This document discusses how travel planning has become non-linear and cross-device, with travelers using multiple sites and devices to research and book trips. It highlights that travelers have a variety of needs that must be met for a booking to occur, with unmet needs being a larger deterrent to booking than price. It recommends that hoteliers showcase robust property details on Google My Business, maximize booking options through Hotel Ads, and customize Hotel Ads campaigns based on audience needs to better anticipate and meet traveler requirements.
This document discusses how travel planning has become non-linear and cross-device, with travelers using multiple sites and devices to research and book trips. It highlights that travelers have a variety of needs that must be met for a booking to occur, with unmet needs being a larger deterrent to booking than price. It recommends that hoteliers showcase robust property details on Google My Business, maximize booking options through Hotel Ads, and customize Hotel Ads campaigns based on audience needs to better anticipate and meet traveler requirements.
17. @marcovolpe #bto11
SCHEDA DI VALUTAZIONE BILANCIATA
Prospettiva finanziaria
Prospettiva del consumatore
Prospettiva interna dell’azienda
Prospettiva dell’innovazione
18. @marcovolpe #bto11
PER OGNI PROSPETTIVA
Gli obiettivi: ciò che devo raggiungere
Le misure: come lo quantifico
I bersagli: i valori obiettivo
Le iniziative: le azioni chiave