Hottest Trends to Watch in Hotel Marketing
Hotel marketing is a constantly innovating field. Here are the latest updates and trends to keep your eye on. Clicks on search ads are peaking in the autumn, new innovations in mobile marketing are arising, and the AHLA has asked 8,000 hotels what they think is coming in 2017.
Read the full stories below:
For the travel industry, consumer search ad clicks peaked during autumn last year, while impressions and spend reached their highest point over the summer. Travel search advertisers stand to gain as they become more familiar with the click behaviors of their target travel audiences.
In this report, Marin identifies trends in search advertiser spend and performance for the travel vertical across 2014 and 2015, assess the state of consumer behavior, and provide forecasts for the future.
When the American Hotel & Lodging Association asked its members what they see on the horizon for 2017, 8,000 hotels responded. The results of the2016 Lodging Survey, conducted by industry data provider STR, were released today. Here are the top six trends.
Mobile advertising’s advanced targeting capabilities can be used to engage a lucrative market: the weekend traveler. The weekend getaway is cheaper, easier to plan and requires less time off than a traditional week-long trip. And since 41 percent of Americans reported using none of their vacation days in a recent survey by Skift, a travel industry platform, there is value in focusing on the short-term stay.
With mobile, brands can target based on location, time of day, behavioral profiles and even intent. They can reach prospects when a desire or need is top of mind. These four tactics will help marketers inspire the weekend traveler to take action.
Europe’s results were positive when compared with September 2015. The region reported a 0.8% increase in occupancy to 81.0%, a 2.6% rise in ADR to EUR123.23 and 3.4% lift in RevPAR to EUR99.77.
Compared with the three key performance metrics from Q3 2015, Europe reported a 0.5% decrease in occupancy to 77.7%. However, a 2.0% increase in average daily rate (ADR) to EUR119.17 resulted in revenue per available (RevPAR) growth of 1.5% to EUR92.58.
Almost two out of five mobile shoppers have abandoned a travel booking on a mobile device due to poor user experience. This figure comes as part of a study by US-based Jumio, which estimates that in the UK alone £2.7 billion in the travel industry was lost last year after consumers failed to complete a booking.
If mobile weren’t such a strong and growing channel, mobile cart abandonment might be a minor issue. However, with mobile traffic surpassing desktop for many hotels, it’s anything but minor. As of September 2016, our clients saw 51% of their traffic on average coming from mobile. So how do you ensure you’re giving users the best mobile experience to maximise conversion?
Here are our mobile experts’ top 6 tips to reduce mobile cart abandonment!