Insights from Avvio
Keep updated with what's happening in travel technology...
Preparing an annual digital marketing plan and budget is an essential task for all hotels at this time of year. It will help you come back after the Christmas break with a plan of action.
Assessing how your digital channels performed in 2017 will be key to improving and identifying future opportunities. For example, if content was a weakness due to resources, then focus on that and any fresh opportunities you haven’t looked at first.
With the end of the year nearly upon us it seems fitting that the November 2017 edition of Avvio’s Digital News is all about change.
In the past month we’ve seen:
- A major update to Google’s Hotel Search Service;
- A shift in Booking.com’s marketing budget towards television advertising;
- An increase in Twitter’s character limit from 140 characters to 280;
- Difficult times for Metasearch as OTAs begin to step away;
- Snapchat geo-filters are now available for purchase in Ireland.
For full details on these stories visit our Avvio Digital Newsletter – November 2017 Edition.
According to Sales Cycle, 81% of online travel bookings are abandoned, with 13% saying it’s because the booking process is too long and complicated, even after selecting rooms and dates. But why would a potential guest secure rooms, dates, rates and perhaps even add-ons, only to abandon at the last moment?
According to the survey:
53% of visitors abandon their booking when shown the total price.
26% of bookers drop off when asked for personal details.
The remaining 21% give up when asked for their payment details.
There are real reasons behind their abandonment, just as there are real reasons why a shopper chooses to make that last move and book. In this article, I’m going to let you in on a few simple ways to minimise the motivation to abandon, so you can improve your direct booking revenue.
After months of behind-the-scenes work I’m delighted to officially announce Avvio’s latest innovation – Allora; the world’s first booking engine that’s powered by Artificial Intelligence (AI).
Allora has been a journey of well over 18 months for the team here at Avvio and it has been in many ways, our most ambitious project since we launched our first booking engine back in 2001. Allora, which translates to ‘come on’ or ‘let’s go’ from its Italian heritage, was born out of a desire to be constantly innovating and moving the industry forward by making the latest technology more widely available, and of course to continue growing your direct channel.
Hotel booking and digital marketing expert Avvio has been named Ireland’s most innovative supplier at the Gold Medal Awards.
Run by Hotel & Catering Review, the awards recognise the best independent operators in the Irish hospitality industry, from hotels to restaurants and leisure facilities.
Avvio fended off competition to claim the title which recognises hospitality suppliers that apply new or advanced methods to their business strategies to generate added value and profits.