Marketing

💸 Eurostat (2024): Over 25% of Europeans can't afford a week-long holiday. Oxford Economics (2019-2021): Online travel agencies (OTAs) saved travelers $158 billion globally, $69.4 billion in Europe alone, reducing hotel prices by nearly $10 per night. Statista (2025): 83% of 8,000 EU travelers find Booking.com trustworthy. SMEs make up over 70% of Europe's hotel market. Booking.com emphasizes transparency, price integrity, and consumer trust. Allegations against Booking.com in the Netherlands are disputed.

🏨 InterContinental Hayman Island, Crown & Champa Resorts, and Hotel König Albert shifted bookings from OTAs by using segmentation and personalized communication. InterContinental achieved a 62% open rate and booked over 220 room nights directly. Crown & Champa generated $3 million in direct revenue in 10 months, with a 35% open rate. Hotel König Albert earned €400,000 in a year, expanding their database from 20,000 to 34,000 contacts. These strategies led to more direct bookings and higher profitability.

📊 Expedia Group plans to acquire Tiqets in Q1 2026 to enhance its global offerings in the tourism sector. Operating in over 60 countries and 1,000 cities since 2014, Tiqets will integrate its experiences into Expedia's platform, aiming to personalize trips for millions. The acquisition aims to leverage Expedia’s global reach and B2B capabilities, strengthening their inventory and innovation in the travel industry. Morgann Lesné from Cambon Partners highlights Expedia's selective partnership approach.

💸 In 2026, Tambourine offers cost-saving strategies for hotels to reduce marketing and distribution expenses. Hotels can upgrade to Tambourine One at no additional cost, eliminating booking engine and transaction fees, thus saving thousands annually. Native personalization tools are included, reducing the need for costly third-party services. Customers can opt for full accessibility protection without extra overlay costs. Additionally, unlimited website updates are provided, eliminating hourly charges, resulting in smarter marketing and reduced annual costs.

📈 Independent hotels across the U.S. lose thousands monthly due to poor online visibility. Major brands dominate search results. Problems include low Google and OTA presence, inconsistent branding, and outdated listings. RevOptimum’s Hotel Visibility Program improved one property's direct bookings by 35% and RevPAR by 25%, focusing on discoverability rather than promotions. Effective visibility requires understanding traveler behavior and custom strategies. Hotels can consult RevOptimum for tailored solutions.

📅 Christmas, New Year’s Eve, and Chinese New Year provide opportunities for hotels to engage guests through digital campaigns. An Advent calendar campaign boosts website traffic during Christmas. A New Year’s Eve countdown drives bookings with striking visuals. From February 10, a Chinese New Year campaign targets travelers in China, Korea, and Singapore, offering personalized incentives. Blue Monday, the third Monday in January, offers a 30% discount to lift spirits. Personalized, timely offers can maintain guest engagement throughout winter.

📈 Travelers in the peak season consider six brands before booking. Hotels can boost demand by partnering with DMOs, offering direct bookings, and using incentives like digital prize wheels. For loyalty, optimize SEO and use centralized booking engines to enhance visibility. Franchise hotels should balance brand consistency and local character, leveraging GDS campaigns and group contracts. Effective channel strategy reduces reliance on single markets, enhancing long-term resilience by catering to diverse audiences.

📈 In 2026, hotels should adopt the Trust-led Multichannel Growth (TMG) approach to enhance digital marketing. The TMG focuses on trust, authenticity, and leveraging social media for brand equity and precise targeting. Key insights include Booking Holdings' $457M writedown due to Google's AI-driven shift, and Trivago and Tripadvisor's brand value drop. AI aids in content syndication and trust scaling. The TMG approach balances short-term performance with long-term brand growth, driven by trust and natural traveler behavior alignment.