Hotel marketing funnel metrics, stage by stage.
A hotel marketing report can put impressions from Meta, sessions from GA4 and bookings from the booking engine on the same page, one below the other, and each of them can be perfectly correct. Correct still doesn’t say which question a number is answering. I put this together to keep the numbers in a hotel […]
Why hotel ad campaigns stop bringing direct bookings.
Hotel distribution can affect advertising results more than the quality of the campaigns themselves. That sentence tends to land badly, and I understand why: the campaign is the part you can see, open, adjust and blame. What follows is about the part of your direct booking strategy you cannot see from inside the ad account, […]
What Booking.com’s Compare Feature Means for Hotels.
Guests have always compared your hotel against the one down the road. They did it with two tabs open, in their own head, and you never saw it happen. Booking[dot]com now runs that comparison for them, inside the search results, by ticking between two and five properties and putting them side by side. Desktop only, […]
Hotel Social Content Ideas That Cost About One Coffee
Most hotel content gets planned the way a small building project gets planned. There is a date, a photographer, a shot list, a week of tidying up rooms that nobody will sleep in that day, and three months later a folder of images that look good and look like every other property in the destination. […]
Why a Hotel Can Be Cheaper on an OTA Than on Its Own Website
Most hoteliers meet this problem twice: once as an annoyed message from a direct guest who found a lower price elsewhere, and again as a rate parity report that insists everything is fine when it clearly isn’t. Same room, same dates, and the OTA is showing a number below the one on the hotel’s own […]
Hotel Chatbot Answers That Cost You the Booking
Most of us judge a chatbot solely on whether it answers. If it does, it’s doing the job it’s supposed to. Needless to say I don’t think that, or I wouldn’t be writing this. I should also declare an interest before going further: I co-founded Empori, which builds AI assistants for hotels, so I’m not […]
Peak and End Rule: What Guests Remember About a Hotel Stay
In 2008 three researchers followed 49 people through a holiday of about a week and sent each of them a message every single day, asking how happy they had been in the previous 24 hours. When the holidays were over, they asked one more question, this time about the whole thing. The answers had a […]
How The Fintech OTA Model Works. And Why it Matters for Hotels.
Super.com can show a hotel rate below the property’s direct price without losing money on it, unless it actually is. Here is how to tell the difference, based on the platform’s own terms and conditions.
Why Is a Lower-Rated Hotel Outranking You on Booking.com?
You’re checking your comp set and a competitor with a clearly worse review score is sitting above you on Booking.com. Booking’s documentation says review score is one of the two heaviest ranking factors it has, together with conversion. So the ranking you’re looking at shouldn’t be possible, at least not from what Booking tells you […]
