Following a 35% increase in their visibility over the past year, Premier Inn remains top of the market, a new report has revealed.
‘The Hotel Sector Report’, produced by digital marketing specialists Inside Online, ranks 46 of the leading websites within this competitive market according to their online performance. The annual study reveals the successes and shortcomings of each website, highlighting where there is room for improvement.
The report found that AccorHotels recorded the most significant increase among the top 10 for visibility with a 117% increase. Marriott was the only brand in the top 10 to see a reduction as Q Hotels dropped out due to a 21% reduction, and was replaced by Radisson Blu after its 23% increase.
The report also found Premier Inn has a high brand search with 1,500,000 searches while Travelodge recorded a brand search score of 1,000,000.
Hilton was found to have the highest average number of links per month of high quality, followed by IHG. Radisson Collection, Star Hotel Collezione, Apex Hotels, CP London City and Point-A Hotels were all found to have ‘high-quality, low-volume’ links.
Additionally brands Corinthia, Best Western, Q Hotels, Campanile and W London were found to have ‘low-quality, high-volume links’.
Gemma Curtis, Inbound Content Marketer at Inside Online, said: “Most of these hotel sites will already feature on booking websites such as Booking.com and Expedia but competing with those sites for those Google top spots is extremely difficult. IHG and Premier Inn are using PPC effectively to get to the top of the page.
“Overall, there is a big difference between the number of the brand searches and owned social score across the board. Content was on-brand, frequently posted and mostly varied but we weren’t wowed by any hotel company in particular.
“With an estimated 85% of millennials using their phones to make purchases now, social is a huge asset to your business. Brands should focus on making engaging content which invites interaction to boost their owned social scores.”