2020 was the year of the Covid-19 emergency, a devastating year for the entire tourism sector.
It caused an unprecedented world scenario that triggered the collapse of bookings and the total increase in cancellations with immediate repercussions on all operators in the sector. However, it also gave rise to an innovative scenario for digital travel.
According to early-year research conducted on trends relating to the hotel sector, 2021 already seemed to promise an encouraging tourism season, officially confirmed on the day of Sunday, July 4, 2021, in which the new absolute historical record for bookings was recorded for a value greater than 3 million euros, a remarkable growth if compared to the previous historical peak of just over 2 million, recorded in 2019.
It was found that Ppc (Pay per click) campaigns played a fundamental role in the restart, now underlining how the digital world has been the promoter and accelerator of hotels recovery. Within electronic distribution, the fastest growing channel, in fact, was the official website of the individual structure.
This was a clear demonstration of the speed with which companies have managed to adapt, and to always be present in the decision-making process to optimize results in the moments that matter.
The winning card was the innovative digital approach "Always On" adopted by many operators in the sector, opposed to the general trend of total suspension of any online tourism campaign - considered superfluous during a period of this crisis - which allowed to achieve two important goals:
- The absolute and uninterrupted visibility - “always on” - of the official hotel websites in a time of great need, despite the very low conversion volumes.
- The ability of the campaigns to deal with large volumes of requests performing at their best when the market opened again, disintermediating and moving purchases to official websites, clearly to the advantage of hotels.
The Always On strategy therefore guaranteed PPC campaigns about four months of undisputed visibility with an ad viewing percentage close to 100%, preparatory not only to purchases, but also to all those "dream" and planning phases that play a important role in the Customer Journey.
E-Business Consulting, a Digital Marketing agency active since 2003, can help your business find out what is the best strategy to take care of your customers. Contact us for a free, no-obligation quote.
