Digital Marketing

Travel: Metasearch engines dominate, increase their lead

Jul 07, 2019 / Google
Google
Google

In terms of where hotel investments in online marketing are going, the numbers speak for themselves and the success of metasearch engines is unquestionable.

The good news is that metasearch engines provide a major opportunity for hotels to compete with OTAs and they strengthen the direct sales channel. Data shows that hotels are trying to take advantage of this opportunity and, given the economic returns, we can confirm that it is being effective.

Hotel marketers should consider the weight that each metasearch engine commands and always aim for a balanced investment across all options, as this will diversify the risk that can come with putting all your eggs in one company’s basket.

Products & Services

More retailers are checking into hotels in search of innovation

Jul 07, 2019 / Guest Experience
Equinox Hotels
Equinox Hotels

Part of the future of retail is playing out inside hotels - and that’s happening as the wider part of the travel-and-tourism industry is undergoing its own significant disruption.

The motivation for retailer and brands when it comes to hotels? The potential to showcase their retail goods and services. As well, according to the report, those retail-hotel partnerships serve to break what one industry expert called the “uniformity” found across the hotel industry.

The trick? Finding a balance for those retail parts of the hotel experience, to make sure the actual stay remains the prime appeal for hotel guests.

Related: Equinox Hotels represents the next generation of lifestyle hotel branding

Loyalty Program

Research provides strong evidence that hotels are justified to invest in loyalty programs

Jul 07, 2019 / Asia Pacific
Shutterstock
Shutterstock

Loyalty programs have long been a feature of the hotel sector, but little evidence has traditionally supported whether they represent an operationally and financially beneficial form of investment.

It is not hard to see the potential benefits of loyalty programs for hotels. For instance, by helping to build loyalty between the company and its most profitable customers, a program can increase repeat business, and hence profits, while also reducing the need to attract new customers.

Loyal customers are also more likely to perceive the company's products and services as providing good value and so they are less sensitive to the company's price premium. They are further likely to act as brand ambassadors by recommending the company through word of mouth, either through personal recommendations or via online review sites.

Digital Marketing

Travel sector faces a world of renewed expectations

Jul 07, 2019 / Trends
Shutterstock
Shutterstock

As we move into a post-digital era, the digital capabilities and advantages that were once seen as differentiators are now available to every organization travel.

Marketers and advertisers now have the tools to understand their customers with a new depth of granularity and they have more channels than ever to reach them too.

This means that the time for pilots and experimentation is over. Marketers now have to usher in the new strategies that will allow them to set their travel brands apart from their competitors.

Digital Marketing

Google launches Place Topics

Jul 07, 2019 / Google
Shutterstock
Shutterstock

Place Topics use data based on reviews to provide concise information on what customers highlight about your business.

Potential customers can see at a glance the main themes of your business. Since Place Topics are based on customer reviews, business owners don’t need to manage this feature.

All businesses with a "sufficient amount of quality reviews" can benefit from Place Topics, Google said. Finally, if your business doesn’t have Place Topics, Google can’t create them on demand.

Related: Why Google ratings might just be your hotel’s most important quality metric

Digital Marketing

How hotels can attract more summer tourists

Jul 07, 2019 / Triptease (sponsored)
Shutterstock
Shutterstock

With more sunshine, warmer weather, and opportunities for outdoor fun, a lot of hotels are gearing themselves up to welcome an influx of guests this summer.

The summer months are often the most expensive to travel, so potential guests will be looking for a great deal.

To capture their attention and drive direct bookings, promote an exclusive summer offer that’s only available on your website. Make sure this offer is highly visible on your website.

Digital Marketing

Sizzling summer strategies: how to fill your hotel’s rooms

Jul 07, 2019 / Net Affinity (sponsored)
Shutterstock
Shutterstock

As temperatures across Europe increase, room bookings aren’t necessarily following suit, they seem to be slower than usual to pick up this year.

Whether you’re finding rooms slow to sell so far this season or not, it’s still a helpful exercise to revisit your activity, check-in, and ensure everything is optimized for sizzling success.

Here are some pointers across the board that should help tip those that are on the fence over, and into your hotel rooms.