><span style="font-size:13pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:700;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">What’s next for IRIS?</h2><span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">As technology continues to evolve, so does IRIS. Graham hints at several exciting developments on the horizon. "We’re constantly innovating. Right now, we’re working on expanding our POS integrations and enhancing our analytics capabilities. We want to give hotels even more insights into guest behavior and operations so they can continue to refine and improve their service."<span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">He also teases some upcoming features: "We’ve got some exciting enhancements in the works, including improvements to our advanced ordering and guest verification tools. It’s all about making the experience even more seamless for guests and staff alike."<h2 style="line-height:1.38;margin-top:12pt;margin-bottom:12pt;"><span style="font-size:13pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:700;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">The future of hospitality is digital</h2><span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">As our conversation with Graham makes clear, the future of hospitality lies in digital solutions that empower both guests and staff. With platforms like IRIS, hotels can offer the kind of seamless, personalized service that today’s travelers expect—while also boosting operational efficiency and revenue.<span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">"Our goal is simple," Graham says in closing.&nbsp;<span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:700;font-style:italic;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">"We want to help hotels create unforgettable experiences for their guests. And with our platform, we’re making that easier than ever."

From check-in to check-out: How digital concierge solutions enhance the guest journey

<span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Let’s be real—price disparities are inevitable. We’ve all been there: a guest is ready to book on your site, but then spots a cheaper rate on an OTA and jumps ship. Frustrating, right? But here’s the good news: you don’t have to just sit back and watch it happen.<span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">With a few smart strategies, you can take control of your pricing and keep those valuable <a href="https://www.exploretech.io/en/category/commercial-and-distribution/direct-booking-conversion-tools" style="text-decoration:none;"><span style="font-size:11pt;font-family:Calibri,sans-serif;color:#1155cc;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:underline;-webkit-text-decoration-skip:none;text-decoration-skip-ink:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">direct bookings</a><span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;"> coming in. Let’s dive into four actionable ways you can tackle price disparities and make your website the go-to for guests.<h2 style="line-height:1.38;margin-top:14pt;margin-bottom:4pt;"><span style="font-size:12pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:700;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">1. Benchmarking: Know where you stand</h2><span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Before you can fix price disparities, you need to know exactly where your property stands. How do your rates compare to your competitors and third-party sites? Are certain markets or booking types more affected than others?<span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">That’s where benchmarking comes in. By regularly tracking how your rates perform in comparison to the competition, you can uncover patterns and identify where pricing discrepancies are most frequent. These insights give you a clear roadmap for making adjustments and improving your direct channel.<span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Once you understand where the gaps are, you’ll be in a much better position to regain control and set your pricing strategy on the right course.<h2 style="line-height:1.38;margin-top:14pt;margin-bottom:4pt;"><span style="font-size:12pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:700;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">2. Price match: Keep guests on your site</h2><span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Here’s a common scenario: a potential guest finds a lower rate on an OTA while browsing your site. Instead of losing them to that third-party deal, why not offer a price match?<span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Offering a price match right on your website is a simple but powerful way to keep guests from booking elsewhere. When they see they’re getting the same great rate directly from you, they’ll feel confident sticking around to complete their reservation. Plus, it builds trust—they’ll know they’re getting the best deal without the hassle of searching multiple sites.<span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Think about it: wouldn’t you rather keep that guest on your site, knowing they’re booking at your guaranteed best rate? It’s a win-win!<h2 style="line-height:1.38;margin-top:14pt;margin-bottom:4pt;"><span style="font-size:12pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:700;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">3. Price comparison: Show your value</h2><span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Even if OTAs aren’t undercutting your rates, it’s crucial to let your guests know they’re getting the best available deal on your site. How? By showing a price comparison right on your booking page.<span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">This kind of transparency is incredibly reassuring for guests. Instead of bouncing between sites to compare prices, they can see for themselves that your direct rate is just as good—or better. Add in the extra perks of booking directly, like flexible cancellations or free upgrades, and you’ve given them plenty of reasons to choose your website.<span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">It’s all about making it easy for them to see the value you offer—both in terms of price and the exclusive benefits that come with booking directly.<h2 style="line-height:1.38;margin-top:14pt;margin-bottom:4pt;"><span style="font-size:12pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:700;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">4. Personalize the experience: Speak to your guests</h2><span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Let’s face it—guests want a personalized experience. It’s no longer enough to offer a generic booking process. The more tailored and engaging their experience is, the more likely they are to book directly with you.<span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">For example, imagine a guest is browsing your <a href="https://www.exploretech.io/en/category/commercial-and-distribution/hotel-booking-engine-software" style="text-decoration:none;"><span style="font-size:11pt;font-family:Calibri,sans-serif;color:#1155cc;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:underline;-webkit-text-decoration-skip:none;text-decoration-skip-ink:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">booking engine </a><span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">and seems ready to abandon the site without completing their reservation. What if, right at that moment, they received a personalized message offering a small discount or highlighting exclusive perks, like free breakfast or late checkout?<span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">These personalized touches go a long way in keeping potential bookers engaged and encouraging them to complete their booking. The key is to make it feel like you’re speaking directly to them—because in a way, you are.<h2 style="line-height:1.38;margin-top:14pt;margin-bottom:4pt;"><span style="font-size:13pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:700;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Be ready to adapt</h2><span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">One of the best things you can do as a hotelier is stay flexible. The market is constantly shifting, and your pricing strategy needs to be agile enough to keep up. By regularly monitoring competitors and adjusting rates based on demand, you can stay ahead of the game.<span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">If price disparities pop up, don’t panic—just be prepared to act quickly. A proactive approach will help you minimize the impact and keep your direct bookings on track.<h2 style="line-height:1.38;margin-top:14pt;margin-bottom:4pt;"><span style="font-size:13pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:700;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Final thoughts</h2><span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Price disparities may feel like an unavoidable part of the industry, but with these four strategies—benchmarking, price matching, price comparison, and personalization—you’ll have the tools you need to manage them effectively.<span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Remember, it’s all about creating an easy, transparent, and personalized booking experience for your guests. When they see the value of booking directly on your website, they’re far more likely to choose you over third-party options.<span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Take control of your pricing, build trust with your guests, and watch those direct bookings grow.<h2 style="line-height:1.38;margin-top:14pt;margin-bottom:4pt;"><span style="font-size:13pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:700;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Quick recap:</h2><ul style="margin-top:0;margin-bottom:0;padding-inline-start:48px;"><li dir="ltr" style="list-style-type:disc;font-size:11pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:700;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Benchmark your performance<span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">: Get clear insights on where your disparities are happening.</li><li dir="ltr" style="list-style-type:disc;font-size:11pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:700;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Offer a price match<span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">: Keep guests from booking elsewhere by matching OTA rates.</li><li dir="ltr" style="list-style-type:disc;font-size:11pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:700;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Use price comparison<span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">: Show guests they’re getting the best deal—plus the perks of booking directly.</li><li dir="ltr" style="list-style-type:disc;font-size:11pt;font-family:Arial,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;" aria-level="1"><span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:700;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Personalize the experience<span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">: Tailor your website interactions to keep guests engaged and booking directly.</li></ul><span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Ready to take these strategies to the next level? Start putting them into action today and see the impact on your direct bookings.<span style="font-size:11pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:400;font-style:normal;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">

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