Maximizing share of voice and prioritizing direct bookings
📌 On Nov 14, 2024, a key metric for hotels, Share of Voice (SOV), is highlighted, revealing the strategy to increase direct bookings by understanding traveler's purchase behaviors. Expedia research indicates travelers spend over five hours researching trips, presenting an opportunity for hotels to leverage digital advertising, SEO, and social content during this phase. Emphasizing direct booking perks like room upgrades, personalized experiences, and exclusive offers can influence traveler's decisions. Additionally, offering personalized perks for direct bookings can foster emotional connections and encourage repeat business.
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