Marketing

📖 Earlier this year, GuestCentric's studies revealed hotels could double direct bookings in less than a year by combining strong brand narratives with streamlined online experiences. Elizabeth Holmes raised $900 million for Theranos via compelling storytelling. In the 1950s, smoking was glamorized by Hollywood, but health campaigns later changed its narrative. GuestCentric aids hotels with a unified digital marketing platform, enhancing direct bookings with award-winning websites and integrated booking engines, featured on Skift Travel Tech 250.

📈 Dec 19, 2025, Google’s AI Overviews reshape travel research, impacting hotel visibility and increasing search costs. Hotels face fewer organic clicks and rising paid search costs due to Google's deeper involvement in the discovery journey. As a result, hotels must enhance branding, direct channels, and diversify marketing beyond search, focusing on brand strength, loyalty programs, and metasearch. The shift emphasizes long-term value and direct relationships over short-term acquisition costs.

🛁 Dec 17, 2025, Phocuswright research reveals that traveler loyalty to hotels is increasingly unstable. Less than 50% of travelers consistently choose the same hotel brand, with many opting for variety despite past positive experiences. Only 40% of leisure travelers stick to one or two brands. Younger travelers prioritize novelty over consistency. Fundamental quality standards like cleanliness are expected but don’t drive loyalty. Emotional connection is crucial in loyalty programs, as switching often stems from curiosity, not dissatisfaction.

🗺️ Departure growth at lastminute.com soared in 2025, with increases of 7% in September, 12% in October, and 23% in November, marking November as the fastest-growing month. Shoulder season travel now constitutes 19% of annual trips, reaching 58% of summer's peak size. Top destinations include Mallorca, Tenerife, Crete, Amsterdam, and Barcelona. Notably, bookings to London surged 30% during late November, coinciding with Radiohead's concerts. Beach breaks account for 60% of autumn travel.

💸 Eurostat (2024): Over 25% of Europeans can't afford a week-long holiday. Oxford Economics (2019-2021): Online travel agencies (OTAs) saved travelers $158 billion globally, $69.4 billion in Europe alone, reducing hotel prices by nearly $10 per night. Statista (2025): 83% of 8,000 EU travelers find Booking.com trustworthy. SMEs make up over 70% of Europe's hotel market. Booking.com emphasizes transparency, price integrity, and consumer trust. Allegations against Booking.com in the Netherlands are disputed.

🏨 InterContinental Hayman Island, Crown & Champa Resorts, and Hotel König Albert shifted bookings from OTAs by using segmentation and personalized communication. InterContinental achieved a 62% open rate and booked over 220 room nights directly. Crown & Champa generated $3 million in direct revenue in 10 months, with a 35% open rate. Hotel König Albert earned €400,000 in a year, expanding their database from 20,000 to 34,000 contacts. These strategies led to more direct bookings and higher profitability.

📊 Expedia Group plans to acquire Tiqets in Q1 2026 to enhance its global offerings in the tourism sector. Operating in over 60 countries and 1,000 cities since 2014, Tiqets will integrate its experiences into Expedia's platform, aiming to personalize trips for millions. The acquisition aims to leverage Expedia’s global reach and B2B capabilities, strengthening their inventory and innovation in the travel industry. Morgann Lesné from Cambon Partners highlights Expedia's selective partnership approach.

💸 In 2026, Tambourine offers cost-saving strategies for hotels to reduce marketing and distribution expenses. Hotels can upgrade to Tambourine One at no additional cost, eliminating booking engine and transaction fees, thus saving thousands annually. Native personalization tools are included, reducing the need for costly third-party services. Customers can opt for full accessibility protection without extra overlay costs. Additionally, unlimited website updates are provided, eliminating hourly charges, resulting in smarter marketing and reduced annual costs.