1. Allocate the right budget to account for the increased competition with the OTAs. In the new environment of OTA consolidation and rate parity removal in Europe, the market share dominance of the OTAs can seem overwhelming. Keep in mind that the mega OTAs’ advertising spend on average is less than 0 per contracted property per month. These services generate fewer than 300 visitors per contracted hotel per month. Compare this to the average full-service independent or boutique hotel’s advertising spend of ,500 -,000 per month and property website traffic of 10,000 plus visitors per month: proof that any hotel, on its own, can achieve much more online exposure for its products and services, as well as much better engagement of the online travel consumer audiences relevant to the property. Hoteliers also enjoy a distinct hidden competitive advantage over the OTAs: they know their property, their hotel product, their customers, and their destination better than any OTA can. Hoteliers should develop an SEM strategy to “own” their destination and the unique features of their property. In this new environment, hoteliers need to outsmart the OTAs by maintaining focus on their most lucrative market segments and feeder markets. Work with your digital marketing partner to plan an optimal budget to maximize return on ad spend and efficiency. We recommend budgeting at least 7% – 9% of the digital marketing budget to SEM / Paid Search and Google Products. Get the full story at HeBS Digital