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Hotel marketers, | Christine Malfair

💻 Hotel marketers, July 2025, the shift in search behavior is highlighted. Google’s AI Mode processes natural language by understanding context and preferences, revolutionizing how people search for activities, like “Things to do in Nashville this weekend with friends.” Traditional keyword-based marketing, such as “Nashville hotel near downtown,” is becoming obsolete. Hotels need to adapt by aligning content with conversational AI to effectively connect with potential guests seeking personalized experiences.
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Sabre completes Hospitality Solutions sale

💰 Jul 8, 2025: Sabre completed a $1.1 billion sale of its Hospitality Solutions division to private equity firm TPG. Now independent and rebranded as "Hospitality Solutions," the company is led by CEO Teresa Mackintosh and vice chairman Tyler Morse from MCR. MCR, the third-largest hotel owner-operator in the U.S., has joined as a minority investor, offering strategic insights. This move aims to enhance SaaS capabilities and accelerate growth.
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Creative best practices for hotel display ads

📷 Jul 8, 2025, Cendyn highlights the essentials for effective hotel display ads to boost direct bookings. In today’s travel market, ads must feature responsive, branded designs to combat "banner blindness" and adapt to various screen sizes. Key strategies include concise messaging (5-8 words), high-quality photos, and subtle animations (under 15 seconds) to engage viewers. Clear calls to action like “Book Now” are crucial, leveraging impactful language and contrast for immediate user interaction.
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Google tests “nearby” hotel ads with direct booking buttons

📍 Jul 8, 2025, Google is testing a new hotel ad format in Maps and Search that highlights nearby hotels with “Book” links, directing users to Expedia, Booking.com, or hotel websites for reservations. First reported by Brad Brewer and confirmed by Barry Schwartz, the test aims to streamline booking processes, potentially enhancing conversion rates and altering ad strategies for hotels and OTAs. A full rollout has not been announced.
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Behind the scenes, AI elevates the service

🍽️ Jul 8, 2025, restaurants face a 7% increase in dining demand, yet many remain unprofitable. Labor shortages and high costs are key challenges. AI tools like Slang.ai and PolyAI automate tasks, reducing missed calls and maintaining brand tone. 72% of operators plan AI adoption soon; 94% see it as essential for competitiveness. AI aids in reducing friction, allowing staff to focus on hospitality. The harmony of technology and human touch is the future of the industry.
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Google’s DMA search fix may boost Booking.com—not hotels

📈 Jul 8, 2025, Google, EU: Google proposed a revised search layout to comply with the EU's Digital Markets Act. However, the layout favors large travel intermediaries like Booking.com, limiting visibility for direct hotel bookings. The "Option B" design includes a vertical search service module and a supplier box, predominantly showcasing aggregators. Despite meeting regulatory requirements, smaller hotels are concerned that this solution entrenches Booking.com’s dominance, raising fairness versus user experience issues.
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How Europe’s hotels thrive with smarter distribution

📈 Jul 8, 2025, Europe: A survey of 821 hotel executives from 18 countries reveals that 88% of hotels use at least two OTAs, boosting occupancy (82%) and profitability (74%). Direct sales channels are growing in importance for 68% of hotels. Independent hotels capture 85% of 133 million additional OTA-driven overnight stays. A Belgian study shows a 2.9 percentage point increase in return on assets for small hotels on Booking.com. 63% report reduced customer acquisition costs.
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LooksMapping

📍 Millions of Google Maps restaurant reviews were analyzed using an AI model that rates reviewers' profile pictures on a scale of 1 to 10. The data was visualized on a map indicating the attractiveness of each restaurant's clientele, with red representing higher attractiveness and blue representing lower. This flawed and biased model underscores our tendency to judge locations by the perceived attractiveness of their patrons, reflecting societal vanity through simplified numerical evaluations.
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Amazon Prime Day takes off with travel deals

🛫 Jul 8-11, 2025, Amazon Prime Day expands into travel deals with up to 40% off hotels, 60% off cruises, and 30% off car rentals. Exclusive offers for Prime members through Expedia, Royal Caribbean, and Budget. Hotels: 40% off with Hotels.com, 20% with IHG. Cruises: 60% off second guests, kids sail free. Car Rentals: up to 30% off, 10% back in gift cards with Budget. Book via partner sites using Amazon login.
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Brand USA hit with major funding cut in new budget bill

🌎 Jul 4, 2025: Brand USA's federal funding was drastically cut from $100M to $20M, impacting their "America the Beautiful" campaign. The agency, which relies on these funds, faces challenges as international travel has not fully recovered. Despite a funding request from President Trump for FY2026, no federal funds have been received since January 2025. With events like the 2026 World Cup and 2028 Olympics nearing, the cut raises concerns among travel leaders.
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