Articles tagged “advertising”

It took novel coronavirus to see free organic links from Expedia, Tripadvisor, and Booking.com rise in prominence in Google Search. This isn't necessarily a game changer for the online travel agencies at a time when travel demand is in the tank. It's more like a temporary reprieve from the Google World Order.

It's fairly certain that many Marriott International-affiliated properties will never reopen. CEO Arne Sorenson is showing leadership in being candid about the tough measures the hotel chain has to take to emerge with a business worth running when coronavirus hopefully fades.

There's a ton of pressure on Booking.com's new chief marketing officer, especially given the fact that his boss said a few months ago that the brand's creative hasn't been up to par. The company wants to lean into brand marketing, but that means there has to be some stellar advertising to lean into. See the challenge?

Technology plays an important role in helping tourism companies market local attractions and businesses more effectively. As smartphone functionality expands, Visit Houston is proving that augmented reality tools can have a real impact on visitor experience.

When Tripadvisor first started diversifying away from its hotel-auction business several years ago, it was mostly aspirational because its experiences and dining businesses were relatively small. Now there is a bit of revenue meat on those bones. Still, meaningful profits will be slow going in this competitive climate.

Trivago CEO Axel Hefer said the company will focus on those things it can control. But the issue for Trivago and some competitors is that there is so much they can't control, including Google's incursions, the rise of Airbnb, and the whims of major online travel agency advertisers when they cut their metasearch spend.

Airlines, hotels, and booking sites have divergent reasons for leaning into or out of TV advertising. Attracting more direct bookers is always a goal, but sometimes competitive reasons, or the emergence of new platforms, skew the TV budgets.

Booking.com may be a household name in Europe, but Kayak and OpenTable are far better known in the United States. Parent company Booking Holdings is touting the three companies' ties to advantage Booking.com in a way that might be a tad confusing to travel industry executives or NYU Hospitality students, but consumers could care less.

Asia-Pacific advertisers spend more than half of their budgets on digital marketing, the highest compared to other regions, according to a Sojern survey. It’s why the company is pouring more resources into Asia.

Behind the scenes, there may be abundant reasons that Booking Holdings and Airbnb, for that matter, won't be dabbling in Google's vacation rentals business for the time being. Perhaps they are seeking to boost direct traffic or are unhappy with the economics and user experience. Expedia may be positioned to take some advantage.