Marketing

📅 In 2025, hotels face the challenge of balancing exposure and profitability across booking channels. OTAs like Booking.com provide global reach but charge 10-25% commissions. Direct bookings yield higher margins but need robust marketing. A strategic channel mix—combining OTAs, direct bookings, and niche platforms—boosts visibility and profits. Sustainability platforms like EcoBnb attract eco-conscious travelers. Rate parity ensures consistent pricing, while incentives like free parking enhance value. Google Travel and AI are shaping the future of bookings.

💻 Emerging Travel Group (ETG), parent of RateHawk, ZenHotels, and Roundtrip, partners with InnGenius PMS. The integration with InnGenius PMS Channel Manager enhances connectivity for accommodations in Turkey, the U.S., Cambodia, Thailand, and Indonesia. ETG gains access to InnGenius’ markets, expanding options for property owners to manage inventory and reduce overbookings. Simone Large emphasizes ETG’s goal to grow in high-demand regions by collaborating with more accommodation providers through this enhanced global distribution network.

📊 Hoteliers face rising OTA fees and fragmented guest data. A Customer Data Platform (CDP) unifies data from various systems, creating accurate guest profiles to boost direct bookings and enhance loyalty. According to Twilio Segment’s 2023 report, 60% of consumers are more likely to return after a personalized experience. CDPs offer dynamic segmentation, automate personalized messaging, track campaign ROI, and ensure privacy compliance, transforming data into actionable insights for sustainable business growth.

🏨 Lulu Boutique Hotel in Żebbuġ, Malta, with its seven unique suites, tackled rising OTA management costs by partnering with STAAH. For two years, they have maintained consistent pricing and received outstanding support without extra charges. STAAH’s tools enhance their online presence, offering group booking management, rate comparison, and app accessibility, providing tech advantages akin to larger hotels. The collaboration ensures smoother operations and continued growth without hidden fees.

📊 Every advertiser should run conversion lift tests every 90 days. This helps determine what Meta truly drives and how many sales would’ve happened regardless. Kantar reports 62% of MMM advertisers now use lift tests for calibration. These tests, which involve a control group not seeing ads, are vital for understanding incremental impact and apply beyond Meta to platforms like Search and TikTok. Want to evaluate your performance team? Check how many Meta lift tests they’ve conducted recently.

🔍 Google, in response to a Pew Research Center analysis, claims that AI-driven search does not decrease web traffic or clicks. Liz Reid stated that "total organic click volume" is stable year-over-year. Despite claims of higher-quality clicks, no specific data was provided. Google partnered with Reddit in early 2024 to leverage authentic voices for AI training, impacting search trends. The debate over AI's impact on search and clicks remains ongoing without clear evidence.

📰 Danica Smith interviews Hector Hughes, co-founder of Unplugged, about achieving 100% direct bookings and nearly full occupancy year-round without OTAs. Unplugged's success comes from organic growth and strategic marketing using social media. By building a movement, not just a brand, Unplugged has transformed its business model. Hospitality leaders can learn from their approach to boost direct demand and authenticity.

📷 Google now indexes public Instagram content, allowing hotel posts like Reels and captions to appear in search results. This enables exposure to non-followers and supports direct bookings without ads. Hotels should optimize captions with SEO keywords, treat bios as landing pages, and use alt text for images. Creating evergreen content enhances searchability. To capitalize on traffic, ensure DMs are managed and links are provided. This integration marks a trend of converging search and social platforms.