Google is back in the news with another algorithm change – and this time it’s a big one. The search engine announced recently its plans to roll out the Mobile-Friendly Algorithm Update on April 21st, 2015, a change expected to impact up to 40% of all mobile searches.
Aggressive spending in the hotel space has created much greater awareness for OTAs in recent years. However, consumers are still looking to suppliers when the credit card is in their hands, according to a new study that analyzed the hotel path-to-purchase. Throughout 2014, OTAs spent aggressively on advertising, both digital and traditional, to drive incremental booking activity and increase brand-awareness among online travel bookers.
For hotels, offline ad spending has greatly influenced where consumers shop. When Booking.com and Hotels.com were at the peak of their offline advertising in the second quarter of 2014, 64% of hotel shoppers visited an OTA, compared to just 57% shopping hotel supplier sites.
Personnellement je trouve que le cabinet d’études PhoCusWright propose des études d’excellente qualité dans le domaine du etourisme. Elles ne sont pas par contre forcément bon marché… Cela tombe bien, car en ce moment, PhoCusWright offre 2 études en s’abonnant à leur lettre d’information. La première, How the Deep Web, Big Data, Semantic Relationships and Personalized Content Change Travel Marketing traite des problématiques autour du web sémantique, du contenu et du big data dans le tourisme. La seconde étude, The Phocuswright Yearbook 2014: The Year Ahead in Digital Travel, propose une synthèse de l’année 2014 dans le tourisme et plus particulièrement du etourisme. Aujourd’hui je vous propose donc une rapide synthèse de ce document.
What’s the point in reaching email awesomeness? Email is just one of those marketing channels that went away, right? Wrong. Email marketing isn’t going anywhere, it’s only going to grow. Studies from Radicati say email usage is expected to grow at an average rate of 6 percent year over year. With about 4.1 billion email users worldwide and mobile email growing, reaching email awesomeness is a must.
Both the Priceline Group and Expedia Inc. upped the advertising ante in 2014, increasing their spending by about one third. Priceline came out on top in the advertising arm wrestle, spending 62% more than Expedia Inc. did at $2.6 billion versus $1.6 billion. That said, Expedia Inc. had still increased its advertising spending by 33.3% from the year before, about the same percentage as Priceline, who raised their budget 34.5% from 2013.
Avez-vous déjà vu ou entendu parler d’un capitaine de bateau qui naviguerait sans carte ou outil technologique pour s’orienter? Ou d’un pilote d’avion qui tenterait de faire voler son engin sans s’appuyer sur des données de vitesse, altitude, longitude et latitude? L’analogie s’applique autant aux entreprises qui ont une présence numérique mais qui ne mesurent pas l’efficacité de leur site web. Il existe pourtant un outil gratuit qui vous permet de mieux comprendre et analyser la performance de votre site: Google Analytics.
If you are in the online travel business, you’re a bot target. That’s pretty much a fact of life today – airlines, hotels, rental car companies, and online travel agencies are fair game. NB: This is an analysis by Courtney Brady, director of marketing at Distil Networks. If you’ve seen our webinar on web scraping, you know that it’s easy for competitors to scrape prices and promotions off your website, run them through a filter, shave a few points off, and repost them as their own. It’s all automatic, and the tools are easy to buy or build, so the barrier to entry for these guys is extremely low. They get to rise above you in the search engine results and steal your business from price-conscious travelers and you probably don’t even know it’s happening.
Travel metasearch continued its growth spurt in 2014, and 2015 is shaping up as a year of disruption. Skift engaged with metasearch players, airlines, hotels, and advertising experts from around the world to pinpoint the latest trends impacting the sector. One of the most significant developments is that 2015 will be the year that Google finally becomes a force in hotel metasearch after nearly four years of near-irrelevance. The seeds were sewn in late 2014 when Google revamped the format of its Hotel Ads unit, bringing hotel metasearch right into Google.com search results and eliminating the need for users to navigate to its Google Hotel Finder site before being handed off anew to an online travel agency or hotel website.
Last week, I presented at the 2015 EyeForTravel Social and Mobile Strategies conference on “Navigating the Pay-to-Play Social Media Landscape.” In this talk I discussed how to invest wisely in social media advertising to ensure return on investment, and ways to use social media advertising to reach the right audience at the right time throughout every touch point of the travel planning journey.
To find out, marketing agency Ryan Solutions looked at five hotel email campaign types - newsletter, pre-arrival, in-resort, post-departure, weather report - sent to over 250,000,000 recipients across 50,000 campaigns. Newsletters saw the fewest opens per opener at 1.5 while pre-arrivals saw the highest at 3.5. Some emails are useful only for the few seconds we read them. Others we mentally highlight and return to again and again. The idea may impact the strategy behind each, so which is which? And can we quantify this behavior based on the type of message? That’s what we wondered. Here’s what we found.
Travel brands are realizing that today’s connected vacationers no longer have purely transactional relationships with them. Instead, brands need to develop ongoing engagement across multiple digital channels that are punctuated with real-world transactions. They need to create their own social ecosystems where consumers can engage with and encourage other users to create and share UGC during their vacations. In turn, this provides a valuable mix of content that is highly effective at driving brand engagement, consideration and sales conversions.
Spending on digital display advertising in the US will total $27.05 billion in 2015, according to new figures from eMarketer, and the market is shifting toward the leading social networks. By 2017, when US digital display ad expenditure will reach $37.36 billion, Facebook and Twitter together will account for 33.7% of the market, up from 30.2% this year.
A l'heure où de nombreuses réservations de dernière minute s'effectuent sur des smartphone tant pour rechercher le bon plan dans une ville que nous ne connaissons pas que de la réservation proprement dite, Google annonce un changement majeur de son algorithme en ce qui concerne les mobiles.
For the first year, UBS expects TripAdvisor’s “effective cost per click” from the Instant Booking model to be about 14% lower than last year. However, the company should enjoy improvements in conversion rates as it attracts partners of higher quality and as consumers become more familiar with Instant Booking.
t is well known that Expedia Inc., the online travel titan, does thousands of tests on users of its websites to find out what does, and doesn’t, work. In so-called “A/B testing,” the company presents users with different versions of a website. Then it compares how users respond. What’s less known is how Expedia has tapped into the science of electromyography for its work. A case in point is the Scratchpad app on the Expedia.com brand site.
For some time, Amazon has let hotels unload their unbooked inventory by offering steep discounts on rooms through its Amazon Local app. But now, Amazon is expanding its service to include ongoing booking of rooms at published rates - edging further into the realm of online travel giant Expedia. The change is already visible in the Amazon Local app, at properties in states including Pennsylvania, New Jersey and Oregon. According to the report, Amazon downplays any plans to compete against Bellevue-based Expedia and its family of sites - and Amazon still has just a fraction of Expedia’s presence in hotel booking - but hotel operators tell Skift that they expect Amazon to compete more aggressively than the company is letting on.
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