Online hotel bookings are looking to rise in 2017, but so too are third parties, like Online Travel Agencies (OTAs), share of the marketplace. In fact, OTAs are poised to enjoy a majority of hotel bookings in 2017. Given this rise, now, more than ever, hoteliers need to work to drive bookings directly to their websites.
The HeBStrategy Q1 edition highlights key developments in the hospitality, travel, and digital marketing spaces, their impact on hoteliers and hotel management, and their influence on trends into 2017.
With over half of travelers refusing to book a hotel room until they read a guest review, online reviews are becoming one of the most trusted sources of information for hotel guests. But not all reviews are created equal, nor are they always truthful.
With 61% of leisure travelers saying they use a search engine for planning travel online (Google), and hotel SEM campaigns typically reaching people closer to the 'I want to book it' phase of their travel planning journey, allocating the right amount of budget and resources to SEM is important for getting in front of the right travel consumers, at the moment they are ready to book.