By activating smart bidding strategies with a fine tuned target CPA, this clearly improved demand results whilst maintaining an adequate acquisition cost
For the direct channel, Google’s Hotel Free Booking Link represents a new opportunity to compete with OTAs and drive more direct traffic
Ensuring your direct sales maintain their quota is in your hands. If you wait for everything to return to normal, OTA’s will be the ones to exploit change.
Marketing should understand where the gaps in occupancy and segments lie and work backwards to create plans to fill those gaps
But while this is a first for Google, the idea of surfacing both hotels and rentals in one search result has been offered for some time by OTAs
No one has tackled the travel subscription market at scale and TripAdvisor is almost uniquely placed to do this. They have the potential to have real impact
If you’re not participating in metasearch yet, free booking links are a fantastic opportunity to get connected and start driving some extra traffic