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Houston TX, January 15, 2025 Hotels that allow Online Travel Agents (OTAs) to undercut their rates pay nearly 50% more for PPC leads, new research has revealed. The increased cost is driven by competition. OTAs increase their bids on branded searches when they know they can offer travelers the best price.
And its impact on hotel marketing is being discussed in all corners of the world. But how is it affecting hotels in reality? And what do hotels need to do to protect their visibility and revenue? This section appears higher on the results page than Google Maps, reducing the visibility of the Google Hotels metasearch tool.
For independent and boutique hotels without big-brand muscle, the problem is particularly acute. As new distribution channels emerge almost daily, hotels face a pressing need to rethink their pricing and channel strategies. weve got you covered.
The battle for direct bookings has entered a new phase as online travel agents (OTAs) ramp up efforts to establish ownership of hotel guests and their booking journeys, a new report from hospitality technology specialist SHR Group reveals. In fact, the extra investment driving this change is making itself felt in other ways too.
On February 20th, Google officially sunset its commission-based bidding strategy for Google Hotel Ads, leaving properties across the globe faced with the difficult decision of whether or not to fund their own Google Hotel Ads program or go dark and let the OTAs gobble up revenue share. What if there were a better option?
Even offering rate parity keeping rates on direct booking sites and OTAs the same still increases costperclick significantly compared with hotels maintaining the lowest rate on their own site.
Unfortunately, there is not a one-size-fits-all approach to marketing for hotels, and the days of dumping dollars into a single channel are long gone. We’ve detailed the most profitable marketing channels for hotels to help you reduce costs, improve performance and increase your bottom line.
Direct bookings are reservations guests confirm directly with a property without using an online travel agency (OTA) or 3rd party intermediary. They’re typically made on a hotel’s website or other direct booking channels, like email, the sales team, social media , or through messaging tools like WhatsApp or Messenger.
These bookings can encompass a range of options, from luxurious five-star hotels to quaint bed and breakfasts, from international flights to local train journeys, and from guided tours to self-driven adventures. For hotel managers, effectively managing holiday bookings is crucial.
Google is no longer just a search engine and a verb, but also one of the top places where travellers begin their hotel search. Within just a few clicks, their search can be narrowed down to a handful of properties, with the top listings benefiting tremendously in shaping their perception of what is available and within their budget.
To save time and money, more travelers are turning to metasearch platforms like Google Hotel Ads, Tripadvisor, and Trivago to search for hotels, conduct price comparisons, and find deals. This guide aims to take the mystery out of metasearch marketing for independent hotels and other types of lodging properties.
What is hotel revenue management? Hotel revenue management is the strategic distribution and pricing tactics used to sell perishable room inventory to the right guests at the right time in order to boost revenue growth. Other products such as hotel amenities and food and beverage offerings will also form part of the strategy.
Keyword research for hotels is the backbone of any hotel SEO strategy. Ranking for the right keywords can greatly impact a hotel’s success, but choosing the right keywords to target can be tricky. Here are some keyword research tips to help you identify the right keywords to use on your hotel website: 1. SearchVolume.io
The benefits of CPC marketing for hotels shouldn’t be overlooked when strategizing for the future. If leveraged successfully, cost-per-click advertising can attract and retain customers , as well as introduce your brand to a new audience. Plus, when you use mobile PPC ads , you can reach customers anywhere.
While this offers new opportunities for your hotel, it also challenges you to cut distribution costs while expanding your brand in a highly competitive market. We will tell you how to build a distribution strategy, pick the right channels, manage your OTA business, boost direct bookings, handle reviews easily, and track your results.
5 Must-Have Hotel Marketing Channels Last week, in “ Hotel Marketing in a Down Economy, ” GCommerce’s Founder, Scott van Hartesvelt , shared some important hotel booking pattern signals, what history has taught us about navigating a challenging economy, and how properties can come out stronger on the other side.
Trivago is a hotel metasearch engine aggregating data from multiple online distribution channels to enable price comparison in one place. As one of the most popular metasearch platforms in the hotel industry, Trivago is an essential component of the distribution strategy of a successful hotel. How do they work?
Hotel revenue management strategies make the most of hospitality budgets by connecting the right guests with the best offer at the optimal time. With these insights, the hotel’s staffing, rate structuring, and marketing efforts can be more strategic, reducing wasted efforts, resources, and money.
On average, how much does it cost to generate a booking at your property? It seems like a simple metric most hotel managers would know off the top of their head, but it’s a bit more complicated. However, controlling costs is vital to maximizing profits, so it’s an important metric for lodging owners and operators to track.
TripConnect is a feature offered to hotel managers listing through TripAdvisor. TripConnect comes in two models: TripAdvisor Instant Booking and TripConnect Cost-Per-Click. Instant Booking is slightly newer, and allows guests to book with your hotel directly through the TripAdvisor website.
Thanks to Tripadvisor Sponsored Placements, hotels can bid to the top of the Tripadvisor search results for any given destination. Sponsored Placements is a campaign type that gives hotels the opportunity to bid on the position of their hotel on the Tripadvisor destination results page. Let’s explore an example.
Increase room ADR, sell more hotel rooms direct, increase you market share, reduce channel spend on OTAsfamiliar? The Golden 20% I seriously think the OTAs are like heroin for hotels and its a pretty tough habit to kick. The Golden 20% I seriously think the OTAs are like heroin for hotels and its a pretty tough habit to kick.
Download Our FREE E-Book Outrank OTAs & Drive Direct Bookings With our SEO Blueprint Learn the secrets to driving more traffic to your hotel website, generating more leads, and ultimately increasing sales. Ensure your website loads quickly, even on slower connections, to minimize bounce rates.
Increasing brand awareness and generating demand will be key in ensuring your hotel is successful moving forward. Prior to promoting your hotel before it opens, you’ll want to develop the essential elements of your brand, including your logo, color scheme and brand concept.
The travel giant is always optimising user-generated content, helping restaurants, hotels and vacation rental properties maintain their reputations , and acting as a fully-fledged booking supplier for consumers visiting the site. The sponsored placement feature operates on a cost-per-click basis, and the ads will appear on all devices.
Launched in 2013, TripConnect enabled hotels to advertise on TripAdvisor’s hotel booking website and funnel traffic directly to their websites. To begin with, it offered a Cost-Per-Click (CPC) model. Other popular benefits are: No upfront costs. What is TripConnect? Flexible commission rate structure.
In the dynamic landscape of the hospitality industry, generating direct bookings has become a top priority for hotel owners. As a hotel management company , we understand the challenges they face in developing effective hotel marketing strategies to drive bookings through their own portals. Hotel Brand Protection 4.
Whether you’re a revenue manager, accountant, front office manager, or hotel owner, you need real-time data and visualizations to understand what’s happening at any given time. Hotel business intelligence takes your existing data and tech stack to the next level. What is hotel business intelligence?
Do you find yourself asking the same hotel digital marketing questions over and over again? Whether you’re a fellow digital advertiser or a hotelier, this list of commonly asked hotel digital marketing questions will be one that you should bookmark for a later date! Are hotel loyalty programs important?
If youre looking for tried and true methods, youre in luck; this article will share 5 surefire tactics: A great website, Strong content scores with OTA partners, Costperclick campaigns, Strong relationships with DMOs, and finally higher review scores (dependent on a great guest experience, of course).
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