This is mostly due to the continuous changes Google has made to their search results, with the introduction of the Carousel, more prominent PPC, the Map and Keyword Ads that relegate organic results ‘below the fold’. These changes have re-routed organic traffic to other channels; specifically paid.
Google’s changes are a cause of, and response to how people engage, search, and book, and they have increasingly over the last 3 years focussed on the paid aspect of their platform – and also expanded their attention more towards mobile, where over 28% of users book in North America, and over 50% in Asia.
Whilst in this new paid focussed landscape it is difficult to compete with the OTAs and large chains with incomparable budgets, Google’s data-centric approach does have some upsides, as it does provide valuable data back to all their advertisers for more targeted, effective, and efficient ad spend.
Google's tools provide you more specific data insights on your targets and their behaviour, so you can more precisely tailor your campaigns to your target audience.
Whilst CPC’s are going up across all industries, more efficient spend, and seizing the opportunities that are available should be at the top of the priority list.
Across both Google, and other platforms, within this ‘new frontier’, hotels need re-focus their efforts and align their marketing activities where they can show results.
There are opportunities for hotels to maximize efforts in this landscape that all hoteliers should be focussing on:
2P Ventures works with all our clients to not only provide them websites and booking engines that convert at industry leading rates, but also to navigate and take advantage of the marketing landscape to succeed.
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