Hotel Marketing Archivos - Page 3 of 3 - Travel Performance Marketing Agency Spain

How Airbnb & Other Big Companies Increase Conversions Using the Psychology of Desire

FRANCESCO CANZONIERE / Airbnb, Content Marketing, Hotel Marketing, Marketing Optimization, Marketing Strategy, Web Design, Website Optimization, Website Performance

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.

Source: unbounce.com

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.

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US Department of Transportation (DOT) Likely To Apply Stricter Consumer Protection Regulation To Metasearch Sites

FRANCESCO CANZONIERE / Direct Distribution, Fly.com, Google, Hipmunk, Hotel Marketing, Kayak, Metasearch, OTAs, Skyscanner, Travelzoo, Tripadvisor

The US Department of Transportation has proposed a new travel metasearch rule. Google, Kayak, Hipmunk, Skyscanner, Travelzoo, and TripAdvisor oppose it.

Source: www.tnooz.com

One of the more surprising counter-arguments by the lawyers of the six metasearch companies that are putting up a united front against the DOT (Google, Kayak, Hipmunk, TripAdvisor, Skyscanner, and Travelzoo/Fly.com) is this: “The metasearch site, in connection with a consumer’s search and the provision of responsive data, does not collect personal identification, payment, or frequent flyer information from the user.” That statement is surprising because the conventional wisdom in the industry is that metasearch sites are about to start doing precisely that. Plans are believed to be afoot for metasearch sites’s user interfaces to ask users for identifying information, payment details and loyalty program membership accounts to help filter relevant search results and speed up the purchase. This functionality is said by some insiders to be vital for mobile apps and websites. Users want to be able book travel without having to leave the metasearch sites themselves and without having to type in their credit card and loyalty numbers repeatedly on tiny devices. But metasearch companies argue they are not actually “collecting” that information. They are passing it through to the third-parties.

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The Psychology of Color in Marketing and Branding

FRANCESCO CANZONIERE / Hotel Marketing, Performance, Performance Marketing, Usability, Web Design, Website Optimization, Website Performance

The psychology of color as it relates to persuasion is one of the most interesting — and most controversial — aspects of marketing. To alleviate this trend and give proper treatment to a truly fascinating element of human behavior, we’ve reviewed a…

Source: www.huffingtonpost.com

Often-cited examples of a boost in conversions due to a change in button color, mislead people because a conversions level uplift after changing a button from green to red, for instance, do not prove any magic power of one color over another.
The reason why a change in a button color can boost conversions is due to the contrast that it creates, the so called “isolation effect”, which is needed to get high conversions.
Generate this isolation effect when testing color palettes, in order to create contrast in your web design and guide people to important action areas.

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The Online Travel Planning Journey of Today’s Leisure Consumers

FRANCESCO CANZONIERE / Analytics, Booking.com, Distribution, Expedia, Google, Google Hotel Finder, Hotel Marketing, mobile, mobile marketing, Travel Distribution, Tripadvisor

Source: www.slideshare.net

Some valuable insights about the complexity of the traveler’s search-shop-buy journey, such as:
– Mean touch points = 6.5 (up to 7,9 for people 25-34 age old)
– Number of touch points on mobile=1, desktop=5
– Mobile devices used more by youngsters during the online travel planning journey
– 23% of bookings are “mobile”
– OTAs are the first place that travel websites consumers visit when they plan trips. Google second and Tripadvisor alike websites third.

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