Maximizing share of voice and prioritizing direct bookings

By understanding what drives a traveler's purchase, hotels can increase direct bookings and reduce reliance on third-party platforms

Share of Voice (SOV) is a critical metric for evaluating brand awareness and engagement relative to competitors. Calculated by dividing your brand's mentions by total market mentions and multiplying by 100, it provides a clear view of your brand's standing.

Key takeaways

• Capture attention in the research phase: Expedia research shows that travelers spend over five hours researching a trip. Hotels can take advantage of this phase by highlighting brand benefits through digital advertising, SEO and social content;
• Promote unique direct booking benefits: Travelers value perks such as room upgrades, personalized experiences and exclusive offers. Highlighting these early can capture attention and influence decisions before travelers turn to third-party sites;
• Offer personalized booking incentives: Personalized perks for direct bookings, such as complimentary services or loyalty rewards, foster emotional connections and increase the likelihood of repeat business.

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