Travel trends that matter

OTAs

Expedia spent $2.8 billion on marketing its collective brands in 2014.

In 2015, OTA booking growth was 12.7% vs. 6.8% for brand.com.

AirBnB & sharing sites

“When hotels aren’t selling out even during a major city event because companies such as Airbnb or VRBO are attracting guests, that means hotels will give Hotwire

more availabilities to fill rooms at the discounted prices that consumers will be ready to book.”

– Henrik Kjellberg (President, Hotwire)

OTAs are capitalizing on hotel’s unpreparedness to

address these sites.

The experience play – AirBnB City Hosts.

Guests are visiting, on average, about 38 sites before making a travel decision over the course of about 45 days before actually booking.

On top of this, travelers are spending about 25% more time researching and booking hotels than they are flights.

Book & Hotel Stay

Extended Guest Interactions

44% of people are most likely to respond to and engage with brands that post photos over any other type of media.Over 40% of travelers worldwide chose a vacation destination based on “how fun it looked.”

>50% of people polled used a social media platform at some point to get travel inspiration.

Content Marketing

Content with confidence

On average, there are 1,500 posts a user could see at any given moment.Ultimately, Facebook cares about quality content, and keeping users engaged.Zuckerberg’s Law

State of the News Feed

Your content is posted to a small subset of your followers, but it reaches a larger audience if your posts have historically shown to be more engaging.

Who sees your posts

92% say they trust “earned” media above all other forms of advertising.

Micro-moments matter

Friends & family, and online sources are critical in the travel decision process.

56% of leisure travelers cite friends, family, or colleagues as one of their top sources of travel planning inspiration.

Reaching and inspiring the guest at the right time and in the right way is critical for hotel marketers.

Aspiration and experience will be the key differentiator for hotels serious

about competing.

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