Skip to main content

Benchmark Report Shows Importance of Paid Marketing in Driving Brand.com Traffic

Sabre released their 2020 brand.com benchmark report showing that a higher percentage of traffic came to hotel websites via CPC/Paid Search; up to 18% of all traffic in 2019 from 14% in the previous year.   While Organic Search continues to drive the most traffic (44%), it has decreased 5pts from 2018.  This highlights the continued importance of SEO in driving traffic organically, as well as the importance of a healthy investment in Paid Search and CPC.  This suggests an increase in hotel investments in CPC, as well as, an increase in the ability for paid search to drive traffic.  



Key Takeaways
  • Organic Search continues to reign at the top for driving traffic
  • CPC/Paid Search continues to grow in importance for the hotel industry
  • Direct traffic importance has not changed in the last year

Show me the data

Brand.com Traffic Change from 2018 to 2019



Show me the numbers



Sources

Comments

Post a Comment

Popular posts from this blog

Social Media + Hospitality

A recent study by The Center for Hospitality Research at Cornell University constitutes one of the first pieces of empirical research on the effect social media has on hotel purchasing decisions by different market segments. The report titled How Travelers use Online and Social Media Channels to Make Hotel-choice Decisions   takes a snapshot of the rapidly changing field of how consumers gather information and make their decisions regarding travel purchases, based on responses of 2,830 recent travelers.   This report is particularly helpful in that it gathered findings based on the guest's market segment and reports how a channels importance varies according to the stage in the decision process.   "Business travelers often use the hotel recommended by their company, although many of them use search engines or online travel agents for their hotel search. Recommendations of friends and colleagues are less important to business travelers than they are to leisure travelers
390 comments
Read more

Seven Weeks of Modest Occupancy Growth for US Hotels

Weekly US Hotel Demand Update: Week-ending May 20th was the 7th straight week of modest occupancy improvement; at 35%, up from a low of 21% on April 11th. Despite the increase, this is still a 70% RevPAR decline vs last year. April closed out with the worst RevPAR decline ever, down 80% in the US. Driven by declines north of 90% at Upper Upscale & Luxury properties. Top 25 markets continue to be heavily impacted. Finally, on the development front, the pipeline has peaked, with a number of projects on early stages moving to abandoned or postponed. Originally from LinkedIn: https://www.linkedin.com/posts/andres-orta-travels_us-hotel-performance-results-april-2020-activity-6672148618444701697-FUlL
Post a Comment
Read more

United Airlines' loyalty program worth $22B

United Airlines  values its loyalty program at $22B, Skift reports.  Opening the secret box to the industry's most valuable assets... its loyalty member audience and point currency. As the travel landscape changes, companies will have to look at ways to leverage their loyalty program members as an addressable audience in new ways without eroding trust. Not since  Air Canada   sold (and then bought back) its loyalty program, have we had such a public view of the revenue-generating power of loyalty. United's program generated 12% of the airline's total revenue in 2019, you bet that number will be much higher in 2020, and they will be looking for ways to continue to grow that number. Important to note that hotel companies have turned to their loyalty programs as for financing as well, by pre-selling points to their credit card partners.  Both Hilton and Marriott have presold close to $1B dollars each.  Will we start valuing travel companies by the size of their loyalty program
1 comment
Read more