Distribution

Squeezed by Google, TripAdvisor switches up media strategy

Sep 09, 2019 / TripAdvisor
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Shutterstock

As Google ramps up its own travel offerings, online travel agencies are beginning to change up their strategies in retaliation.

A TripAdvisor spokesman says TripAdvisor will focus more on digital and integrated marketing and rely less on a TV-driven approach.

The company, which reported spending $544 million on advertising last year, wants to build a loyal community of consumers who will use its channels for booking and recommendations and not go through competitors like Google and Airbnb.

“There is an effect of Google and other search engines moving more and more into the travel space and that's a bit of a hotel headwind we called out,” said TripAdvisor CEO Stephen Kaufer on a recent earnings call with analysts.

Related: Fake TripAdvisor reviews push ‘world’s best’ hotels up the rankings

Distribution

Business lodging startup Hotel Engine raises $16 million

Sep 09, 2019 / Hotel Engine
Hotel Engine
Hotel Engine

The company is innovating the business travel industry with a free, private hotel booking and management platform.

Founded and launched in 2015, Hotel Engine provides hotel booking solutions designed for business travel. With over 200,000 properties globally, Hotel Engine offers up to 60% off publicly available hotel rates for private and public sector business travelers.

This new funding will allow Hotel Engine to further their mission to make managing business travel lodging simpler. The company will focus on expanding its foothold within the small-to-medium business market and continue building out its team.

Revenue Management

Hilton: Revenue managers must think like customers

Sep 09, 2019 / Hilton
Hilton
Hilton

Cycle dynamics play a big role in revenue management, and revenue managers should be focusing on both the art and science of revenue management as the industry approaches the next phase of the cycle.

All too often, revenue managers are heads down, setting rates and inventory controls, and not really thinking about … their pricing decisions, their rate structure, their inventory controls through the lens of the customer.

When it comes to forecasting the next downturn, one of Hilton’s priorities right now is to “put the right strategy in place that will insulate our hotels, regardless of the ups and downs in the market.”

Related: Hilton targeting younger travelers for its direct booking strategy

Distribution

OTA or direct? A traveler’s perspective.

Sep 09, 2019 / Direct Bookings
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Shutterstock

To drive more travelers to book directly on their hotel websites, hoteliers must first understand what motivates customer booking decisions and behaviors.

From a traveler’s perspective, the best way to book a hotel is via the most convenient, easy-to-use and rewarding channel.

Research from STR’s Tourism Consumer Insights suggests that in at least two of the three requisites, travelers give the advantage to the online travel agencies.

Where the hotel or brand website can and often does prevail in the booking battle is in rewards for its loyal guests, Sean Morgan, director of research at STR’s Tourism Consumer Insights. “Loyalty is one of the key drivers to shift the balance of direct versus OTA booking,” he said.

Digital Marketing

Essential data practices for improving your hotel’s website strategies

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Shutterstock

The discussion of data standardization is essential in the hotel industry, especially when it comes to the performance of hotel websites and booking engines.

However, there is currently no standard for data accuracy or integrity with hotel websites.

Many hotels strive for more direct web contributions since the cost of acquisition is usually much cheaper than the OTAs. But what most web vendors won’t reveal is that their web analytics implementations can be manipulated to tell better data stories to their clients.