Archive

My take on the underpinning reasons behind the situation caused by the Digital Markets Act interpretation

Javier Delgado analyzes the main causes behind the changes generated by the interpretation of the Digital Markets Act (DMA).…

Javier Delgado04/12/2024

A Hotelier’s survival guide: understanding demand (Part 1)

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. …

Marta Romero30/10/2024

DMA impact on hotels: 0.8% loss of direct reservations

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. …

Pablo Delgado14/10/2024

The metasearch funnel in detail: the free booking links funnel and data sources (Part 3)

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.…

Diego Varela25/09/2024

Who are the winners and losers of Google’s implementation of the DMA?

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?…

Pablo Delgado11/06/2024

What factors affect the results of your metasearch campaigns? (Part 2)

Here we show you how to identify the key variables on each metasearch funnel level and what actions to take in order to optimize your campaign performance.…

Diego Varela21/05/2024

DMA implementation sinks 30% of clicks and bookings on Google Hotel Ads

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?…

Javier Delgado07/05/2024

The six levels of the Google Hotels funnel (Part 1)

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?…

Diego Varela23/04/2024

Book & Join, a key feature of your loyalty program

Triple the growth rate of your database and improve your conversion by combining the “Booking” and “Joining the loyalty club” functionalities.…

Pablo Delgado03/04/2024

Challenges (strategic, marketing and operations) of selling extras in your direct channel

Why should hotels offer extras in their booking engine? What practices help market them successfully? How do you simplify operations?…

Pablo Delgado20/03/2024

Archive

My take on the underpinning reasons behind the situation caused by the Digital Markets Act interpretation

A Hotelier’s survival guide: understanding demand (Part 1)

DMA impact on hotels: 0.8% loss of direct reservations

The metasearch funnel in detail: the free booking links funnel and data sources (Part 3)

Who are the winners and losers of Google’s implementation of the DMA?

What factors affect the results of your metasearch campaigns? (Part 2)

DMA implementation sinks 30% of clicks and bookings on Google Hotel Ads

The six levels of the Google Hotels funnel (Part 1)

Book & Join, a key feature of your loyalty program

Challenges (strategic, marketing and operations) of selling extras in your direct channel

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