Recently, the HSMAI Foundation published an AH&LA and STR special report detailing tremendous changes throughout the past decade in the hospitality industry. With a particular focus on distribution, this report covers many significant changes and their impact on revenue generation, guest interaction, inventory control, pricing, hotel operating costs and financial return. This in-depth, factual study brings together industry experts, leading associations and data resources, as well as brands and numerous owner operators to help the hotel industry really understand the costs of different distribution channels and the importance of optimizing the sales channel mix.

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As travel shoppers have shifted to researching and purchasing stays on their mobile devices—namely smartphones—travel marketers must take measures to better reach, engage and generate bookings from today’s on-the-go travelers.

The Mobile Craze

The Internet, and the way consumers use the Internet, is constantly evolving.  More often than not, there’s a significant evolutionary step that affects the travel industry.  OTAs, social media and mobile are a few examples.  Mobile in particular has recently revolutionized the way hotels, resorts and bed and breakfasts reach targeted shoppers.  Just how important is mobile?  Well, according to Google, 20% of all hotel related searches are conducted on mobile devices.  eMarketer estimates that nearly 35% of U.S. smartphone users research travel on their devices, with around half of them making mobile bookings.  Those numbers, which are rapidly rising, have independent and branded properties scrambling to not only build mobile websites (Greystripe recently found that smartphone users are more likely to use the mobile web versus apps for their travel needs), but also utilize pay-per-click advertising (PPC)… mobile PPC.

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In order to have truly integrated online marketing, hotels and resorts must invest in social, mobile and local marketing initiatives.  If your property still isn’t on board with all three channels, now’s the time to make a change.

Social Media Matters

Quite simply, social media matters because it’s a place where millions of travel shoppers converge to discuss, review and shop for lodging.  And if that many travelers are in one channel, hoteliers absolutely need to be there.  Social outlets such as Facebook and Twitter have shifted power to consumers.  Review sites like TripAdvisor—another form of social media—also provide guests a strong voice.

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