Hotel Marketing & Revenue Strategies
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How Search Intent Is Redefining the Marketing Funnel

How Search Intent Is Redefining the Marketing Funnel | Hotel Marketing & Revenue Strategies | Scoop.it
Today’s customer journey does not follow a linear path to purchase. Their consideration set is varying and reshaping the marketing funnel along the way.
Francesco Canzoniere's insight:

Forget everything you know about the marketing funnel. Today, people are no longer following a linear path from awareness to consideration to purchase. They are narrowing and broadening their consideration set in unique and unpredictable moments. People turn to their devices to get immediate answers. And every time they do, they are expressing intent and reshaping the traditional marketing funnel along the way.

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Why Do Consumers Prefer Booking With Online Travel Agencies?

Why Do Consumers Prefer Booking With Online Travel Agencies? | Hotel Marketing & Revenue Strategies | Scoop.it
Many hotels are experiencing a notable increase in reservations coming from online travel agencies, most notably those from Booking.com.
Francesco Canzoniere's insight:

My last article on Tnooz: the reasons why OTAs are winning consumers trust and increasing their bookings share.

Frédéric Pressac's comment, December 20, 2014 6:43 AM
What are OTAs doing better than hoteliers in order to get more sales?
Francesc Pujol's curator insight, November 28, 2015 6:29 PM

My last article on Tnooz: the reasons why OTAs are winning consumers trust and increasing their bookings share.

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Expedia Launches New Interactive Shoppable Streaming Platform for Travelers

Expedia Launches New Interactive Shoppable Streaming Platform for Travelers | Hotel Marketing & Revenue Strategies | Scoop.it

Learn about the interactive streaming platform Expedia created that lets travelers immerse themselves in virtual road trips at destinations across the U.S. 

Francesco Canzoniere's insight:

Expedia Group Media Solutions has launched an innovative shoppable streaming platform that allows travellers to book trips while watching immersive content. The platform debuts with Brand USA's GoUSA campaign, offering virtual road trips across the USA.
Some interesting points to note:

Travel Meets Entertainment: The platform combines travel booking with engaging content, such as interviews with filmmaker Spike Lee, and various travel experiences.

🔍 Tracking Impact: The platform enables partners to track engagement metrics and assess the impact of content on booking decisions.

🌐 Global Expansion: Initially available in the US and Canada, the platform will soon expand to other markets, supporting both travel and non-travel partners.

📊 Measuring success: The platform supports the Content Value Initiative, a grassroots organisation that aims to create a standard way to measure the impact of content in the travel industry.

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Airbnb's Struggle to Scale Experiences: Maintaining Quality Across a Fragmented Landscape

Airbnb's Struggle to Scale Experiences: Maintaining Quality Across a Fragmented Landscape | Hotel Marketing & Revenue Strategies | Scoop.it
Airbnb's pause in onboarding new experiences has raised questions about its long-term strategy.
Francesco Canzoniere's insight:

Airbnb and other experience platforms struggle to maintain consistent quality across their offerings due to the wide range of experiences available, from iconic attractions to niche activities. This makes it difficult to scale and standardise offerings, leading to a fragmented landscape and making it difficult for travellers to find what they are looking for. For suppliers, quality is critical to building a stable and profitable business. Platforms need to focus on perfecting their core services and investing in quality experience offerings that enhance their core products to drive growth and profit.

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Google Travel’s New Hotel Story Changes the Way Travelers Discover and Choose Hotels

Google Travel’s New Hotel Story Changes the Way Travelers Discover and Choose Hotels | Hotel Marketing & Revenue Strategies | Scoop.it
Google has taken inspiration from Instagram’s format for a new tool to help travelers browse and discover hotels to book.
Francesco Canzoniere's insight:

 The Google Hotel Stories feature presents a swipeable story format when browsing hotel properties or accommodation options at a destination. These stories are automatically generated using the same information that powers existing hotel listings, requiring no additional action from hotels.

Google has also recently introduced three new features to enhance its travel services. These include a new story format for hotel bookings, price guarantees for select flights, and new discovery tools for locations.

Yoeli Gutierrez's curator insight, April 15, 2023 3:08 PM

Las estrategias que han generado las redes sociales para capturar a sus usuarios son una excelente referencia para adoptar en otro tipo de plataformas. Innovar siempre va a ser buena idea, pero no nos olvidemos que aplicar lo que ya funciona también nos puede poner en ventaja.

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Google Study Uncovers Post-Pandemic Marketing Strategy for Hotels

Google Study Uncovers Post-Pandemic Marketing Strategy for Hotels | Hotel Marketing & Revenue Strategies | Scoop.it
Explore post-pandemic travel trends and behavior, and learn how hotels can market to APAC travelers at various digital touch points along their purchase journey.
Francesco Canzoniere's insight:

 98% of travelers research travel online as compared with 82% of those surveyed last year, and Search is a leading digital touchpoint.. Text ads are the biggest drivers of traffic among such travelers, with the traffic from these ads exceeding that from organic Search by 33%. Travelers in this stage of research also clicked on text ads 2.2X more than those still exploring different hotels.  Across a traveler’s purchase journey, hotel ads drive awareness and loyalty, while text ads drive leads and conversion.

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This Italian Hotel Has Been Voted The Best In The World

This Italian Hotel Has Been Voted The Best In The World | Hotel Marketing & Revenue Strategies | Scoop.it

The Rosewood Castiglion del Bosco in Montalcino has come out top of a poll of readers of travel magazine ‘Travel + Leisure’

Francesco Canzoniere's insight:

So what’s so special about the Rosewood Castiglion del Bosco? Well, for starters, the hotel’s scenery is mind-bending spectacular. On a 5,000-acre, 800-year-old estate in Tuscany surrounded by vineyards, the Castiglion del Bosco gets 360-degree views of the Unesco-protected Val d’Orcia Natural Park and the tiny hilltop town of Montalcino. You could probably give the Rosewood Castiglion del Bosco a five-star review based on those views alone. 

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Secondo la Corte UE: in Italia corrette le imposte sugli affitti Airbnb

Secondo la Corte UE: in Italia corrette le imposte sugli affitti Airbnb | Hotel Marketing & Revenue Strategies | Scoop.it

è perfettamente coerente imporre l'obbligo di ritenuta fiscale sugli affitti di Airbnb

Francesco Canzoniere's insight:

Secondo l'avvocato generale della Corte di Giustizia dell'Unione Europea Maciej Szpunar "è perfettamente coerente imporre l'obbligo di ritenuta fiscale agli intermediari che intervengono nel pagamento dei canoni".

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In-Depth Guide on Funnel Tracking in Google Analytics 4 (GA4)

In-Depth Guide on Funnel Tracking in Google Analytics 4 (GA4) | Hotel Marketing & Revenue Strategies | Scoop.it
Funnels in GA4 are a very powerful feature. Learn how to implement it to detect and solve user journey issues on your website.
Francesco Canzoniere's insight:

Funnel tracking and analysis in Google Analytics 4 are much more powerful than in Universal Analytics. Read this blog post to learn how to leverage funnels in GA4.

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Google Opens Up Three New Travel Ads Services for Hotels

Google Opens Up Three New Travel Ads Services for Hotels | Hotel Marketing & Revenue Strategies | Scoop.it

Google opens up new products that will make it easier than ever before for our travel partners—both large and small—to capture new travel demand

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Airbnb’s Biggest Change Ever - here’s what’s new

Airbnb’s Biggest Change Ever - here’s what’s new | Hotel Marketing & Revenue Strategies | Scoop.it
Last year, Airbnb CEO Brian Chesky said that the single-biggest challenge for the company was thinking like a startup, despite Airbnb’s tremendous growth over the last decade. The pandemic, he said, spurred the need to simplify and focus to survive. Since, Airbnb has put out hundreds of new features. Today, that continues on with Airbnb […]
Francesco Canzoniere's insight:

Airbnb announced new updates to its platform Today, with CEO Brian Chesky billing it as “the biggest change to Airbnb in a decade.” 

The most significant changes include a new search based on category, the ability to book two listings in one flow for stays over a week, and AirCover for guests, which is basically Airbnb-provided travel insurance.

They work towards two big goals for the company:

To inspire the world to get back to travel;

To boost every host's visibility and business. Category search and split stays give hosts from all corners of the platform better visibility, whether or not they meet the exact specifications of a user’s search.

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Booking.com Launches New Genius Level 3 with a 20% OFF & Priority Customer Support with a Live Agent

Booking.com Launches New Genius Level 3 with a 20% OFF & Priority Customer Support with a Live Agent | Hotel Marketing & Revenue Strategies | Scoop.it
Digital travel platform Booking.com is giving travelers from around the world, the keys to unlock a new level of perks with the introduction of a third and higher tier to its Genius loyalty program, giving travelers even more value the more they use Booking.com. With recent research from Booking.com revealing price as one of the top prioritie
Francesco Canzoniere's insight:

Over 390,000 properties all around the world participate in the Booking.com Genious programme. 18% of global travellers consider discounts or cashback offers as one of the most important factors of a trip, and Genius Level 3 members can enjoy up to 20% off, 15% available on Genius Level 2 or up to 10% on Genius Level 1. 

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Travel is Back. Here is What “Back” Really Means

Travel is Back. Here is What “Back” Really Means | Hotel Marketing & Revenue Strategies | Scoop.it
Though business travel has been slow to recover, TSA passenger numbers have edged closer and closer toward pre-pandemic levels.
Francesco Canzoniere's insight:
In terms of raw numbers, nearly as many travellers are passing through airports now as they were in 2019. But the pattern and distribution of these travellers have fundamentally changed. Remote work has loosened the restrictions on how and when many people travel. This means longer seasons, fewer peaks and possibly more travellers overall. That said, most of this travel remains domestic, and the number of foreign tourists visiting the U.S. is far from “back.”
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Google Adds New Tools to Help Hotels Reach Travelers

Google Adds New Tools to Help Hotels Reach Travelers | Hotel Marketing & Revenue Strategies | Scoop.it
The updates include free hotel booking links on Google Search and Maps.
Francesco Canzoniere's insight:
One year after Google eliminated fees for hotel booking links in Google.com/travel, the company is expanding the visibility of those listings and launching additional tools for hoteliers. Now the free hotel booking links will also appear in the Search results page and Google Maps.
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Google Shifts Hotel Ads To AI-Powered Bidding Strategies

Google Shifts Hotel Ads To AI-Powered Bidding Strategies | Hotel Marketing & Revenue Strategies | Scoop.it

Google to phase out cookie-based Hotel Ad strategies, introduces AI-driven tROAS and expands Performance Max for travel.

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Google's Project Magi Adds AI Features to Its Search Engine to Defend Its Lead Against Bing-ChatGPT

Google's Project Magi Adds AI Features to Its Search Engine to Defend Its Lead Against Bing-ChatGPT | Hotel Marketing & Revenue Strategies | Scoop.it

Project Magi will help searchers complete transactions while incorporating search ads on the page.

Francesco Canzoniere's insight:

Google is developing a new search engine with AI technology to offer a more personalized experience, to avoid potentially losing market share to Microsoft's Bing and other players, while simultaneously working on adding AI-based features to its current search engine through Project Magi. Magi will allow users to complete transactions while incorporating search ads. The new search engine and Magi aim to maintain Google's dominance in the search industry amid increasing competition from Microsoft Bing and other players.

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Amazon Bedrock Platform Will Take on OpenAI in AI Wars

Amazon Bedrock Platform Will Take on OpenAI in AI Wars | Hotel Marketing & Revenue Strategies | Scoop.it
Amazon Bedrock features a suite of AI tools for building chatbots, generating text, and creating and labeling images.
Francesco Canzoniere's insight:

Amazon announced on Thursday it's releasing an AI platform for businesses called Amazon Bedrock, which will compete with enterprise offerings from OpenAI and others in the generative AI space.

Bedrock is a suite of generative AI tools that can help Amazon Web Service customers — businesses who run their operations on Amazon's data servers — build chatbots, generate and summarize text, and make and classify images based on prompts.

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Introducing ChatGPT Plugins: Expedia, Kayak, & OpenTable Now Integrated!

Introducing ChatGPT Plugins: Expedia, Kayak, & OpenTable Now Integrated! | Hotel Marketing & Revenue Strategies | Scoop.it
We’ve implemented initial support for plugins in ChatGPT. Plugins are tools designed specifically for language models with safety as a core principle, and help ChatGPT access up-to-date information, run computations, or use third-party services.
Francesco Canzoniere's insight:

𝐂𝐡𝐚𝐭𝐆𝐏𝐓'𝐬 newly launched plugins, including 𝐄𝐱𝐩𝐞𝐝𝐢𝐚, 𝐎𝐩𝐞𝐧𝐓𝐚𝐛𝐥𝐞 𝐚𝐧𝐝 𝐊𝐚𝐲𝐚𝐤, mark the beginning of a huge shift in how people search and book travel. These plugins will revolutionise the way AI assistants interact with third-party services.

This development paves the way for a more seamless, efficient and personalised travel booking experience, 𝐜𝐡𝐚𝐧𝐠𝐢𝐧𝐠 𝐭𝐡𝐞 𝐠𝐚𝐦𝐞 𝐟𝐨𝐫 𝐜𝐚𝐬𝐮𝐚𝐥 𝐚𝐧𝐝 𝐟𝐫𝐞𝐪𝐮𝐞𝐧𝐭 𝐭𝐫𝐚𝐯𝐞𝐥𝐥𝐞𝐫𝐬, 𝐚𝐬 𝐰𝐞𝐥𝐥 𝐚𝐬 𝐭𝐫𝐚𝐯𝐞𝐥 𝐚𝐠𝐞𝐧𝐭𝐬 𝐚𝐧𝐝 𝐡𝐨𝐬𝐩𝐢𝐭𝐚𝐥𝐢𝐭𝐲 𝐩𝐫𝐨𝐟𝐞𝐬𝐬𝐢𝐨𝐧𝐚𝐥𝐬. Stay tuned for more exciting developments!

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The 4 Main Innovations Agoda is Working On To Change the Way We Book Travel

The 4 Main Innovations Agoda is Working On To Change the Way We Book Travel | Hotel Marketing & Revenue Strategies | Scoop.it
Agoda's new tech-driven CEO Omri Morgenshtern lives and breathes technology, seeking to break new ground with online services to enable customers to build their travel itinerary on the platform over a period of time
Francesco Canzoniere's insight:

Agoda is working on these four exciting innovations:

A new booking platform to allow travellers to book and build their itinerary through a period of time, in one platform that supports their travel planning and booking and, over time, gain savings because they are booking a package. Price freeze. If you are afraid the rate that you’re looking at will change, pay a bit more and Agoda will lock the rate for you. If it goes down, you’ll get the cheaper price. If it goes up, the price remains as it’s been locked. A new kind of insurance for when you have to cancel a booking. You pay a bit more for, say, a non-refundable room booking, which is lower-priced because it’s non-refundable, and in return, Agoda will carry the risk and refund you if you have to cancel.  A platform for chains to distribute to wholesalers with Agoda policing the distribution so chains don’t have to, avoiding to have issues with wholesale discounted rates that reach online when they aren’t supposed to.

 

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Scammers Targeting Restaurants On Google With The Threat Of 1-Star Reviews

Scammers Targeting Restaurants On Google With The Threat Of 1-Star Reviews | Hotel Marketing & Revenue Strategies | Scoop.it
Google is aware of the issue and has advised business owners to flag the reviews or contact Google support to get them removed:
Francesco Canzoniere's insight:

Google’s recently become aware of a scam targeting businesses on Google with the threat of 1-star reviews unless they send money via gift cards. "...If your business is being targeted by these scammers, please do not pay them. Instead, please flag the reviews here or reach out to Google support via our Help Center, so that our team can review and remove policy-violating content. If you haven’t yet claimed your business profile, you can do so here. "

Google is bad, but Facebook is even worse. While Google isn’t removing reviews as quickly as we’d like, at least they’re removing them. Here is an example of a business that has loads of fake reviews from June that are still live with zero response from Facebook.

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Airbnb Permanently Bans Parties On All Listings

Airbnb Permanently Bans Parties On All Listings | Hotel Marketing & Revenue Strategies | Scoop.it
Airbnb bans parties on all listings. Guests who break the policy can face suspension or a blanket ban from the booking platform.
Francesco Canzoniere's insight:

The party's over: Airbnb bans all disruptive gatherings permanently.

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Travel Demand Is Up, But VC Funding To The Sector Is Down

Travel Demand Is Up, But VC Funding To The Sector Is Down | Hotel Marketing & Revenue Strategies | Scoop.it
For the first time since the COVID-19 pandemic began more than two years ago, travel spending surpassed 2019 levels in April 2022.
Francesco Canzoniere's insight:

With a recession looming, travel, in general, is expected to come down following this year’s “supercycle". Volatility in the public markets has caused investors to pause. VC funding as a whole is down, and travel is no exception.

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New in Google Search: Vacation Rental Now Listed within the Hotel Results & Hotel Booking Extensions Shown in-text Ads

New in Google Search: Vacation Rental Now Listed within the Hotel Results & Hotel Booking Extensions Shown in-text Ads | Hotel Marketing & Revenue Strategies | Scoop.it
May 27, 2021As health signals steadily improve, we see consumers are reapproaching the idea of travel. For example, searches for "can I travel" grew globally by over 800% YoY.1 
At Google M
Francesco Canzoniere's insight:

At Google Marketing Livestream, specific announcements of new features in Google services for Travel Companies included:

  • Google will begin showing vacation rental listings within the Hotel results page for a given destination.;
  • Hotel booking extensions will gradually open up broadly in the coming weeks: information like landing page, hotel, price, and availability are all pulled from the hotel's existing feed, and used in your Search campaigns to make them more relevant and helpful. 
  • Enhancements to commissions (per stay) bidding: hotels will be able to adjust their commission rates by dimensions like check-in day of the week or stay date to account for your room inventory.
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OTAs Took 52% of the Hotel Online Market in 2021

OTAs Took 52% of the Hotel Online Market in 2021 | Hotel Marketing & Revenue Strategies | Scoop.it

A New Report breaks down the Online Travel Market from 2021 to 2025.

Francesco Canzoniere's insight:

In 2021, for the U.S. core OTA business (excluding Vrbo and Egencia), Expedia and Booking collectively accounted for roughly 93% of the OTA leisure and unmanaged travel business market in 2021. OTAs regained share of the total online market, rising from 35% to 37% in 2021. Also, more than half (51%) of OTA gross bookings were transacted via mobile in 2021, 10% more than pre-pandemic mobile share.

The hotel segment remains the only one where OTAs continue to outrun supplier websites, though not by much. In 2021, OTAs accounted for 52% of the hotel online market, but share is expected to decline to 48% in 2025.

In 2021, the majority of Booking’s mobile room nights transacted through its app, while competitor Expedia has expressed its intentions of becoming an app-first company.

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The Five Trends Driving Spring Travel According to Google

The Five Trends Driving Spring Travel According to Google | Hotel Marketing & Revenue Strategies | Scoop.it
The latest in a four-part series from Google focuses on changing traveler demand and how to be ready for what’s next.
Francesco Canzoniere's insight:

1. Travelers are wide open

While loyalty once reigned supreme, more than a third of today’s travellers show a willingness to try new brands. That means marketers have a unique opportunity to win undecided customers.

2. Viewers want an escape

“Travel has understandably played it safe over the last two years,”  “but… there’s a bigger, more expansive story out there for those willing to break from the status quo.”

3. Travel is more meaningful

People are putting more thought and effort into each trip, and brands that meet travellers’ emotional intensity can create deeper connections with them.

4. Case counts impact demand

With case counts and travel restrictions constantly in flux, brands should keep an eye on things like destination entry restrictions and hotel occupancy limits this spring and be prepared to adjust their strategy at a moment’s notice.

5. The media mix is shifting

With everyone spending more time at home, connected TV (CTV) has seen a surge in popularity but now that employees are returning to work and their normal commutes, it’s important to reach these consumers through streaming audio and terrestrial radio. Marketers who change up their media mix as conditions shift will be better able to meet customers where they are.

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14 ways Google may evaluate E-A-T (expertise, authoritativeness and trust)

14 ways Google may evaluate E-A-T (expertise, authoritativeness and trust) | Hotel Marketing & Revenue Strategies | Scoop.it
Learn about some potential signals Google may be using to gauge whether your content and brand has strong E-A-T.
Francesco Canzoniere's insight:
Google wants to reward content and entities (like organizations and brands) that demonstrate high levels of expertise, authoritativeness and trust (E-A-T) by ranking them higher in search results. This article describes 14 potential on-page and off-page factors that Google could algorithmically use for E-A-T evaluation.
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Hotel Chains to be Held Liable for Accidents on British Travellers' Excursions Abroad

Hotel Chains to be Held Liable for Accidents on British Travellers' Excursions Abroad | Hotel Marketing & Revenue Strategies | Scoop.it
Supreme Court decision provides 'welcome clarity' for travellers who are injured or killed in accidents abroad.
Francesco Canzoniere's insight:

Lady Brownlie whose husband died in a car crash on holiday in Egypt has been granted permission by the Supreme Court to sue the Four Seasons Hotel in English courts, in an important decision for claims involving travellers killed or injured in accidents abroad. 

The road accident occurred during a safari excursion that Lady Brownlie had booked through the Four Seasons Hotel Cairo at Nile Plaza. After the accident, Lady Brownlie was told they should sue an Egyptian car service. The ruling means that a claim can now proceed against the hotel in UK courts. The case also has impacts on hotel brands, and for the many organisations in the accommodation space such as Airbnb, who are keen to sell more experiences.

Read more on https://hotelanalyst.co.uk/luxury-obligations/