Because many guests book hotel rooms online, luxury hotels are revamping their websites in hopes of getting more bookings. Updates include aesthetically pleasing designs and simple and fast reservation processes.
Before spending their hard earned money on a room, guests use TripAdvisor to see photos of the hotel property, read reviews from other guests, and compare average overall ratings of multiple hotels. A study from TripAdvisor found the keys to increasing engagement and driving booking enquiries are more photos, responses from management and higher average ratings. Read more
We all know that mobile is important to the travel industry. And we know that it’s becoming even more important. But do we really have a grasp on how essential mobile is? In fact, Boston Consulting Group determined that most travel companies don’t understand mobile’s full impact. Read more
Contrary to popular opinion, meta search users prefer to book hotel rooms directly through hotels rather than through OTAs. This is great news for hotels because direct bookings bring in more revenue than bookings through OTAs.
Local content is an article, list, or a video that is relevant and specific to the area surrounding your hotel. The best example of local content is a city or neighborhood guide such as the informative guides TripAdvisor publishes. These include things to do, how to act like a local, and even what to wear in a city. Read more
Ken Segall, former creative director at Apple, isn’t a fan of travel websites. He thinks they are all the same, claiming they are “not pleasing to look at.” Due to these uninspiring, boring designs, using the sites isn’t fun for Segall and he has paid travel agents to do the work for him.
It’s not a secret that travelers use their smartphones and tablets to research and book airfare, hotels and activities. In fact, the mobile travel audience is actually bigger than the PC travel audience according to a survey conducted by Expedia and comScore. The mobile audience will continue to rise as the number of mobile device owners grows.
Imagine the route guests take when searching and booking hotel rooms. They might compare properties online, evaluate social media accounts, and then call a hotel to ask questions or even book. Now imagine that at each interaction, the guest drops a ‘dot.’ Marketers have to connect these dots to understand the path their guests take and therefore understand the guests.
Guests compare multiple aspects of hotels before booking their travel; the most important are price, reviews, and convenient location. However, the 2015 TripBarometer study from TripAdvisor determined 77% of travelers are also influenced by amenities offered. This is excellent news for hotels because they can leverage their amenities to stand out from the fierce competition.
In 2011, Google debuted their Hotel Finder search feature. When users typed something like “hotels in Boston” in the search bar, Google returned a carousel of options in addition to organic results. The carousel featured paid results in a horizontal bar at the top of the page.