online

Obviously OTAs also offer a big marketing opportunity for hotels, but they still want to push for direct bookings and escape restrictions on parity rates

Within 14 of the 20 tourism destinations, direct bookings – gained via a hotel’s website – either climbed the list from the previous year or maintained their position among the top five spots

Incorporate NPS into your hotel guest satisfaction strategy to get a real indicator that is simple and effective. It is for this reason that the biggest companies adopt it (Apple, Google, Amazon, etc.)

When you invest in an integrated digital marketing strategy, the more you will see from it. You will be seen more in the digital landscape, compete with OTAs and in the end see more direct bookings

From a practical standpoint, the elimination of 3rd party cookies creates challenges for targeting, tracking, and reporting in online advertising as we work today

Google has been expanding its audience targeting for search and YouTube. Now, the traditional audience options of affinity and in-market segments can be leveraged to fine-tune the marketing mix

No matter what angle you look at it, one of the most significant factors in modern hotel marketing is establishing and increasing a company’s online presence. Hotels can make the most of this through:

As Google has risen to become a travel powerhouse in recent years, a complex situation has developed between the search giant’s marketing efforts and its travel selling arm

Airlines are shifting from traditional distribution systems and finding new ways to drive revenue. There are lessons here for hotels, underpinned by need to reduce dependence on travel tech giants

Are we seeing the next big thing in search engine marketing with 20:20 vision? For now, we will have to wait and see if these gradual changes are the building blocks for something bigger from Google