Hotel Advertising: the Rise of Display in the World of Meta

A New White Paper Released by D-Edge Hospitality Solutions.

France, Paris. July 08, 2020

D-EDGE circulated a White Paper in 2017 that revealed the significance and importance of Metasearch in the hotel room sales. Today, D-EDGE publishes a new report that analyses, not only the canonical metasearch platforms but also all those advertising channels that contribute to hotels' direct revenue.

In this study, based on a fixed pool of 954 properties worldwide using D-EDGE Digital media solutions over the last eight years (2012 - 2019), some major trends and patterns appear clearly as indicated below:

● Bookings generated by ad-driven campaigns increased by 200% from 2013 to 2019.

● Google Hotel Ads is now the largest metasearch channel in terms of the number of clicks and number of hotel bookings; it earns 57% of all metasearch bookings.

● Bookings from metasearch remain the largest ad-driven booking channel.

But the most striking result is by Display Advertising, one of the latest digital media techniques: it now generates 31% of ad-based bookings, overtaking branded search as illustrated in the gif.

As hoteliers are, more than ever, looking at optimising their digital marketing campaigns, it is crucial that they base their strategy on facts rather than on popular belief or past best practices. In this report, they will find a complete, up-to-date analysis on the performance of the different Digital Media used by hotels (display advertising, Metasearch, Search) in terms of Volume of reservations generated, acquisition costs and return on ad spend.

The report is available on D-EDGE Website in English, Czech French, German, Italian, Portuguese and Spanish.

Visit https://www.d-edge.com/the-state-of-hotel-advertisingthe-rise-of-display-in-the-world-of-meta/


Click to view gif: https://drive.google.com/file/d/1nmJIcBhbd-8wQLhrYKNHm_RYxn4p-g4z/view?usp=sharing
/ SLIDES
Tags: D-EDGE, metasearch, display advertising, hotel marketing, d-edge

About D-EDGE Hospitality Solutions

Media Contact:

Yin Wong
Marketing & Communications Director, Asia Pacific
D-EDGE Hospitality Solutions
T: 97904185
E: yywong@d-edge.com
W: https://www.d-edge.com

Subscribe to our newsletter
for more Hotel Newswire articles

Related News

Choose a Social Network!

The social network you are looking for is not available.

Close
Coming up in September 2020...

Hotel Group Meetings: Demand vs. Supply

It is a great time for hotel group meetings. It is expected that once again this sector will grow by 5-10% in 2020, partly due to the increasing value of in-person group meetings. Because people now spend so much time in front of their screens, face-to-face interactions have become a more treasured commodity in our modern world. Plus, the use of social media reinforces the value of engagement, discussion, conversation, and networking - all areas where group meetings shine. Despite this rosy outlook, there is a concern that demand for meetings far exceeds the supply of suitable venues and hotels. There are very few "big box" properties with 500-plus rooms and extensive conference facilities being built, and this shortage of inventory could pose a serious challenge for meeting planners. In addition to location concerns, the role of the meeting planner has also evolved significantly. Planners are no longer just meeting coordinators - they are de facto travel agents. Cultural interactions, local dining, experiential travel, and team-building activities are all now a part of their meeting mix. Plus, they have to cater to evolving tastes. Millennials are insisting on healthier venues and activities, and to meet their demands, hotels are making yoga breaks, fresh-pressed juices, plant-based diets, state-of-the-art gyms, and locally-sourced menus available. Millennials are also insisting that meeting venues practice Corporate Social Responsibility, which means upholding sustainable and ethical values; investment in the local community; health and well-being of employees; and general business practices that reflect being good citizens of the planet. Finally, there is a growing trend to merge meetings with other local events, such as music festivals, sporting events, and cultural attractions. The December Hotel Business Review will report on issues relevant to group meetings and will document what some hotels are doing to support this part of their operations.