Weekly Insights. September 21, 2024

Is it the end of search advertising as we know it?

As generative AI becomes more integrated into search engines, the traditional cost-per-click advertising model we've relied on for decades may be on the brink of obsolescence. Perplexity's recent decision to adopt a cost-per-mille (CPM) model instead of the usual CPC approach for its advertising platform seems to point in that direction.

Is this the beginning of the end for click-based advertising models in search? Or is it simply a natural evolution, adapting to a landscape where users no longer need to click through to external sites to find the information they seek?

And how should we adapt to this change?

Hotel branding strategy: Building an authentic identity in hospitality

When a prospective guest is ready to book a hotel, there are several factors they’ll consider when making their decision. Once they’ve ticked off location and price, an important and often subconscious consideration is your hotel branding.

Your brand is a representation of what your hotel is and stands for. It’s what makes your hotel unique and sets expectations for prospective guests. If your brand resonates with them and the location and price are within an acceptable range, they’ll choose your brand and make a booking.

In the fast-paced world of hospitality, where competition is fierce and customer expectations are constantly shifting, your branding needs to cut through the noise and make the right impression on your customers. But what can you do to make the right connection and why must you innovate to survive?

Hotel competitive set: What is it and how do you find yours?

By identifying and analyzing your compset, you gain a deeper understanding of your market positioning which enables you to construct more effective strategies to drive business performance.

Essentially, understanding your compset provides invaluable insights into what it takes to attract more bookers to your property and outperform your competitors.

Rethink ROAS: Leverage lifecycle marketing to unlock advanced metrics for your hotel

As a marketer, you are probably all-too familiar with Return on Ad Spend (ROAS)—a marketing metric that measures how much revenue you have earned for each dollar that you spend on advertising. ROAS is an important key performance indicator (KPI) for any business because it shows you the effectiveness and profitability of your advertising efforts. But what if ROAS isn’t the ultimate measure of marketing effectiveness? What if there was an even better, more comprehensive approach to measuring KPIs that drive performance for your digital marketing campaigns?

Hotel budgeting and forecasting: Key steps and best practices for 2025

A hotel budget is more than a spreadsheet to ensure your sales revenue can cover your fixed and variable expenses. It also serves as a strategic plan that can help hotel managers to meet their goals, irrespective of challenges like a dip in demand or an economic downturn.

Here’s an overview of the steps involved to ensure you’re ready for hotel budgeting season.

From check-ins to challenges: Everything you need to know about the Front Office Department

In this guide, we’ll dive into the ins and outs of the hotel front office department, examining the challenges it faces, the latest trends transforming it, and practical tips for improvement. Whether you’re a hotelier, student, new graduate, or hotel owner, this article will provide valuable insights to help you optimize your front office operations and enhance guest satisfaction.

Hotel website design trends 2024: How stand out and increase conversion rates

From cell phones to smart watches, we live in an increasingly digital, on-demand world. For hotels, this means thoughtfully merging storytelling with design and UX innovations to connect with guests on every digital platform. With the demand for travel ever-increasing, guest expectations are also on the rise – including the need for fast, intuitive, and personalized website experiences.  

Ready to get started? Let’s take a look at the top website design and UX trends specifically for in the hospitality industry.

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