mirai

AI is poised to disrupt the hotel industry’s marketing landscape, creating new opportunities while challenging the dominance of existing players

Javier talks about the recent European Commission DMA compliance workshop, Booking’s response and Google’s trial search changes

Let me start by saying, in my humble opinion, the Digital Markets Act is needed and positive for the ecosystem. The difficulty stems from interpretation

We discuss the hugely important topic of the EU’s Digital Markets Act (DMA) and its impact on major platforms like Google and Booking.com

You can still compete for existing demand and above all capitalise on the higher volume of real demand for your hotel. How to do so?

Based on our ongoing analysis since DMA was rolled out, it is clear it is having a significant impact in the way users interact with hotels through Google

There is no information on how the free booking links “auctions” work, but there is a Google algorithm that decides the ranking of the “ads”

Whatever the final figure, it seems very likely that the DMA has actually benefited the major OTAs rather than the hotel industry.

You now have the full picture for diagnosing how good your metasearch strategy is, and what you have to do to maximize your results.

The key impact of the DMA implementation is hotels have lost visibility, lost direct sales capacity, reduced profit and increased intermediary dependence