Distribution

Brand.com hotel bookings exceed all other channels for first time

Sep 10, 2019 / Direct Bookings
Shutterstock
Shutterstock

July marked the first time in history Brand.com exceeded the share of hotel room nights booked through every other channel, as shown by the Kalibri Labs’ Hotel Industry Performance Overview.

Brand.com produced 26.1% of all room nights booked in July, compared to the next largest channel of property direct at 24.1%. This trend away from property direct has sustained its swift pace and is continued evidence of the evolution in consumer booking behavior.

The percentage of guests who are loyalty program members continues its rapid rise, up 6% year-over-year (YOY) to 53.9% of all room nights booked at hotels with active loyalty programs.

Booking costs per room night increased slightly in July (+1.6%) but have marginally decreased year-to-date (-1.7%) when compared to the same period in 2018.

Distribution

Expedia: Optimizing sponsored listings for hotels

Sep 10, 2019 / Expedia
Expedia Group
Expedia Group

One of the keys to building sponsored listings that engage travel shoppers is optimization of the images and copy.

Optimizing copy entails being specific and clear with your word choice and highlighting elements of your hotel that you know your audience would love. Similarly, images should capture a colorful and engaging scene that looks appealing and stands out as unique.

One lesser-known but equally impactful way to improve your TravelAds sponsored listings is by optimizing for seasonality. Hotels can create an entire collection of distinct ads with unique images, copy, and selling points to run concurrently based on a shopper’s booking window. A different, customized ad will appear based on the dates a shopper selects for travel.

Digital Marketing

Google Discover feed starts showing restaurant recommendations

Sep 10, 2019 / Google
Google
Google

The new Discover feed, after adding regular news articles, doodles, and even ads, is now surfacing restaurant recommendations among the different cards.

The cards show under the title "Inspiration for your next meal out." You can scroll through different recommendations (five or more) and tap the one that sparks your interest. This will open the Google listing for that restaurant.

If this isn't something you'd like to see in Discover, you can always disable it by tapping the overflow button on top of the card then choosing "Not interested in Restaurants."

Distribution

Expedia to use AI to improve online search in Asian languages

Sep 10, 2019 / Expedia
Expedia Group
Expedia Group

Expedia will use Artificial Intelligence to enhance travel search query understanding and improve the accuracy of search query resolution in Asian languages.

The group announced it is collaborating with AI Singapore (AISG) under its flagship 100 Experiments (100E) program to develop an artificial intelligence (AI) solution.

With English as the dominant language being used online by 25% of all Internet users, today’s search engines are extremely efficient in understanding travel search queries and providing query resolutions in the English language. However, when dealing with travel search queries conducted in Asian languages such as Japanese, Korean, simplified Chinese and traditional Chinese, the performance of the search engines declines significantly and the accuracy of query resolution dips, the collaborative group said in its release.

Products & Services

How to enhance your hotel's guest experience from start to finish

Sep 10, 2019 / GCommerce (sponsored)
Shutterstock
Shutterstock

It’s when a company intentionally uses services as the stage, and goods as props, to engage individual customers in a way that creates a memorable event.

For this series, made up of six articles, we are going to start where the hotel guest experience journey actually ends. As we know, experience plays a very large role in driving travel and entertainment sales.

“Over the past few years, personal-consumption expenditures on experience-related services - such as attending spectator events, visiting amusement parks, eating at restaurants, and traveling - have grown more than 1.5 times faster than overall personal-consumption spending and nearly 4.0 times faster than expenditures on goods.”

So what is an experience? An experience is a series of memorable events that a hotel stages to engage a guest in an inherently personal way. For example, at Walt Disney World, for every guest, cast members stage a complete production of sights, sounds, tastes, aromas, and textures to create a unique experience.