“ Most of optimization guidelines concentrate on getting a website visitor to convert: to make the purchase, to register, etc. However, very few mention how the user experience can be optimized after the conversion has happened.”
Google shows invaluable insights into the way consumers shop, share and search online. Case in point: Rob Torres’ presentation during Wednesday’s “Kicking off: Establishing the industry’s position” opening general session. The head of Google’s travel industry practice shared three key trends shaping the world of travel and tourism.
I recently shared with you what I expected as five key social media marketing trends to look out for in 2014. Now I figure it would be equally interesting to try to figure out what we ought to look out for in 2014 from that industry perspective.
Hotels have to be able to stand on their own, especially if they are relatively small and have little brand recognition. The Internet is a level playing field, but it is also very crowded and noisy., If hoteliers don’t have a multi-channel digital marketing strategy, they will have a great difficulty being noticed, and will consequently be dependent on Online Travel Agents like booking.com.
In researching ReviewPro’s Climbing TripAdvisor’s Popularity Index webinar last month, I asked a range of hoteliers how they achieved – and maintain – top-10 rankings. Their testimonials underscore that, despite the disruptive force social media has had on the hotel industry, traditional hospitality has never been more important.
As our dependence upon devices grows, hotels are keeping pace. For instance, the use of mobile websites jumped to 76% from 60% last year. There's even a "smart hotel" in the UK where guests can not only book rooms and check in via an app, but control their whole experience, from room temperature to light settings.
Via Wendy Forbes
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