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 2018...

Sales & Marketing: Opinions Matter

Hotel Sales and Marketing Directors manage a complex mix of strategies to attract and convert customers into guests. Part of their expertise includes an awareness of customer behavior during the reservation process, so they can make sure their hotel is favorably positioned. One such trend is the growing popularity of travel review sites. According to one recent survey, 61% of prospective customers consult online reviews in order to validate information about the hotel before making a purchasing decision. Another survey found that the average hotel customer reads between 6-12 reviews across 4-10 properties before making a final decision on where to stay. Similarly, other studies have shown that consumer reviews are a more trusted source of information for prospective customers than other kinds of marketing messaging. In fact, reviews are often considered to be as influential as price regarding whether a customer decides to complete a purchase or not. Plus, travel sites with the most reviews - including recent reviews from satisfied customers and thoughtful responses from staff - were also found to be the most appealing. So having positive reviews on a travel website is essential and can help to increase a hotel's conversion rates dramatically. Of course, there are all kinds of additional marketing strategies for sales and marketing directors to consider - the importance of video and the emergence of live streaming; the implementation of voice search; the proliferation of travel bots; and the development of Instagram as an e-commerce platform. 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.