What features could Mews add to its property management system to help hotels increase direct bookings?

Introduction

To help hotels increase direct bookings through Mews' property management system, we need to identify and implement strategic features that address key pain points in the booking process. I'll analyze the current landscape, user segments, and potential solutions to enhance the direct booking experience for both hotels and guests.

Step 1

Clarifying Questions (5 mins)

• Looking at the product context, I'm thinking Mews might be facing challenges with OTA dominance. Could you share the current ratio of direct bookings to OTA bookings for hotels using Mews?

Why it matters: Determines the urgency and scale of the problem we're addressing. Expected answer: Direct bookings account for 30-40% of total bookings. Impact on approach: A lower percentage would prioritize features that drastically improve visibility and conversion.

• Considering user behavior, I'm curious about the typical guest journey when making a direct booking. What are the main touchpoints and conversion rates at each stage of the booking funnel for hotels using Mews?

Why it matters: Identifies specific areas in the booking process that need improvement. Expected answer: Website visit > Room selection > Booking form > Payment, with a significant drop-off at the booking form stage. Impact on approach: Would focus on streamlining the booking form and reducing friction points.

• Thinking about Mews' position in the market, how does its current feature set for direct bookings compare to competitors like Cloudbeds or Protel?

Why it matters: Helps identify gaps in the current offering and potential differentiation points. Expected answer: Mews has a strong core PMS but lacks some advanced direct booking features. Impact on approach: Would prioritize innovative features that set Mews apart from competitors.

• Considering company alignment, what are the key performance indicators (KPIs) that Mews and its hotel clients use to measure the success of direct bookings?

Why it matters: Ensures our solutions align with business goals and can be measured effectively. Expected answer: Conversion rate, direct booking revenue, and customer acquisition cost. Impact on approach: Would focus on features that directly impact these KPIs.