Hotel paid-media campaigns out of sync with consumers
July 05, 2012 | Hotel Marketing
Travel advertisers are failing to hone their paid search activity according to customer search behaviour, according to a new report on the hotels sector. The analysis found that all the top advertisers on Google ramp up activity at the weekend when Google Insight data indicates travel searches are at their lowest.
Conversely, advertisers were failing to time their activity around the early part of the week, in particular Tuesdays, when travel searches hit their peak. The analysis was conducted over a one week period, chosen at random.
Keyword bidding strategies for the likes of hotels.com, Travel Republic, Expedia, Laterooms, Booking.com, Trivago and lastminute.com, were all found to follow a similar pattern.
In May Greenlight found none of its key hotel room advertisers achieved particularly high integrated search visibility – paid and natural combined.
Get the full story at Travolution, and download the full report at Greenlight (free registration)
Read also "OTAs continue to outcompete chains in online search"
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