En español, en français, em português.
At Mirai, we want to keep our tradition of compiling our blog’s posts that have caught most interest during the year. From in-depth analysis and key data to opinions and practical guides, these posts highlight the topics with the biggest impact on the industry and that have helped you to optimise your direct sales and improve your distribution.
1. At the top of the list are several posts related to the application of the DMA:
- DMA implementation sinks 30% of clicks and bookings on Google Hotel Ads, by Javier Delgado.
How do Google’s changes affect the user? What have hotels lost? What does this mean for the hotel industry? What about Booking.com? Is it a gatekeeper? Who stands to gain?
- Who are the winners and losers of Google’s implementation of the DMA?, by Pablo Delgado.
Following the DMA, is Google Hotels losing metasearch share? Are other metasearch players taking advantage of this? Has there been a change in the hotels from “direct” to “indirect”? Who are the winners here?
- DMA impact on hotels: 0.8% loss of direct reservations, by Pablo Delgado.
The DMA reduces EU direct hotel bookings by 0.8%, with Hotel Ads decreasing its relative share by -33%, profiting OTAs and increasing your distribution costs.
2. Conversion rate doesn’t matter, revenue does, by Pablo Delgado.
Does the conversion rate reflect the health of your direct sales? Why does an excessive focus on conversion penalize your results? Why is revenue the only KPI you should care about?
3. The six levels of the Google Hotels funnel (Part 1), by Diego Varela.
Are you familiar with all the levels of the funnel and their terminology? Do you know what the KPIs are for your campaigns? Are you able to segment them in order to identify areas for improvement?
4. Spend on commissions or invest in your direct sales?, by Pablo Sánchez.
One of the key factors behind the success of the OTAs is their heavy investment in online marketing. Hoteliers, however, remain reluctant to invest. Why continue allowing intermediaries to own the customer relationship rather than you?
5. trivago introduces its new Net CPA on Consumption, by Paola Romero.
trivago now offers Net CPA on Consumption, a pure commissionable model where you pay only at the end of the stay, excluding cancellations and no-shows.
6. Challenges (strategic, marketing and operations) of selling extras in your direct channel, by Pablo Delgado.
Why should hotels offer extras in their booking engine? What practices help market them successfully? How do you simplify operations?
7. What factors affect the results of your metasearch campaigns? (Part 2), by Diego Varela.
Here we show you how to identify the key variables on each metasearch funnel level and what actions to take in order to optimise your campaign performance.
8. A Hotelier’s survival guide: understanding demand (Part 1), by Marta Romero.
Hotels do not generate demand; direct sales must compete with other channels to attract existing demand. We explain everything you need to know about demand generators and how your hotel can make use of them.
9. Book & Join, a key feature of your loyalty program, by Pablo Delgado.
Triple the growth rate of your database and improve your conversion by combining the “Booking” and “Joining the loyalty club” functionalities.
10. The metasearch funnel in detail: the free booking links funnel and data sources (Part 3), by Diego Varela.
Do Google’s free booking links have their own funnel? How are they different from the paid advertisements? How can we check the data? We explain everything in the third instalment of “The Metasearch Funnel” series.
If you missed any of them, now is the perfect time to catch up and find out why they were the most read of 2024.
Join us as we take a look back at the best of the year and make sure your strategy is up to date with the most relevant trends!
