The Priceline Group recently announced that they intend to shift marketing strategy away from performance-based advertising for one of their key brands, Booking.com, with an intended 55% increase in TV advertising spend. One official reason? According to Skift, Priceline Group is evaluating whether their significant investment in performance-based efforts, like Google AdWords (they spent $3.5 billion in that arena in 2016) and hotel listings on TripAdvisor and Trivago, really help or hurt in attaining a key goal: getting more direct traffic and one-to-one relationships with customers. There isn’t a natural emotional appeal to an OTA. If anything, the OTAs’ tendency to market themselves based on choice and price sensitivity actually pushes consumers away from the one-to-one relationship that OTAs desire to have with them. On the other hand, a hotel has the opportunity to create a story and carry it out from search to stay. From the ad copy that uses the brand’s voice, to the inspirational imagery and videos on the website, to the special offers that serve a clear purpose for the hotel’s target market, there’s plenty of ways to thread the hotel brand’s story through all stages of the booking journey. Get the full story at Travel Tripper