Distribution

Airbnb expands in bookings for meetings and offsites

Jan 28, 2019 / Airbnb
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Shutterstock

Airbnb has acquired Gaest, a startup based in Denmark that provides a marketplace-style platform for people to post and book venues in hourly or daily increments for meetings.

The acquisition points to two strategic developments at Airbnb, both aimed at helping the company diversity and grow its revenues.

The first is that it will build on Airbnb’s expansion into services for the business market, an area where Airbnb has already been building inroads with Airbnb for Work.

And this leads to the second area where Gaest will help Airbnb: providing more value to existing and future hosts on the platform, to help hosts increase their options for monetizing guests.

Market Data

Travel packages not popular with Millennials

Jan 28, 2019 / Millenials
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Shutterstock

Young adults are increasingly booking holidays and other trips online and as separate products rather than as packages from tour operators.

The current generation of 18-34 year-olds, the so-called ‘millennials’, are taking advantage of technology more than ever before to book travel through the internet, a wide-ranging survey found. For example, the readiness of millennials to book accommodation through Booking.com has risen from 25% to 28% over the last two years, while Airbnb has increased from 15% to 19%.

In contrast, traditional tour operators such as TUI are losing popularity among the first generation of ‘digital natives’. TUI’s score has fallen from 22% two years ago to 19%, according to the ‘Millennials as Digital Travellers’ study.

Digital Marketing

How Millennials are changing the way we think about eating out on work trips

Jan 28, 2019 / Millenials
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Shutterstock

Millennials are most likely to dine on-the-go preferring a grab-and-go breakfast, a quick and easy lunch by themselves and delivery or take-out for dinner.

In today’s world, technology has become an essential part of how employees of all ages travel, but as digital natives, Millennials especially embrace technology and not surprisingly, are more willing to use the tools and technology made available to them through their travel programs.

New research found that 63 percent of business travelers research will dine prior to leaving for their trip. Generationally, Millennials are much more likely to use Uber Eats while Boomers prefer to search for the best-reviewed restaurants in the area and use Yelp.

In fact, 63 percent of business travelers have dining-related apps on their mobile phone. In the last year, they used their device to search for local places to eat (54 percent), to make a reservation (47 percent) and to search social media for information about a restaurant (33 percent).

Distribution

Debranding a hotel in 90 days

Jan 28, 2019 / Direct Bookings
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Shutterstock

Jens Egemalm, Director of Distribution at Pandox RMC, shares his experiences of debranding a hotel, including the pros and cons.

Historically, IT infrastructure and general digitalisation have been perks reserved for the big players. In an era of OTAs where commercial activities and open interfacing can be outsourced, independent hotels can now pick and customise their distribution landscape to suit their particular needs without systems, process or staffing levels being dictated from elsewhere.

Yet, debranding almost always means that an existing product needs to be reintroduced into the market from scratch. Its new personality and offering needs to be effectively positioned to ensure a direct uptake.

Digital Marketing

LinkedIn rolls out interest targeting for advertisers

Jan 28, 2019 / LinkedIn
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Shutterstock

Advertisers are able to target members with relevant ads that match their professional interests, which are determined by the content they share and engage with.

There will be over 200 professional interest categories, including artificial intelligence, global economy and customer experience.

It operates according to the same idea as does Facebook interest targeting: although you can’t advertise to consumers while they’re deliberately looking for solutions, you can advertise to the people whose behavior indicates that they’re interested in what you’re offering.

Related: LinkedIn Ads

Personalization

Personalization in travel marketing: Moving beyond the buzzword

Jan 28, 2019 / Sojern (sponsored)
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Shutterstock

Hoteliers are shifting their focus from merely selling hotel rooms to becoming merchants and marketers offering access to nearly every piece of the customer travel journey.

But accomplishing this is no easy feat. As travel brands across all industry sectors are starting to realize, the process of understanding the customer journey, and what travelers want in the moment, requires a more tailored approach to marketing than what’s currently offered. It will require a willingness to take personalization to the next level, evolving beyond broad-based target segments and commodity products to offer exactly the right product, to the right customer, at the right time.

To do that, today’s top travel brands must get smarter about how they gather and use customer data, using that knowledge to deliver customized, real-time marketing at scale.

Digital Marketing

6 hotel website audits that will save you from losing money

Jan 28, 2019 / Fuel Travel (sponsored)
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Shutterstock

Here's how to make the most of your marketing efforts by setting up a schedule of continual proofing to guarantee your hotel’s site is ready to convert guests to its fullest.

Booking Engine: Going through the entire booking process, with a real credit card, at least once per month is critical. It’s even better to bring an outsider in and watch them complete the process. Is your shopping and checkout process the best it can be?

Rate Parity: it is imperative that you are constantly checking to make sure your daily unrestricted rate is always the best option for customers.You do not, ever, want a guest to find a better rate for your property via the OTAs.

Get then full story at Fuel