Blog Kategoria: mobile

Kluczowe wydarzenia z Google Marketing Live 2019

By Ciaran Rowe & Samantha Salazar | On

The annual Google marketing live event was held in San Francisco this week, with lots of news and updates on products across the Google suite.

Some key takeaways relevant to hotels include:

Google Travel is now live on desktop. Previously available only on mobile, this service allows users to organise flights, hotels, sightseeing, and packages in one travel portal. This addition gives even more visibility to Google Hotel Ads, making it an important part of any hotel’s digital marketing strategy. More.

Google Travel Portal
Google Travel Portal

Discovery ads are a newly announced native ad type that will appear in the Google discovery feed, as well as on YouTube and the Promotions & Social tabs in Gmail. This means they have the potential to appear before 100s of millions of users worldwide, presenting an opportunity to target users at the very early stages of the booking process. More.

Discovery Ad Sample
Discovery Ad Sample

Having previously tested and removed various image ad formats on search, such as image ad extensions, Google have now released Gallery ads, which allow scrolling through a series of images in a carousel format. Currently available only on mobile, the ads will appear for the top result and should improve click through rates. Google say that they have seen improvements of up to 25% in CTR, so this will give a competitive advantage to hotels who will now be able to direct more users to their official website.

Googlel gallery ads

Gallery Ad Sample

Bumper machine is a tool that will automatically create 6-second “bumper ads” from longer form Youtube videos. The machine looks for “key elements” such as a clear focus on a product or a voiceover, with a final call to action at the end of the ad. This means that your video content can go much further. Having content to publish regularly can be a challenge for hotels, but by automatically creating shorter videos, hoteliers can expand and reframe their available video content.

Note that some of these new options are not yet available in Europe, but will be rolled out over the coming months.

Labels: news, mobile, marketing, googlemarketinglive, google ads, google

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Obserwujemy dalszy wzrost przychodów z usług mobilnych w 2019 roku

By Des O'Mahony | On

Mobile Revenue is growing, and Bookassist V10 Mobile is better at capturing it

​Bookassist has been monitoring and publishing mobile traffic and revenue statistics continuously for a number of years. We measure statistics from over 1000 hotels across markets in Europe, and analyse the changing trends. Here’s our latest update for the first quarter of 2019.

Mobile Traffic To Hotels

In full year 2018, we observed a continuing rise in mobile traffic to hotels, mostly at the expense of tablet and somewhat at the expense of desktop/laptop traffic. However when compared with 2016 and 2017, the rate of rise in mobile traffic is definitely slowing. We interpret this as a balance being reached between mobile and computer traffic in many countries. This may not be surprising, as the change in mobile handset capability from 2015 to 2018 was significant and allowed for a rapid initial growth in mobile access to websites (and less relevance for tablet use). Now that the majority of users have very capable smartphones, the balance between smartphone use and desktop/laptop use is likely stabilising.

This trend has continued somewhat through the first quarter of 2019 with desktop still showing leakage towards mobile in virtually all areas. But the changing picture is not as dramatic as it was in the 2016-2018 period.

Mobile Revenue To Hotels

The situation with revenue generation on mobile paints a different picture of opportunity. While traffic may be stabilising, the growth in revenue is stronger and the ratio of mobile traffic to desktop traffic remains higher than that of mobile revenue to desktop revenue. Clearly there is still opportunity to move the needle on revenue generation in mobile.

We see this trend continuing into the first quarter of 2019 also, with strong double digit growth in revenue generation on mobile.

The Mobile Opportunity

The message is clear. Optimising for mobile is critical in order to capitalise on the traffic that is already there. But ensuring your booking system is fully focused on mobile is crucial if you are to actually convert mobile users to a revenue opportunity - if you do not convert, they are likely booking on mobile elsewhere, such as on the highly-capable mobile OTA platforms.

At Bookassist we have been laser focused on improving all aspects of the mobile booking experience. The V10 Mobile booking engine is the industry’s most advanced platform and has proven revenue and conversion uplift with higher average booking values and increased opportunities for ancillary sales.

We analysed those hotels who moved from less capable mobile implementations to Bookassist’s new V10 Mobile booking engine. Comparing revenue-generating sessions to all sessions, the ratio is higher when people are more likely to book on mobile. With V10 Mobile, we see double-digit improvement in the ability of sessions to capture revenue on mobile, giving an uplift of conversion across the board for clients in all our key markets.

Bottom Line

The message is clear. Mobile first is as important as ever.

With about half your online customers looking at your hotel on mobile, you must be mobile first and mobile optimised. But it is even more critical than ever that your booking system is optimised for mobile conversion, or you are losing real revenue-generating opportunity. Bookassist can fix that issue for you today with mobile optimised Smart websites and V10 Mobile booking engine. Contact us now.

Labels: traffic builder, optimisation, mobile, booking engine, booking

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