While reaching potential guests lower in the purchase funnel is a key strategy to winning the direct booking, not being there to influence and shape decisions made earlier in the travel planning journey is a serious missed opportunity that results in lost bookings. Travel micro-moments start when people begin daydreaming about their next vacation, and they continue all the way through the long-awaited trip itself. Google defines four major stages of the travel planning journey in which hotel brands must be present: Dreaming, Planning, Booking, and Experiencing. With over 40% of travelers stating they bounce back and forth between dreaming about and planning their next vacation—zooming in on the details for one destination and then zooming out to reconsider all the options again - it’s becoming just as important for hotel brands to be present in the dreaming phase as it is the planning phase of the journey. Get the full story at HEBS Digital