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Anyone have insight into how effective Travel Click has been for hoteliers acquiring direct traffic on $GOOG?
https://www.travelclick.com/insight/travelclick-and-google-expand-partnership-to-help-hoteliers-maximize-revenue-in-an-increasingly-competitive-market/
https://www.travelclick.com/insight/travelclick-and-google-expand-partnership-to-help-hoteliers-maximize-revenue-in-an-increasingly-competitive-market/
Hoteliers need such a high conversion rate to outbid OTA's on CPC
This requires a huge digital infrastructure: efficient landing page / website, call centres, quality data.
This requires a huge digital infrastructure: efficient landing page / website, call centres, quality data.
Industry participants say $BKNG conversion is 7x industry average
~12-14% versus 1.5-2%
It really is hard to comprehend just how good $BKNG is at conversion
~12-14% versus 1.5-2%
It really is hard to comprehend just how good $BKNG is at conversion
$GOOG doesn't want to hold the transaction; they want to provide the best information and shopper experience.
At the end of day, it comes down to who can win the Google Hotelads auction; OTA's versus brand. com
At the end of day, it comes down to who can win the Google Hotelads auction; OTA's versus brand. com
Can hoteliers really increase conversion that much that it would enable them to outbid $BKNG on $GOOG?
I think US chains have a chance due to chain consolidation:
US = 75% branded rooms
ex-US= 25-30%
I think US chains have a chance due to chain consolidation:
US = 75% branded rooms
ex-US= 25-30%
