Fuel Hotel Marketing Podcast: These Google Changes Will Rock Your Hotels World in 2018
Google is not known for keeping the status quo and if all indications are correct 2018 is going to really shake up the hotel space.
Congratulations, youve built up a pretty impressive email database for your hotel full of past and potential guests. Now you have a magic light saber that will fill your rooms with just a click of a few buttons but something is wrong. It seems that for every new address you add, youre losing two. Why is that?
As shocking as it sounds, the latest research by Fuel Travel and Flip.to shows that, on average, leisure travelers are only visiting 4.4 unique sites before booking. This is a massive decline from the past where research suggested upwards of 38 sites.
The study addresses many travel research behaviors regarding average booking times, influential sources, price factors and loyalty programs. The results are compiled from more than 2,300 respondents, all of whom planned and experienced at least one vacation in the past year.
Key findings illustrate that consumers trust with Online Travel Agents (OTAs) is waning, leading to a rise in direct bookings as well as dramatic changes in device use for research and an increasing reliance on mobile apps.