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How TripAdvisor Reviews Impact Bookings

Online guest reviews are one of the most important criteria guests use to decide on where to book. For hotels, positive guest reviews are critical to performing well online, but a recent study suggests it goes beyond positive reviews. The study was conducted out of the University of Central Florida, and suggests that the sheer number of reviews can impact a hotel’s revenue per transaction, which may include things like length of stay and amenities.
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Travel Industry Leads Facebook Statistics

We’ve found that Facebook advertising has been a great way to capture bookings and achieve other property goals for a relatively low cost. A recent study by Kentic Social seems to shed some light on the success hotels and resorts have had on Facebook, indicating that the Travel segment received the highest average click-through rate (CTR) of 2.63%. Retail was about half that, coming in at 1.27%.
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2015 Eye Tracking Study on Google Search Results

In 2005, Mediative published it’s first eye tracking study of the Google search results page. It provided some very interesting insights into what parts of the Google search results page captures users’ attention. What they found in this original study done nearly 10 years ago was that 100% of people would scan the first 4 organic listings and 80% would click a listing within the first 4. Of course, the percentage of people clicking beyond that dropped dramatically. This led Mediative to nickname the area where the first 4 listings are located as the “Golden Triangle”.
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Over Half of Hotel Website Visitors Prefer to View Videos

There’s almost too much information for travelers to take in these days. Imagine planning a trip and having to sift through all the property websites, OTAs and review sites; the task can truly be daunting. It’s no surprise that a study by Software Advice found that 51% of leisure travelers and 69% of business travelers say they view online videos as part of their research.
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It’s Official! Google Announces that Mobile Searches Overtakes Desktop Searches

Yesterday, Google announced that mobile searches have overtaken desktop searches in 10 countries, including the U.S. and Japan; the other 8 countries remain unannounced. It’s important to note here that Google defines mobile as “smartphones”, and that tablets are actually grouped into the desktop category. So when Google is saying that mobile searches have overtaken desktop searches, they’re really saying that more people conduct searches on smartphones than on desktops, laptops and tablets combined!

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responsive hotel website design

Direct Bookings Rising in Popularity

OTAs have made life for the traveler extremely easy. After all, what’s a better place to plan your travel and compare all the available options? There’s certainly nothing wrong with potential guests browsing OTA sites and comparing options, it’s when they’re ready to book that’s the concerning part. After all, hoteliers would love to capture more direct bookings, which is often the goal of the various digital marketing initiatives we run for clients.
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Best Practices When Choosing Photography for Your Hotel Website

We all know that a picture is worth a thousand words. However, when it comes to the success of your website, imagery is worth so much more. When a potential guest lands on your site you need to make the right impression in the blink of an eye. You need to capture their attention while informing and engaging. Your photos should make you stand out from the competition, by highlighting your property’s unique selling points. Below, we’ve laid out some important factors to consider when choosing the right photography for your website.

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