Marketing

📅 Oct 2, 2026: Expedia launched a beta for its Rapid Activities API, allowing partners to sell museum tickets and tours. Expedia acquired Tiqets and CarTrawler in 2026 to expand offerings beyond lodging. Booking.com integrates hotel bookings with Air India, aiming for a Connected Trip. Airbnb adds car hire and grocery delivery. Marriott's Bonvoy Tours started in 2017. Expedia's tours will open to all partners in early 2027, offering a comprehensive travel experience. 77% of travelers prefer booking on a single platform.

📶 Google Ads excels in capturing intent, ideal for high-intent buyers searching for solutions. Meta Ads generate interest, perfect for nurturing discovery and creating new demand. These platforms serve different roles in marketing: Google Ads thrives on existing demand, while Meta Ads stimulate potential demand. To effectively scale, both should be employed together rather than viewed as competitors. Are you leveraging both in your strategy? Follow Hana Kobzová for more PPC insights.

💰 In September, HOTREC's study revealed 51% of 1,882 European hotels reported OTAs selling rooms below their own rates. Booking Holdings' payment service encompasses 72% of bookings as of early 2026. Radisson, with over 1,600 hotels, adjusts direct rates to match cheaper OTA listings. Booking.com dominates, capturing 66.1% of OTA bookings, while independent hotels face challenges with Booking.com's extensive reach and pricing control, often leading to Booking.com setting room prices.

🌎 Thomas Cook, part of the eSky Group, has partnered with GetYourGuide and Cover Genius to enhance its services. Customers can now book tours, attractions, and activities, and access two travel insurance options—Travel Comprehensive and Trip Cancellation—initially available in the UK. Cover Genius research shows 87% of consumers consider risks before purchase, and 79% who bought protection are satisfied. These partnerships aim to boost traveler confidence with features like 24/7 emergency assistance.

📅 In 2025, over 56% of European hotel bookings were direct, with 36.4% online and 20% offline. No online travel agency exceeds 20% of bookings, highlighting a diverse market. By 2024, 80% of EU hotels valued multiple marketing options, using technology like channel management software. About 74% of hotels find online platforms boost profitability. During events, half of hoteliers shift to direct sales to meet demand. This balance ensures market competitiveness and freedom.

🏨 Amelia Dimoldenberg partners with IHG Hotels & Resorts for "When the Host Needs Hosting," a global campaign launched on September 25 through October 9. 67% of Americans often handle travel planning, turning vacations into work. The "Hosted Like a Host" package, available to IHG One Rewards members, is inspired by Dimoldenberg’s travel preferences. It can be accessed through IHG One Rewards Access platform. Available at select U.S. properties, this initiative showcases IHG's hospitality while providing a relaxing experience.

📰 Last week in NYC, 15 retail and commerce media networks, including The Home Depot, Albertsons, and PayPal, showcased ad strategies at the Ascendant Network's event. The Home Depot's Orange Apron Media cited a 30% boost in brand trust. Albertsons' campaign increased sales by 24%, while DoorDash revealed 30% more health food orders on Tuesdays. H-E-B serves 8 million households weekly. Chewy Ads noted 84% of sales are automatic subscriptions. Walgreens announced digital screens in 1,200 stores starting October.

📈 Google's DMA changes have led to up to a 30% drop in free direct booking clicks for European hotels. The Broadmoor generated nearly $1 million in direct revenue over three months through systematic follow-up calls. Banyan Group acquired Newmark Hotels & Reserves, adding 26 properties across seven African countries. The UN Tourism forecast for 2026 international arrivals was cut to 1-2%. Black Friday campaigns drove 60.5% direct revenue growth in 2025, showing the importance of conversion infrastructure.

💸 Black Friday 2026 falls on November 27. A 2025 study of 1,982 hotels showed those with website campaigns increased direct revenue by 60.5%, while others grew only 4.4%. Campaign hotels saw a 56.6% lift in booking engine conversion and a 56.3% rise in average revenue per user. Key steps: prepare tailored offers by late October, test website messaging by early November, and launch campaigns by November 18. Targeted offers convert better than blanket discounts.