Weekly Roundup: Travel, Tech and Social Media
Happy Friday! What did the first week of March bring for the travel and hospitality industry? Check out our favorite stories below.
Happy reading and don't forget to come back next week for more!
Expedia’s new Accelerator program offers a way for hotel properties to move their way up from page three to the first page of listings on Expedia.com — all they might have to do is pay Expedia an additional 10 percent commission on top of their typical payments.
Both Accor and HNA are thinking smarter than most about the right, strategic buys in the sector. And Carlson Rezidor is undervalued right now.
Hyatt Hotels launched its new Unbound Collection by Hyatt soft brand this morning to reach a new consumer segment that wants an independent hotel with the benefits and rewards of a global chain.
Sheraton is trying to accomplish a lot: Win “hearts and minds” of business travelers, revitalize a brand, and grow beyond 450 properties — all while its parent company is preparing to merge with another hotel giant.
Trends and Insights
A closer look at the state of online bookings shows that what Google Travel aims to do is reach travelers at every point of the booking pathway, and Book on Google (the hotel instant booking feature) is one among many ways in which hotels will need a presence in order to effectively compete for visibility and market share.
There have been many other attempts — especially by startups — to catch consumers at the research phase — or the high-end of the transaction funnel, as marketers say. But consumers have been slow to adopt these trip-inspiration tools. Now Booking.com is making its own foray into this type of search, betting either that consumers are finally ready for it or that the technology has finally improved enough to provide relevant results.
The business travel community swings between denying any impact from Airbnb, Uber and the like, to worrying what to do about them.
Hotels should expect more prodding from TripAdvisor to make sure their descriptions of their properties are as thorough and clear as possible if they want to drive more direct bookings through the platform.
One might assume (if you read only the kowtowing Airbnb-friendly media) that hoteliers are running scared from threat of the sharing economy. That may be true in some quarters, but there are equally some more earthly matters that are in need of attention.
How Much Are Online Reviews Actually Worth? | Social Media TodayWhile many business owners often feel overwhelmed by online reviews, small businesses need them to survive. In fact, 92% of consumers read online reviews before making purchases, and they trust those reviews as much as they trust recommendations from friends and family. Consumers are also more likely to choose a small business if they read positive reviews about that business.