Mobile: 11 Eye-Opener Travel Stats For Hotel Marketers

By Hillary Bressler Fractional Digital CMO, PinchHit Partners | January 28, 2018

There are many stats that are interesting, some mind blowing, and some confusing as it relates to travel marketing.  But there are those stats that are eye openers for marketers that make creative minds to say "Ah Ha", let's try something new based on these stats. If you want your hotel to grow, these stats could make a difference going into the year ahead if you apply them to your marketing efforts.

  • Mobile Marketing Emergency

49% of direct online bookings are now on mobile, compared to 31% in 2016.

Key Takeaway:

At the end of 2016 I told my hotel clients to drop everything and put their focus on mobile marketing, especially if their mobile wasn't optimized well. This is still true today.  The world has gone mobile and it shouldn't come as any surprise. Put as much effort into mobile as your staff can handle.

If you don't have a mobile-friendly website it's the first, most important step you should take in your hotel's digital marketing strategy. Take out your smartphone right now. Go to your hotel's website. Can you easily navigate and find the information you need to complete the action you want visitors to take whether that's an online reservation, click to call or important information such as location, directions, photos and more? Follow Google's mobile-friendly best practices. Test your site here.

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Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.