Marketing

📷 From 1990s-2000s, hotels shifted to online reservations and OTAs like Expedia, simplifying booking. Now, over 60% of travelers find inspiration from social media, up from 35% two years ago, with 67% of Gen Z using Instagram for searches. Social platforms like TikTok are now key in discovery and booking. Creator content influences bookings by establishing intent early, bypassing traditional OTAs. The hospitality industry must embrace social commerce to drive direct bookings.

📷 In 2025, over 60% of travelers cite social media as a travel inspiration source, up from 35% in 2023, per Expedia Group. Around 75% of travelers use social media for planning. Gen Z heavily relies on Instagram (67%) and TikTok (62%) for searches. Social content now drives discoverability, shifting from traditional search rankings. "Dark social" channels like WhatsApp complicate tracking but influence bookings. Hotels must leverage social commerce for direct bookings, moving from traditional OTAs to enhance discoverability and engagement.

📊 In October 2023, Bloomberg reported that Brian Chesky started a separate AI venture outside Airbnb while remaining CEO. Booking Holdings, after a $457 million Kayak writedown, formed a separate AI entity named Lola. Both companies hedge against potential AI shifts without affecting core businesses. The $457 million writedown relates to Google's AI-driven search changes, impacting Booking's Kayak model. These ventures allow flexibility without risking existing operations, echoing Apple's cautious approach with its generative overhaul of Siri.

📱 Booking.com spent $2.1 billion on marketing in Q1, a 16% increase from last year. Expedia and Booking.com together spent nearly $4 billion in a single quarter. Although AI tools like ChatGPT, Claude, and Gemini reduce options from 150 hotels to 5 instantly, guests still use Google, maps, and booking channels. The focus has shifted from choosing hotels to choosing booking platforms, with the battle for bookings intensifying rather than disappearing.

🏨 Capture genuine guest experiences through organic social media at branded hotels. Document real-life arrivals with mobile videos, showcasing hotel shuttles, entrances, and lobbies. Highlight vibrant downtown settings or serene airport hotels. This storytelling approach helps guests visualize their stay, creating a distinct sense of place beyond polished website images. Videos, like a 15-second reel called "Your Stay Starts Here," offer a welcoming preview from entrance to check-in, enhancing guest comfort and engagement before booking.

🏨 In 2025, Amex GBT, after acquiring CWT, will handle 40 million hotel room nights annually, generating $8 billion in hotel sales for over 1,900 corporate clients. BCD's $5 billion hotel spend translates to 30 million room nights, with 90% corporate travel. Fee-based programs dominate corporate travel due to scale, while commission-only models like ABC and THOR offer minimal upfront costs but limited reach. Independent hotels face strategic decisions in navigating these distribution paths.

📈 Jun 3, 2026: Booking.com's European Accommodation Barometer reveals disparities in financial strength, cybersecurity, and resilience among European accommodations. Nearly 75% of hotel chains report strong financials, compared to just over 50% of independent properties. Chains show higher occupancy and room rates. Large operators are more prepared for cyber threats, while smaller properties face greater risks. Climate events and infrastructure disruptions remain concerns. Half of properties benefited from event-related travel, boosting revenue. Industry fragmentation increases as technological capabilities diverge.

🗺 Expedia Group conducted a global study with 2,500 travelers across 10 markets, revealing that 77% prefer booking multiple trip elements on one platform, and 95% are influenced by discounts. Gen Z shows strong interest, with 83% likely to book multiple parts on the same platform. 81% seek additional savings when booking together. The demand for immersive experiences has increased, with 92% valuing local activities. Future plans show 90% intend to book activities, 88% flights, and 75% rental cars.

🛫 Jun 1, 2026: Travel marketers spend over $250 million but may overspend during peak booking periods, missing value in shoulder periods. The study highlights that traveler research spans multiple channels before booking, emphasizing the role of non-brand marketing in attracting new customers. Attribution models often miscredit bookings, leading to underinvestment in awareness campaigns. Top brands focus on comprehensive measurement and maintain visibility during quieter periods for better returns (Source: Propellic, 2025 Report).