One of the biggest buzzwords in digital marketing today is audiences. While the concept of target audiences has been around for as long as marketing itself, the evolving digital landscape has changed the way that brands reach their customers online today. Audiences have existed in other channels for digital marketing, but it is still a developing targeting method in metasearch....
Google has quietly launched a new filter by brand feature for Hotel Search on mobile. Previously, users did not have this option, but now they can filter by their preferred hotel chain and its respective brands. This new feature follows closely at the heels of Google’s expanded insight tools for Google Flights and Google Hotels, a new landing page for...
Metasearch has grown into an incredibly important channel in 2019 and has become more competitive than ever for advertisers. Advertisers that are looking to maximize growth and performance must constantly adapt, experiment, and evolve. While no advertiser executes this perfectly, the best performers in the space are able to make great gains by finding areas of differentiation and maximizing them....
The travel industry is constantly evolving to keep up with the latest trends and desires of travelers worldwide. More and more, travelers are looking to personalize their holidays and to fully immerse themselves in the fabric of the destination they choose; ultimately, they are looking for unique experiences that also make them feel at home. The rise of the sharing...
Ad optimizations shift based on campaign objectives, market conditions, and target markets, to name just a few reasons. For example, a hotelier may choose to optimize toward conversions to drive overall bookings for a retargeting campaign, but decide to optimize toward link clicks for an upper funnel campaign. What is the best method if a hotelier would like to optimize...
Traditionally, digital marketing teams have focused on gross revenue and return for reporting and optimization purposes. For hoteliers, gross revenue is the revenue directly attributed to a booking at the moment the booking occurs. For example, if a traveler decides to book a $100 hotel room today for an upcoming vacation, that $100 will be recorded and attributed to today’s...
ITB Berlin (Internationale Tourismus-Börse) is the largest tourism trade fair in the world. The trade fair started as a small event back in 1966 with only 250 visitors, but it has grown to become one of the most important travel trade shows, not only in Germany and Europe but throughout the world. Today, it is a global industry marketplace, showcasing...
Chinese New Year, also known as Lunar New Year or Spring Festival, is a holiday that celebrates the beginning of a new year based on the traditional lunar calendar. Akin to Christmas in the western world, over a quarter of the world’s population observes this holiday, especially in East Asia. This celebration is family oriented, as parents take vacations with...