Marketing

📦 Google Hotel Ads helps Italian hoteliers increase visibility and direct bookings through Google platforms. The ads show real-time rates and availability on Google Search, Maps, and Travel. They work on a cost-per-stay basis, meaning payment is only required after a confirmed and completed booking. Key strategies include integrating with Google Hotel Center, optimizing bidding strategies, and regularly analyzing performance metrics (clicks, impressions, conversion rates, CPA) to maximize ROI. Implement dynamic pricing and use Google's automated bidding tools to stay competitive. Regularly update campaigns based on performance data to sustain growth and increase occupancy and revenue.

📢 Online Travel Agencies (OTAs) such as Expedia, Booking.com, and TripAdvisor serve as intermediaries between travelers and hotels, offering comparison tools, secure payment gateways, real-time inventory management, and promotional tools. OTAs operate on merchant or commission models, with some using advertising models. They streamline booking by integrating multiple payment options and providing confirmation emails, relying on technology like real-time data exchange, algorithms, and secure payment systems. For hoteliers, OTAs enhance visibility, offer marketing support, and provide analytics. Strategies to maximize OTA benefits include optimizing listings, responding to reviews, offering exclusive deals, and integrating OTA bookings with property management systems. Challenges include high commission rates and maintaining rate parity. Hoteliers are advised to drive direct bookings by optimizing their websites, leveraging social media, and creating loyalty programs. Combining OTA and direct booking strategies is crucial for revenue growth and brand loyalty.

💾 Google launched Travel Feed on October 21, transforming traditional static hotel ads into a dynamic format with real-time rates, images, and reviews directly in search results. Early testing with select hotels showed a 20% increase in click-through rates. This feature aims to improve user experience and transparency in hospitality marketing by providing updated and relevant information, potentially leading to higher clicks and conversions in hotel advertising campaigns.

✈️ Ryanair announces tickets now available on Etraveli, following the 'Approved ota' deal in July. The partnership promises a smooth booking process, secure payment and contact data transfer, and full access to myRyanair accounts for updates.

🌊 In Italy, beach service digitalization grows with over 2,000 affiliated structures on Spiagge.it, witnessing a 50% booking increase in summer compared to the previous year. France welcomes the platform as Plages.fr with 30 affiliates. Italian beach sector's digitalization revenue in 2024 is expected to hit €50 million, with a third of 7,000 businesses now using management software, up 30% from the previous year. The platform's expansion to theme parks and pools contributed to the 50% booking surge. In digitalization, Friuli leads at 72%, followed by Veneto at 64%, and Puglia at 43%. Calabria saw a 20% increase to 17% software adoption in 2024, while Sardinia's digital growth topped with a 58% rise. Foreign tourist online bookings now make up 21% of the total, with Friuli Venezia Giulia receiving the most foreign requests at 41%.

💸 Albergatori highlight GDS (Global Distribution System) suitability varies; useful for business hotels, less for 'business leisure'. Magali of Evergreen Laurel Hotel sees GDS as essential for business hotels. Julia of Platzl Hotel criticizes the GDS for being outdated since the 1980s, with limitations in descriptions, images, and reliance on third-parties for rate uploads and profile management. GDS payment structures are complex and costs include transaction fees, settlement charges, and marketing costs. GDS can yield higher ADRs (Average Daily Rates) than other channels and has lower relative costs compared to OTA (Online Travel Agency) commissions, which can reach 28%. OTAs may attract price-sensitive travelers prone to negative reviews. Hoteliers should assess if GDS aligns with their business mix and market impact before inclusion.

Le premier channel manager dédié au recrutement CHR TONY : Bonjour à tous, Cela fait quelques temps… non… cela fait de TROP nombreuses années que les hôteliers ont un problème…

📱 Expedia Group introduced Travel Shop, a digital showcase for DMCs, tourism bodies, media outlets, digital creators, and influencers, currently available exclusively in the United States and the United Kingdom via a mobile app. Businesses and organizations can feature travel tips and itineraries, earning commissions on bookings made through the platform. Travel Shop aims to bridge the gap from inspiration on social platforms like Instagram and TikTok to booking travel.

🏢 Civitatis collaborates with over 30,000 travel agencies worldwide, aiming to strengthen ties with Italian travel agencies through various activities in Madrid. In 2018, the company worked with just 260 agencies, but their B2B channel is now the fastest-growing. Events included a traditional flamenco evening, private Madrid tour, and guided Italian tour of the Royal Palace. CEO Alberto Gutiérrez highlighted Civitatis' commitment to high-quality services and selected activities. The growth of the Italian market, similar to the Spanish market, was underscored.

⚽ ACI blueteam joined the Lario Business Club as a member, associated with the football team Como 1907, which was recently promoted to Serie A. Their branding will be displayed on the field's LED boards at all Como 1907's home games at Sinigaglia. Roberto Bettinelli, CFO of ACI blueteam, states the partnership aims to build a network of local collaborations, thereby generating value for the territory and gaining visibility during significant international sporting events.