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As many hotels have noticed over the last 12 months, the traffic landscape for hotel traffic is changing. In a time when digital activity is increasing, online bookings are growing and many hotels are becoming more sophisticated in their approach to digital channels, a drop in traffic from any channel may come as a surprise.
However, changes to Google’s search engine page, shifts in device traffic and other factors all add up to one thing. Organic traffic is being rerouted to paid search, social, and even offline channels. It’s not necessarily a negative, though. While traffic is shifting, engagement and conversion rates are growing.
We think it’s essential to hotels’ future digital presence to be aware of the different causes that have led to this traffic shift, and to be aware of which channels are rising and falling in popularity among travelers.
Our Marketing Director Hollie Faulkner has created an analysis of 8 recent changes which are contributing to this shift. Being aware of these changes and their impact is key to getting on top of this trend. Make sure your hotel is aware and ready to move with the times.