Top 3 Reasons Why Hotels Need to Merchandise Online
1. Online video viewing is growing
66.7% of US Internet users—147.5 million people—are watching video online each month. By 2014, that figure is forecast to rise to 77% of Internet users, or 193.1 million people. – eMarketer
2. Travel shoppers want to see hotel photos, video and written content
38% of US online hotel guests say they avoid staying at certain hotels because the Web site lacks the photos, video, or written content that would make them feel comfortable. – Forrester Research
3. A strong presence on OTAs drives bookings through other channels
Listings on OTAs creates a lift of between 7.5 percent and 26 percent for non-OTA reservations. – Cornell University, The Billboard Effect
Through online merchandising, hotels can actively differentiate their properties on independent travel sites, their own sites and their affiliated brand sites, driving more bookings and increasing their average daily rates.
Online merchandising delivers an impressive return on one’s marketing investment. Through rich visual media – such as videos, virtual tours and high definition photos – hotels can better tell their unique story by amplifying its strengths, attracting new guests and keeping them coming back.
View the webinar with Henry H. Harteveldt of Forrester Research on The Five Pillars of Success in Travel eBusiness to learn more.