Digital Marketing

Travel duopoloy spent $10.6B on marketing in 2018

Mar 14, 2019 / Advertising
Expedia Group
Expedia Group

Expedia Group and Booking Holdings splashed out a record amount on customer acquisition during 2018.

Expedia Group, the umbrella over Brand Expedia, Hotels.com and others, accounted for the highest amount at $5.68 billion. Booking Holdings, owner of Booking.com, OpenTable and Kayak, came in at $4.96 billion.

This marked an increase of 8% by the two organizations on their marketing activity in 2017, when they collectively spent some $9.8 billion.

But murmurings of discontent among the companies about how much they spend with Google have surfaced in recent years, as they see how the brand that helps them get customers is working harder each year to effectively compete against them.

Distribution

Ruling deals setback to Airbnb, HomeAway in fights with cities

Mar 14, 2019 / Airbnb
Shutterstock
Shutterstock

The Santa Monica ordinance holds the companies responsible for booking rentals of residences that aren’t licensed by the city.

Airbnb and Expedia Group’s HomeAway failed to persuade a U.S. court of appeals to strike down a Santa Monica law that makes the companies liable for illicit rentals in the Southern California beach city.

The ruling is a setback for the home-sharing platforms in their effort to avoid regulation by cities that blame the rapid proliferation of short-term rentals for a shortage of affordable housing and a disintegration of residential communities.

Market Data

Hotel execs expect continued growth of group business

Mar 14, 2019 / Group Bookings
Hilton
Hilton

In past quarterly earnings calls, hotel executives had forecasted the growth pace of group business would return to previously seen levels.

Hotel executives keep a watchful eye on the pace of group business as a way to measure the health of current and future industry demand.

Based on their comments during their companies’ fourth-quarter and full-year 2018 earnings calls, it appears their predictions have come true.

Related: Cvent data shows potential group booking slowdown

Digital Marketing

How social proof influences the travel booking cycle

Mar 14, 2019 / Social Media
Shutterestock
Shutterestock

A new study revealed that when it comes to planning travel, consumers increasing look to authentic social proof for inspiration and validation.

It may seem commonplace today that social media sparks people’s interest in travel, but Stackla’s study found that an impressive 86 percent of people have become interested in traveling to a particular destination specifically based on friends’, family or peers’ social images - 1.8 times more than images from a travel influencer on social media.

And this isn’t just serendipitous social scrolling; people actively seek out social proof when researching places to visit and stay while traveling.

Report: Consumer & Marketing Perspectives on Content in the Digital Age

Digital Marketing

Travel: Search engine marketing delivers the conversions

Mar 14, 2019 / Advertising
Shutterstock
Shutterstock

More than four out of five advertisers use SEM because they are considered the most effective products for delivering bookings.

According to a new PhocusWright repoprt, U.S. travel advertising spend will reach $7.6 billion in 2018, and European ad spend will reach $4.6 billion - rising right alongside revenue growth. Some of the key takeaways from the report:

  • Advertisers are aligning budgets with consumer travel behavior to guarantee their presence wherever the traveler may be;
  • Most bookings are completed on desktop, while travelers use mobile to peruse and plan their travels. Advertisers must be active on both;
  • Direct response is more successful through SEM, metasearch and online travel agency advertising, while brand awareness is aided by platforms such as social media or video advertising.

Technology

It’s not worth the wait! Cut back on wait times with the right PMS

Mar 14, 2019 / apaleo (sponsored)
Shutterstock
Shutterstock

How selecting the right PMS can save hotels time and reduce unnecessary costs.

If you’re one of the many hotels or chains out there that is trying to get a new PMS up and running, but you are struggling with two, three, or more months of wait times to go live, then you may want to reconsider your PMS vendor.

A reasonable time to wait to have your hotel up and running is a couple of days, maximum. Depending on your hotel’s set up, this time could be reduced to a couple of hours or less.

And once your hotel is set up with its PMS and all integrations, you and your staff should be able to work with the systems immediately, not wait to coordinate a time for consultants to come and train the team.

Digital Marketing

Expert tips on hotel website design

Mar 14, 2019 / Net Affinity (sponsored)
Shutterstock
Shutterstock

Throughout the website design process, don’t lose sight of your property’s identity.

Keep in mind its personality, qualities, and strengths – everything that makes it unique and appealing. The challenge is translating your property’s atmosphere into the digital environment, seamlessly.

This makes your potential guest feel like they’re already there. Take your inspirations and let them influence you, but always stay true to your own property – whether it’s funky, casual and vibrant, or classical, charming and formal – you do you.