Flywheel News | January 2025 Hotel Digital Marketing News | GCommerce

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  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.

  1. 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.

  1. 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.

  1. 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.

  1. 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.

  1. 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

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  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. 

  1. 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.

  1. 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.

  1. 2025 digital marketing trends & predictions

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

  1. Google business posts for hotels

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

  1. 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

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  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.

  1. 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.

  1. 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.

  1. 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.

  1. 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.

  1. 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. 

  1. 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.

Flywheel News | October 2024 Hotel Digital Marketing News | GCommerce

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Google AI Overview Ads are HERE

      Google announced it’s AI Overview Ads are now going live and will begin showing to mobile U.S. users. These ads will display directly underneath the organic AI-generated answer in the AI Overviews. No action is required to show in this space, existing Search Ads, Shopping and P-Max campaigns will be eligible to appear in the placements. Learn more here.

      OpenAI announces integration of search into ChatGPT

        The company announced that it has officially integrated search into ChatGPT on October 31st. GCommerce is preparing a webinar to go through our tests of the platform while it is in beta. Stay tuned.

        Our VP of Marketing’s 5 must-know lessons from the 2024 Inbound Marketing Conference

          Read through our VP of Marketing’s 5 must know lessons from the 2024 Inbound Marketing Conference - from AI agents to behavioral science insights. 

          Expedia unveils Unpack ‘25: Travel Trends

            We always enjoy reading through the travel trend predictions in Expedia’s annual report. From JOMO Travel to One-Click Trips, discover what the Expedia group predicts in 2025’s travel trends.

            Anthropic’s latest AI update means Claude can now use a computer 

              Our team is captivated by Anthropic’s latest update for it’s Claude AI. It can now control a computer by looking at a screen. Although the company says it’s still experimental and prone to errors, it’s exciting to think about what types of processes this could automate.

              Learn how the iOS 18 update will impact your hotel’s email marketing

              Apple’s newest software update, iOS 18, is live. Learn about the update and what it means for your hotel’s email marketing here.

              Flywheel News | September 2024 Hotel Digital Marketing News | GCommerce

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              1. Google abandoned 3rd party cookie depreciation - What comes next?

              You may have seen the headlines that Google was abandoning 3rd party cookie depreciation and breathed a sigh of relief. Although the course is changing, it’s important to still be very focused on a privacy-centric web future and what to do to prepare as more users opt-out of tracking. Learn more here.

              1. TikTok Search Ads Campaigns launch in the U.S.

              Long touted as the new type of social-search engine, TikTok is finally rolling out search ad campaigns in the U.S., allowing advertisers to target users directly in search results. We’re jumping at the chance to try this out. Read more here.

              1. What Apple’s latest iOS18 updates means for your hotel’s email marketing

              Apple released their next big software update and includes a myriad of enhancements and updates to everyone’s favorite Apple products. Get some tips and tricks to make sure your hotel’s emails are best positioned for this change from the latest iOS update. Find our update here.

              1. The role of hotel metasearch in travel marketing

              For hotels and resorts, appearing on metasearch booking engines is more than just being present; it's about maximizing visibility.Dive into hotel metasearch and the crucial role it plays in travel marketing for your hotel. Find the full story here.

              1. How to market your luxury hotel on Facebook & Instagram

              Think your hotel’s ADR is too high to successfully find your target audience on Facebook and Instagram? Our team breaks down the best approaches to successfully market luxury hotels on these social media platforms. Read more here.

              1. GCommerce attends INBOUND 2024

              Each year, GCommmerce participates in INBOUND and consistently gains valuable insights, despite it not being a hospitality-specific conference. Inbound has transformed from a simple event to a critical source of inspiration and education for GCommerce, influencing their strategies and keeping them at the forefront of digital marketing trends. See our insights from the conference here.

              The Importance of First-Party Data In Metasearch

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              Staying at the forefront of digital marketing changes requires harnessing state-of-the-art strategies. One such strategy gaining significant traction is the incorporation of first-party data. In this blog, we'll explain the mutually beneficial connection between first-party data and metasearch marketing, uncovering how this blend of data can enhance the impact of marketing initiatives for hotels and resorts.

              Understanding first-party data

              First-party data is information collected directly from your audience or customers. It includes data sourced from interactions on your website, booking platforms, loyalty programs, and other touchpoints. For hotels and resorts, harnessing first-party data provides invaluable insights into guest preferences, behaviors, and patterns.

              The role of first-party data in metasearch marketing

              Personalized targeting:

              • First-party data enables hotel marketers to create highly targeted and personalized metasearch marketing campaigns. By understanding the preferences and past behaviors of potential guests, hotels can tailor their metasearch advertising to resonate with specific demographics, increasing the likelihood of capturing the attention of the right audience.

              Optimizing bids and budgets:

              • Armed with first-party data, hotel marketers can optimize bidding strategies on metasearch platforms more effectively. This data allows for a nuanced approach to budget allocation, ensuring that resources are allocated to channels and demographics that are more likely to yield positive results. This level of precision is crucial in the competitive landscape of online travel marketing.

              Enhanced user experience:

              • First-party data helps create a seamless and personalized user experience on metasearch platforms. By understanding user preferences, hotel marketers can craft compelling ad copies, showcase relevant offers, and enhance the overall journey for potential guests. This personalized touch not only attracts attention but also fosters a connection with the brand.

              Building customer loyalty:

              • The insights gained by using first-party data in your marketing extend beyond individual campaigns; they contribute to building long-term customer relationships. By consistently delivering personalized experiences through metasearch advertising based on previous interactions, hotels, and resorts can foster loyalty, encouraging repeat bookings and positive word-of-mouth.

              Integration with other marketing channels:

              • The synergy between first-party data and metasearch is further amplified when integrated with other marketing channels. Seamless collaboration with SEO, display advertising, and social media management allows for a holistic approach, ensuring a consistent and compelling brand presence across various touchpoints.

              The role of first-party data in metasearch marketing cannot be overstated. For hotels and resorts aiming to stay ahead of the competition, harnessing the power of first-party data is not just a strategy; it's a necessity. 

              By partnering with Metadesk, a metasearch management tool that understands the intricacies of both metasearch and first-party data, businesses can unlock new dimensions of personalized marketing, driving engagement, bookings, and long-term success in the competitive travel industry.  Reach out today to get a quote and take control of your metasearch channels. 

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