10minhotel.com

💰 Key facts extracted include the switch from seeking quantity to quality in booking conversions, using Google Ads' "Maximize Conversion Value" strategy over "Maximize Conversions," and assigning monetary values to different types of conversions. The strategy involves machine learning, analyzing user device, location, time of search, query type, demographic data, browsing behavior, and conversion history. Recommendations include starting with a test campaign, possibly setting a target ROAS (Return On Ad Spend), and allowing time for machine learning. Concrete results observed were increased revenue, higher direct booking shares, improved overall ROAS, and more efficient budget allocation. Best practices involve tracking conversions accurately, giving time for machine learning, and focusing on KPIs like conversion value, total revenue, global ROAS, and direct booking rate. This approach aligns with the complexities of the hospitality industry, delegating the intricacies of bid adjustments to an algorithm capable of processing thousands of signals for optimal value generation.

🏨 Leisure travellers lead the UK hospitality market in 2023, with a rise in family-friendly and adventure-focused holidays. Business travel remains robust, with 6.4 million work-related UK visits generating £3.17 billion in 2023, and 42% of UK business travellers mixing leisure into their trips. Different traveller types—leisure, business, family, luxury, budget, adventure, wellness, and sustainable—each have distinct preferences, creating opportunities and challenges for hoteliers regarding tailored guest experiences. Personalisation and technology, such as AI chatbots, play crucial roles in meeting diverse needs, from crafting unique experiences to upselling services aligned with specific traveller profiles.