Catch up with White Stone Marketing CEO, Scott Crumpton, and Revenue Management Expert, Vikram Singh as they share insights on what to expect in traveler behavior in response to the Delta Variant, market trends they’re seeing, and how to plan for this winter.
“The insights of our research show that price is no longer the top driver of bookings. Travelers are focused on new, more pressing values — like safety and financial security — and they want to book with trusted travel providers that will deliver on their experiences,” said Hari Nair, global senior vice president and general manger, account management, at Expedia Group.
Travel companies have ramped up their digital ad spend levels over the course of this year, with Expedia Group ranking as travel’s top spender in recent months. Overall the travel category has more than doubled its digital ad investment since January, with Expedia outspent all other travel brands by a wide margin over that period, spending nearly $94 million.
One of the largest U.S. hotel owners is experimenting this year with a new business strategy: Charge guests for most services and amenities, just like in the airline industry. For example, any guest can get an early check-in, but it costs about $20. A similar fee applies to a late checkout. Use of the pool might be free on a Tuesday morning, but cost guests $25 on a scorching Saturday afternoon. Gym use and breakfast also come with an additional charge.