Hotel Marketing: the hottest topics of 2013

Dec 27, 2013   //   by Martin Soler   //   advertising, article, hotel trends, news, social media, technology, Tripadvisor  //  No Comments
Hotel Marketing Trends of 2013 - image

Hottest hotel marketing trends of 2013, the most read articles of hotelmarketing.com summarized.

A review of the most read articles in hotelmarketing.com is always an interesting exercise in looking at trends. After all people read what they’re interested in and headlines/titles are the catch phrase that grab one’s interest. Even if an article talks about something entirely different. It’s the headline that tells you what made them click.

In 2011 I published a recap of hotelmarketing.com’s most popular articles, and the summary is quite similar.

Here’s my “analysis” of what’s happening in the hotel marketing space based on the hot topics:

1. Still the most interesting topic for any hotel marketer today is how to shift more bookings from OTAs to direct. While I understand that many hotels have concerns about this, it is odd to see that so many years down the line, it’s still the number one concern. As a note, OTAs are obviously seeing this and starting to invest in different channels such as buying meta-search but they aren’t about to disappear any time soon (and we wouldn’t want them to).

 2. Even though hoteliers think they want to reduce their OTA dependency, what happens in the OTA world is on the top of their list. It’s interesting how many articles about Travelocity, Expedia and Booking.com are on the top of the list. Some even have almost the same title and manage to sit beside each other. The truth is OTAs rule in the hotel booking space and hoteliers want to be in the know.

3. If anything, 2013 is the year rate-parity took a hit. And correctly so. While rate-parity, OTA dependency and OTA success are all closely related, it’s interesting to see how many people want to change something there. Rate-parity is a bit like a drug, we know it’s not helping and yet we can’t get off it.

4. Trends, trends, trends. Hoteliers, like most professions, are interested in what’s next. Lots of articles of the future trends that are shaping the business in the top and it’s a good thing. It’s a good thing that hoteliers and marketers are looking outside to test new waters. Two years ago we had Groupon in the headlines but they’re nowhere to be seen this year. Two new names that appear this year are Pinterest and Airbnb. A new subject that is taking importance is meta-search and that’s definitely a space to watch.

In summary

The hottest topic is and remains OTAs and direct bookings. Which doesn’t change much year over year. OTAs are the makers and breakers of the industry and direct bookings are the high profit channel, so balancing the two will remain a hot topic for a while. What is coming in 2014? In my opinion what is becoming the biggest “disruptor” of the industry is meta-search and meta-search has a long way to go to become a real product because let’s face it, today OTAs are the best meta-search solution, the idea of having 5 or even 15 prices for a single hotel is just confusing to the end user, especially when most of these rates are the same.

 

MOST POPULAR ARTICLES IN HOTEL MARKETING FOR 2013

How hotel marketers can shift bookings from OTAs to the hotel websiteDeloitte on hospitality industry trends 2013Travel agencies versus the internet: Global booking trends

10 hospitality technology trends you need to know about

Is Booking.com thrashing Expedia in Europe?

Expedia stock tumbles 25 percent, a bad sign for online travel

How Booking.com beats Expedia in Europe

Travelocity to outsource core of its business to Expedia

Top 10 online hotel marketing resolutions for 2013

As rate-parity comes under fire, hotel marketers should prepare for plan B

Six strategies for more direct online hotel bookings

The Expedia/Travelocity deal and its implications for hotel suppliers

The 2013 traveler, according to Google

TripAdvisor rolls out TripConnect

Hotels using ‘fenced’ deals to compete with OTAs

How does TripAdvisor rankings translate into room nights?

Accor invests to limit influence of OTAs

Hotels cancel their old cancellation policies

UK based OTAs take rate parity hit

How hotel images impact OTA bookings and revenue

Online Travel Agencies: the empire strikes back?

Hotel revenue management: A necessary evil, but not sufficient for delivering profitably

Ritz Carlton’s view on luxury hotel marketing and technology

Airbnb looks to disrupt travel industry

Ernst & Young on new ways of reaching hotel guests

French hotels take on hotel booking websites

Customer loyalty in the hotel industry, traveler survey findings

Top five Google Hotel Finder ranking factors

Six strategies for more direct online hotel bookings

Reviews now a major component of Google’s search results for hotels

The trends set to shape next ten years of travel

Mobile poised to become the dominant channel for booking hotels

Preparing for Google Penguin 2.0: How to protect your hotel website

Booking.com’s mobile bookings triple

Boutique hotels: Five tips to beat the big brands

Meet the new American traveler

10 key trends currently driving online travel

Europe: Expedia market share flatens, as Booking.com grows every month

Marriott to target younger travelers with major rebranding

Days of rapid growth for OTAs are gone

Three timely hotel marketing trends according to Google

TripAdvisor 2.0? Ten travel websites to watch

How to incentivize your employees for direct hotel bookings

New wave of travel apps challenging leading OTAs

OTAs continue to gain market share in online hotel bookings

Hotel rate parity: Should it stay or should it go?

Google experiencing major decline in travel ad spend

How Expedia wants to become the LinkedIn of online travel

Pinterest finally moves into travel with Place Pins

TripAdvisor introduces new property dashboard

The hotel marketers guide to 2014 digital marketing budget planning

Hotels must fix rate parity as survey shows guests save 15% through OTAs

For more direct hotel bookings, connect the dots in Google land

Hotels are getting a new competitor on Booking.com

How TripAdvisor wants to own the travel cycle

Hotel brands target a new luxury traveler

Expedia’s advertising challenge

GDS more popular with travel agents than ever

Benefits of Expedia Hotel Collect program to outweight additional cost

Do hotel marketers understand the true cost of online guest acquisition?

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