Personalization

OTAs build up customer loyalty through hyper-personalisation

Apr 07, 2019 / OTAs
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To increase customer acquisition and effectively connect with target audiences, OTAs are employing unique digital solutions that elevate personalised content to the next level.

For example, India-based QuaQua employs highly interactive and dynamic video content to “engage and inspire” travellers, shared Purav Shah, its founder & CEO, at Digital Travel APAC 2019 in Singapore last week.

Using data from customers’ viewing history and booking preferences on the website, the OTA recommends and dynamically curates videos and stories for its users; and when building a personal itinerary of tours and activities, it filters out products that the traveller has previously booked, and instead recommends destinations similar to where they have already visited.

Market Data

STR: Five insights into airport hotels in the United States

Apr 07, 2019 / STR
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As demand in the U.S. airport hotel market continues to rise, will the pricing power of hotels begin to accelerate?

Although the growth of the U.S. airport hotel supply was slower than the national average, demand is increasing at an accelerating pace. On a running-12-month basis, demand growth outpaced supply growth every single month in 2018, peaking in August at 2.6 percent.

The favorable imbalance between the running-12-month demand and supply growth resulted in a positive occupancy percentage change the past 17 months for airport hotels. As of December 2018, year-to-date occupancy was 73.8 percent, indicating airport hotels, on average, have sold three of every four rooms every night in the past 12 months. By slight - but telling - contrast, overall U.S. hotel occupancy during the same period was 66.2 percent.

Market Data

European travellers ‘shying away from UK due to Brexit’

Apr 07, 2019 / Brexit
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Germany has overtaken France as the main declining market, new research shows.

Uncertain business conditions created by Brexit are continuing to have a negative effect on the number of European visitors booking to travel to the UK.

However, 73% of companies said their bookings/visitor numbers/customer orders were the same or higher than in the same two months last year based on business activity in January and February.

Companies attributed this to a positive performance of the US market and the popularity of Scotland, which has seen less seasonality with Chinese consumers visiting in January and February this year.

Related: Travel buyers fear long-term Brexit impact

Loyalty Program

The best new credit cards for hotel junkies

Apr 07, 2019 / Marriott
Bloomberg
Bloomberg

Forget the Chase Sapphire Reserve. As long as you’re ready to commit to a hotel loyalty program, these new offerings may be more powerful.

When it comes to hotel brands, it’s become a dog-eat-dog world. Ever since Marriott International acquired Starwood to create the world’s biggest hotel company, consolidation has been the name of the game.

And while no other company has come close to matching Marriott’s size, that’s not for lack of trying. Intercontinental Hotels and Resorts, for instance, has scooped up big luxury names such as Regent and Six Senses. Hyatt Hotels has beefed up its portfolio, acquiring boutique hospitality ventures Thompson and Alila and partnering with Small Luxury Hotels of the World. And while it hasn’t exactly been on a buying spree, Hilton has been busy spinning off new brands Motto, Signia, and Tru.

What does all that add up to? Bigger, better loyalty programs whose members can redeem their points almost anywhere in the world.

Related: Marriott sets high aspirations for Bonvoy

Products & Services

Why marketing analytics hasn’t lived up to its promise

Apr 07, 2019 /
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Most marketers understand the importance of analytics, yet most struggle to effectively convert technology, software, and human labor into better business decisions and outcomes.

In light of the exponential growth in customer, competitor, and marketplace information, companies face an unprecedented opportunity to delight their customers by delivering the right products and services to the right people at the right time and the right format, location, devices, and channels.

Realizing that potential, however, requires a proactive and strategic approach to marketing analytics. Companies need to invest in the right mix of data, systems, and people to realize these gains.

Digital Marketing

Data-driven hotel content: The metrics that matter

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Shutterstock

Identifying the goals of your content and knowing what you want it to achieve will help you determine which metrics to focus on.

Data is important at multiple stages throughout the content-creation process. Of course, we use data to evaluate the success of content after it’s been published. Analyzing performance data gives insight on traffic, engagement, and conversions. After looking at the numbers, KPIs can easily be set based on the desired goals and corresponding metrics.

However, data is also used before we start writing. It helps build accurate personas and anticipate user needs, allowing writers to predict what content will resonate with an audience.

Distribution

Essential mobile travel stats for hotels in 2019

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Shutterstock

When it comes to travel, the shift to mobile continues to rise - and not just as a way to find inspiration.

According to recent figures from Phocuswright, OTA mobile bookings are projected to soar. By 2022, more than a third of European supplier-OTA bookings will take place via mobile websites and apps. However, desktop bookings are predicted to remain flat for the next few years.

Data from Criteo’s Summer Travel Report 2018 report notes that worldwide, OTAs capture most of the mobile bookings. A huge 39% of OTA bookings are made on a smartphone compared with only 10% of supplier bookings.