Marketing

💰 A Cornell study indicates that each dollar spent on OTA commissions generates $20.20 in revenue, $7.08 in profit, and a 1.12% occupancy increase. However, the value of OTA commissions varies; for Hotel A at 40% occupancy and below breakeven, the commission is largely incremental and beneficial. Conversely, Hotel B at 80% occupancy above breakeven might lose potential direct bookings, making the commission a margin leak. Hotels annually pay over $50 billion to OTAs, which could otherwise be invested in enhancing direct bookings and guest experiences. Strategic OTA use by hoteliers can fill need periods, access new markets, and attract first-time guests, aiming to increase direct bookings and reduce OTA dependency.

📝 Updating old posts raised organic search views by 106%, according to HubSpot. Mobile devices drive over 60% of web traffic and almost 50% of digital travel sales. Google stats show 53% of mobile users leave sites taking over three seconds to load. Regular SEO maintenance not only boosts rankings but also improves user experience, engagement, and conversion rates. Audit your site, optimize content, fix broken links, enhance on-page SEO, ensure mobile responsiveness, and implement internal linking strategies for better site visibility and performance.

💳 Payments in hospitality are transformative, impacting conversions, loyalty, and revenue. They've evolved beyond transactional to strategic, influencing guest experiences and impacting the industry's future. Mobile wallets, local payment options, and digital wallets are becoming mainstream. Buy Now, Pay Later (BNPL) options, currency localization, and frictionless check-ins are reshaping guest expectations. Payment strategies should align with market segmentation and leverage data to enhance pricing and upselling tactics. Embracing new payment trends can lead to higher conversion rates, increased revenue, and guest loyalty. Fernando Vives, an industry expert, underscores the significance of payments in hospitality's evolving landscape.

📦 Independent European hotels, often with around 30 rooms, struggle in marketing against giants like Expedia and Booking due to constraints in resources. Outsourcing marketing is common for these hotels and house owners to platforms such as Vrbo, Booking, and Expedia. The decision is tough, with financial management and guest services prioritized. Some hotels face issues with their homepages, including bugs in language, payment, design, and booking processes. Hotel types range from independent, passionate establishments to professional chains, each providing different levels of service and personalization. The influence of Expedia and Booking is significant, affecting both guests' choices and hotel operations.

🏨 Marriott International, Inc. opens City Express by Marriott Duluth, Georgia in March 2025—first of its kind in the U.S. Offers guestrooms, internet, breakfast, 24-hour markets, pet-friendly policies, and fitness facilities. Over 45 agreements signed, 12+ properties opening in 2025 including New Orleans, Chicago, Orlando, and Port Hope. City Express brand acquired by Marriott in 2023, expanding in the affordable midscale segment with three brands across various regions. Planned expansion in CALA with eight new properties in the next three years and upcoming launches in Argentina, Bolivia, Nicaragua, Peru, and Brazil. Properties to join Marriott Bonvoy.

🏨 Tourism Professions Week in France runs from 17 to 23 March, highlighting labour shortages in hospitality and catering. The industry, crucial to France's economy, represents over 2 million jobs and nearly 9% of the nation's GDP, yet faces a persistent employee deficit.

🧐 Car buyers typically have a 3-5 brand shortlist pre-purchase, with 70-80% buying from that list and 20-30% going for other brands. However, a non-shortlisted brand with a 5% market share only has a 1.5% chance of being chosen, as they compete for a share of the remaining 30% proportional to their market share. This emphasizes the importance for marketers to ensure brand awareness and mental availability prior to consumer's active shopping phase. - Julia Kinner, JK & Associates SA.

📣 Over 80% of travelers read reviews before booking hotels. Key review platforms include Google, TripAdvisor, Facebook, and Online Travel Agents like Booking.com, Expedia, and Agoda. Effective review management enhances guest experience and can incentivize future visits. STAAH ReviewMinder provides a centralized dashboard for managing reviews, offering AI-powered responses and sentiment analysis to improve hotel reputation and drive bookings. Regular strategy reviews and leveraging new technologies are recommended for continuous improvement.