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Shire Hotels brings price comparison back to home turf

01/22/2015| 12:31:01 PM| 中文

In what can only be described as a bold move, Shire Hotels has introduced price comparison functionality on its website displaying rates from big OTAs alongside its own.

In a bid to boost conversion the six-strong UK hotel group began pitting its own rates against those of intermediaries at the end of last year when it launched a new website.

Of course there is a lot of context here from the ongoing rate parity debacle across Europe to the desire from hoteliers to claw back control of inventory and not pay OTAs a commission for customers they would probably get anyway.

However, Shire’s price comparison idea came from ecommerce marketing manager Sam Wilson who wanted to address a 25% increase in traffic year-on-year but no corresponding uplift in conversion. 

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TAGS: Shire Hotels | hotel booking | OTA | price comparison
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