Google Remains Tops

Google remains on top according to the latest Neilson research.  As search marketing becomes more and more competitive between Google, Yahoo, MSN and ASK, it will come down to where do you put your ad dollars.  Also for organic search, you need to make sure the optimimzation method being used is in synch with the Google algorithms as much as it is with the other engines.

Google search algorithms tend to favor content search more than the other search engines at this point in time.

Search Engine	April 2006	May 2006
Google	49.8%	49.1%
Yahoo	21.9%	22.9%
MSN	10.7%	10.6%

Google Testing Cost-Per-Action Business Model

Looks like Google is at is again with the testing of a Cost-Per-Action (CPA) advertising program. This would be a good move for the search engines as CPA will do away with the majority of the click fraud issues.  Since payment to Google will only be made when an “action” is performed…like a hotel booking, this new business model is sure to be welcomed with open arms by hoteliers. Google’s CPA test is by invitation only at this time...standby for more.

 
Check out David Jackson’s BLOG posting for more information.

Online Travel Sales Continue to Boom!

eMarketer reports that by 2010 roughly 46 percent of total travel sales will be booked online, second only to computer hardware/software in the B2C category. Other industry analysts have reported even higher numbers.

eMarketer estimates that online sales of leisure and unmanaged business travel reached a total of $65 billion last year that the total will grow to $122 billion by 2009, a near doubling of the market in just four years.   

Click here to read the full story.

Is Brand Hijacking on The Decline?

As the major hotel brands continue to keep a close eye on Pay-Per-Click (PPC) brand hijacking, reports are starting to surface from credible sources that such hijacking tactics are on the decline which is good news for online marketers.

PPC hijacking is the term used when one site uses the trademarked name of another brand to divert the shopper onto their site versus the brand direct site; in essence "hijacking" that shopper from a brand site and onto another website. Ever since the introduction of PPC programs travel companies and hotels have seen this form of predatory marketing in play.  However, the search engines and trademark owners have been more aggressive in protecting their brands and as such we are seeing a decline of PPC hijacking especially in the travel vertical.

 
Click here to read related comments from Hitwise’s Heather Hopkins on her BLOG. 

Location, Location, Location

If location is so important to a hotel or resort, and it is, why aren’t web site maps and location highlights more prevalent? The proximity of the hotel to local attractions can certainly affect whether any web site shopper books or not.

The location page should provide a variety of very important information, including mapped location of your hotel, driving directions, downloadable map and important attractions within reasonable proximity. These nearby attractions may be corporate offices, airport, amusement parks, restaurants, theaters, sports events and shopping mall.

Web site technology as it relates to mapping has improved significantly over recent months. You may want to review your mapping and location pages and consider more sophisticated applications to provide better information and generate more sales.

Lodging Interactive does provide a unique marketing service, using the Google mapping tool, that combines search engine optimization with the value added mapping content that is needed to keep shoppers on your web site, therefore increasing the potential of the sale.

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The Google mapping tool is available to any web site developer, the difference is in applying it for marketing purposes. There are other mapping tools that can be use to improve how your location and directions pages are presented, but what I do not see on hotel and resort web pages is an effort to sell rooms based on location. Location being your hotel's proximity to other relevant services and attractions.

 

Hotels Check Out E-Comment Cards

Online comment cards are coming!!  While the major brands have been deploying online comment cards for many years, indpendent hotel websites have yet to catch on.  There is no better way to capture your guests' feedback and comments than an online comment card.  It's direct to the guest, personal and all measurable via database techniques so you can implement operational improvements where needed.

Click here to check out our CommentCards.com service for hotels and restaurants.

Click here for a recent new story about online comment cards.

Keeping Up with Trends

This is not intended to promote Lodging Interactive, but it does appear Lodging Interactive is responding to the newest Internet marketing trends faster and more effectively than companies offering similar services.

Lodging Interactive "Comment Cards" is intended to capitalize on the trend by hotel guests to provide reviews and comments about your hotel online as opposed to written comment cards.

Lodging Interactive "SEO Press Release" enables more inbound links to your website adding search ranking weight to your website.

Lodging Interactive "hotelMASHUP" turns your attractions page into an effective marketing page on your website by relating your hotel's location to where the traveler is going and seeking a hotel near their destination.

Lodging Interactive opened the Internet Marketing Club (IMC) to provide Hoteliers with their own online community to exchange ideas, learn about new trends and keep up with new opportunities.

Internet marketing techniques and opportunities continue to grow at an ever increasing pace online.  This company is responding the each proven trend and opportunity with new innovative services.