Online Travel Behavior in European Hospitality

Summary

Along the different phases of the customer journey, travelers have a plethora of opportunities to interact with hoteliers who increasingly offer, enhance and monitor distribution and social media channels. Today, there is stronger consumer demand for inspiration via the hotel’s website, for engaging with staff via the hotel app, and for posting and sharing reviews on social media. Throughout the entire customer journey (pre-, current and post-stay), travelers use different devices to search, book, engage and share information about their experiences. The increase in cross-device use is becoming a major challenge for hoteliers and OTAs that want to truly differentiate themselves and stand out from the crowd. Having the right online experience in the moment that matters most to consumers has therefore gained importance for selling rooms and improving guest satisfaction.