With such a diversity of choices when it comes to hotel website solutions and strategies, to make a choice has become a challenge.
Time ago, advertising was relatively easy: more impressions would mean more sales. But with the growth of the OTAs, meta-search, and search engine marketing, the consumer is in control of the stages of the booking funnel. So, in the end, the consumer can have the choice booking with you directly or not.
To visualize this, Celine introduced Sojern’s Path to Purchase report from last year. The report takes a look at eight paths to purchase using real traveler data, showing how different each traveler and trip is and the importance of speaking to travelers as individuals.
Taking the traveler profile called “Leslie” from a real example, we can represent one of the millions of those travelers profiles. Leslie has had 116 touchpoints within five months to book a trip, 64 of those were specific to the hotel product, whether it was on direct sites, OTAs, or metas, and just 25 for his flight. That is only one example, so imagine the millions of travelers in the market having a similar behavior. So, how reach them with the correct message at the right moment to lead them to visit your website at first?