“Experiential marketing”, “tailor-made service” and “personalization” are nothing but overused buzzwords if hotels fail to correctly aggregate and exploit data.
To appear in Google’s meta-search, businesses must pay a price per click that is often three times as much as for keyword searches.
Skift analysis shows only 5 websites out of 17 gained market share in US hotel bookings from May 2016 to 2017; 4 out of the 5 websites are OTAs.
The article looks at how Harford got picked as Uber COO and the relationships and career meanderings that connected Dara, who took the reins at Uber in late August, and Harford over the years.
Hotels are now experimenting with different book-direct incentives, but Trivago, compared to the online travel agencies, has no special incentives for booking direct.
New players such as Airbnb, Uber, Lyft are actively investing in developing business travel programs with sophisticated tracking and data connectivity tools.
The boundaries get blurred as hotels build up loyalty to compete with distuibution, and OTAs invest in guest experience technology and morph into platform providers for the long tail of hotels.
KLM has been at the forefront of new tech and social developments in the airline industry in 2017, from its work on the WhatsApp Business Platform to its bot on Google Home.
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