Influencers and celebrities look away now. You’re no longer making
your influence felt when people are choosing their next holiday
destination.
Ahead of this year’s Phocuswright Conference from November 14-17
-where one of the key focuses will be lodging - Eugene Ko, director,
marketing and communications at Phocuswright, says, “Facebook and
Instagram are the most common platforms that influence travel decisions,
and consumers tend to gravitate toward accounts of people they know
much more so than celebrities, influencers, or destinations themselves
to get ideas or inspiration for trip elements/activities.”
Ko says travellers are turning away from pandemic-era considerations
when planning their stays, focusing more on sustainability, travel style
and budget-related concerns.
“Age is also playing a significant role in influencing how shopping
and booking is taking place; younger travellers are much more likely to
reach outside of their comfort zones, over-index on OTA usage, and are
more willing to make choices to enhance travel sustainability,” he says
Another conclusion: Hotels tend to be booked through either the
hotel’s website, primarily to get the best price, or via an OTA, for
loyalty point accrual.
In addition to the latest research, panel sessions at the Phocuswright Conference will be aimed at the hospitality industry.
More here: https://www.phocuswrightconference.com/attend/lodging