Let Them Have Options
Travelers aren't necessarily looking for bath towels folded into bunnies or chocolate-covered strawberries. What they want is more options, according toExpedia global partner group SVP Melissa Maher, who'll discuss this trend and more at theBisnow Lodging Investment Summit. Expedia's recently released Expedia Traveler Preference program allows travelers to choose how they pay, whether before their trip or when they get to the hotel. 20,000 hotels have signed up to this service. Hotels get more bookings when consumers have more options, Melissa says. (And on Expedia, hotels with higher volume get better exposure in search results.)
Trends among travelers include emerging markets--think Brazil, Russia, India, and China(international trips make up 48% of Expedias business)--and packaging(booking a combo of air, hotel, and car at least 21 days in advance). Another: mobile bookings. Expedia subsidiary Hotwire.com has seen a 20% jump in such bookings. Its mostly leisure travel, but 70% are within 24 hours of a stay. Were heavily investing in mobile, Melissa says, noting that 20 million Expedia apps have already been downloaded. Hotels can even do mobile specials to enhance their share in the mobile market. One of Melissa's recent trips was Crans Montana, Switzerland, which she says is the most beautiful place she's been to. (She's clearly never been to North Linden, NJ.)
