Large amounts of travel planning, and particularly travel buying, now occur on digital channels in the UK. It’s little wonder, then, that the travel industry accounts for a large proportion of digital ad spend.
Airbnb is having a real financial impact on the hospitality industry, and it’s time for incumbents to acknowledge and meet the challenge. Francesco Canzoniere’s insight: According to a recent report from Boston University, a 10% increase in Airbnb supply results in a 0.35% decrease in hotel room revenue, which translates into a 13% impact on revenue in Austin, Texas, which is home to the highest Airbnb supply. This study also found that lower-priced hotels…
The Scotland-based metasearch company argued that the original ruling by Britain’s Office of Fair Trading restricted consumer access to discounts. Source: www.dailymail.co.uk Skyscanner took its case to the UK Competition Appeal Tribunal (CAT), which ruled in its favour and sent the case back to the CMA. CMA had accepted commitments from Expedia, Booking.com and Intercontinental Hotels Group, which meant consumers would need to join a membership scheme, or closed group, to view discounted…
Full extract (ppt) and video of the Google Hangout presentation of the Google’s 2014 Traveler’s Road To Decision Study made in collaboration with Ipsos MediaCT. Google – The 2014 Traveler’s Road To Decision from Francesco Canzoniere Here a quick recap of the most important insights: – 76% of leisure travelers select an OTA for its lower prices and better deals. – 53%…
Google is helping travelers save money with a new Now card that tells users when a price has dropped on a flight. According to this Google+ post, you can t
Google is helping travelers save money with a new Now card that tells users when a price has dropped on a flight.
Digitally savvy brands that meet consumers on their own terms can drive greater engagement, write Google’s Kelli Wasuri and Gopi Kallayil.
In the digital world, consumers don’t want to be ambushed by advertising; instead, they expect brands to advertise to them only when they grant brands permission to do so. Consumers expect brands to deliver something valuable in their messaging, whether its entertainment, education, or utility. And lastly, consumers know they have the power to amplify a brand’s message, and they expect to actively participate in doing so.
The message is clear — to be successful in the digital era, brands must listen to the demands of their consumers when marketing to them: “Meet our expectations, or become irrelevant.”
Focus on running tests to identify the variables that do impact your audience. Start with using the funnel report to tell us how our website converts for a specific date range and then use cohort analysis (a cohort is a group of people who share a common characteristic or experience within a particular time span) in order to track how each group’s behavior changes over time.
Searchmetrics recently launched their yearly Ranking Factors Study that bases numbers on rank correlation and averages of top 10 SEO rankings. The 2014 analysis shows that content on top-performing sites is much more holistic and less keyword-focused. In this post, Marcus Tober, founder and CTO of Searchmetrics, explains why you should focus on more than just keywords when it comes to technical aspects of your site, and how you can create relevant, comprehensive content for users.
Leverage the psychology of desire and you’ll increase landing page conversions. Successful brands are already doing it – here’s how you can do it too.
To create desire for your product, you need to:
– show people how using your product or service will either reduce pain or increase pleasure in their lives
– reassure them that is a perfectly acceptable behavior to undertake.
Airbnb creates desire for their service by using beautiful product images. By using professionally-shot photographs that showcase the properties at their absolute best, they increase individual incentive to stay at one.
-> Adding appealing images, Airbnb increases expected pleasure/perceived quality and social approval for these non conventional accommodations.