In five minutes or less, keep track of the most important news of the week, curated just for you. We present to you hand – picked news on latest industry perspectives and some general updates. Read on!!
Luxury UK hotel trusts RateTiger Shopper for pricing decisions
The Greenbank Hotel has been leveraging eRevMax’s price intelligence tool – RateTiger Shopper to monitor competitor rates across multiple sales channels and take informed pricing decisions to stay ahead in the market.
Customer acquisition costs continue to rise
Whether the booking costs are transaction-specific as in commissionable OTAs or GDS, or there are cross-channel costs via social media, franchise fees and even labor for sales and marketing, the total costs for acquiring our guests are increasing over time.
http://hotelnewsnow.com/Articles/294289/Owners-must-be-informed-on-customer-acquisition-costs
How social proof influences the travel booking cycle
A new study revealed that when it comes to planning travel, consumers increasing look to authentic social proof for inspiration and validation.
https://www.hotelspeak.com/2019/03/how-social-proof-influences-the-travel-booking-cycle/
Online travel agency giants spent $10.6B on marketing in 2018 (but look closer)
The power of the platforms is huge: Expedia Group and Booking Holdings splashed out a record amount on customer acquisition during 2018. The pair spent $10.6 billion on what they loosely term “performance advertising and brand advertising” in the case of Booking Holdings and “selling and marketing” at Expedia Group.
https://www.phocuswire.com/Booking-Holdings-Expedia-Group-marketing-spend-2018
Changes in consumer booking patterns reshape distribution strategies for hoteliers
As hoteliers grapple with implementing diverse distribution strategies that optimize their spend, reach and results, emerging trends around channel development and how consumers interact with direct and indirect channels are adding new dimensions to the challenge.
https://www.phocuswire.com/Consumer-booking-patterns-hotel-distribution
What will Google Hotels mean for OTAs?
Google Hotels offers all the functionality and tools of its competitors such as Kayak, Expedia and Booking.com. It has the benefit of Google Maps and integration with Google search results (generally pretty high in results). The question thus arises: will Google Hotels create a giant black hole that sucks all the direct traffic away from online hotel booking sites?
https://searchengineland.com/what-will-google-hotels-mean-for-online-booking-sites-313851
Hotel experts warn data should not just be considered a “hobby”
The hotel industry must focus on how data can be used to understand guests better and remove friction.
https://www.phocuswire.com/man-v-machine-sabre-hilton-ITB-2019
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