COVID-19: Hotel Insights & A Conversation with Preferred Hotels & Resorts [Webinar]
YouTube searches for travel topics in the US are up 60%.
With our access to real-time traveler audiences and unmatched visibility into global travel demand, we are in a unique position to share current travel trends at the forefront of marketers’ minds. In this series we take a look at the data in order to aid travel marketers in their assessment of this worldwide event. Marketers can use these trends to inform their strategies during this period and be prepared for the recovery once the situation stabilizes.
This week, Google reported that YouTube searches for travel topics in the US are up +60% in the last 30 days. Greece announced its intention to reopen to tourists by July 1, and Carnival Cruise saw a 600% surge in August bookings.
As countries and states cautiously reopen, travel marketers are preparing for the surge in interest in their destinations, attractions, and hotels, either by offering inspiration or optimizing their websites to capture more direct bookings (and thus, more revenue). And this preparation couldn’t come sooner, as we begin to see early signs of recovery in hotel searches and bookings. The week of April 5th appears to be the bottom of interest, and while we are still nowhere near 2019 levels, there is an increasing desire to travel domestically as shelter-in-place restrictions are lifted. A recent Sojern survey of 500+ hoteliers, found that 39% of respondents are looking to change their distribution strategy for more direct bookings, precisely to catch this interest.
In a conversation with Preferred Hotels CMO, Kristie Goshow, we dive into why there are upticks in hotel searches and bookings, how far people are willing to travel, what signs hoteliers look for that will point to recovery, and how to reach potential guests.
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“With any product and service, you have to spend time and resources to grow your customer base. Sojern provides us with an extremely effective way to increase our direct bookings and maximize guest lifetime value. The platform delivers impressive results, achieved with minimal time and resources invested by the team. It's a great product and service that I never have to sell to ownership–the results speak for themselves. Sojern seamlessly integrates into our marketing distribution, freeing us up to focus on other initiatives. When a program performs this well, I know we're making the right marketing investments.”
“Sojern is the top performing conversion partner that we've run for travel specific activities. I would definitely recommend investigating how to work with Sojern to my agency peers with travel clients. Their team is really proactive, and very quick on everything we need. We value the great quality in terms of reports and support the team provides, and on top of that, we also see activities perform incredibly well. So clearly, there's a lot going on in the back end to make sure we're hitting and meeting all of Sandals’ KPIs.”
“We were seeking a partner that could help us increase our direct booking share and reach, as well as overcome seasonality challenges. We looked at Sojern, which was very well recommended, and I can definitely say we made the right choice. Working with Sojern is so easy and reliable and the entire process is incredibly smooth and straightforward. Since joining Sojern we consistently convert new guests looking to visit the Caribbean, regardless of seasonality.”
“Working with Sojern, it’s not just a cookie-cutter solution, as Sojern listens to our needs and recommends what’s best for our hotel. We have someone to bounce ideas off of, and Sojern gives us a higher-level perspective on how we can get the best value for our investment.”
“We love the simplicity of the solution and how clearly we can see results. The technology works so well that it leaves us to do our other day-to-day jobs. We are seeing increased interest in our superior and deluxe rooms as a result, which is improving the overall average booking value. I think we will be long-time customers for as long as Sojern continues to perform the way it does today!”
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