Consumers’ digital habits are constantly evolving, causing the hospitality industry to keep pace with new technology and trends to compete online.

This article considers the role of organic traffic within the hospitality industry, which has dropped from 62% to 42% of the traffic in a hotel website, and the need for an effective digital marketing strategy to drive more qualified traffic and conversion to the hotel’s website. Metasearch companies and search engines profiled for comparison include TripAdvisor, Google Hotel Ads, Trivago, HotelsCombined and Google AdWords, as well as the role of display advertising.

The article concludes that hotel distribution will require a constant shift of strategies, that mobile and new technologies such as chatbots will continue to transform the digital landscape, and that this offers new opportunities for hoteliers that embrace these new trends and technology.

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