May 18, 2018
How Airbnb overtook Booking.com
According to SimilarWeb data, Airbnb.com’s traffic was 6% behind Booking.com in march 2017, but by march 2018 they held a 20% gain - leaving them behind only TripAdvisor and Expedia.Read more
Social has evolved beyond engagement into demand generation. While, at present, users may not necessarily be going to Facebook with travel intentions in mind, it is increasingly becoming a media to reach consumers by both creating awareness as well as now targeting consumers with expressed purchase travel intentions.
The mid to late 2000s saw hotels capitalize on search in an effort to get in front of potential customers, moving them to supplier direct forms of transacting both online and offline.
As illustrated in many different studies, search plays a critical role during the research phase for consumers with approximately 85% of consumers performing some form of search before booking with the hotel directing online, according to a Cornell Center For Hospitality Research study, “Search, OTAs and Online Booking: An Expanded Analysis of the Billboard Effect.”
While search (and search engines) continue to evolve, it has the potential to become a more expensive venue for customer acquisition as the dominant search engines further monetize their search landscape with an increasing portion on the landscape (especially that above the fold or top half of the page) becoming paid versus organic. In efforts to combat these increasing costs, we see many new developments by advertisers.
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