September 18, 2018
How hoteliers navigate evolving distribution channels
A panel at the Hotel Data Conference discussed the various distribution channels available to hoteliers and the benefits and challenges they offer.Read more
The latest digital innovations this month include big announcements from Google, new Pinterest video opportunities, and geometrical shapes making a statement in website design for lifestyle brands.
1. SEO: Google announces expandable featured snippets in search results
Providing more context to search results has always been Google’s mission. Now, when a user submits a search query to Google, they may receive a variety of expandable snippets below the main snippet in the knowledge panel.
This is currently being rolled out in small batches for popular search queries and seems to be more focused on general knowledge search terms than local search results. So what does this mean for hotels? If Google continues to develop expandable snippets in the knowledge graph for destination queries such as “Jamaica vs Cancun”, this new feature could affect users in the dreaming phase of the travel planning journey as they narrow down their destination decision. This makes it even more important to feature rich destination content on the hotel website, optimized with high-ranking destination keywords.
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