With Google constantly updating its algorithms and strategy, traffic coming in from multiple devices, and inconsistent SEO practices from travel websites, it’s hard for hotels to get a clear picture of what is working and what needs to be done to increase traffic and conversions in the future. Analysis by Net Affinity has shown organic traffic is being rerouted to paid search results, social media, and even offline channels. With the prominent rise of mobile devices, social media, and other forms of travel inspiration, guests are changing the way they search for and book their trips. Hotels need to understand the extent of these changes so they can maintain a profitable conversion rate. Get the full story at SiteMinder