With so many changes in digital marketing, but the importance of a direct booking strategy - hotels are having to develop a marketing programme that constitutes multiple guest touch points working with an increasing number of third parties.
David Ohanjanian details the changes on Google and the impact this is having on marketing spend and activity with the development of Performance Max and EU regulation updates with the Digital Marketing Act that affects the visibility of hotels while making big brands like Booking.com gatekeepers.
Nick Hurley provides booking trends from Travelzoo as leisure travellers look for the perfect deal and how hotels can leverage more bookings with half board off...