April 13, 2018

Voice search and digital voice assistants: The next big thing in hotel distribution and marketing


As one of the most exciting trends in hotel marketing and distribution strategy, voice search has galvanized the hospitality industry, both in preparation for evolving consumer behaviors and technology advancements.

Termed “the next billion” by the Wall Street Journal, voice search through digital assistants is here and the possibilities for the technology are endless.

With the forthcoming generation of Internet users worldwide preferring communication with images and, most importantly, voice activation, there is a great opportunity for hotels in this landscape. Speaking to a digital voice assistant that can understand and execute a request comes naturally to humans. Seventy-three percent of users would like to be able to complete tasks by speaking to a virtual assistant, and the world’s tech giants are striving to meet that want.

Amazon’s Alexa, Google Home, Apple’s Siri and Microsoft’s Cortana dominate the market in digital voice assistants; Amazon alone has sold over 20 million Alexa units so far. By 2021, more than four billion mobile assistants will be used globally, and many of them will have the functionality to execute travel bookings (Juniper Research).

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