Marketing

🔍 Sep 26, 2025, TikTok has transformed from entertainment to a search hub. Two-thirds of U.S. consumers use social platforms for search, with TikTok challenging Google. Nearly 60% of Gen Z prefer TikTok for search, double the general population. 73% of TikTok users search daily; 25% within 30 seconds of opening the app. TikTok's Creator Search Insights tool highlights trends but lacks absolute volumes and competitive visibility. Brands must adapt to fragmented search behaviors across platforms.

🏨 Sep 26, 2025, the debate on hotel distribution emphasizes moving beyond OTA commission comparisons. OTAs spend billions on marketing, overshadowing hotel budgets. The "Dynamic Budgeting" model advises proportional, flexible investment based on property lifecycle, prioritizing new properties. The goal is to reclaim guest ownership by viewing acquisition costs as long-term, strategic investments, not short-term expenses. New KPIs should focus on visibility, direct channel strength, and guest lifetime value over traditional metrics like occupancy or ADR.

💸 Consumer trust in Booking.com is declining. By September 24, 2025, issues include misleading reviews, poor customer service, refund delays, and host misconduct. Fraud reports surged with over 530 cases between mid-2023 and late-2024, costing £370,000. Negative reviews are hidden, refunds are delayed, and unprotected deposits are common. Consumers are advised to book directly with hotels or B&Bs and verify reviews across multiple sites.

🗺 Sep 19, 2025: Expedia CEO Ariane Gorin shifts focus to Japan, Brazil, and Northern Europe due to a softening U.S. travel market. U.S. consumer revenue grew just 1% year-over-year, with a 7% drop in inbound travel. The WTTC projects a $12.5 billion loss in U.S. international visitor spending in 2025. Airlines and rivals like Airbnb and Booking are also targeting international markets. The U.S. may need years to recover pre-pandemic tourism levels without policy changes.

🏨 Sep 18, 2025: Airbnb is integrating boutique and independent hotels into its platform to boost growth. ???? This strategic shift targets New York and select cities as test markets. ???? With a 15.5% commission rate, Airbnb offers a competitive edge for European hotels. ???? CEO Brian Chesky emphasizes the need for growth acceleration. The platform leverages its 1.6 billion annual device accesses and uses infrastructure from Airbnb Experiences for scalability. ????️