Search to social: The evolution of bookings
Facebook is increasingly becoming a media to reach consumers by both creating awareness as well as now targeting consumers with expressed purchase travel intentions.
By Chris Anderson
The mid to late 2000s saw hotels capitalize on search in an effort to get in front of potential customers, moving them to supplier direct forms of transacting both online and offline.
As illustrated in many different studies, search plays a critical role during the research phase for consumers with approximately 85% of consumers performing some form of search before booking with the hotel directing online, according to a Cornell Center For Hospitality Research study, “Search, OTAs and Online Booking: An Expanded Analysis of the Billboard Effect.”