Innovation

📱 SOCi's 2025 Consumer Behavior Index reveals 83% of consumers use traditional search engines, while 73% utilize social media, 58% navigation apps, and 19% AI tools and review sites for discovery. Gen Z averages 3.6 platforms before purchase decisions, favoring platforms like Instagram and TikTok. Gartner predicted a 25% search demand drop by 2026, with current trends indicating this decline may hit by the year's end. Brands are advised to adapt to multi-platform search strategies to remain visible.

📌 The 2025 Consumer Behavior Index (CBI) by SOCi indicates that 83% of consumers use traditional search engines, but social media (73%), navigation apps (58%), review sites (19%), and AI tools (19%) are diversifying discovery. Search impressions have declined by 10% year-over-year. Gen Z users average 3.6 platforms before purchase decisions and prefer Instagram and TikTok over Google for local searches. Gartner predicts a 25% drop in search demand by 2026, with SOCi's data suggesting this decline is already occurring. Brands are advised to adapt to the fragmented search landscape to maintain visibility.

📈 SOCi's 2025 Consumer Behavior Index reveals that while 83% of consumers use traditional search engines, many also utilize social media (73%), navigation apps (58%), review sites (19%), and AI tools (19%) for discovery. Search impressions are down 10% year-over-year, with Gen Z averaging 3.6 platforms before making a purchase. Gartner forecasts a 25% drop in search demand by 2026, and SOCi data indicates the decline is on track. Multi-location brands are encouraged to adapt their marketing strategies to stay visible in a multi-platform digital landscape.

📈 The 2025 Consumer Behavior Index by SOCi reports a shift in consumer search behavior: 83% use traditional engines, while social media (73%), navigation apps (58%), review sites (19%), and AI tools (19%) also play roles. Search impressions are down by 10% year-over-year. Gen Z uses 3.6 platforms on average before making purchase decisions. Gartner predicted a 25% drop in search demand by 2026, but SOCi's data suggests this decline could be reached by the end of 2025. Brands are advised to adapt their digital strategies to remain visible in this fragmented landscape.

📈 SOCi's 2025 Consumer Behavior Index reveals 83% of consumers still use traditional search engines, but social media (73%), navigation apps (58%), review sites (19%), and AI tools (19%) are diversifying search habits. Traditional search impressions have dropped 10% year-over-year. Gen Z averages 3.6 platforms before making purchase decisions, favoring Instagram and TikTok over Google for local searches. Gartner predicts a 25% drop in search demand by 2026, with current trends aligning with this projection. Multi-location brands risk losing visibility unless they adapt to the fragmented search landscape.

🍕 Hotel Equities and Springboard Hospitality announced a strategic merger effective May 1, creating a hotel management company with a broad portfolio across the US, Canada, the Caribbean, and Latin America. The combined company will be led by CEO Ben Rafter and Chairman Brad Rahinsky, focusing on value for hotel owners in various segments. The merger unites Hotel Equities' performance in branded assets and Springboard Hospitality's expertise in independent properties, providing a full suite of services to support growth and expanded services.

💾 Hotels must improve direct bookings via their website in 2025. A web booking engine can enhance site conversion and increase direct sales. The blog article by Debiprasad Sarangi was last modified on 2025-05-08, providing tips to achieve this goal for the hospitality industry.

📈 Companies harnessing customer behavior data with Customer Data Platforms (CDPs) see 85% higher sales growth and over 25% increased gross margin compared to peers. CDPs bring together disparate data, offering a 360° view of guests and enabling personalized marketing, hyper-relevant experiences, data-driven decisions, and increased revenue across hotel departments. With CDPs, hotels can achieve higher direct bookings, increased ancillary revenue, and reduced churn, all by leveraging actionable insights from unified guest profiles.

🍳 Saladplate, part of Informa Markets, serves as the official content hub for the Hospitality, Food, and Beverage industry, offering weekly news updates, a monthly newsletter, and a bi-monthly e-magazine. It grants exclusive access to a directory of over 10,000 brands, companies, and products, alongside registration and updates for over 35 international trade events.

🏨 Hotel Equities and Springboard Hospitality merged on May 1, creating a diverse hotel management company in the US, Canada, the Caribbean, and Latin America. Ben Rafter, CEO of Springboard, became CEO, and Brad Rahinsky, former CEO of Hotel Equities, now serves as chairman. Al Smith took the COO role, and Rob Robinson became president of Springboard. The merger combines strengths in branded, independent, lifestyle, and resort properties, offering a full suite of services to hotel owners. Further announcements on growth are expected.