Marketing

🏨 Lulu Boutique Hotel in Żebbuġ, Malta, with its seven unique suites, tackled rising OTA management costs by partnering with STAAH. For two years, they have maintained consistent pricing and received outstanding support without extra charges. STAAH’s tools enhance their online presence, offering group booking management, rate comparison, and app accessibility, providing tech advantages akin to larger hotels. The collaboration ensures smoother operations and continued growth without hidden fees.

📊 Every advertiser should run conversion lift tests every 90 days. This helps determine what Meta truly drives and how many sales would’ve happened regardless. Kantar reports 62% of MMM advertisers now use lift tests for calibration. These tests, which involve a control group not seeing ads, are vital for understanding incremental impact and apply beyond Meta to platforms like Search and TikTok. Want to evaluate your performance team? Check how many Meta lift tests they’ve conducted recently.

🔍 Google, in response to a Pew Research Center analysis, claims that AI-driven search does not decrease web traffic or clicks. Liz Reid stated that "total organic click volume" is stable year-over-year. Despite claims of higher-quality clicks, no specific data was provided. Google partnered with Reddit in early 2024 to leverage authentic voices for AI training, impacting search trends. The debate over AI's impact on search and clicks remains ongoing without clear evidence.

📰 Danica Smith interviews Hector Hughes, co-founder of Unplugged, about achieving 100% direct bookings and nearly full occupancy year-round without OTAs. Unplugged's success comes from organic growth and strategic marketing using social media. By building a movement, not just a brand, Unplugged has transformed its business model. Hospitality leaders can learn from their approach to boost direct demand and authenticity.

📷 Google now indexes public Instagram content, allowing hotel posts like Reels and captions to appear in search results. This enables exposure to non-followers and supports direct bookings without ads. Hotels should optimize captions with SEO keywords, treat bios as landing pages, and use alt text for images. Creating evergreen content enhances searchability. To capitalize on traffic, ensure DMs are managed and links are provided. This integration marks a trend of converging search and social platforms.

🗺️ May-June 2025 bookings increased by 13%, while September-October saw a 20% rise, indicating a trend toward shoulder season travel. Driven by higher costs, extreme heat, and crowds, tourists seek destinations like Croatia, Cyprus, and Egypt for comfortable weather. Julia Lo Bue-Said of Advantage Travel Partnership suggests revising school holidays to enable off-peak travel. Despite this, July-August 2025 bookings remain strong, up 7% from 2024, with all-inclusive holidays accounting for 40% of sales.

🌍 In May 2025, Expedia Group expanded its Travel Agent Affiliate Program (TAAP) in the UAE, providing GCC travel agents with enhanced trip management tools, including upgraded deferred payment options up to 365 days, a new bank transfer payment option, and a service charge of up to 30%. The updates, influenced by advisor feedback, aim to improve cash flow and booking flexibility. Currently, 45% of travelers relied on advisors for most or all trips last year. Expedia partners with regional tourism organizations to boost exposure.

🌎 Expedia TAAP enhancements: In 2023, Expedia expanded its platform for travel advisers, enhancing efficiency and earnings. Notable updates include deferred payment for trips up to 365 days (previously 280), new bank transfer payments in several European markets, and a service charge feature available in over 20 markets, including the US, UK, and Canada. These changes help advisers manage bookings more effectively, with 45% of travelers using advisers for trip bookings in the past year.