The document analyzes search trends for luxury hotels from 2012-2017 using Google Trends data. It finds that searches for "Small Luxury Hotels" consistently outperformed other terms, indicating strong worldwide demand. The UK, Australia, and Germany had the highest search volumes. Popular search related queries included TripAdvisor, Expedia, and small luxury hotel brands. Reviews from sites like TripAdvisor have also become highly influential in consumer decision making.
Hotel Yearbook 2013 Working the Crowd: Crowdsourcing for Hotels by S. HolversonSonja Holverson
Crowdsourcing is a relatively new technique for tapping into the vast pool of talent and labor available via the Internet. It particularly offers small independent hotels and small tourism businesses an alternative approach to marketing success, writes Sonja Holverson, Professor of Marketing at Switzerland's Ecole hôtelière de Lausanne, Switzerland. After researching the existing literature and working on a live case study with Matthew Barker, Founder of Hit Riddle, a crowdsourcing specialist in tourism for small businesses, Ms. Holverson noted there was a significant positive impact on the performance of a small eco-lodge from the crowdsourcing business model created by Mr. Barker.
5 important US hotel and travel trends with the power to shape 2016SiteMinder
Are travellers planning to dedicate more time to vacations? Which destinations are on must-visit lists? And what technology trends are impacting the way they behave from initial search through to actual experience?
SiteMinder recently partnered with the California Hotel and Lodging Association to answer some of these questions with hoteliers joining an online webinar to learn more about the top travel trends that hotels, just like yours, should be planning for in 2016.
The purpose of this presentation is to present the major industry and consumer trends affecting the hotel industry, specifically with respect to the digital evolution and online booking.
Hotel Yearbook 2013 Working the Crowd: Crowdsourcing for Hotels by S. HolversonSonja Holverson
Crowdsourcing is a relatively new technique for tapping into the vast pool of talent and labor available via the Internet. It particularly offers small independent hotels and small tourism businesses an alternative approach to marketing success, writes Sonja Holverson, Professor of Marketing at Switzerland's Ecole hôtelière de Lausanne, Switzerland. After researching the existing literature and working on a live case study with Matthew Barker, Founder of Hit Riddle, a crowdsourcing specialist in tourism for small businesses, Ms. Holverson noted there was a significant positive impact on the performance of a small eco-lodge from the crowdsourcing business model created by Mr. Barker.
5 important US hotel and travel trends with the power to shape 2016SiteMinder
Are travellers planning to dedicate more time to vacations? Which destinations are on must-visit lists? And what technology trends are impacting the way they behave from initial search through to actual experience?
SiteMinder recently partnered with the California Hotel and Lodging Association to answer some of these questions with hoteliers joining an online webinar to learn more about the top travel trends that hotels, just like yours, should be planning for in 2016.
The purpose of this presentation is to present the major industry and consumer trends affecting the hotel industry, specifically with respect to the digital evolution and online booking.
The project is on digital marketing for hospitality industry with main reference to hotels. The project also looks into keeping track of generation Y and Z, also understanding their importance.
The power shift in travel: How hotels can get back on top with their online d...SiteMinder
After 26 years in the travel technology industry, David Chestler, SiteMinder's EVP of Global Enterprise Sales & Business Development, is perfectly placed to present on the topic of the power shift in travel covering everything from Airbnb, to the user economy, and how hotels can take back control. This presentation was originally delivered at World Travel Market in London on 3rd November 2015. You can view more content at: www.siteminder.com/blog
A study sponsored by Expedia that shows:
- Where consumers find inspiration for travel purchases online
- How consumers move between travel sites across their decision making journey
- A deeper understanding of the role of OTAs, meta and supplier sites along the multi-touch roadmap
Download this study at: http://info.advertising.expedia.com/travelerattribution?portalId=149354&hsFormKey=59630ba9d184e3f5d2271f45e8231fa5&submissionGuid=a14ea177-c004-4913-bb1b-bf5bf39779fe#main_form
The Transformation of the Hotel Industry from Art to ScienceRobert Rauch
The venerable institution of hospitality has been turning around over the past two decades. The combined impact of shifting demographics and new technologies are the primary catalysts for this metamorphosis. The Internet provides consumers an opportunity to think of the hotels as commodities. Hotels had been lowering prices to gain a competitive advantage from 2009 to 2013 but are now raising prices as quickly as possible, hoping that the music won't stop soon. The many changes occurring today are proof positive that this industry is no longer limited to being an "art." We have officially moved into the John Naisbitt coined "hi tech, hi touch" world. Led by revenue management but now including distribution channel management, social media marketing, Web 2.0 or 3.0, call it what you like and more, this industry has been transformed.
Cutting through the channel clutter: How hotels can get back in control of th...SiteMinder
SiteMinder's David Chestler recently presented to an audience at the Caribbean Travel Marketplace deep-diving into all things online distribution for hotels, and asking the important question - how can your hotel cut through the channel clutter?
Your hotel's direct booking strategy: Targeting the guests of the futureSiteMinder
Your hotel's direct booking strategy: Targeting the guests of the future
Did you know that today’s digital-savvy consumer is subjected to 3,000 marketing messages a day!
That’s a staggering statistic proving just how difficult it is for businesses to cut through the noise in order to be heard.
For hoteliers, it can be even harder to know how to reach the right people – and that’s assuming they have their target audiences fully marked out.
In this free presentation we’ll share:
The six groups of travellers – your future hotel guests
Strategies to entice these travellers to book direct
Unbreak the Fragmentation: The hotelier movement toward the single screenSiteMinder
Much is said today about the hotel guest experience. But what about the hotelier experience?
With its uniquely-central position in the hospitality industry, SiteMinder today enables the masses with user-led experiences that sit at the root of all functional requirements, as well as actionable data that drives both yield and occupancy for properties of all types and sizes.
What effect does fragmented distribution, user content and dynamic pricing have on a hotel’s holistic merchandising efforts? And on guest satisfaction? How can digital marketing and sales be executed at lower costs and in a fraction of the time often spent now, with fewer mistakes? Time is money!
As SiteMinder marks its 10th year in the travel scene, David Chestler looks at the evolved, complex needs of the modern hotelier and the unstoppable movement toward: The simple. The end-to-end solution. The single screen.
During this presentation, David will touch on the personalisation and localisation of products and service, the consolidation of big data and the industry, the first step of the journey for the hotel of 2020, and much more.
U.S. Travel and Hospitality: Embracing a SMAC-Driven FutureCognizant
Airlines, hotels and travel agents are driven to holistically embrace social, mobile, advanced analytics and cloud to boost business performance and retain share of wallet.
UGA Marketeers - 2015 Terry Digital Marketing CompetitionTeresa Caro
UGA Terry College of Business each year runs a Digital Marketing Competition where student teams are required to create a digitally focused integrated marketing campaign. Students are asked to use their creativity and ability to think strategically and analytically to create a campaign that ensures the client achieves its desired objective.
The client case study for the 2015 Digital Marketing Competition centered around the re-launch of Crowne Plaza Hotel and its "Always On" platform. This presentation is the 2nd place winner by Team Teresa: UGA Marketeers (Grace Hulett, Erin Miller, Christy Waldrop, Lindsey Wesloski).
Travel and hospitality industry - 2017 analytics landscapeMetriplica
Use and importance of analytical strategies in the travel and hospitality domain. This relatively recent development presents both a unique challenge and an extraordinary opportunity. An opportunity that many brands are not fully capitalizing on. We travel to connect, detach, explore and experience the world outside our homes. Some of us travel for business while others travel to discover themselves.
Let's see how.
Curious about the future of hospitality marketing and distribution? This presentation to HSMAI's Washington, DC chapter explains why the future of hospitality marketing for independent hotels and brands alike starts this year.
The project is on digital marketing for hospitality industry with main reference to hotels. The project also looks into keeping track of generation Y and Z, also understanding their importance.
The power shift in travel: How hotels can get back on top with their online d...SiteMinder
After 26 years in the travel technology industry, David Chestler, SiteMinder's EVP of Global Enterprise Sales & Business Development, is perfectly placed to present on the topic of the power shift in travel covering everything from Airbnb, to the user economy, and how hotels can take back control. This presentation was originally delivered at World Travel Market in London on 3rd November 2015. You can view more content at: www.siteminder.com/blog
A study sponsored by Expedia that shows:
- Where consumers find inspiration for travel purchases online
- How consumers move between travel sites across their decision making journey
- A deeper understanding of the role of OTAs, meta and supplier sites along the multi-touch roadmap
Download this study at: http://info.advertising.expedia.com/travelerattribution?portalId=149354&hsFormKey=59630ba9d184e3f5d2271f45e8231fa5&submissionGuid=a14ea177-c004-4913-bb1b-bf5bf39779fe#main_form
The Transformation of the Hotel Industry from Art to ScienceRobert Rauch
The venerable institution of hospitality has been turning around over the past two decades. The combined impact of shifting demographics and new technologies are the primary catalysts for this metamorphosis. The Internet provides consumers an opportunity to think of the hotels as commodities. Hotels had been lowering prices to gain a competitive advantage from 2009 to 2013 but are now raising prices as quickly as possible, hoping that the music won't stop soon. The many changes occurring today are proof positive that this industry is no longer limited to being an "art." We have officially moved into the John Naisbitt coined "hi tech, hi touch" world. Led by revenue management but now including distribution channel management, social media marketing, Web 2.0 or 3.0, call it what you like and more, this industry has been transformed.
Cutting through the channel clutter: How hotels can get back in control of th...SiteMinder
SiteMinder's David Chestler recently presented to an audience at the Caribbean Travel Marketplace deep-diving into all things online distribution for hotels, and asking the important question - how can your hotel cut through the channel clutter?
Your hotel's direct booking strategy: Targeting the guests of the futureSiteMinder
Your hotel's direct booking strategy: Targeting the guests of the future
Did you know that today’s digital-savvy consumer is subjected to 3,000 marketing messages a day!
That’s a staggering statistic proving just how difficult it is for businesses to cut through the noise in order to be heard.
For hoteliers, it can be even harder to know how to reach the right people – and that’s assuming they have their target audiences fully marked out.
In this free presentation we’ll share:
The six groups of travellers – your future hotel guests
Strategies to entice these travellers to book direct
Unbreak the Fragmentation: The hotelier movement toward the single screenSiteMinder
Much is said today about the hotel guest experience. But what about the hotelier experience?
With its uniquely-central position in the hospitality industry, SiteMinder today enables the masses with user-led experiences that sit at the root of all functional requirements, as well as actionable data that drives both yield and occupancy for properties of all types and sizes.
What effect does fragmented distribution, user content and dynamic pricing have on a hotel’s holistic merchandising efforts? And on guest satisfaction? How can digital marketing and sales be executed at lower costs and in a fraction of the time often spent now, with fewer mistakes? Time is money!
As SiteMinder marks its 10th year in the travel scene, David Chestler looks at the evolved, complex needs of the modern hotelier and the unstoppable movement toward: The simple. The end-to-end solution. The single screen.
During this presentation, David will touch on the personalisation and localisation of products and service, the consolidation of big data and the industry, the first step of the journey for the hotel of 2020, and much more.
U.S. Travel and Hospitality: Embracing a SMAC-Driven FutureCognizant
Airlines, hotels and travel agents are driven to holistically embrace social, mobile, advanced analytics and cloud to boost business performance and retain share of wallet.
UGA Marketeers - 2015 Terry Digital Marketing CompetitionTeresa Caro
UGA Terry College of Business each year runs a Digital Marketing Competition where student teams are required to create a digitally focused integrated marketing campaign. Students are asked to use their creativity and ability to think strategically and analytically to create a campaign that ensures the client achieves its desired objective.
The client case study for the 2015 Digital Marketing Competition centered around the re-launch of Crowne Plaza Hotel and its "Always On" platform. This presentation is the 2nd place winner by Team Teresa: UGA Marketeers (Grace Hulett, Erin Miller, Christy Waldrop, Lindsey Wesloski).
Travel and hospitality industry - 2017 analytics landscapeMetriplica
Use and importance of analytical strategies in the travel and hospitality domain. This relatively recent development presents both a unique challenge and an extraordinary opportunity. An opportunity that many brands are not fully capitalizing on. We travel to connect, detach, explore and experience the world outside our homes. Some of us travel for business while others travel to discover themselves.
Let's see how.
Curious about the future of hospitality marketing and distribution? This presentation to HSMAI's Washington, DC chapter explains why the future of hospitality marketing for independent hotels and brands alike starts this year.
Digital Marketing Directions 2016: HSMAI NYCTim Peter
Tim Peter's presentation to HSMAI's New York City chapter about trends shaping digital marketing and distribution for travel executives. Covers mobile, OTA's, and key trends for 2016.
Behold, 17 daring pieces of content centered around what the hotel industry will look like in the year 2020. Regretably, no word on whether the no-closet trend will continue.
By the year 2020, Marriott International will have acquired Airbnb; Hilton Worldwide Holdings will have embarked on a new strategy to go asset heavy; and millennials will demand closets be added back to hotel rooms. Oh, and space hotels. There should totally be space hotels by then. As you can see, we here at Hotel News Now are downright terrible when it comes to predicting the future of an industry as dynamic as the hotel sector. Luckily for us, we have an army of sources we can call on and force into giving their opinions on an impossible question such as: “What will the hotel landscape look like in 2020?" - See more at: http://www.hotelnewsnow.com/Article/15005/The-2020-hotel-trend-report#sthash.j1ztJbgB.dpuf
In 2014, they are looking at 14 trends they think it will drive travel industry and consumers this year and beyond. Design, user experience, data, and ease of travel will define travel trends in 2014, and the14 trends reflect that.
Skift Report: 14 Global Trends That Will Define Travel in 2014Rafat Ali
At the start of 2014, we’re looking at 14 trends we think will drive travel industry and consumers this year and beyond. Design, user experience, data and ease of travel will define travel trends in 2014, and our 14 trends reflect that.
Meta-search engines provide consumers a time-saving solution for searching for the best deal, through aggregation of multiple hotel, flight and other travel sources into one website. With new competitors leveraging data at the top of the funnel, meta-search engines turn to new services and monetization strategies.
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The Power of a Glamping Go-To-Market Accelerator Plan.pptxRezStream
Unlock the secrets to success with our comprehensive 8-Step Glamping Accelerator Go-To-Market Plan! Watch our FREE webinar, where you'll receive expert guidance and invaluable insights on every aspect of launching and growing your glamping business.
Its running cost is among the diverse vital aspects you must consider before buying an electric scooter. Calculate the cost of getting e-scooter charge for your regular usage to calculate its economic efficiency, similar to people who investigate the mileage of petrol or diesel-driven scooters.
During the coldest months, Italy transforms into a winter wonderland, providing visitors with a very unique experience. From the Settimana Bianca ski event to the lively Carnevale celebrations, Italy's winter festivities provide something for everyone. Enjoy hot cocoa, eat hearty comfort foods, and buy during winter deals. Explore the country's rich cultural past by participating in Settimana Bianca, and Carnevale, sipping hot chocolate, shopping during winter deals, and indulging in winter comfort foods. Visit our website https://timeforsicily.com/ for more information.
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London Country Tours, the foremost travel partner offers customized Stonehenge tours from London coming with private tour guides and direct access to the inner circles. Visit: https://www.londoncountrytours.co.uk/tour/tours-to-stonehenge-oxford/
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Montreal boasts a vibrant artistic heritage, showcased in its top art galleries and museums. From the expansive collections at the Montreal Museum of Fine Arts to the cutting-edge exhibits at the Musée d'art contemporain, discover the city's rich cultural landscape. Experience dynamic street art, indigenous works, and contemporary pieces, reflecting Montreal's diverse and innovative art scene.
LUXURY TRAVEL THE ULTIMATE TOKYO EXPERIENCE FROM SINGAPORE.pdfDiper Tour
Get off on the most luxurious Tokyo itinerary from Singapore. Experience Tokyo’s sophisticated modernism and rich tradition with first-class travel, sumptuous lodging, fine food, and special tours. Savor the finest that this energetic city has to offer for an experience that will never be forgotten.
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2. Objective of Mini Research
Objective
The objective of this exercise is to demonstrate through utilising “Google Trends”, over a time horizon of 5 years. To identify insights that may be gained in relation to where demand for the unique experience,
associatedwith “luxury hotels”is originatingfrom worldwide.
Theidentificationof themost popularonlinetravelagencies (OTA), andaggregatorsincorporatedbypotentialcustomersinto theircustomerjourney
Theidentificationinthe riseof consumerssearchingfor alternativestohotels fortheirluxury holidays
SecondaryObjectives
Understandthe earlystagesof the customerjourney,of consumerswith no priorexperiencein usinga luxury hotel.Or at leasttheymay havenever useda luxury hotel,in theirintendedholiday
destination..
Trendsin thecategoryof hotels,that areof interestto consumersintentonholidayingat a luxury hotel
NB: The searchterm“TopLuxury Hotel europe”presented“0” data andthereforeisnot mentionedin the analysis
Google Trends: LuxuryHotel Brands
Duration: Jun2012– Jun2017
Google Trends
Googletrendsprovidesinreal-timea time seriesindexof the volumeof queriesusersenterinto theGoogle searchengine, withina given geographicarea.
Thequeryindexis basedonqueryshare: thatis thetotal queryvolume forthe searchterm in questionwithina particulargeographicregion
dividedby the totalnumberof queriesin thatregionduringthe time periodbeingexamined
Theindex measures thefractionof queriesthat includetheterm in thequestionin the chosengeographyat a particulartime relativeto the totalnumberof queriesat the time. Themaximum valueof the indexis set
to be 100.
4. 0
20
40
60
80
100
120
UnitedKingdom Australia Germany France UnitedStates
Geo Map:By Regionforthesearch terms:Top 10 luxury hotels, Topluxury hotels, Small
Luxury hotels:
(WorldWide)June 2012- June 2017
Top luxury hotels: (04/07/2012 - 04/07/2017) Small Luxury hotels: (04/07/2012 - 04/07/2017)
TheUnitedKingdom, Australia,andGermanyare thecountrieswith the highestvolume of searchresults. Thissuggests
thattheremay be a change in thepreferencesof consumers,and thattheyare seekingmore intimateexperiencesthrough
the useof smallluxuryhotels.
Inrelationto thesearchterm“top luxury hotels,” the high searchvolumes impliesthatconsumersare utilising“earned
media”to quickly findlistsof potentialbrands.Indicting thattheymay be unfamiliarwith luxury hotelbrandsin the
geographiesthat theyintendto travelto.
Forthesearchterm“Small Luxury Hotel” over the last5 years theUK hada queryindexvalueof [100]which is nearly2x
the valueforAustraliaat [53] and 5x thevalue fortheUSA at [20]
Thereisnocity data, thiscouldbe dueto the fact thatsearchvolumeswere toolow.
5. 0
20
40
60
80
100
120
top 10 luxury hotels in the world top 10 hotels in the world top 10 luxury hotels in india
Geo Map: Top Related Queries World Wide for the Search Term "top 10 luxury hotels" (04/07/2012 - 04/07/2017)
India seems to be a popular destination for consumers,
whencombining travel destinations worldwide and top 10
luxuryhotels
6. 0
20
40
60
80
100
120
United Kingdom United States
Geo Map: Top luxury hotels Search Volumeby Region: (04/07/2012- 04/07/2017)Worldwide
The UKandUSAarethe countries with the biggest search volumes for
the search term “TopLuxuryHotels”
7. 0
20
40
60
80
100
120
top luxury hotels in
the world
tripadvisor four seasons small luxury hotels top 10 luxury hotels
in the world
trip advisor top secret hotels expedia top 10 luxury hotels
in india
last minute booking.com luxury link
Top Related Queriesfor the Category "Top Luxury Hotels" (04/07/2012 - 04/07/2017, Worldwide)
UtiliseReviewsTo Drive SearchEngineOptimisation
Factorsthe will enhanceSEO include: -
Diversityof third-partysitesonwhich reviewsarepresent
Authorityof third-partysitesonwhich reviewsare present
Quantityof ReviewsbyAuthorityReviewers(e.g..Yelp Elite,
GoogleLocal Guides,etc)
PositiveSentimentin Reviews
Overall Velocityof Reviews(Native + Third-Party)
Quantityof Third-PartyTraditionalReviews
Product/ServiceKeywordsin Reviews
8. 0
20
40
60
80
100
120
top luxury hotels in
the world
tripadvisor four seasons small luxury hotels top 10 luxury hotels
in the world
trip advisor top secret hotels expedia top 10 luxury hotels
in india
last minute booking.com luxury link
Top Related Queriesfor the Category "Top Luxury Hotels" (04/07/2012 - 04/07/2017, Worldwide)
Consumersinterestedin “TopLuxury Hotels”are utilisinghotelaggregators, suchasTrip advisor,top secrethotels“secret
escapes”, expedia,booking.com, lastminuteandluxury linkduring theearlystatesof theircustomerjourney.
TheImpact of ReviewsonConsumerDecisionMaking
Increasing numbers of consumers are utilising reviews as part of their decision making process. Consumers trust traditional
advertising far less than they do social recommendations and the review sites. Trip advisor and Yelp have 270 million
combinedreviews
“74%of customerstrustonlinereviewsas muchas personalrecommendations” Vendasta
As social media becomes more ubiquitous, the power to influence brand perception, has shifted from a small number of
elitestoconsumers.
This shift is termed the “inversion of influence”, and the ability of an organisation to harness “social capital” that is “earned”
mediais oneof the key driversof growth, forbrandsonsocialmedia.
9. 0%
20%
40%
60%
80%
100%
120%
140%
tripadvisor top 10 luxury hotels in india top 10 luxury hotels in the world top secret hotels
RisingRelatedQueriesfortheSearchTerm"TopLuxuryHotels"(04/07/2012 -04/07/2017, Worldwide)
The review site“tripadvisor”andthe brand“secret escapes”are
featuredas thetoprising queries.This indicatesthatthesebrandsare
becoming well establishedaspartofthecustomer journey. When
searching forpeer topeer informationregarding topluxuryhotels
10. 0
20
40
60
80
100
120
UnitedKingdom Australia Germany France UnitedStates
Search Volumes by Region for the Search Term "Small Luxury hotels": (04/07/2012 - 04/07/2017) WorldWide
UnitedKingdom, AustraliaandGermanyare thebiggest marketsforthe searchterm “SmallLuxury Hotels”
13. 0
20
40
60
80
100
120
small
luxury
hotel
small
luxury
hotels of
the world
small hotels
of the
world
luxury
hotelsof
theworld
small
boutique
hotels
small and
luxury
hotels
small
leading
hotels
leading
small hotels
of the
world
theleading
hotelsof
theworld
leading
hotelsof
theworld
tripadvisor small
luxury
hotelsitaly
small
luxury
hotelsuk
small
luxury
hotels
london
relais
chateaux
small
luxury
hotelsparis
small
luxury
hotels
france
design
hotels
small
luxury
hotels
greece
booking slh small
luxury
hotelsrome
mr and mrs
smith
greatsmall
hotels
expedia
Top RelatedQueriesfor the searchterm"SmallLuxury hotels": (04/07/2012 -04/07/2017,Worldwide)
Aggregator sites such as expediaand trip advisor, booking.com, small luxury hotel
collection (slh), Mr and Mrs Smith feature in the customer journey of consumers
searching for “Small LuxuryHotels”.
In terms of the most popular locations they are Italy, London, Paris,France, Greece
and Rome
14. 0%
1000%
2000%
3000%
4000%
5000%
6000%
airbnb secret escapes trivago skyscanner booking tripadvisor booking.com easyjet small luxury hotels
of the world uk
british airways small boutique
hotels
Top Rising Queries for the search term "Small Luxuryhotels": (04/07/2012 - 04/07/2017, Worldwide
Arecent survey carried out by Search Engine Land; foundthat 88% of people surveyed now trust
online reviews as much as personal recommendations.
Big online travel agency [OTA]sites such as Holiday Check, Booking.com, andTrivagocan offer
travellers tens of millions of hotel reviews tolook at.In March 2013 Trip Advisor announced it had
100 million reviews uploaded to its site.
Aggregators such as secret escapes feature strongly as a brandused by consumers to source luxury
hotels.
Also, organisations such as Airbnb aredisrupting the business model of the hotel industry.
Consumers ofluxury hotels seem tobe considering Airbnbas an alternative totraditionalhotels.
Consumers booking hotels andflights separately may be less concerned regardingthe type of
airline used fortheir flights. Furthermore, they may be seeking low cost fares, as easyjet a [lowcost
brand]andBritish Airways [apremium brand]were considered duringthe customer journey.