1. Discovery Starts on Social

2. AI is Changing Search Behaviour

3. The Funnel is Messy – and Mostly Invisible

4. Agential AI is Booking Trips

5. Quick Wins for Travel Brands

• Refresh high-performing posts with natural language queries.
• Activate your experts – concierges, pilots, sommeliers – to build trust.
• Write in 50-word blocks for AI-friendly summaries.
• Optimise technical SEO: schema, structured data, fast load times.

6. From SEO to GEO & AEO

• Answer Engine Optimisation (AEO): Structuring content to answer conversational questions.
• Generative Engine Optimisation (GEO): Ensuring your content is cited in AI-generated results.

7. The Opportunity

The post The Future of AI & Social Search in Travel: Key Takeaways from Our Webinar appeared first on Remarkable.

The travel and hospitality sector is facing a dramatic rewrite of the traditional SEO playbook. As generative AI and LLMs like ChatGPT, Perplexity, and Grok capture user attention, traditional search traffic is evaporating, and the implications for hotels, airlines, and food and beverage brands are seismic. 

We predicted a number of these changes in our Travel Trends piece earlier this year. In this article James Gray, VP Digital Marketing, unpacks some of the startling statistics as a result of the more recent changes in search behaviour and technology; and explores what this shift means for brands from hotels to airlines and restaurants to cafes.  

The Decline in Organic Traffic Is Real 

We have seen alarming stats flying around recently, like reports from SEMrush: 18–64% traffic drops on sites where AI Overviews now dominate key search results.  

In the US and Europe, zero-click searches, where users get answers from search engines or AI tools without ever clicking through, are now reportedly upwards of 58–60%!  

What does this mean? Every hotel, airline, or restaurant relying on informational queries like “best hotels in Rome” or “top European airlines 2025” risks losing up to two-thirds of its organic clicks.

What the Data from Trustworthy Sources Tells Us 

• Google Search Console is underreporting ~50% of queries, especially conversational and long-tail ones, precisely where AI search excels.
   

• A GSC bug even wiped “Discover” traffic metrics to zero as of June 5, 2025 – a red flag that analytics may be masking deeper shifts. 

These systemic blind spots mean many brands are flying blind, just as the search ground shifts beneath them. 

Greying Content: Ranking Decay & the “Old Page” Phenomenon 

There’s also some interesting stats when we look at ranking longevity: the average #1 page is now 5 years old, up from just 2 years old in 2017. Brand-new content rarely breaks in, only 1.74% of new pages hit the top 10 within a year – a startling statistic for brands churning out content at scale in the hope of fast movement up the SERPs.   

For travel brands constantly pumping out fresh deals and itineraries, this trend is pretty problematic. The answer to meeting these shifting needs in content and search user behaviour isn’t necessarily just “create loads of new human-centric content” which seems to be the rhetoric in the general SEO community.  

What It Means for Travel & Hospitality Brands 

1. Hotels & Online Travel Agencies (OTAs):
   As more users get quick-fire snapshot answers via AI Overviews or SGE (Search Generative Experience), the need to click through diminishes. OTAs like Expedia or Tripadvisor may fare better as they already dominate AI-generated snippets. But for the individual brands and smaller hotels? They risk fading from visibility entirely.
2. Food & Beverage Establishments:
   Asking “best vegan brunch in North London” might surface a local list inside AI results, complete with top picks. Users see it, and they don’t click. Businesses appear, but struggle to capture that click, or the conversion after. Even worse when you consider most online experiences for booking tables at restaurants are sub-optimal, jumping out to third party platforms like Open-Table where conversion, the impact on CRO and visibility of performance diminishes further.
3. Airlines & Booking Sites:
   Ask “cheapest flights to Barcelona this summer” and AI may answer directly or steer users through ChatGPT to book. But traditional airline sites lose that eyeball, and potentially the cross-sell on ancillaries unless they adapt. Unless an AI agent or chat platform is prompted to include things like car hire, hotels, transfers etc, it probably won’t even mention it. 

The Silver Lining in Conversion Shifts 

There’s a twist: whilst top-of-funnel informational traffic shrinks, deeper funnel queries still drive real, high-intent (often transactional) visits. We saw this in our webinar with Lalit Gupta from Google, where he highlighted the shift in travel search behaviours, one of significantly longer queries. This could lead to higher on-site conversion rates. Although, these should be taken with a pinch of salt, and not skew marketers’ perspectives on conversion success.  

• Homepages are getting sharper: Recent research shows homepage traffic rose 10.7% across 50 sites, driven by AI Overviews and LLM referrals, suggesting brands that get AI-aware can still convert when users do click. 

• The “AI traffic” that does surface tends to produce longer sessions (+8%), more pages per visit (+12%), and lower bounce rates (–23%), hinting at a more relevant user engagement.  

In essence: fewer visits overall, but a higher concentration of intent. For travel brands, this could mean smaller, more loyal audiences, but ones with much stronger conversion potential. 

Strategic Shifts: What Travel Brands Must Do 

What Travel Brands Should Do Now 

1. Run an AI citation audit for visibility inside AI Overviews/SGE.
2. Boost homepage relevance, clearly explain your offer in AI-consumable formats, structured data, FAQs, schema markup.
3. Update and repurpose seasonal content (e.g., “Top 10 Summer Mountain Escapes 2026”) quarterly.
4. Design for AI referral pathways: integrate FAQ, structured data, video, and strong product info upfront.
5. Track LLM referrals alongside organic search in analytics for a full picture.
6. Invest in brand strength & EEAT through trusted reviews, media presence (Digital PR), and partnerships.  

The Remarkable team of digital marketing specialists are on hand with a range of solutions to help you audit your visibility and optimisation for future of search.  

Are you ready for this seismic shift?  

Travel brands that cling to legacy SEO tactics may find themselves caught in a dwindling click funnel. The most successful companies will be those who adapt: optimising content for AI, focusing on high-conversion site portals, and injecting brand value where it still counts. 

The travel industry is already feeling the seismic shift. The question is: are you ready to make the most of it?

Remarkable are one of the world’s leading digital experience agencies. As a double Platinum Sitecore and Optimizely partner, we offer technology solutions to help brands build experiences that convert.

The post Getting Less Website Traffic? Are You Prepared for the Seismic Search Shift in Travel? appeared first on Remarkable.

On 6 May 2025, we had the pleasure of hosting a future-focused conversation with Google’s Lalit Gupta to explore the evolution of AI, search, and its transformational impact on the travel and hospitality industry.  

As user behaviour shifts, technologies mature, and generative AI accelerates discovery, brands in travel and hospitality are grappling with both disruption and opportunity. In this 45-minute webinar, Lalit (who leads Travel Partnerships at Google) unpacked key changes in consumer expectations and search journeys, and how Google is using AI to deliver more intuitive, assistive experiences.  

As a digital agency specialising in travel and hospitality, proud to work alongside some amazing clients in this space, we found this to be incredibly insightful (we actually predicted some of these transformational trends for 2025 in an article earlier this year).   

Here are the top takeaways and strategic insights from the session, plus some practical guidance for marketers navigating this changing landscape.

1. Search Behaviour Has Changed – and Complexity Is the New Normal

One of the standout data points Lalit shared was that queries with more than six words are growing 50% faster than shorter queries. It’s a clear signal: search behaviour is getting more complex and more conversational. 

And it’s not just length. Users are now combining multiple search intents into single, connected prompts – asking two or three questions in one go. For example, instead of searching “hotels in San Diego” and “does the hotel have a pool?”, users now search:
“Hotels in San Diego with adjoining rooms and a heated indoor pool.” 

This has implications across organic and paid search: 

• Content must now answer multifaceted queries, not just single intents. 

• Structured and unstructured data must work together to feed AI systems the nuance they need. 

• Discovery is deeper and wider – users consider more brands and expect more specific answers from the outset.

2. AI Is Enabling Google to Organise the World’s Information – Again

Google’s mission hasn’t changed: “to organise the world’s information and make it universally accessible and useful.” But as Lalit explained, how this is achieved is being reinvented through AI. 

Google’s rollout of AI-powered results, such as AI-organised result pages for dining, lodging and activities, is designed to help users reach decisions faster. These experiences go beyond summarising; they help cluster relevant, human-sourced content and offer pathways to explore further, from articles to forums to local businesses. 

This is especially valuable in travel, where decisions are often high-consideration and emotionally charged.

3. Experience-Driven Discovery Is on the Rise

From “nice aesthetic restaurants near me” to “horseback riding in Las Vegas,” Lalit shared that travel-related searches are increasingly experience-first and local-specific. 

Google data shows that: 

• “Nice aesthetic restaurants near me” grew at a three-digit rate in 2024. 

• Queries for activities like horseback riding, yoga studios, and niche experiences are all trending upwards. 

• 60% of users are open to considering brands they’ve never engaged with before, and consider an average of 6.7 brands before booking travel. 

This creates a golden opportunity for emerging and independent travel and hospitality brands to compete on equal footing, if they can connect their value propositions to specific user needs.

4. The Travel User Journey Now Includes Over 60+ Touchpoints

AI is collapsing complexity at the surface, but beneath it, travel decisions remain intricate. Lalit cited that the average travel journey includes over 60 digital touchpoints – from search to social, content to comparison sites. 

And increasingly, users want collaborative, resumable planning experiences: 

• Exporting AI-curated trip plans into Google Docs or Drive is becoming common. 

• Users want to share itineraries with friends, switch between devices, and pick up where they left off. 

• Trust, transparency, and convenience are central to these journeys. 

This reflects a growing expectation for continuity across platforms, and a future where AI doesn’t just answer questions but orchestrates multi-channel discovery. 

5. Content (Still) Is King – But Now, It Needs Smarter Structuring

In a question about how brands can adapt to longer, connected search queries and stay discoverable with increasingly generative search experiences, Lalit emphasised a return to SEO fundamentals, but with an AI twist. 

He explained that we must now consider: 

• Structured data: such as hotel feeds, metadata, and product listings. 

• Unstructured data: such as room descriptions, HTML tags, visual content, and semantic language on landing pages. 

For example, if a user searches for “Miami hotels with rooftop bars and family suites,” and your brand offers both, you need to have explicit content and markup that connects both features. That’s what makes your offer discoverable in AI-enhanced search environments. 

It’s no longer about ranking for single keywords. It’s about creating pages and experiences that respond to specific combinations of intent. 

6. AI-Native Travel Agents Are Coming – But Trust Will Decide Their Adoption

We asked Lalit whether fully AI-native travel agents, platforms that handle discovery and booking, are around the corner. 

His answer was balanced: 

• Technologically, the capability is getting close. 

• Behaviourally, users still want to verify before purchasing. 

• Emotionally, travel decisions are too significant to automate entirely – yet. 

He quoted the old adage: “Trust, but verify.” 

Users might trust AI to generate shortlists or ideas, but when it comes to booking their family holiday or honeymoon, they want to ensure it’s truly the right choice. 

This suggests a future where AI helps plan and propose, but human touchpoints and trust mechanisms still play a critical role in the conversion funnel.

7. Google Ads for Travel Are Evolving Fast – Especially with AI

Lalit also shared updates on Google’s advertising innovations tailored to travel and hospitality, some of which we’re really excited about for our travel & hospitality clients: 

• Performance Max for Travel Goals: Combines structured hotel feeds with AI-driven targeting across all Google channels. 

• Demand Gen with Travel Feeds: Currently in beta, this offers immersive visual storytelling across YouTube, Discover and Gmail – perfect for upper-funnel inspiration. 

• Travel Promotion Ads: Carousel-based ads that surface at the top of Google Search, ideal for showcasing multiple hotel options within a single destination. 

Importantly, Google is also pushing a “Better Together” narrative – combining broad match keywords with smart bidding to address the 15% of daily search queries that have never been searched before. 

For digital marketers, this means thinking beyond keywords and embracing dynamic, intent-led strategies powered by automation and AI signals. 

The AI-Travel Future Is Already Here 

From the explosion in long-tail, experiential search queries to the emergence of AI-curated journeys and new ad formats, it’s clear that we are in the middle of a transformation. 

For travel and hospitality brands, the challenge is twofold: 

1. Adapt to new consumer behaviours driven by AI-fuelled curiosity and complexity. 

1. Optimise content, data, and campaigns to remain discoverable and persuasive in AI-powered environments. 

And as Lalit reminded us, this isn’t just about technology – it’s about meeting evolving human needs with relevance, empathy, and creativity.

Want to Go Deeper?

If you missed the webinar or want to revisit some of the insights, watch the recording here. 

And, if you’re ready to explore how your travel brand can thrive in this new search landscape, get in touch with the Remarkable team. We’d love to help you plan your next move.  

Remarkable are one of the world’s leading digital experience agencies. As a double Platinum Sitecore and Optimizely partner, we offer technology solutions to help brands build experiences that convert.

The post AI, Search and the Travel Revolution: 7 Takeaways from Our Conversation with Google’s Lalit Gupta appeared first on Remarkable.

Travel PPC remains one of the best ways for travel brands to amplify their brand, with many competitors fighting for customer’s hard-earned holiday budgets. With more customers looking to purchase their getaways online, holiday and airline digital transformation is crucial. Whether you’re a travel agency, tour operator, or hotelier, understanding the intricacies of PPC advertising is vital to your business. In this article, we’ll dive into eight tips for a successful travel PPC campaign, complete with industry-specific examples, to help you soar above the competition.

1. Know Your Audience’s Journey

Understanding the traveller’s journey is the compass guiding your travel PPC campaign. Tailor your ads to different stages – from inspiration (dreaming of the next adventure) to research (choosing a destination) and booking. Keep an eye out for special events and holidays which may also affect the way travellers purchase. 

For example, create ad groups for specific destinations, offering relevant content at each step. Each group should be served different creative, copy and CTAs depending on the buying stage of the journey, and make sure you have relevant landing pages which correspond to this stage. Crucial to any travel PPC campaign is ensuring budgets are aligned to these periods so that your team takes advantage of all potential opportunities.

2. Utilise Ad Extensions for Extra Impact

Make your ads stand out by using ad extensions. Ad extensions are additional pieces of information that complement your basic ad copy, providing users with more reasons to click. They allow you to differentiate ads and allow you to tailor your message to specific user needs. With more information available in your ad, users are more likely to click through to your site. This improved CTR can positively impact your Quality Score, leading to better ad placements and lower costs per click.

For a travel campaign, consider location extensions to showcase your business address, callout extensions for unique selling points, and structured snippets to highlight specific travel offerings like tours, packages, or accommodation options.

Location Extensions:

• Showcase your business address and location on a map directly in the ad.
• Link your Google My Business account to your Google Ads account. Ensure your business information is accurate and up-to-date.

Callout Extensions:

• Highlight unique selling points or special offerings in a few additional words.
• Navigate to the “Ads & Extensions” tab in your Google Ads account. Select “Callout Extensions” and create concise, compelling snippets that complement your ad.

Structured Snippets:

• Provide additional details about your travel offerings, such as types of tours, packages, or accommodation options.
• Access the “Structured Snippets” section in the “Ads & Extensions” tab. Choose a header that fits your content, and add specific details under each header.

3. Use Ad Scheduling for Optimal Reach

Leverage ad scheduling strategically to ensure your travel PPC campaign reaches potential travellers when they are most receptive. Analyse data to understand peak times when your target audience is actively searching for travel-related information or planning their next adventure.

Tailor your ad schedule to align with these patterns, focusing your budget on days and hours that historically yield the highest conversion rates. For instance, if weekend evenings see a surge in travel planning, allocate a larger share of your budget during this timeframe. Conversely, if mid-week afternoons are less active, consider scaling back to maximise efficiency. Ad scheduling optimises your budget and enhances the relevance of your ads, ensuring they appear when users are most likely to engage. By understanding the best timing for your travel PPC campaign, you can create a strategic impact, reaching potential travellers at the precise moments when their wanderlust is most pronounced.

4. Harness the Power of Keywords

Craft a robust keyword strategy tailored to the travel niche. Long-tail keywords are specific, detailed phrases that cater to a niche audience. Rather than opting for broad terms like “luxury resorts,” delve deeper into the intricacies of traveller preferences. For example, “luxury beach resorts in Italy” or “family-friendly eco-resorts in Bali” are long-tail keywords that precisely target users with specific interests. These phrases, while potentially generating fewer searches, capture an audience that is more likely to convert due to the specificity of their search intent. Long-tail keywords not only enhance the relevance of your ads but also contribute to a higher quality score, positively impacting your campaign’s overall performance.

Niche keywords allow you to establish authority within a specific segment of the travel market. While long-tail keywords are detailed phrases, niche keywords focus on a particular aspect of the travel industry. For instance, if your agency specialises in adventure tours, your niche keywords might include “Patagonia trekking expeditions” or “African safari adventures.” This strategy positions your travel PPC campaign as a specialist, resonating strongly with users seeking expertise in their desired travel experiences.

The beauty of a robust keyword strategy lies in its adaptability. Regularly refine and update your keyword list to align with evolving user trends and industry dynamics. Leverage analytics tools to identify high-performing keywords and eliminate those that yield minimal results. By continuously fine-tuning your keyword strategy, you ensure ongoing relevance and maximise the return on investment (ROI) for your travel PPC campaign.

5. Geo-Targeting for Precision

Geo-targeting is a powerful tool for travel agencies, especially regional ones, to reach the right audience with the right message at the right time. Here are some ways to optimise your campaign with geo-targeting:

Focus on specific locations:

• Major cities: Targeting major cities within your region can be a great starting point. These areas often have a high concentration of potential travellers with disposable income and an interest in exploring new destinations.
• Secondary cities and suburbs: Don’t neglect smaller cities and suburbs near your region’s major hubs. People there might be equally interested in travel deals, and targeting them could help you stand out from the competition in the larger cities.
• Airports and travel hubs: Consider targeting users near airports or travel hubs within your region. 

Customise your message:

• Highlight local advantages: When targeting a specific location, tailor your message to highlight the benefits of departing from there. Showcase exclusive deals on flights, local departure packages, or special offers relevant to the city’s interests.
• Use local language and references: Consider using the local language or dialect in your ad copy to add a touch of authenticity and resonate better with the audience. You can also reference local landmarks or events to make your ad feel more relevant.
• Dynamic content based on location: Utilise platforms that allow you to dynamically change your ad content based on the user’s location. This allows you to showcase specific destinations, deals, or travel packages relevant to their city.

6. Run Time-Sensitive promotions

Did you know that 60% of people make purchases because of FOMO, mostly within 24 hours. Create a sense of urgency with time-sensitive promotion. This will help to enhance engagement and drive conversions. Emphasise enticing limited-time offers that showcase exclusive deals on flights, accommodations, or travel packages. Whether it’s a flash sale with heavily discounted rates or special early booking discounts, make it clear that these promotions are available for a restricted timeframe.

To further intensify the impact of your travel PPC campaigns, integrate countdowns directly into your ad copy. Countdown timers act as visual cues, reinforcing the limited availability of the promotions and prompting potential travellers to act promptly. You can use these in your google ads by selecting a responsive search ad then inserting a countdown timer!

7. Optimise Landing Pages for Seamless Conversion

To enhance the user experience and maximise the effectiveness of your Travel PPC campaigns, it is crucial to maintain consistency between your ad content and the dedicated landing pages. When promoting a specific package through your advertisement, the corresponding landing page should be focused on that specific product to get the most from your campaigns.

Furthermore, the landing page should offer easy and intuitive booking options, streamlining the conversion journey for users who are ready to commit. Seamless integration of booking forms, clear calls-to-action, and transparent pricing contribute to a positive user experience, increasing the likelihood of converting clicks into bookings. Visually appealing content on the landing page, such as high-quality images and engaging multimedia elements, complement the initial interest presented in the PPC ad. By aligning your ad messaging with dedicated landing pages, you not only enhance user satisfaction but also build trust.

8. Monitor, Analyse, and Adjust your Travel PPC Campaign

Constantly monitor the performance of your Travel PPC Campaign. First, decide on your main goal for your PPC campaign, and utilise analytics tools to track key metrics like click-through rates, conversion rates, and return on ad spend. Make data-driven adjustments to optimise your campaign for better results. Imagine you’re a luxury cruise provider running a PPC campaign. Your ad could feature stunning images of your cruise ship, use ad extensions to showcase onboard amenities, target keywords like “luxury cruises,” and promote limited-time offers for specific routes.

Remarkable are one of the world’s leading digital experience agencies. As a double Platinum Sitecore and Optimizely partner, we offer technology solutions to help brands build experiences that convert.

The post Travel PPC: 8 Essential Tips appeared first on Remarkable.

How is AI Transforming Travel Search?

Evolving customer behaviour and cutting-edge AI technologies are redefining the travel and hospitality landscape, and the way people search and book is changing fast. In this webinar, discover how Google is adapting to this shift with smarter, more intuitive search experiences.

Join us on the 6th May, 2pm GMT for an exclusive webinar featuring Lalit Gupta, Senior Industry Manager (Travel) at Google, as he dives into how AI is revolutionising the search landscape. Technology is changing how travellers discover, plan and book holidays, and Google is leading the way in these changes. Discover how Google is leveraging AI to reshape search experiences, and what that means for travel brands trying to stay ahead of evolving customer expectations and booking behaviours.

Adding to the conversation, James Gray will bring a real-world perspective from the travel sector and discuss Remarkable’s experience in the sector. He’ll dive into practical implications of Google’s changes for marketers, and host a lively Q&A session – so come ready with your questions!

Using AI to its full potential is more important in the travel & hospitality industry now than ever before, and our webinar will give you the head start you need to ensure your business is ahead of the game.

Follow the link to sign up for the webinar: The Future of Search and AI for the Travel & Hospitality Industry | Remarkable

Remarkable are one of the world’s leading digital experience agencies. As a double Platinum Sitecore and Optimizely partner, we offer technology solutions to help brands build experiences that convert.

The post The Future of Search and AI for the Travel & Hospitality Industry appeared first on Remarkable.

With a staggering 68% of online travel experiences beginning with a search engine, SEO for airlines is a vital focus for brands that want to stand out. SEO (Search Engine Optimisation) remains one of the top ways to attract high-intent potential customers to your airline. Marketers report that inbound leads (generated through SEO and content marketing) have the highest quality. The top Google result enjoys a dazzling 27.6% click-through rate (CTR). By optimising successfully, you can unlock a steady stream of qualified leads, eager to book their next adventure.

Why Robust SEO for Airlines is Key

53.3% of all website traffic comes from organic search, making it an incredibly lucrative way to generate new users for your website. However, a mere 0.63% of Google searchers click on results from the second page. SEO positions your brand at the top for relevant keywords, placing you in the prime position to capture the lion’s share of customer attention. SEO is a key element of successful digital marketing in the aviation industry. 

Google captures a dominant 92.96% of global search traffic across Search, Images, and Maps. Consider ranking for Google flights and aiming for snippets that help your potential customers.

The good news doesn’t stop there. SEO leads have a significant 14.6% close rate, meaning they’re more likely to become paying customers. With SEO driving over 1000% more traffic than organic social media, its power is not to be understated.

Crafting a Winning SEO Strategy

Extensive Keyword Research

Conduct thorough keyword research and strategically integrate these into your website content. For airlines, it’s important to identify keywords and phrases that customers are using to search for flights, travel deals, and other related services. This can include keywords such as “airline tickets”, “flight booking”, “air travel deals”, and “cheap flights”. By understanding what keywords and phrases your target audience is using, you can optimise your website and content to rank higher in search engine results pages (SERPs). Remember not to overlook more niche keywords that suggest high intent, rather than broad terms with lots of competition.

Create High-Quality Content

Creating valuable, informative content that caters to travellers’ needs is crucial for strong SEO for airlines. Think destination guides, travel tips, baggage allowance explanations – content that educates and engages. By creating content that resonates with your audience, you can increase the chances of your website being shared, linked to, and bookmarked, which can all positively impact your search engine rankings.

Using FAQs is the easiest way to do this, and they are also likely to be picked up as featured snippets, which further help you to rank in the search results. Additionally, over 40% of voice search answers come from featured snippets. Our pro tip to rank for voice search is to use natural language and long-tail keywords.

User Experience

Never overlook user experience. Ensure your website is responsive, loads quickly, and provides an easy-to-use booking process. A poor user experience can lead to high bounce rates, low conversion rates, and a negative impact on your search engine rankings. By prioritising user experience, you can improve customer satisfaction, increase bookings, and drive more revenue.

58.99% of website traffic comes from mobile phones, so ensure your website is user-friendly. Create clear navigation and a mobile-responsive design to cater to the ever-growing mobile audience to improve your SEO for airlines. Making your website accessible by following WCAG guidelines also increases your search visibility.

Technical SEO for Airlines

One often overlooked but critical component of a successful digital strategy is technical SEO. Technical SEO refers to the behind-the-scenes optimisation of a website’s technical aspects to improve its search engine rankings, user experience, and overall online visibility. By ensuring that a website is technically sound, airlines can increase their chances of ranking higher in search engine results pages (SERPs), driving more traffic and bookings, and ultimately, boosting their bottom line. For the best chance of ranking, key things to consider include:

• Optimise for Google Flights: Ensure your airline’s website is optimised for Google Flights, which dominates flight search results. Use relevant schema markup, such as flightSchedule and flightStatus, to help search engines understand your content. You can also optimise for prices, flight information and reviews to help provide additional context for the content.
• Page Speed Optimisation: Aim for a page load time of under 3 seconds to improve user experience and search engine rankings. Use tools like Google PageSpeed Insights to identify areas for improvement. Regularly conduct technical audits to identify and fix issues such as broken links, duplicate content, and crawl errors, ensuring your website is technically sound and optimised for search engines.
• XML Sitemaps: Submit your airline’s website to Google Search Console and Bing Webmaster Tools, and maintain up-to-date XML sitemaps to help search engines crawl and index your content.

Measuring Success

Utilising tools like Google Analytics, SEMrush, and Ahrefs can help airlines track their website’s performance, identify areas for improvement, and measure the success of their SEO strategy. By using tools, you can gain insights into your website’s traffic, engagement, and conversion rates, and make data-driven decisions to improve your overall SEO for your airline.

Conducting regular website audits can help airlines detect technical issues, identify areas for improvement, and optimise their website for search engines. By conducting regular audits, you can ensure your website is technically sound, improve your search engine rankings, and drive more traffic to your website.

Winning SEO for Airlines

SEO for airlines is a critical component of successful airline marketing strategies, offering unparalleled opportunities to drive high-intent leads, boost online visibility, and increase bookings. By implementing a winning SEO strategy, airlines can stay ahead of the competition, attract more customers, and ultimately, drive more revenue. . 

Remarkable are one of the world’s leading digital experience agencies. As a double Platinum Sitecore and Optimizely partner, we offer technology solutions to help brands build experiences that convert.

The post SEO for airlines: the search performance report appeared first on Remarkable.

The 2025 travel industry is set to witness a profound transformation driven by shifting consumer expectations, technological advancements, and global environmental consciousness. It seems that the travel and tourism industry is starting to level-out again and travel in 2024 has been good, with the global tourism sector recovering from the COVID-19 pandemic and international tourism receipts growing.

In the first nine months of 2024, 1.1 billion tourists traveled internationally, which is 98% of pre-pandemic levels. The UN Tourism Barometer expects a full recovery by the end of the year (we’re nearly there but don’t have all the data just yet). Most destinations with available data have seen double-digit growth in international tourism receipts compared to 2019 and The World Travel & Tourism Council (WTTC) projects that the travel and tourism sector will contribute $11.1 trillion to the global economy by the end of 2024, an all-time high.

Did you know? You can now download our latest Insight Report for the travel industry, “Digital Maturity in the Hotel Industry” here.

This article shares our view on what 2025 will bring now that the Covid-curveball has been alleviated. So, leveraging data from comprehensive reports by leading organisations like Hilton, Expedia, and Euronews Travel, we explore emerging trends shaping tourism in 2025 and provide actionable insights for businesses to adapt and thrive. 

Conscious and Purposeful Travel

Sustainability at the Core 

Reports such as Euronews Travel Trend Report 2025 emphasis that today’s travellers are prioritising sustainable tourism more than ever. Zurab Pololikashvili, Secretary-General of UN Tourism, notes a significant rise in demand for nature-based tourism, rural escapades, and gastronomy-focused experiences. 

Meanwhile, Hilton’s 2025 Trends Report identifies the rise of “Grounding Getaways,” where travellers actively seek destinations that align with their values of environmental conservation and cultural respect. 

Rise of Regenerative Tourism 

According to Lemongrass Annual Travel Trend Report 2025, tourists are increasingly participating in community-driven projects, from agri-tourism to cultural preservation, enabling them to contribute positively to the destinations they visit. 

Strategic Takeaway: Invest in storytelling that highlights your sustainability initiatives. Collaborate with local communities to offer immersive and regenerative travel packages that create lasting impact and resonate with value-driven travellers. 

Technological Innovation Driving Seamless Travel

AI-Powered Personalisation 

AI continues to redefine the travel experience. Google’s NextGen Travellers and Destinations report highlights how generative AI tools are streamlining every phase of the traveller’s journey, from planning to in-destination personalisation. Hilton echoes this with its insights on AI-enhanced booking experiences, noting that 76% of travellers prefer accommodations offering tech-integrated options to enhance their stays.

We’ve seen some phenomenal implementation of AI, particularly in delivering a more concierge-style service to users and potential customers online – you could feasibly see customers chatting to an AI chatbot in the same way as they would a high-street travel agent, maximising likelihood of conversion through needs analysis questioning leading to more tailored travel recommendations. 

Digital Nomadism and Work-Leisure Integration 

Flexibility is the new norm. Accor’s New Quality of Time Report 2024 notes a surge in demand for spaces that balance productivity and relaxation. Similarly, Hilton’s report highlights the trend of “MeMooners,” where solo travellers combine professional commitments with rejuvenating retreats. It is possible now for many professionals to work from, well, anywhere with an internet connection. Many of the new generation of young professionals are taking this opportunity to travel to new destinations and work remotely whilst absorbing new cultures and enjoying better weather and other localised benefits. 

Strategic Takeaway: Develop user-friendly platforms powered by AI to offer hyper-personalised travel itineraries. Highlight flexible packages catering to remote workers, integrating high-speed connectivity and co-working spaces. 

Multi-Generational and Community-Centric Experiences

Intergenerational Travel on the Rise 

Travel is increasingly becoming a family affair. Reports like Hilton’s 2025 Trends highlight how multi-generational travel is growing, with groups seeking destinations that cater to diverse needs. From young parents travelling with their own children and their parents on the same multi-generational vacation, to siblings and cousins choosing to travel together to far-flung locations, this trend is a multiplier effect on bookings. 

The Power of Community Capital 

Design Hotels’ Further Forecast 2025 introduces the concept of “Community Capital,” focusing on fostering connections through shared experiences and communal activities. Gen Z, in particular, seeks travel experiences that emphasise social ties and meaningful interactions. There are numerous companies now offering solo travellers the chance to be ‘matched’ with other like-minded individuals seeking similar experiences; whilst group gap-year or sabbatical packages are also becoming lucrative. 

Strategic Takeaway: Build marketing campaigns that celebrate the diversity of travel groups. Highlight facilities like shared spaces or group activities that cater to both family dynamics and social connections. 

The Evolution of Travel Itineraries

Off-the-Beaten-Path Adventures 

Expedia’s Unpack ’25 report highlights a surge in interest for “Detour Destinations,” where travellers seek quieter, less crowded locations that still offer rich cultural or natural experiences. Rising destinations such as Krabi in Thailand and Brescia in Italy exemplify this trend, drawing attention as alternatives to their more tourist-heavy counterparts like Bangkok or Milan.

These locations are gaining traction due to their authenticity, unique local attractions, and the promise of a more immersive experience. According to the report, searches for these under-the-radar spots have increased by over 60% year-over-year, reflecting a broader shift towards conscious travel that avoids the pitfalls of overtourism. This trend aligns with the growing traveller preference for personalised and meaningful journeys, where avoiding the typical crowds enhances the overall experience.

Cool-Cations and Seasonal Redefinitions 

Lemongrass Travel Trend Report notes the growing popularity of “Cool-Cations,” where travellers escape to destinations with cooler climates to mitigate the effects of rising global temperatures. It’s true – some people don’t actually go on holiday to just lay there cooking in the sun, some travellers just want to go somewhere with normal/pleasant temperatures where they can explore new scenery and cultures. 

Strategic Takeaway: Use geo-targeted campaigns to highlight emerging and underexplored destinations. Collaborate with regional authorities to promote lesser-known locales as hidden gems. 

Adventure and Wellness Tourism

Adventure Tourism Gains Momentum 

Hilton’s Trends Report 2025 reveals a notable shift in traveller preferences towards outdoor and adventure-focused experiences. According to the report, 28% of travellers now prioritise activities that immerse them in nature, such as hiking, camping, or exploring remote landscapes. Additionally, 20% are actively seeking high-adrenaline pursuits like zip-lining, rock climbing, or white-water rafting, reflecting a growing appetite for thrill and excitement.

These findings indicate a broader trend where travellers are looking to disconnect from daily routines and reconnect with nature or their adventurous side. The report also highlights that destinations offering unique outdoor excursions (paired with well-designed accommodations) are seeing significant interest, underlining the importance of combining adventure with comfort. This aligns with the desire for transformative travel experiences that challenge, inspire, and leave a lasting impact on travellers.

Wellness Redefined 

Reports like Accor’s New Quality of Time emphasise a growing shift among travellers towards wellness-focused holidays, where mental, emotional, and physical well-being take centre stage. This trend is driven by an increasing awareness of the need to counteract the fast-paced nature of modern life. Travellers are seeking destinations and experiences that help them disconnect, recharge, and find balance. Wellness retreats offering yoga, meditation, spa therapies, and tailored fitness programs are seeing a surge in demand, as are nature-based escapes that promote mindfulness and relaxation.

The report also highlights a preference for holistic experiences that integrate cultural and environmental elements, such as forest bathing or farm-to-table culinary workshops, allowing travellers to rejuvenate while feeling connected to the local ethos. This wellness-centric approach is not only reshaping travel preferences but also inspiring the hospitality industry to innovate in creating serene, restorative environments.

Strategic Takeaway: Partner with adventure and wellness brands to curate bespoke packages that appeal to thrill-seekers and health-conscious travellers alike. 

Emerging Consumer Behaviours and Booking Patterns

Spontaneity and Last-Minute Travel 

IBIS x Globetrender’s Go Get It Report reveals a significant surge in last-minute travel bookings, particularly among Gen Z and Millennials. This shift is largely driven by the flexibility enabled by mobile technology and digital platforms. With the rise of last-minute deal sites, AI-driven travel apps, and on-demand services, younger travellers are embracing spontaneous travel plans, booking trips just days or even hours before departure.

These tech-savvy generations are taking advantage of the real-time availability of flights, accommodations, and activities, allowing them to make decisions on the fly and adapt to changing schedules. The flexibility of mobile apps, which offer instant booking and price alerts, is making it easier for travellers to capitalise on opportunities, making spontaneity a key feature of travel in 2025. As a result, there is a noticeable shift from long-term planning to more fluid, dynamic approaches to travel.

Direct Bookings and Loyalty Evolution 

Travellers are increasingly choosing to book directly with providers, bypassing third-party platforms, in a move driven by both cost savings and the desire for more personalised experiences. According to Expedia’s Unpack ’25 Report, there is a marked preference for direct bookings, with travellers seeking better rates, greater flexibility, and more tailored experiences that third-party sites often cannot offer. A key driver of this shift is the growing appeal of loyalty programs that reward customers with personalized benefits, such as custom itineraries, exclusive access, or unique local experiences.

The report highlights that 76% of travellers now prefer loyalty programs that offer experiences instead of traditional points-based rewards. This shift towards direct booking is also supported by the increasing integration of AI and customer data to create hyper-personalised experiences, allowing providers to directly engage customers with relevant offers and content, thus building stronger, long-term relationships.

Strategic Takeaway: Simplify the direct booking process through mobile-friendly platforms. Offer loyalty programs that provide experiential rewards rather than generic incentives. 

Why This Matters 

The travel trends for 2025 emphasise a shift toward purpose-driven exploration, technological enhancement, and greater flexibility. Businesses that adapt to these changes stand to gain a competitive advantage in an industry where consumer expectations are higher than ever. Some key take-aways for 2025 include: 

• Embrace Sustainability: Position your brand as a leader in eco-conscious travel by integrating green practices and showcasing them across marketing channels. 

• Innovate with AI: Harness AI to personalise customer experiences and streamline operations, ensuring seamless travel planning and execution. 

• Celebrate Connection: Create opportunities for travellers to build community and meaningful relationships, both on and offline. 

• Redefine Loyalty: Craft reward systems that resonate emotionally and experientially with customers. 

By adopting these strategies, travel brands can align with the aspirations of the modern traveller, ensuring relevance and resilience in the years ahead.  

If you’re looking to leverage these trends within your travel marketing in 2025, consider partnering with a reputable digital agency with travel experience, like Remarkable. Get in touch with our team to discuss your 2025 plans today.  

_______________

Reports/Sources:  

This article referenced a significant number of 2025 trend reports, with considerable Travel-focused insights coming from:  

• Expedia – Unpack ’25: The Trends In Travel 

• Euronews Travel – 2025 Travel Trend Report 

• Design Hotels – Further Forecast 2025: Community Capital 

• Google – NextGen Travellers and Destinations 

• Hilton – 2025 Trends Report Fact Sheet 

• Hilton – The Vacation Maximized: 2025 Trends Report 

• IBIS x Globetrender – How Gen Z/Y Will Travel in 2025 

• Lemongrass – Travel Trend Report 2025 

• Publicis Sapient – Guide to Next Travel and Dining 2025 

• We Are Social – Next Gen Influence: Trends Defining a New Era of Brand and Creator Collaboration 

The post Travel Trends 2025: Key Insights and Strategic Implications for the Travel & Tourism Industry appeared first on Remarkable.

All hotels share a common goal, increasing occupancy rates. But, how is this achieved at a time when digital marketing is taking over? Pay-Per-Click (PPC) advertisement has become one of the most powerful tools available on the market. On average, organisations using Google Ads have reported making £6 for every £1.20 spent. This goes to show the potential ROI of an effective hotel PPC campaign.

Benefits of an Effective Hotel PPC Campaign

1. Accuracy in Targeting

The main differentiator between PPC and traditional advertising is the level of accuracy in targeting audiences. Using PPC allows hotels to pick and choose who sees their ads. Audiences can be segmented based on criteria like geographical location, previous search behaviour, interests and much more. 

But, how is this useful? One-third of people click on PPC ads because it directly answers their question. Meaning that, by analysing user behaviour, hotel PPC ads can target people who demonstrate a high likelihood of actually booking a stay.  

2. Budget Management

Utilising PPC is one of the most cost-effective marketing methods. Hotels can specify their budget, this can be set as daily or monthly limits. Setting a budget for a hotel PPC campaign means you do not exceed the set budget. When the budget is spent, the campaign stops. 

An additional advantage is that, you only pay when someone clicks on your ad. Therefore, you’re either gaining traffic to the website, or your budget remains untouched, it’s a win-win situation. 

3. Monitoring Performance

It may seem difficult to track the effectiveness of a hotel PPC campaign. Fortunately, reporting is not too difficult. There is easy access to campaign analytics like click-through-rate and cost-per-acquisition.  

PPC advertisements offer in-the-moment, comprehensive performance information. Advertising strategies can then be optimised using data-driven insights. The ease of information accessibility also promotes well-informed decision-making that improves outcomes.  

4. Instant Visibility

PPC advertisements provide instant visibility on search engine results pages (SERPs). In contrast to organic search engine optimisation (SEO), which might take months to show results. For hotels trying to advertise last-minute or limited-time offers, this is perfect. 

As PPC allows you to instantly reach prospective visitors with your message, you witness an immediate increase in traffic and reservations. PPC is a popular tactic for quick results, it brings in twice as many visitors than SEO in less time.​

Creating Hotel PPC Advertisements

1. Using Relevant Terms in the Copy

Finding out what terms and phrases potential guests are most likely to use ensures your marketing efforts are targeting the correct audience. The success of a pay-per-click campaign lies in the initial keyword research. 

Advertising may increase brand recognition by 80%, which emphasises the need for carefully written ad material. When writing text for an ad, making it appealing is essential to getting clicks and conversions. Read more on Hotel Websites Conversion Rate.

Using tools like Google Keyword Planner, you can identify the keywords relevant to your hotel or the area you operate in. However, it doesn’t stop there, other hotel PPC ads may be running for these same terms. 

Encourage viewers to act right away by using attention-grabbing CTAs, such “Book Now” or “Limited Time Offer”. To increase ad relevancy, make sure the copy showcases your unique selling points, such location, features, and exclusive deals. 

Hotels should aim to raise the relevance and quality score of your ads, by naturally incorporating these keywords into the text of your landing pages.

2. Landing Page Optimisation

The best hotel website designs generate the best results. You have a few seconds to grab a prospect’s attention before they click off the page and move to the next website. Therefore, making sure your landing page is optimised for conversions is crucial. 

The copy needs to deliver a clear and direct message, complementing the advertisement content to create a flawless customer experience. Incorporating photos, client endorsements, and a simple reservation procedure also enhances the probability of conversions. 

3. Ad Extensions 

Ad extensions are additional pieces of information that may be included in your PPC advertising. They increase the visibility and appeal of your advertisements by providing more context to potential customers. 

Location extensions, call extensions, and site link extensions are examples of popular ad extensions among hotels. These extensions can improve your ad’s click-through rate and overall effectiveness.

Geo-targeting is a method for presenting advertisements to consumers in specified places. For hotels, this tool is especially valuable since it allows you to target potential visitors in your immediate neighbourhood or certain regions where you receive the majority of your reservations. Focusing on geographical locations relevant to your hotel might boost the success of your PPC advertising.

4. Remarketing

With customers being up to 70% more likely to purchase your products when employing retargeting, remarketing may significantly improve conversion rates and ROI.

This is an excellent way to reach visitors who previously visited your website but did not make a booking. By delivering targeted advertisements to these people when they browse other websites or social media platforms, you can remind them of your hotel and encourage them to return and complete their booking. 

How to Maximise ROI for Hotel PPC Campaigns

1. Monitor and adapt campaigns. 

To obtain optimal results, PPC programs must be monitored and modified on a regular basis. Regularly review your marketing statistics to identify areas for improvement. To improve your ROI, optimise your bids, ad language, and targeting using performance data. Keep up with industry trends and best practices to keep your campaigns competitive.

2. A/B testing.

A/B testing is creating multiple versions of your advertisements or landing pages and testing them to see which performs better. This technique allows you to focus on the most productive areas of your marketing and make data-driven decisions. To find out what works best for your audience, experiment with different headlines, ad text, images, and calls-to-action.

3. Use negative terms.

Negative keywords are ones that you do not want your ads to appear for. By including negative keywords in your campaigns, you may prevent your adverts from being displayed to irrelevant people, reducing wasted clicks and improving ROI. Update your negative keyword list on a regular basis, taking into account campaign results and search query information.

4. Focus on mobile optimisation.

With the increasing use of smartphones in travel commerce, it is vital to ensure that your PPC ads and landing pages are mobile friendly. Mobile-friendly adverts and adaptive landing pages improve the user experience and can raise conversion rates. Mobile devices account for more than 52% of PPC clicks, highlighting the need of mobile optimisation.

5. Run seasonal campaigns.

Seasonal ads may be useful to hotels because travel behaviour fluctuates throughout the year. Plan your PPC advertising around peak travel seasons, holidays, and local events to capitalise on rising demand. To encourage bookings, offer special discounts and packages around certain periods.

6. Work with influencers.

Partnering with travel influencers can help you increase the reach of your PPC ads. Influencers may create original content to promote your hotel and its offerings, resulting in increased traffic and reservations. Collaborate with influencers that have a significant following in your target market and leverage their reach to boost your PPC campaigns.

Build Your Hotel PPC Campaigns with a Digital Agency.

It is clear that ecommerce for hotels is no longer optional; it is necessary. Investing in hotel PPC campaigns may increase user engagement, conversion rates, and, eventually, reservations. Nemetos Tanasuk specialises in designing engaging and successful hotel websites that stand out.

As a BigCommerce partner and Contentful partner, we are able to provide powerful and scalable solutions in terms of ecommerce for hotels that are suited to the hospitality industry’s specific demands. With our knowledge, your hotel may improve its web presence and provide an unrivalled digital experience to its customers. Contact us today to find out how we can make your website a strong instrument for development and success.

The post Creating Successful Hotel PPC Campaigns appeared first on Remarkable.

When executed well, hotel email marketing generates an impressive £28 ROI for every £1 spent, delivering the highest marketing ROI across channels. Segmented email marketing is considerably more effective , with marketers reporting a staggering 760% increase in earnings from these targeted efforts. With 58% of users checking their email first thing in the morning, email remains a highly influential marketing channel. Leveraging email marketing allows hotels to foster stronger relationships with guests, drive bookings, and enhance brand loyalty.

The Benefits of Email Marketing for Hotels

1. Direct Communication with Guests

Email marketing enables hotels to communicate directly with their guests, providing personalised content and offers. This direct line of communication is the perfect way to foster a sense of connection and trust, as 99% of email users check their inbox every day. This is essential for building long-term relationships.

2. Cost-Effective Promotion

Compared to traditional advertising methods, email marketing for hotels is highly cost-effective. It allows hotels to reach a large audience with minimal expenditure, making it an ideal choice for both large hotel chains and small boutique hotels.In fact, despite fears that email marketing is ineffective, 77% of marketers have seen an increase in email engagement over 12 months. Combining email with a hotel SEO strategy helps hotels reach their target audience without paying out for ads.

3. Increased Bookings and Revenue

By sending targeted promotions and special offers, hotels can entice recipients to book directly through their website, bypassing third-party booking platforms that charge hefty commissions. This direct booking approach increases revenue whilst providing valuable guest data.

4. Enhanced Guest Experience

Through personalised emails, hotels can provide guests with tailored recommendations, local tips, and exclusive deals, enhancing their overall experience. Personalised emails are opened 82% more than generic emails evidencing that a personalised approach can lead to increased guest satisfaction and repeat visits.

5. Data-Driven Insights

Email marketing platforms offer robust analytics that provide insights into guest preferences, behaviours, and engagement levels. With open rates in the travel industry hitting around 36.2%, email marketing is the perfect way to gather data that hotels can use to refine their marketing strategies, improve guest targeting, and optimise campaign performance. 

8 Steps to Build an Email Marketing Strategy for Hotels:

1. Define Your Goals

Begin by setting clear objectives for your email marketing campaign. These goals could include increasing direct bookings, promoting special offers, enhancing guest engagement, or boosting brand awareness. Having specific goals will guide your strategy and help measure success.

2. Build a Quality Email List

Gather email addresses through various touchpoints such as website forms, social media, in-person interactions, and throughout the booking process. Ensure that guests opt-in to receive emails to comply with data protection regulations and to maintain a high-quality list.

3. Segment Your Audience

Segment your email list based on guest demographics, booking history, preferences, and behaviour. This allows you to send targeted and relevant content to different segments, improving engagement and conversion rates.

4. Craft Compelling Content

Create engaging and valuable content that resonates with your audience. This could include exclusive offers, personalised recommendations, local attractions, upcoming events, and travel tips. Ensure your emails are visually appealing and mobile-friendly.

5. Automate Your Campaigns

Utilise email marketing automation to send timely and relevant emails based on triggers such as booking confirmations, pre-arrival information, post-stay follow-ups, and special occasions. The use of AI in hotels can aid with email automation which saves time and ensures consistent communication.

6. Optimise for Deliverability

Ensure your emails reach the intended recipients by optimising for deliverability. Use a reputable email service provider, maintain a clean email list, and avoid spam content. Regularly monitor your email deliverability rates and make necessary adjustments.

7. Test and Analyse

Conduct A/B testing on various elements of your emails, such as subject lines, content, and call-to-action buttons. Analyse the results to determine what resonates best with your audience and use these insights to refine future campaigns.

8. Monitor Performance and Adjust

Regularly review the performance of your email campaigns using metrics such as open rates, click-through rates, conversion rates, and ROI. Use this data to identify areas for improvement and adjust your strategy accordingly.

Examples of Some of the Best Email Marketing for Hotels

1. Four Seasons Hotels & Resorts

Four Seasons excels in personalised email marketing. Their campaigns often feature tailored recommendations based on guests’ previous stays, preferences, and upcoming travel plans. They also highlight unique experiences available at their properties, enticing guests to book directly.

2. Marriott Bonvoy

Marriott Bonvoy’s email campaigns are known for their visually appealing design and engaging content. They use segmented lists to send targeted promotions, loyalty program updates, and travel inspiration. Their emails often feature stunning images and compelling calls to action.

3. Hilton Honors

Hilton Honors create highly personalised email campaigns. They offer exclusive member rates, special promotions, and tailored recommendations based on guests’ past behaviours. Their emails are well-designed, concise, and action-oriented.

7 Tips for Building Your Email Marketing Strategy

1. Personalise Your Emails

Use guest data to personalise your emails with the recipient’s name, past booking information, and preferences. Personalised emails have higher open and engagement rates, making guests feel valued and understood.

2. Focus on Mobile Optimisation

Ensure your emails are mobile-friendly, as  41.6% of recipients will open them on mobile devices. Use responsive design, concise content, and clear call-to-action buttons to enhance the mobile experience.

3. Create Engaging Subject Lines

Craft compelling subject lines that grab the recipient’s attention and entice them to open the email. Keep them short, relevant, and curiosity-inducing. A/B testing can help identify the most effective subject lines.

4. Offer Exclusive Deals and Promotions

Incentivise your guests to book directly by offering exclusive deals and promotions through your email campaigns. Highlight the benefits of booking directly with the hotel, such as lower rates, room upgrades, and special packages.

5. Use High-Quality Visuals

Incorporate high-quality images and videos that showcase your hotel’s amenities, rooms, and local attractions. Visual content captures attention and helps convey the unique experience your hotel offers.

6. Maintain Consistent Branding

Ensure your emails reflect your hotel’s brand identity through consistent use of colours, fonts, and tone of voice. Consistent branding reinforces brand recognition and builds trust with your audience.

7. Encourage Reviews and Feedback

After guests have completed their stay, send follow-up emails requesting reviews and feedback. Positive reviews can be showcased in future campaigns, while constructive feedback provides valuable insights for improvement.

Building a Bespoke Email Marketing Strategy for Hotels

Email marketing is an indispensable tool for brands looking to enhance guest engagement, drive direct bookings, and build brand loyalty. It should be part of any digital marketing strategy for hotels.By implementing a structured strategy and adhering to best practices, hotels can develop impactful email campaigns that truly connect with their audience. Key elements of a successful email marketing strategy include personalisation, mobile optimisation, compelling content, and continuous analysis. However, email marketing is just one aspect of a hotel’s digital transformation. Partnering with digital experts is essential for optimising your digital marketing efforts to maximise leads and ROI. At Ultimedia, we bring over 25 years of experience in digital marketing and a team of experts ready to help you achieve your business goals. Begin your hotel’s digital transformation today and contact us for a chat.

The post Email Marketing For Hotels appeared first on Remarkable.

Capturing the attention of potential guests and standing out among the competition in the hospitality industry is increasingly challenging. With the rise of digital platforms, hotels must leverage advanced digital marketing strategies to succeed. By looking at building the digital marketing strategy for hotels, brands can learn how to increase online visibility, improve website conversion rates, and gain a better return on investment (ROI). 

Ensuring Your Hotel Stands Out

The online space is crowded, with numerous hotels competing for travellers’ attention. A strong digital marketing strategy for hotels can help your hotel shine. You can enhance your online visibility through various methods:

Content marketing:

Content marketing is at the heart of a digital marketing strategy for hotels. By creating engaging content like blog posts, videos, and social media updates, hotels can attract and retain a loyal audience. Additionally with 36.5% using social media for travel inspiration or ideas content can be used to highlight your hotel’s unique features, local attractions, and special offers positions your property as the ideal choice for travellers. 

With SEO leads generating a 14.6% close rate, having a hotel SEO strategy alongside a good content plan is key to boosting your brand’s visibility. Optimise your website content, keywords, and meta descriptions to ensure it ranks higher in search engine results.

Of course, social media is critical for hotels with 40% of participants citing Instagram as their go-to platform for holiday inspiration. Hotels should share visually appealing content and engage with potential guests, to boost your hotel’s online presence. Social media marketing also allows for targeted advertising to specific demographics.

Optimising Website Conversion Rates

A well-designed website is an essential digital marketing strategy for hotels and helps to convert visitors into guests. High-quality images, virtual tours, and detailed descriptions of rooms and amenities captivate visitors and encourage bookings. Highlighting guest reviews and testimonials builds trust and credibility.

Creating a website that is easy to navigate, with clear calls to action and a straightforward booking process, significantly increases conversion rates. In addition, slow websites frustrate users and lead to high bounce rates. Optimising your website’s speed ensures a smooth and enjoyable experience, making visitors more likely to book. Make sure your website is mobile-friendly as 60% of traffic in the travel industry comes from mobile devices.

To continually improve your site performance, conduct A/B tests on website elements such as headlines, images, and calls to action. This allows you to determine what resonates most with your audience and make data-driven decisions to enhance conversion rates. 

Achieving Better ROI

The goal of any marketing effort is to achieve a better return on investment (ROI). A solid conversion rate optimisation digital marketing strategy for hotels is key.

Focus on specific demographics and interests to make your digital marketing campaigns more effective and cost-efficient. Targeted ads ensure your marketing budget reaches those most likely to book a stay at your hotel and retargeting users who previously visited your website but didn’t book can effectively bring them back and convert them into guests. 

You can also follow up with comprehensive email marketing for hotels to both drive traffic and encourage conversions. Investing in a robust email marketing tool can unlock marketing automation capabilities and enable highly targeted and personalised email campaigns, enhancing guest engagement and retention.

Using analytics tools to track campaign performance allows for continuous improvement. Analytics and reporting tools provide deep insights into customer behaviour, campaign performance, and ROI, enabling informed decisions.

Implementing AI To Get Results Fast

A good digital marketing strategy for hotels needs to include. AI in hotels can enhance customer engagement, personalise experiences, and optimise advertising campaigns.

AI-driven tools can analyse vast amounts of data to identify patterns in customer behaviour, enabling hotels to tailor their marketing messages and offers to individual preferences. For instance, AI can increase email open rates by up to 29% through personalised content recommendations. Chatbots and virtual assistants powered by AI can provide real-time, personalised responses to potential guests, improving customer service and increasing booking conversions. Reports suggest that AI chatbots can handle up to 80% of standard customer inquiries, significantly reducing response times. 

Additionally, AI can automate and optimise ad placements across various digital platforms, ensuring that marketing budgets are used efficiently to reach the right audience at the right time. This can result in a 20% reduction in customer acquisition costs. 

Through these capabilities, AI helps create a more targeted, effective, and efficient digital marketing strategy for hotels, leading to higher engagement and increased revenue.

Selecting the Right Digital Agency for Your Hotel

Choosing the right digital agency is crucial for achieving your marketing and operational goals. Consider these factors when making your choice:

1. Expertise in the Hospitality Industry: Ensure the agency has a proven track record of working with hotels and understands the unique challenges and opportunities in the hospitality sector.

2. Comprehensive Services: Look for an agency offering a full range of services, from SEO and content marketing to website design and mobile app development. A one-stop shop provides a cohesive strategy and seamless execution.

3. Innovative Solutions: The agency should stay up-to-date with the latest technologies and trends in digital marketing and hospitality. Their ability to implement cutting-edge solutions can give your hotel a competitive edge.

4. Proven Results: Request case studies or references from previous clients to understand the agency’s ability to deliver tangible results. Look for evidence of increased bookings, improved guest satisfaction, and better ROI.

5. Customisation and Personalisation: Your hotel is unique, and your digital marketing strategy should reflect that. Choose an agency willing to tailor services to meet your specific needs and goals.

Unlocking a Winning Digital Marketing Strategy for Hotels

The success of your hotel hinges on effectively leveraging digital marketing strategies for  hotels. By increasing online visibility, improving website conversion rates, enhancing guest experiences, and achieving a better ROI, your business will thrive. Embracing digitised customer experiences further distinguishes your hotel from the competition, meeting the evolving expectations of modern travellers.

Partnering with an agency like Ultimedia ensures you unlock these benefits. We have the experience, technical expertise and proven results, to unlock your digital potential. Ultimedia provides the strategy and support needed for your hotel to excel in the digital first world. Contact us today to get started on your hotel digital transformation to success.

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