Hyatt to invest in local search strategies
December 13, 2011 | Hotel Marketing
In reviewing its search data, Hyatt began to see patterns emerging in how consumers research and plan their travel online, with a heavy skew toward local information. The company realized it needed to match the information it offers online with consumer demand on various digital platforms.
Hyatt has started to decentralize its digital strategy as it aims to better understand and target its customers in local hotel markets. The impetus? Search data.
"There was no formal study, but in reviewing search data, we began to see patterns emerging in how consumers research and plan their travel online, with a heavy skew toward local information," said Tim Burger, Hyatt's director-global internet marketing.
"For example, one in five searches on Google.com is for local information, and one in three Google searches on mobile devices is for local information," Mr. Burger said."We realized we needed to match the information we offer with consumer demand and provide and distribute relevant, timely information about our hotels and activities, as well as dining and entertainment content on various digital platforms."
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