Once we have analysed instant booking TripAdvisor’s new product (what it is and in detail) comes the big question: should I participate with my direct sale? On one hand, the first reaction would be to resist. It does not seem ideal to advance towards a scenario in which the direct sale, whose main objective should be…
Once we have analysed what instant booking is and how it compares to Business Listings and TripConnect CPC, we move on to analysing the many questions that this new product comes with. Will it be available in all markets? For now, instant booking is available only for users in the United States, Canada and United…
TripAdvisor continues to grow and, whether we like it or not, is going to become an important figure in the hotel industry. It was created as a hotel review site and it has become the number one site in that field. It grew by adding price comparison, competing with Trivago and Kayak. Now, it has…
Cheap? Expensive? Are you sure that you are measuring each action you carry out precisely? Grab your calculator and read this. Calculating the costs of each channel and of each optional proposal with which you are continuously tempted with is essential to understand its profitability, comparing and making well-founded commercial decisions. The analysis that we…
They are the current hot topic of the industry: constant advertising on television, astronomical acquisitions of Kayak and Trivago, they occupy most part of the news in specialised media… They have been with us for a few years although they have only recently started to experience a boom. Why so much prominence? Are they just a trend? What…
Booking.com is a sales leader and you can see that every month due to the amount of bookings that it generates. One of the cornerstones of its success is its customer orientation, a highly used concept in marketing –occasionally unfounded- but that in this case it’s put into practice in all of its processes with…
Among all new terms presented in Web analytics, there is one that nowadays we have introduced into our slang: Conversion rate. It is one of the principal rates of success in this field, so it is easy to assume that appears as a standard concept that doesn’t allow any kind of subjective interpretation… But be…
Have you already decided to increase your online sales via the direct online channel? You are strongly convinced that the best booking conditions are on your own brand website and give no reason for your clients to book your hotel through OTA channels. And your customers, are they aware of it? One should remember that…
Por Pablo Delgado y César López Generic advertisements: unavoidable but mostly harmless Google shows advertisements according to the words that the user has written… every single one of the words. You can prevent advertisements appearing when your names is searched or advertisements that include your name in their text but you cannot do anything about…
By Pablo Delgado and César López. On the first part of this serie we analyzed the problem: in this one, the options you have to solve it. Alternative 1: Also advertise yourself It is a common occurrence nowadays. The hotel chains and the more advanced, independent hotels have already accepted the need to invest in…
