The travel and tourism industry continues to be highly competitive, with people eager to travel again and hotels and chains vying for business against online travel agencies, vacation rentals, and booking sites. After the pandemic in 2021, Google searches for hotels increased by 92%. According to statistics, more than 90% of travelers will do research online, and 82% will complete their booking online.
The hospitality industry has been consistently investing in its online presence, and key players are banking on the success of their digital offerings. While sites like Booking.com and TripAdvisor get millions of monthly visits, Phocuswright reports that 72% of travelers prefer to book their accommodations directly on a hotel’s website. That being said, OTAs have taken back some of the market, going from 49% during the pandemic to 52%. Although that jump may seem small, a single percentage point increase in online gross bookings can translate into a significant impact, representing a value of up to $1 billion in business revenue and a commission exchange ranging from $100 million to $200 million between hotel companies and online travel agencies (OTAs).
By establishing a strong online presence across various platforms such as search engines, social media, and review websites, hotels can capture the attention of their target audience and stand out from the competition. Search engine optimization (SEO) is a great way to increase website traffic and build awareness while also...
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