Visual merchandising is transforming online commerce. The world of travel shopping is changing in ways that reflect overall trends in Internet commerce. According to market research, online hotel shoppers value rich visual content that informs and supports their buying decisions. As their expectations grow, they are gravitating to hotels that most effectively present themselves […]
Consumers are looking for the right content for the trip they are planning and visit multiple sites before they actually commit to booking.
Video is such a powerful tool for driving traffic to a hotel or brand’s website and helping convert that traffic to hotel guests, yet a study of New England hotels revealed that only 23% are using video.
Five to six years ago, hoteliers saw e-commerce as business on the side. Now, it touches every aspect of marketing, sales and the hotel business as a whole.
In the past, the focus of using the internet to plan travel used to be all about booking. Now, it has transitioned to a shop, look, book perspective, resulting in a much more sophisticated online travel experience.
“You can differentiate on anything… but you must differentiate on something!” states Bonnie J. Knutson, Professor at Michigan State University’s School of Hospitality Business with work featured in industry publications as well as The Wall Street Journal, USA Today, CNN and NPR. Online, most hotels appear undifferentiated to travel shoppers who want to know: what […]
According to a September 2009 Forrester Research report, Poor Content Could Cost Travel eBusiness Money, hotels are particularly vulnerable to losing money due to inadequate online content. Travelers have had enough of the generic, poorly organized, and confusing written and visual content on travel sites. “Just half of US online leisure hotel guests are satisfied […]
According to Forrester Research, 38% of US online hotel guests — 47.5 million people — avoid staying at hotels that they can afford because they don’t see photos, video, or written content that would make them feel comfortable. These guests are considered ‘content-sensitive’ travelers. They are “young, quality-focused travelers who take more trips and spend […]
A successful online strategy should be focused on both driving traffic to websites, but also converting it when they arrive. SEO, PPC and many Social Media activities are primarily focused on driving traffic and creating awareness online, while visual merchandising is what helps convert traffic and close the sale.
An interesting point is made in the TravelCom 2009 Keynote – “There’s No Room for Maybe”: “cross-selling isn’t merchandising” and for too long, the travel industry has been thinking of distribution as putting inventory into channels and NOT about merchandising. Stating that the travel industry could benefit from observing what is going on in other industries, citing examples of successful online retailers, particularly J.Crew.