July 27, 2017
With Google ‘fines won’t work’!
On both sides of the pond, regulators and companies alike are scratching their heads about how to handle the search giant’s move up the trip-planning funnel.Read more
As hotel marketers attempt to navigate the complicated web they are bombarded with misinformation about how to succeed. In this article VFM Leonardo's John McAuliffe identifies and explores these myths and reveals the truths behind them.
Myth 1: “All that matters is where the guest books.”
The average traveler visits 22 travel related sites during 9.5 research sessions prior to booking, according to Google. Engaging travel consumers at all points of interaction with your hotel (even those that aren’t transactional) needs to be a top priority.
Paul Brown, president of global brands and commercial services for Hilton Worldwide, states that Hilton is now focused on ensuring their properties are properly represented and merchandised across all relevant channels.
They have shifted their focus solely from point of booking to include point of decision.
The rest of the industry needs to follow Hilton’s lead and think beyond where their guests book to the whole shopping process and ensure that all of the touchpoints guests have with the brand or property along the way are engaging and informative.
Because what really matters is where the consumer makes their decision.
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