Hotel marketers should make sure to understand the different stages of a user's search behavior, as well as the different devices users could potentially retrieve hotel booking information from.
As a hotel marketer, you should always include the following areas in your hotel marketing strategies:
As revealed previously, users are able to reach your hotel booking engine website through four different channel types: search engines, comparison websites, hotel booking engines, and brand/chains.
For search engines, are you well covered with good marketing strategies on your search engine optimization and paid search marketing?
For comparison websites, are you listed on the top hotel price comparison websites and/or hotel review websites?
For hotel booking engines, is your hotel booking engine website well designed for users to search for specific hotels with specific requirements? Is your hotel booking engine website well designed for users to make a hotel booking right away?
Users search for hotels with different device types. Within device types, there are many different types of models as well. The different screen sizes of devices make hotel marketing on the Internet highly fragmented. Some examples below:
Have you already adapted a responsive design for your hotel booking engine website? Or have you opted to build different website versions for different device types?
As revealed previously with three cases of user behavior on hotel booking websites, your users don't always land directly on the home page of your travel website.
If a user enters destination search terms and/or hotel name search terms, search engines very likely return search results that will take users to hotel result search pages, hotel detail pages, or different hotel booking engine websites.
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ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Gordon Choi has paid search experience in Google AdWords and Baidu since 2003; Yahoo/Bing since 2002 and SEO and web analytics experience since 2005 across China, Asia, U.S., U.K. and Australian markets. He gathered China Internet experience through working in-house at Ctrip.com and Alibaba.com and now specializes in setting up SEM/SEO strategies, managing online campaign operations, and implementing web analytics solutions for clients.
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An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
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