Google is taking a primary role as a gatekeeper between hotels and guests. That provides both an opportunity and a threat for hotel distribution and marketing. Here's why hotel marketers should care -- and what you can do about it for your property.
3. GOOGLE: YOUR MOST IMPORTANT DISTRIBUTION CHANNEL
Accounts for >40% of all
traffic to OTAs and hotels
alike
Captures greater than 57% of
all metasearch spend
But ads are taking over
3
6. “Google is our biggest
competitor. The internet
has been littered with the
bodies of companies put
out of business by
Google.”
- Mark Okerstrom,
Expedia CEO
7. “Google is our biggest
competitor. The internet
has been littered with the
bodies of companies put
out of business by
Google.”
- Mark Okerstrom,
FIRED Expedia CEO
19. SECRET SALES FORCE
Key measures
Rooms 100
Occupancy 60%
Guests/room 1.4
Total guests served/year 31,000
Average Facebook friends/guest 200
Total potential reach 6,200,000
20. WHAT IF YOU ONLY HIT 10%?
Key measures
Rooms 100
Occupancy 60%
Guests/room 1.4
Total guests served/year 31,000
Average Facebook friends/guest 200
Total potential reach 6,200,000
Represents over 600,000
people you can reach each
year
21. DRIVEN BY “ADULTS UNDER 40”
● Millennials – digital natives – play a key role
among your customers
● The are the largest single demographic
category
○ ~73m vs. 72m Boomers vs. 66m Gen X
● Largest share of employees at most
companies
● Largest share of business and leisure
travelers — but they have different needs
22. AMAZON REMOVING INFORMATION FROM EMAILS
22
Amazon appears concerned about
Google scraping details in GMail
Amazon doesn’t want Google to
know what people bought,
average order value, etc.