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b.courtin1

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H-ON Le Mag April : How to Maximize the ROI of Your Advertising Campaigns in 2025

📈 In 2025, Google remains a key player in the travel tech sector. In 2024, direct distribution costs in Europe and APAC averaged 3.5%, far less than OTA commissions (15–28%) and wholesalers (20–40%). SEO and direct traffic drove two-thirds of direct booking revenue at a cost of 1.7%. Paid search excelled, with branded keywords and Bing Ads offering strong ROI. Metasearch saw a revenue dip, yet remains crucial, with Google Hotel Ads leading.
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H-ON Le Mag April : And what about AI? Adrien Lanotte, Senior Business Analyst, MKG

💻 AI in hotel management is transforming the industry. It optimizes pricing by aligning offers with customer profiles, even reacting to unusual demand spikes from events like concerts. This technology enhances corporate and MICE sales by automating negotiations and real-time pricing. AI tools help hotels regain customer data control from OTAs, using enhanced CRM systems. It enables sophisticated analyses of factors like nationality impacting spending and operational costs. The 2024 Olympics' demand forecasting issues spotlight the need for AI-driven alerts.
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H-ON Le Mag April: Is Customer Relationship Management Soluble in Smart Technology?

📈 Hotel operators often rely on loyalty programs of major chains like ALL, BonVoy, Hilton Honors, IHG Rewards, and World of Hyatt, which are linked to CRMs. At EquipHotel 2024, RMS was prioritized over CRM by hoteliers for immediate revenue benefits. CRMs require regular updates from PMS or CRS systems and are effective through targeted communications like emails and social media posts. CRM success hinges on consistent use and customer satisfaction surveys.
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