Formula launched one month ago today. And in that short time, we’ve seen one thing confirmed again and again: hotel digital strategy needs a serious shake-up.
Let’s talk about why.
Travellers Aren’t Just Browsing — They’re Deep Diving
The days of quick clicks and impulse bookings are long gone. Today’s travellers are doing their homework — and then some.
According to Expedia, guests now visit 38 websites over the course of 45 days before making a booking decision. That’s not research — that’s a digital expedition.
Backing that up, Google and Bain found travellers are now interacting with over 500 digital touchpoints during their journey. Yes, five hundred. Reviews, reels, ads, social media, comparison sites — the list goes on.
TripAdvisor and Phocuswright echo the same trend, with data showing users engaging in 30 to 50 sessions across a tangle of platforms before they’re ready to commit.
And Booking.com? They’re predicting this will only accelerate, as guests seek experiences that feel personal, seamless and trustworthy.
The Digital Journey Is a Maze
We’re now operating in a landscape filled with micro-moments, scattered tabs, and decision fatigue. It’s noisy. It’s complex. And it’s harder than ever to stand out.
So naturally, we asked the question: how can hotels compete in a world like this?
Why We Built Formula
What we realised was simple — but powerful: optimising each part of the digital journey in isolation just doesn’t work anymore.
You can have a great website, killer ads, and strong SEO… but if they don’t speak to each other, if the data’s not flowing and the messaging’s off-sync, performance suffers.
Disjointed efforts lead to disjointed results.
That’s why we built Formula. Not just another tool or agency, but a connected approach to digital strategy — one that joins the dots across platforms, channels and guest touchpoints. From awareness to conversion, and everything in between.
One Month In, and We’re Just Getting Started
Formula was launched to help hotels not just survive the new digital landscape, but actually thrive in it.
One month down. Many more to go. And we’re only just getting warmed up.
Looking to break the cycle of disconnected digital efforts? Let’s chat.
