Marketing

💻 OpenAI integrated Tripadvisor into its App SDK, potentially amplifying intermediaries' influence on consumer channels. Hotels should reconsider reliance on these AI pipelines. The call is for the hospitality sector to cease this dependency, similar to halting paid reliance on Google, to reclaim control. There's a push to keep the trillion-dollar travel industry transparent and fair, as current trends resemble a facade where creators are sidelined, and the industry becomes commoditized.

💰 Expedia on November 7, 2025, forecasts a 6.5% revenue growth and 7% gross bookings increase for the year, exceeding previous estimates. In Q3, adjusted EPS hit $7.57 over the $6.94 forecast, with gross bookings rising 12% to $30.7 billion. B2B sales contributed a third of annual revenue. Room nights reached 108.2 million, surpassing expectations. Despite U.S. government shutdown concerns, travel trends remain strong. Expedia’s varied model shows resilience against sector volatility.

💰 Choice Hotels' enhanced rewards program rolls out in early 2026. Members gain rewards every five nights and achieve Elite status faster: Gold at 5 nights, Platinum at 15, Diamond at 35, and new Titanium at 55 nights or 110,000 credits. Titanium offers a seven-night stay at half points. Points never expire for Elite members. A "Return and Earn" feature gives 1,000 bonus points after two and three stays annually. Points sharing begins later in 2026.

📷 Peak season is here, and hotels must leverage social media strategies to stand out. Create a seasonal content calendar, identifying key dates. Plan content mix: 40% experience-driven, 30% social proof, 20% promotions, and 10% fun content. Maximize user-generated content with incentives. Use trending formats and smart ad campaigns to target specific audiences. Collaborate with local influencers for authenticity. Engage actively in social media conversations to build real connections.

🏨 In 2025, a blog post critiques hotel websites for lacking compelling direct booking benefits, urging them to stop paying 15-37% in OTA commissions. Suggested benefits include guaranteed complimentary breakfast, €50 spa credit, and free airport transfer. Emphasizing the need for a visible "Why Book Direct" section, the advice includes placing it prominently on the homepage and at checkout to enhance guest trust and increase direct bookings, reducing reliance on platforms like Booking.com.

📈 Clockwork Marketing's Mark Durber, on Back of House Banter with GuestRevu's Amy Branford, highlights that SEO is economical, often yielding high ROI for hotels. Google's evolving processes mean impactful changes can be swift, and marrying aesthetics with functionality is key. Google’s Dreaming → Planning → Booking → Experiencing → Sharing model underpins optimal SEO strategy. A consistent flow of reviews can enhance visibility, aided by AI-driven summaries. Fundamental SEO essentials: fast, mobile-friendly pages, relevant keywords, and unique content.

🌎 Agoda's new initiative links with travel creators on social media to boost bookings. Participants receive unique promo codes, earning commissions per booking, plus monthly sponsored stays and activities up to £169. Rewards include Agoda swag and travel credits up to £755. Agoda features creators in campaigns to expand their reach. With over six million properties, 130,000 flight routes, and 300,000 activities, Agoda offers extensive booking combinations.