Marketing

📈 Jan 8, 2026, Expedia Group showed signs of recovery in 2025, with high-single-digit room night growth in Q4, outperforming competitors. The improved marketing efficiency and strategic changes by CEO Ariane Gorin contributed to EBITDA margin expansion. While B2B growth accelerated, consumer brands like Hotels.com and Vrbo remain central. Leadership changes and pandemic-era restructuring under previous CEO Peter Kern helped modernize technology and strengthen the loyalty platform.

📈 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.

📊 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.

📈 Independent hotels across the U.S. lose thousands monthly due to poor online visibility. Major brands dominate search results. Problems include low Google and OTA presence, inconsistent branding, and outdated listings. RevOptimum’s Hotel Visibility Program improved one property's direct bookings by 35% and RevPAR by 25%, focusing on discoverability rather than promotions. Effective visibility requires understanding traveler behavior and custom strategies. Hotels can consult RevOptimum for tailored solutions.

📅 Christmas, New Year’s Eve, and Chinese New Year provide opportunities for hotels to engage guests through digital campaigns. An Advent calendar campaign boosts website traffic during Christmas. A New Year’s Eve countdown drives bookings with striking visuals. From February 10, a Chinese New Year campaign targets travelers in China, Korea, and Singapore, offering personalized incentives. Blue Monday, the third Monday in January, offers a 30% discount to lift spirits. Personalized, timely offers can maintain guest engagement throughout winter.

📅 Spotnana partnered with Booking.com to integrate their global itinerary for partners and customers. This integration allows access to corporate rates and supports the entire travel journey from booking to servicing. Travelers and agents can manage trips through Spotnana's platform. Benefits include flexible payment options, loyalty rates, last-minute deals, and multi-language support. Mark van der Linden of Booking.com and Bill Brindle of Spotnana highlight the partnership's aim to ease travel management and enhance inventory access.