Is it enough these days to just push your product via a meta search site? Some say yes and let’s face it, the analytics we have access to show they definitely get traffic to your site. And with a 1% average conversion rate you need about 100 people to visit your site just to make 1 booking.
And then there is PPC of course. However, with so many players in the auction and the ongoing Google algorithm changes that stripped away the benefit of free visitors from natural search for most OTA’s, PPC can become a bottomless pit. It can deplete your marketing budget quicker than Kanye West. There is also the question of who owns the customer when they have come to you via a meta site, does the customer tell their friends they have booked with your brand or the meta brand? And what happens if one day the meta sites who have built up Google quality scores most of us would die for, at your expense, decide to horizontally integrate and cut you out of the loop?
Surely maintaining a branding strategy and a quality customer journey is still the key differentiator to make your website stand out from the competitors in the auction? Give the customer a good on-line experience at an honest price, alleviate what keeps them up at night (“what happens if I need to change or cancel”) and hopefully you can break what could become a lifelong dependency on someone else for your traffic.
In this digital age we are bombarded from all directions with information, that puts us near the breaking point. One school of thought suggests that “less is more”. How special an offer is it when it sits among 20+ other, just so you make sure that you cover all your bases? Too much information causes anxiety and anxious people do not make purchase decisions. Trust that your customers are comfortable with using search and narrow down the options to exactly what they want to see. What is the cheapest way to get there? What is the fastest way to get there and what is everyone else booking? Add in a sponsored option of your choice and you’ve covered all your bases.
Amadeus Featured Results does just this, providing just the results your customer wants to see on an intelligent and compelling landing page. With just the right information and fewer distractions that all important purchase decision will be a calmer and easier decision to make.