Refining SEM strategies for full-funnel hotel marketing
Advertisers must now navigate a landscape where capturing bookings requires greater effort by optimizing strategies to align with the evolving consumer journey
While travel demand remains strong, advertisers are going to have to work harder for every booking. Besides being more financially conscious, consumers are also equipped with more tools than ever to research and weigh their options, such as AI search.
While we expect the travel industry to continue thriving in 2024, it is unlikely that we will ever see the same level of mid-funnel conversions as we did in 2022. Longer paths to conversion mean more clicks to a single booking. Put simply, it costs more money to capture the same number of bookings, reducing CVR. This also means that marketing strategies and budgets need to adjust accordingly.
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