Struggling OTAs will rely more and more heavily on Google Search traffic as they look to recover from the impact of the pandemic.
Distribution
Google represents ongoing threat to OTAs
OTA market value decreased 60.4% YoY in 2020
Business Travel
BCD: Business travel trends for 2022
The value of business travel is a moving target
Coming out of a sustained period with little or no travel, companies are reviewing the value of sending employees on business trips.
Business Travel
New generation of buyers entering the marketplace
Hotels need to get ready for a new way of doing business
The new generation of group accommodation buyers are younger, tech savvy and expect on-demand answers, so hoteliers need to align their sales strategy to match the way they conduct business.
Also today
IATA: Global air traffic recovery was slowing before Omicron. Asia-Pacific airlines remained the worst affected in November with international traffic only just over 10% of 2019’s level.
A greener travel space to emerge. Many travel providers are making strides toward a greener industry, and sustainability-minded travelers are applauding those steps.
Surveys alone no longer cut it. The singular, go-to customer experience tool of the past is no longer adequate to build hotels’ customer experience strategies or run their daily operations.
SEO: Travel bug hits consumers. Now is the perfect time for search advertisers and performance marketers to plan detailed campaigns to reach consumers showing an interest in travel.
TikTok: Travel takes notice. With Gen Z likely to turn to social media as travel sites for vacation planning, travel brands are turning to TikTok for its ability to spur engagement.
The SEO guide to Google Autocomplete. Learn how to use Google Autocomplete as part of your keyword and topic research processes for a smarter SEO strategy.
Vendor News & Views
Sojern: Expanding your upper funnel in a cookieless world. Expanding channels and tactics you’re using in order to engage travelers who are already in the plan to book phase is key.
The Hotels Network: A year of growth. On becoming the fastest growing provider of personalization and benchmarking solutions for hospitality brands.