Monthly Archives: February 2011

Is knowledge power or just a distraction?

Last week I attended the Hotel Marketing Association conference in London. I have to admit I was in two minds whether or not to go, I’m so glad I did for a number of reasons. It was a great networking opportunity; I met a number of people who I’d either already spoken to or connected online; it’s so much easier to do business with people you’ve met in person. It was also a great opportunity to get up-to-date.

But is all knowledge power, or can it just get in the way. Well I believe it’s only useful if you do something with it.

Here are seven interesting findings from the day, and my spin on how to capitalise on these hotel marketing statistics.


  • Only 7% of negative reviews on TripAdvisor receive a response.
    Learn from the feedback and do something; your response can have more impact than the TripAdvisor comment itself.


  • OTA (online travel agent) visitors who link through directly to your site are twice as likely to book than those who don’t click through.
    Make sure they can find your website easily.


  • People put most trust (90%) in what their friends and family tell them; but they still trust 70% of customer opinions.
    Encourage reviews and ask the testimonials.


  • You Tube is the second biggest search engine.
    Get videos on your website with relevant tags to help your SEO.


  • 40% of Google searches come via mobile devices.
    Test how your pages look on mobiles and adapt your layout accordingly.


  • Only 33% of people searching on the Internet already know where they want to stay.
    Make sure your keywords help the remaining 67% (who won’t be using your hotel name in their search) to find you easily.


  • Males making business bookings typically spend 2½ seconds before making a decision, whereas leisure bookings are more likely to be done by females who spend on average 29 days, 12 separate searches and visit 22 sites before making a decision!
    Taylor your website accordingly to match your target market’s decision making process.