With Google’s latest updates, there are many exciting new changes within technology. With these changes, there are even more opportunities for targeted advertisements, enhanced exposure for independents and increased direct bookings.
Micro-moments are small blasts of research conducted by phone users. Typically this is during a break from a user’s daily activity. Usually, mobile visitors and first-time visitors come from these moments and look for inspiration. Micro-moments are why independent hotels need to optimize their websites and ads for mobile. Many first-time visitors will be coming from a mobile device and will communicate and make plans with this research.
Mobile moments of need are similar to micro-moments. Mobile moments of need refer to moments when users turn to cell phones for their search process. This also includes first-time visitors to your site. A responsive user-friendly experience drives engagement and fast decision making.
Machine Learning is Google’s version of artificial intelligence. Google has incredible amounts of data on its users and can use the data to provide predictive results, preferences, and increase your hotel’s marketing reach. With the 2017 updates, independent hotels can target ad campaigns to specific user demographics and interests.
Google also reported some important trends for online user behavior.
20% of online searches are now performed by voice. Are your campaigns optimized for voice?
For every 1 second delay in mobile page load, conversions can fall by up to 20%. How long does it take your site to load? To load on mobile? What about your booking engine?
26% of leisure travelers decide on a vacation destination three to five months before departure. What specials and incentives are you offering for months in advance? Are you showing your availability in real time?
94% of leisure travelers switch between devices as they plan and book their trip. Are you using cross-device marketing tactics in your advertising efforts? Are you tracking your guests across different devices?
Make sure to take advantage of these changes and updates! For help with implementing marketing strategies for your independent hotel, contact IBC Hospitality Technologies.