I believe hospitality's old friend and foe Google will be the single biggest opportunity in hotel digital marketing going in 2023, and here is why:
- Today the average travel consumer spends almost 7 hours on digital media a day vs 19 minutes on print media (newspapers and magazines). Overall consumers spend more time with digital media than with TV, radio and print media combined (Hootsuite). So, forget about spending your precious marketing dollars on print brochures and collateral, print ads, direct snail mail, etc.
- Google now controls 91.42% global search engine market share (Hootsuite, 2022)
- On average, Google contributes - directly or via referrals - to over 55% of smart hoteliers’ website revenues (30% via SEO; 25% via SEM/paid search, 5% via Google Hotel ads/metasearch.
Google now “owns” the travel consumer and has become the “shepherd of the digital customer journey” by positioning itself at and making money in the form of referral, CPC, CPM, CPA and CPS fees from each of the five phases of the Digital Customer Journey: Dreaming, Planning, Booking, Experiencing and Sharing Phases.
Google has become a fully integrated advertising ecosystem, where all advertising formats are intertwined and work in concert. User engagements in the upper funnel (SEO, content marketing, YouTube TrueView, Gmail Ads, etc.) influences conversions in the lower funnel (Google Ads, Google Hotel Ads, Google Display Network, RLSA, Customer Match, etc.), and a campaign in one advertising...
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