Gartner for Marketers Research

Digital IQ Index November 25, 2019

Luxury Hotels US 2019

As Google strives to create a one-stop shop for travelers and Airbnb Experiences continues to grow in popularity, luxury hotel brands must adapt to users’ growing expectations for the full package when booking on their sites. Incorporating experiences and customization into the booking process can reduce the chances of users visiting the third-party alternatives that dominate the search space and expertly implement more holistic travel planning features. Focusing on experiences should translate to social media, where brands rely on content partnerships and influencers to generate authentic buzz. As such, brands should also rely on online travel agencies (OTAs) and metasearch sites to increase their overall footprint in the search space.

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