Chris Anderson, Cornell associate professor in the School of Hotel Administration, offers fresh data on how travel review web sites and hotel-industry elasticity are forming a tidal wave of change in 2013.
Call-based ad network Marchex has released an interesting travel study that captures data about the differences between PC and mobile users. Overall the study found that mobile users convert in much higher numbers than PC users in travel.
What with Priceline acquiring Kayak and new entrants offering affordable services constantly entering the fray, Expedia decided it was time to get back to basics – and give the customer more choice of how to pay in the booking stages.
It’s not just Panda, Penguin and the other charmingly named Google search releases that have stuck the knife in - it’s Google's helpful presentation of relevant information that’s killing travel SEO and SEM arbitrage.
As hoteliers take steps towards an improved digital marketing strategy, some common traits stand out: control, customization, differentiation. This shouldn't be something that only big hotel chains can pursue, as with the right tools and strategy even small independent hotels can make sure that customers differentiate their hotel from everyone else's.
Outside of Google’s specific travel tools, hoteliers and online travel agencies alike are exceedingly concerned with Google’s tendency to alter search results and feature internal products more prominently.
Jeff Boyd, CEO of Priceline.com, said there is “no question” Google is rearranging where the search results send traffic.
“The importance of organic search goes down,” he said. “That’s an important thing people have to consider.”
Yet, the importance of having a presence in Google search results continues to rise.
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