Studies prove that having a presence on third-party travel sites increases reservations through the hotel or chain’s own channels1 and conversion rates are the highest when travel shoppers view hotel virtual tours and video during the travel planning process.
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 [...]
Consumers are looking for the right content for the trip they are planning and visit multiple sites before they actually commit to booking.
New Video: How Not to be Invisible Online – Use Video to Help Travel Shoppers Find and Book Your Hotel
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 [...]
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 [...]
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 [...]
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.