Flywheel news | April 2025 hotel digital marketing news | GCommerce

1. Exciting new Connected TV updates from Google Marketing Platform 

Google Marketing Platform has recently added a host of new innovations and features to their Connected TV (CTV) offering aimed at driving more efficient, measurable, and personalized campaigns. The new features include a Netflix Ads integration allowing campaigns to reach a premium audience with over 200 million subscribers, cross-media reach reports via Comscore data, and DV360 certification to feature biddable deals for live sports using Disney’s Ad Server. If you’re interested in leveraging CTV for your hotel, the experts at GCommerce are here to help. Learn more here.

2. Best practices for responding to your Google reviews

Responding to your Google reviews is a critical piece of your marketing strategy and is proven to improve your hotel’s visibility and overall guest relationship. Learn more from the experts at GCommerce for tips and tricks when responding to reviews. Read more.

3. Lighthouse acquires The Hotels Network

On April 16, 2025 it was announced that Lighthouse, a leading commercial platform for travel and hospitality providing real-time hotel and short-term rental data within one platform, will be acquiring The Hotels Network, known for its personalization technology that helps hotels drive more direct bookings and overall channel growth. Congratulations to our friends at The Hotels Network on this exciting new venture. Learn more about the acquisition here.

4. Google expands AI Overviews with new improvements and AI Mode

AI overviews are used by over a billion people and now Google Search is advancing and improving the user experience even more. Gemini 2.0 for AI Overviews in the U.S. will help with harder questions including coding, advanced math, and multimodal queries. Google also launched AI Mode, an early experiment in Labs that expands what AI Overviews can do with more advanced reasoning and follow-up questions. The search team at GCommerce is currently planning a study to experiment with this new Search Labs feature and will be providing more insights in the coming weeks. Read more about expanded AI Overviews.

5. Google Ads rolling out age exclusions for PMax campaigns

In January Google announced that age exclusions would be coming for PMax campaigns and now some users are seeing it in the Google Ads advertiser console. This new feature allows advertisers to exclude certain age brackets in their campaign settings whereas before demographic exclusions were only offered in one range. This now gives our team more control over who sees our clients’ ads and where our marketing dollars are directed. Learn more here.

6. Google now subscribing to your emails for search listing content

As of April 3, 2025 Google has automatically opted you into Marketing content usage. In a nutshell, Google is now subscribed to your marketing emails to collect content, similar to how it uses your website for content, to then display on Google Search, Shopping, and Maps listings. You are able to opt out of this inclusion at any time in Merchant Center settings. While this feature is still relatively new and available for ecommerce advertisers with Merchant Center accounts, GCommerce remains interested to see if or when this could expand to hotel-focused campaigns. Read more about the content usage.

7. Threads Ads now expanded to all meta advertisers

Initial tests of ads on Threads were launched in January of this year, and now has become available to all advertisers despite intense pushback from platform users. This update will be listed as another available placement within the Meta Ads Manager platform that can be turned on or off. While there isn’t much data on the success of ads on the Threads platform, many users are threatening to leave if it turns into a similar situation with other social media platforms. The specialists at GCommerce are looking to start analyzing data from the Threads placement in the coming weeks to see how and if this opportunity should be maximized. More about ads on Threads here.

Flywheel News | March 2025 Hotel Digital Marketing News | GCommerce

1. Google Hotel Ads’ Sunsets Commission-Based Bidding, Now What?

As of February 20, 2025, Google has officially sunset its commission-based bidding strategy for Google Hotel Ads. This bid strategy, which only charged hotels for actualized stays produced by its hotel ads campaigns, became immensely popular during the COVID-19 pandemic. It took the risk out of running this type of media campaign from Google by allowing hotels to remove cancelled bookings from the commission payments. The transition from commission-based models to pay-per-click (PPC) systems in Google Hotel Ads has introduced both challenges and opportunities for hoteliers. Learn more here.

2. Global Hotel Performance Shows Continued Resilience

Despite ongoing challenges, the global hotel industry demonstrated impressive resilience in 2024. Demand surged to 4.8 billion room nights—an increase of 102 million from 2023—fueling a 3.7% rise in revenue per available room (RevPAR). While resort and leisure-focused markets began to stabilize, urban markets saw a notable uptick in demand. With supply growth slowing and the resurgence of group, corporate, and international travel, RevPAR is projected to grow between 3% and 5% in 2025. See the full stats now.

3. Annotations Are Now Available in GA4

Annotations in Google Analytics 4 enable users to add notes directly to reports, simplifying the process of tracking events, explaining data fluctuations, and highlighting key insights for teams. They help identify and document traffic spikes or declines, marketing campaign launches, product rollouts, and other significant changes. Learn more now.

4. Discover Our Can’t Miss Cyber Sale Recommendations

It’s never too early to start planning for this year’s Black Friday and Cyber Sale season. Check out our experts' insights regarding ad performance across channels as well as their top recommendations for this coming season. Read here.

5. Perplexity Can Now Book Hotel Rooms via AI Agent

In exciting news for independent hotels, Perplexity has released the first hotel booking AI agent in partnership with Selfbook booking platform. While it’s still working out kinks, this is an exciting first to market win for independent hotel booking platforms vs OTAs. Learn more here.

6. GCommerce Celebrates Women’s History Month

For one of our favorite months of the year, Women’s History Month, we got to sit down with the female leaders here at GCommerce to get the stories of their own journeys as well as advice for other women interested in leadership. Read more here.

7. Google Rolls Out AI-Powered Travel Updates for Search & Maps

Google enhances AI-powered travel planning with new itinerary and price tracking features across Search, Maps, and Lens. These updates introduce advanced trip-planning tools, making travel research more seamless. However, travel marketers now face growing competition from Google's AI-generated travel content. View these insights.

Flywheel News | February 2025 Hotel Digital Marketing News | GCommerce

1. AI analysis reveals dramatic shifts in search results landscape

A recent study utilizing artificial intelligence has unveiled significant transformations in search engine results pages (SERPs), indicating substantial changes in user behavior and algorithmic priorities. The analysis underscores the evolving dynamics of SEO strategies, urging digital marketers to adapt their approaches to leverage these emerging trends effectively. Learn more here.

2. Travel industry confronts significant sustainability challenges amid rising emissions

The travel sector is grappling with substantial sustainability issues, including reducing greenhouse gas emissions, adapting to climate change, and implementing effective policies. Despite commitments to cut emissions, the industry's carbon footprint is projected to increase by 25% by 2030, highlighting a gap between goals and actual progress. View more.

3. Instagram unveils 'Edits' app with advanced AI video creation features

Instagram has introduced 'Edits,' a new mobile video editing application designed to enhance user creativity with advanced AI capabilities. The app allows users to capture videos up to 10 minutes long, utilize a playback timeline for detailed editing, and access trending audio insights for inspiration. Discover more now.

4. Hotel metasearch common pitfalls and how to avoid them 

Hotel metasearch advertising is a critical component of digital marketing strategies, enabling properties to compete with online travel agencies and drive direct bookings. However, common pitfalls can hinder campaign effectiveness. Learn more here.

5. Meta releases comprehensive guide to optimize Threads usage and engagement

Meta has published a detailed guide to help users maximize their experience on Threads, covering essentials like profile setup, discovering relevant users, and utilizing features such as voice notes, GIFs, polls, post editing, scheduling, and cross-posting to Instagram. Get these insights.

6. GCommerce’s mastering Google’s PMAX

Our team dove deep into portfolio campaign data and tests to elevate key findings around Google’s PMax campaign type. Regardless of your perception of this campaign type, we think you’ll find the data enlightening. Learn more here.

7. Google updates RSAs, making them more flexible

Google is shaking up how Responsive Search Ads function to increase asset flexibility. The biggest shift our team sees is that Google can now use headlines as sitelinks, linking to the final URL of the ad. We’re keeping an eye on this new functionality and testing the best way to adapt to this change. Learn more here.

8. Instagram tests feature allowing users to rearrange profile grid display

Instagram is experimenting with an 'Edit Grid' option that enables users to rearrange the order of posts on their profile, regardless of when they were posted. This feature, initially tested in 2022, has resurfaced as Instagram shifts focus to accommodate vertical content formats. The 'Edit Grid' option provides users with greater control over their profile's appearance, allowing for a customized and strategic presentation of content. Learn more now.

Flywheel News | January 2025 Hotel Digital Marketing News | GCommerce

1. TikTok is back for now; maximize your TikTok campaign potential

TikTok has been reinstated for the time being, and if you haven't tested TikTok advertising for your property, now's your chance. Learn how to engage users, collaborate with creators, and drive results effectively. Learn more here.

2. LinkedIn enhances Ad Attribution Models for more accurate campaign insights

LinkedIn has announced improvements to its advertising attribution models to provide data that more accurately reflects actual performance. These enhancements aim to offer marketers a clearer understanding of how their campaigns are performing on the platform. Discover now.

3. Meta expands audience targeting for Advantage+ Catalog ads to boost personalization

Meta has announced an update to its Advantage+ Catalog ads by removing the "Audience Types" option. This change is part of Meta's broader strategy to enhance automated ad targeting, aiming to streamline the ad creation process and improve performance. Learn more here.

4. Google expands Demand Gen tools as Video Action Campaigns phase out

Google has announced upcoming updates to its Demand Gen advertising platform, introducing new controls for ad placement and improved creative tools, along with a timeline for phasing out Video Action Campaigns. View now.

5. Threads launches its initial test of ads

Meta has begun testing ads on Threads with select brands in the U.S. and Japan. Image-based ads will appear in users’ feeds as Meta evaluates performance before a broader rollout, aiming to expand ad reach across its platforms. Discover now.

6. Google Search introduces "Ask for Me" feature for personalized answers

This is a new labs experiment where Google AI calls businesses to find out what they charge for a service & when it’s available. Learn more here.

Flywheel News | December 2024 Hotel Digital Marketing News | GCommerce

1. OpenAI opens ChatGPT Search to all users

Previously only available to paid subscribers, OpenAI has now released search to all users - including free users of the platform. GCommerce continues to keep an eye on portfolio GA4 referral traffic from this source as it continues to increase exponentially MOM. 

2. GCommerce takes a look back at 2024

We are filled with gratitude as we look back at the past year. Thank you to all of our incredible clients for their continued partnership. We couldn’t achieve it without you.

3. Rewatch our webinar on ChatGPT Search for Hotels

Did you miss our webinar on all things ChatGPT Search for hotels? Don’t worry, you can find the recording here.

4. 2025 digital marketing trends & predictions

Wondering what’s in store for hotel marketing in 2025? Check out our team’s predictions here.

5. Google business posts for hotels

Are you regularly using Google Business posts for your hotel? Discover our guide to formats and best practices here.

6. Is the number of ads in your facebook account hurting your performance?

It can be tempting to create ads for every different promotion, package and messaging you want to get in front of your audience, but did you know that could be hurting your performance? Learn more in our blog post here.

Flywheel News | November 2024 Hotel Digital Marketing News | GCommerce

1. Search Impression Share: What is it & how it Impacts your campaigns

Learn the in’s and out’s of search impression share, what it means for your campaigns and ways you can optimize based on the insights it provides in this detailed blog.

2. Where ultrarunning and hotel marketing collide

Read the latest post from GCommerce’s Morgan Tuohy and leave feeling inspired, as he navigates similarities between ultrarunning and delivering award winning hotel marketing campaigns.

3. Ad Frequency: Why it matters & how you can control it

Learn about this sometimes overlooked metric and how you can manipulate it to improve your hotel’s marketing campaign performance here.

4. Could ads be coming to Threads next year?

Although Meta itself has denied this timeline, a new report suggests that ads might be coming to the Threads platform early next year. Our team is ready and stands by to start testing.

5. Perplexity begins testing ads for limited partners

While OpenAI continues to state ads aren’t a part of its product plan for ChatGPT Search, Gen AI platform Perplexity has begun testing placements for a limited set of partners. Learn more here.

6. Boost direct bookings with Metadesk: The ultimate metasearch solution for hotels

In today's competitive hospitality landscape, hoteliers face the dual challenge of maximizing direct bookings while effectively managing metasearch channels. Metadesk offers a comprehensive solution tailored to the needs of hotel sales, marketing directors, and revenue managers. Discover more now. 

7. Ready for ski season? We sure are. Here’s our top marketing tips for hotels near the slopes

The first snow of the season has hit Park City, Utah (GCom’s headquarters) and we’re eagerly awaiting the start of ski season. Here’s some of our favorite tips to prepare your ski destination property for the upcoming season.