Partner Article

Hotels and booking agencies – the evolving relationship

By Louisa Watson, Venue Chair, HBAA

It is 1997. The internet and email are at an embryonic stage. Very few organisations have websites so brochures, directories, personal card-index boxes and telephone calls are the main sources of information and contacts. Bookings are mainly made by fax.

That was how the hotel industry was when Peter Ducker, Charles Cockell and Mike Thirkettle founded the Hotel Booking Agents’ Association, now the HBAA.

Louise Goalen, HBAA Chair says “As the association starts its 20th year, our industry faces major challenges. With Moving Forward our theme this year, we recently reflected on how far we have come and the future. We asked several long-standing members about the past, present and future of the hotel industry and its relationships with booking agencies.”

In that time the HBAA has moved forward from 15 members, all agencies, to 83 agencies and 223 venues which include not only hotels but dedicated conferences centres, universities, apartments and sports arenas.

So what prompted its formation? Richard Eades, one of the first members, says: “There was a core group of agencies facing a need for consistency and standardisation – Best Practice, brought together under a Code of Conduct. We also wanted to interact and share knowledge.”

Simon Scott of Arrange My commented; “a professional approach, methods and systems were needed.’ Long standing member Dev Anand of The Hotel Marketing Company said ‘there was a need for a forum where agencies and hotels could work together, in harmony, for the long-term future.’ HBAA’s first lady chair, Angie Mason from Absolute Corporate Events, adds ‘education and understanding needed to improve.’

Code of Practice

Peter Ducker says ‘Our initial challenge was to engage with hotels at a time when the relationship was quite adversarial. Our second challenge was agreeing a code of conduct.’

From this the HBAA’s Code of Practice has developed which reflects the association’s core values, summed up by Angie Mason as ‘ethical, educational and inclusive’.

The Code of Practice still plays a major role in the development of the HBAA. Jacqui Kavanagh of Trinity Event Solutions says; ‘The HBAA has put structure and control into our industry and professionalised our Agency sector thus strengthening our business through great relationships and a robust Code of Practice.’

Trevor Elswood of Capita Travel and Events says: “The HBAA has lead with initiatives in customer excellence standards, distribution and contract simplification, which help customers get the right answers, at the right time from the right supplier.” Steve Ockerby of LVS Events adds “There’s no longer a need for a Disputes Committee!”

Many also believe that events such as the Annual Dinner, Forum and members meetings have contributed significantly to building relationships.

Venues’ viewpoint

Giving a venues’ perspective, Russell Green of IHG said; “At the recent HBAA Kick Off meeting, it was pleasing to see the strength in depth in the representation on the committees, and how well balanced it is. It reflects where the HBAA is today - an equal partnership and genuinely inclusive.

Looking forward, Russell Green foresees “Technology is clearly going to play an increasing part in our industry and I welcome technological advances that can genuinely enhance the tendering process. However, face to face meetings will always be vital when discussing major projects and the finer commercial aspects of any relationship.”

Mark Jones of Wyboston Lakes expects: “There is much more growth to come in the next 20 years and with margins under the most enormous pressure, we all need to be as efficient and effective as we can be. Clear guidelines and a common code of practice will still be central to those objectives.”

Many members feel that the key is in the stronger hotel and agent relationship. Dev Anand captured this saying; “Ultimately, for as long as corporates choose to use agents to manage their hotel business, then hotels and agents need to work in harmony for their mutual benefit – we both need each other.”

This was posted in Bdaily's Members' News section by HBAA .