Distribution

Why Hilton is emphasizing the benefits of membership

Sep 11, 2019 / Hilton
Hilton
Hilton

Direct booking comes with perks - for guests and the hotel chain.

With a loyalty program that will soon reach 100 million guests, Hilton Worldwide is doubling down on its message to customers, asking them to skip the middleman and book their stays directly with hotels.

Online travel agencies (OTAs) like Expedia and Hotels.com make up a sizable portion of the booking industry, and often have more consumer data from the transactions than the hotels themselves.

Loyalty programs like Hilton Honors have a treasure trove of information beyond a customer’s name, address and credit card. The data gathered during booking, like demographics and spending habits, allows Hilton to get to know customers’ personal preferences, like whether they need a hypoallergenic pillow, and target them with promotional material for future trips.

Related: Hilton targeting younger travelers for its direct booking strategy

Business Travel

CWT Meetings & Events projects 8% growth in 2020 despite gathering headwinds

Sep 11, 2019 / CWT
CWT
CWT

CWT M&E, the global meetings and events division of CWT, says the $840 billion industry is poised for an 8% growth in 2020 despite looming geopolitical and economic headwinds.

The Future Trends Report identifies key developments in the industry in 2020, including digitalization, with event websites being created at a rapid pace - up 52% year-over-year - as more customers utilize these sites to drive increased engagement.

This emphasis on digitalization is being driven by changing demographics as Millennials are poised to become the biggest group of business travelers globally from 2024 onwards.

When it comes to experiential events, including incentive travels, the report shows a move towards experiences that feel authentic, where travelers can immerse themselves in a destination like locals and not as high-end tourists.

Report: CWT M&E Future Trends Report

Advertising

Analysis of Google’s Room Booking Module and its impact on direct sales

Sep 11, 2019 / Google
Google
Google

Google Hotel Ads is the fastest-growing metasearch engine, attracting over 60% of all investment in metasearch.

And Google continues to move forward at a giddy pace, surprising us every now and again with new and significant developments: Book on Google, including through Google Assistant, Google Travel, enhanced interface and filters, Price Graph, Room Clustering, etc., together with another functionality that was launched a while ago but is still very little known: the Room Booking Module (RBM).

RBM is an extra section that Google has added below the hotel prices shown for specific dates which include photos and features for all the different room types in the hotel and allows users to begin booking for anyone of them directly from the module itself.

Unlike standard Google Hotel Ads results, users that click on the RBM are redirected to the Book on Google (BoG) process, meaning that RBM is also the first Google functionality that requires participation in BoG to use it.

Digital Marketing

Google’s ad business scrutinized like never before in antitrust investigation

Sep 11, 2019 / Google
Google
Google

Travel and job search may be other areas of scrutiny since Google has its own products in those areas that compete with other businesses.

State attorneys general investigating Google are ordering it to turn over a wide range of information about its advertising business, according to an investigative demand that takes direct aim at the biggest source of the company’s revenue.

According to the document, the states want information about Google’s past acquisitions of advertising technology companies, including DoubleClick and AdMob; its top advertisers and publishers; data collection practices; pricing models; and the functions of the ad auction market that delivers ads across the internet.

Products & Services

Why hoteliers are primed to be the ultimate retailer

Shutterstock
Shutterstock

The days of hotels simply providing rooms and rates are numbered. Armed with guest data, physical space and local perspective, hoteliers are in a prime position to become the ultimate retailer.

For an industry that is so close to the consumer - they are literally staying with you! - hospitality seems to continually lag behind other industries when it comes to the implementation of personalization and its utilization of personal data.

Hospitality technology has made some huge strides over the recent years and hoteliers undoubtedly know that personalized experiences are key. However, consumers don’t care (and shouldn’t have to) about why you can’t provide the personalized experiences they desire.