Weekly Reads 07.09.2017

September 7, 2017 Marina Mitrashov

We have some great reads to kick off September. As a campaign manager, I’m always searching for new ways to improve my stats - Trivago used a personalized approach to hotel search that resulted in an 82% increase in click-throughs (CTR) by identifying whether a customer is a business or leisure traveler, whether they are looking for a room for a weekend jaunt or a week long vacation. 

Talking about personalization, new EU laws will prevent Google and Facebook from using the personal data they hold for advertising purposes without user permission. So, what does that mean for your digital marketing strategy?

As mobile access adoption rises, there are a few important things hotels should consider when making the move to mobile locks. Hotel Management reached out to several lock experts to discuss what should be well thought out prior to mobile-access installation.

Happy reading!


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Meeting Internal Challenges for Revenue Management

It’s challenging being a Revenue Manager. Many of these challenges come from client demands, but in this piece, Netaffinity focusing on the internal challenges faced by Revenue Manager. These are generally a little easier to fix than external factors and can have a significant impact on a Revenue Managers efficiency.

Read more on NetAffinity


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How Trivago Achieved 82% Increase in Click-Throughs by Customising Its Website Content Dynamically

A personalized approach to hotel search resulted in an 82% increase in click-throughs for Trivago. Trivago identifies whether a customer is business or leisure, whether they are looking for a room for a weekend jaunt or a week long vacation, for an individual or a family, and then, based on that assessment, offers content more appropriate for that customer type. This could a picture of the pool, an offer for faster Wi-Fi or information about nearby restaurants or tourist attractions. Trivago claims that the display of content specific to the customer type or trip type has a huge impact on click-throughs.

Read more on Eye For Travel


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Mobile-access adoption requires well-thought-out plan

As mobile access adoption rises, there are a few important things hotels should consider when making the move to mobile locks. HOTEL MANAGEMENT reached out to several lock experts to discuss what should be well thought out prior to mobile-access installation.

Read more on Hotel Management


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How the GDPR will disrupt Google and Facebook


Google and Facebook will be unable to use the personal data they hold for advertising purposes without user permission. This is an acute challenge because they cannot use a “service-wide” opt-in for everything.

Read more on Hotel Marketing