The way guests search for and book hotels has changed forever. In a world where information is always at their fingertips, today’s travellers embark on a booking journey that’s anything but straightforward. For hotels, this shift presents both a challenge and an opportunity: adapt to evolving guest behaviours or risk being left behind.

The Complexity of Modern Booking Behaviour

Gone are the days of linear marketing funnels. Google’s Messy Middle study reveals that guests no longer move neatly from awareness to booking. Instead, they bounce between exploration and evaluation in a complex, non-linear process. This “messy middle” is where decisions are made—or lost.

Expedia’s Path to Purchase Report underscores this complexity:

• 7 in 10 travellers begin their search on a search engine.
• Guests visit an average of 38 websites over 45 days before making a booking.
• They consult reviews, check OTA listings, compare prices, and browse social media—often revisiting platforms multiple times.

This journey isn’t just long – it’s unpredictable. Every touchpoint influences the final decision, and without a comprehensive strategy, potential bookings can easily be lost.

Why Traditional Marketing Strategies Fall Short

It’s tempting and a lot more convenient to approach marketing in silos – treating SEO, paid ads, content, and social media as separate initiatives. While these efforts can yield individual results, they often fail to connect the guest journey from start to finish. This fragmented approach leaves gaps where potential bookings can slip through.

Another major challenge is attribution. How can you tell which marketing activity truly influenced the booking? Was it the SEO efforts, a retargeting campaign, or the Google Hotel Ads? Without clear connections between efforts and outcomes, it’s difficult to optimise marketing investments effectively.

Introducing The Hotel Growth Formula: One Connected Approach

Recognising these challenges, Formula developed The Hotel Growth Formula – a comprehensive solution that unifies all marketing efforts into a cohesive, non-siloed approach. The formula ensures hotels can connect with guests at every stage of their decision-making process while providing clear attribution for marketing activities.

Be present at every key moment: Ensure visibility during that crucial first search and maintain it throughout the guest’s 45-day consideration window.

Optimise content for modern search behaviour: From AI tools and voice search to social media platforms; ensure your hotel is found wherever guests are looking.

Personalise messaging: Use behavioural data to serve tailored messages that resonate with potential guests.

Achieve clear attribution: Integrated tracking reveals which marketing activities are driving bookings, allowing for smarter, data-driven decisions.

Stay top-of-mind through remarketing: Keep your brand visible with retargeting campaigns across key platforms during the entire decision journey.

The result? More direct bookings, less reliance on OTAs, and a stronger return on marketing spend.

Why This Matters for Your Hotel

Travellers aren’t just looking for the lowest price—they’re searching for reassurance, value, and a seamless booking experience. By aligning your marketing efforts with the messy middle, you can guide potential guests through their complex decision-making process, resulting in higher conversions and stronger brand loyalty.

Hotels using The Hotel Growth Formula report:

• Improved visibility across search engines and digital platforms.
• Increased guest engagement through personalised messaging.
• Clearer attribution for marketing activities, leading to smarter investments.
• More direct bookings, reducing reliance on commission-heavy OTAs.

How Does Your Hotel Compare?

To help you understand where you stand, we’ve created the Hotel Growth Benchmark Report – a free, personalised assessment that measures your hotel’s performance against industry standards in occupancy, ADR, digital strategy, and more.

• Identify strengths and growth opportunities.
• Receive actionable insights tailored to your hotel.
• Discover high-impact areas to focus on for immediate improvements.

Download your free report today by visiting hotelgrowth.co.uk