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Automatic

2871 posts

Maximizing share of voice and prioritizing direct bookings

📌 On Nov 14, 2024, a key metric for hotels, Share of Voice (SOV), is highlighted, revealing the strategy to increase direct bookings by understanding traveler's purchase behaviors. Expedia research indicates travelers spend over five hours researching trips, presenting an opportunity for hotels to leverage digital advertising, SEO, and social content during this phase. Emphasizing direct booking perks like room upgrades, personalized experiences, and exclusive offers can influence traveler's decisions. Additionally, offering personalized perks for direct bookings can foster emotional connections and encourage repeat business.
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Expedia boosts app user experience, loyalty offerings

📱 Expedia Group, in Q3 2024, enhanced the One Key loyalty program, app features, and customer service. Leveraging AI, over 70% of travelers can now read concise summaries of reviews, assisting with informed decisions and development efficiency. The loyalty program membership saw a 7% global increase year-over-year, propelled by new airline redemption options and Vrbo discounts for members.
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Americans are most likely to book hotels direct

🏨 In 2025, 37% of Americans plan to book hotel stays directly, surpassing the global average of 27%. A significant 57% of those over 60 prefer direct bookings. Loyalty incentives influence 33% of Americans, 9% above the global rate. American international travel is set to rise to 51% from 43%, with Gen Z leading at 73%. Top destinations for American Gen Z include Australia (13%), France (10%), Brazil (7%), New Zealand (7%), and Canada (10%). Details from SiteMinder's Changing Traveler Report 2025, released Nov 14, 2024.
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Hoteliers too ambitious about the future of direct bookings?

🏨 Skift's Hotel Distribution Outlook 2024 forecasts direct digital channels outpacing OTAs in hotel bookings by 2030. On Nov 14, 2024, the report suggests a rise in digital direct bookings from 25% to 42% by 2024, while cutting OTA dependence from 25% to 13%. Hotels invest 2.5%-2.75% of net room revenue in technology, starkly lower than Expedia's and Booking's 15%-17%. Marketing budgets for hotels also trail at under 2.5% versus Booking's 36% and Expedia's 54%.
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Why robotics is a game changer for restaurants

🤖 On Nov 14, 2024, amidst labor shortages and rising costs, robotics in restaurants is poised for sustainable growth and efficiency. Robotics reduces labor costs by taking over repetitive tasks, ensures food consistency and quality, and enhances efficiency through automated frying and plating, leading to faster service and higher profits. Full details at Cayuga Hospitality Consultants.
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Americans will chill in Europe for the ’24 winter holidays

🏖️ Allianz Partners' 2024 European Holiday Destination Index, analyzing over 940,000 itineraries, reveals top 20 cities for American winter travel. London leads, Paris, Madrid, Rome follow. Dublin enters top five, up two places. Amsterdam, Frankfurt (7th), and Munich (9th) remain popular. Brussels and Venice climb two and three spots, respectively. Data covers November 27, 2024 - January 5, 2025 travel period.
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Booking.com’s DMA deadline is approaching

💳 On November 14th, the European Union's Digital Markets Act (DMA) will impact Booking.com, requiring changes such as eliminating algorithmic persuasion that favors hotels with the best rates, ending self-preferencing by suggesting direct hotel booking links, sharing platform-generated data with hotels, and allowing direct communication between hotels and guests. Booking.com had already removed rate parity clauses in July but may resist further alterations due to the value of first-party data.
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2024 Deloitte holiday travel survey

🌍 Americans are gearing up for holiday travel between Thanksgiving and mid-January, with 33% planning week-long vacations, an increase from 25% in 2023. In 2024, nearly half (46%) report better finances, up from 31% last year, and 40% of those with bigger budgets value travel more. The average number of trips is rising, with 19% visiting relatives, 30% staying in paid lodging, and a trend towards splurging on premium travel experiences.
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SiteMinder’s Changing Traveller Report 2025

🏖️ By 2025, the 'Everything Traveller' emerges, marrying traditional and modern travel. On Nov 13, 2024, it's reported that 36% of travelers will start hotel searches via search engines, a 10% increase from 2024. Baby Boomers lead at 42%. While 42% book through online travel agencies, up 3%, direct bookings fall to 27%. Travel agent use grows by 1.5%. Over half (52%) have left online travel agencies after bad experiences, with Mexico and India having the highest rates.
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