August 5, 2024
Blog
The digital marketing landscape is as dynamic as your hotel’s occupancy rates. With Google’s cookie conundrum, AI’s rapid evolution, and constant platform updates, it can be tough to keep up. But don’t worry, we’ve got you covered.
Let’s dive into the latest digital marketing trends that matter most to hoteliers and figure out how to turn these updates into bookings.
What’s New in Paid Digital Marketing for Hoteliers?
Cookie Cutter Concerns and AI Ambitions
Alright, hoteliers, let’s talk shop. The digital marketing world is as chaotic as a guest trying to find their room. But fear not, we’re here to navigate the noise and find what matters for you.
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Third-party cookies: The never-ending saga
Remember when we thought those pesky third-party cookies were on their way out? Well, Google’s backflipped like a guest who booked a room with a lake view and got a parking lot. But don’t get too comfy. This doesn’t mean we should stop focusing on first-party data. It’s your guest data, and it’s gold for understanding who’s staying with you and why.
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Google’s got a new toy in Performance Max
Think of it as that overachieving intern who’s always finding new ways to impress the boss. Google’s giving Performance Max some serious upgrades with better reporting tools and AI capabilities.
- Enhanced reporting:
- Conversion metrics at asset level
- YouTube placement reporting
- Third-party verification for YouTube and Display ads
- AI capabilities:
- Improved image editing tools
- Automated asset generation for various campaigns
- Easier access to creative tools
- Merchant Center integration: AI-powered enhancements for product assets
This means you can get a clearer picture of which ad elements are working and, drumroll please, let AI help you create even better ads. It’s like having a super-smart, always-on marketing assistant.
- Enhanced reporting:
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Meta’s making moves: Ad Placements & CTAs Expand
Instagram Stories are getting a makeover. You can now add up to 20 offers to your story’s CTA button. Imagine offering a spa package, a room upgrade, or a dining discount all in one story. Plus, Meta is expanding ad placements with new overlay banner-display placement in Instagram Reels. More eyeballs on your hotel!
What’s New in SEO: The Digital Doorman
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Reddit says, Bye Bye Bing
Bing, the search engine, has been kicked out of the Reddit party. Google’s still on the guest list though, thanks to a recent partnership.
Reddit has restricted access to its platform, blocking most search engines and AI tools, including Bing, from crawling its content. This decision stems from concerns about how search engines use Reddit data, particularly for AI purposes.
Google, however, continues to crawl Reddit due to a recent licensing agreement. As a result, Bing search results for Reddit content have significantly decreased, while Google’s search engine maintains access.
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OpenAI’s got a new competitor: SearchGPT
Meet SearchGPT, the new kid on the search engine block. It’s ad-free, cites its sources, and even gives you local search results. Think of it as a really smart concierge who knows the city inside and out. While it’s still in its early stages, it’s definitely one to watch.
So, What Does This Mean for your Hotel?
It’s time to lean into first-party data, experiment with Google’s new Performance Max features, and keep a close eye on these search engine developments. We’ll continue to break down these updates and provide actionable insights to help you fill those rooms.
Let’s chat about how to turn these updates into bookings.
