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

Business Contact:

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

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Coming up in June 2023...

Sales & Marketing: Integrating Technology


The Sales & Marketing department is responsible for maximizing a hotel's revenue by developing programs to increase occupancy and to make profitable use of its meeting and leisure facilities. Increasingly, managers are utilizing sophisticated digital technology to help them achieve those goals. Virtual Reality is being integrated into booking engines which provide potential guests the opportunity to tour a property from afar, including wedding, event and food & beverage facilities. Voice Search has also become a popular marketing tool. Using smart home devices, it's now possible for customers to book hotels entirely through voice commands. Chatbots are becoming more ubiquitous as hotels seek to refine their online customer service. Chatbots can answer common questions, push key marketing messages, increase direct bookings, and even guide customers through the booking process. Finally, hotels are already preparing for the debut of the Metaverse and planning how sales and marketing departments will fully participate. The June Hotel Business Review will focus on the sales and marketing strategies that some hotels are adopting and how they are benefiting from them.