Determine your hotel’s channel strategy within Koddi

Each brand has slightly different channels and opportunities within Koddi, but most are quite similar.

But, you need to understand WHEN and HOW to use each channel based on your hotel needs. Your budget is not unlimited, so choose wisely.

Direct media

MetaSearch

The description: A search engine that displays rates on multiple websites for a hotel. For a more in-depth look at metasearch, check out our blog “What is hotel metasearch?” »

Goal: Channel Shift away from OTAs. Capture more direct bookings from OTAs for consumers looking/searching for YOUR hotel.

Avenues: Google Hotel Ads, Kayak, TripAdvisor, Trivago
Note: There are several ways to advertise on Google, Kayak and TripAdvisor.

When not to use it: When you are looking for additional income or if your hotel rates are NOT at par. Check out our blog to learn why Cogwheel didn’t suggest the use of metasearch during the peak of the COVID-19 pandemic. Use the Channel Mix OTA contribution percentage to determine if you should participate.

Sponsored Ads

The description: A sponsored listing increases exposure to an organic listing on a website or app by increasing its listing to the top of ad space when searching for a destination. Sponsored Listings can always help contribute to your property’s room nights and revenue.

Avenues: Google Property Promotion Ads, TripAdvisor Sponsored Placements and Kayak Sponsored Listing
Note: This is different from MetaSearch above.

Goal: Engage with an audience that wants to stay in a place like your hotel by enhancing your hotel listings through paid advertising.

When not to use: If you are already ranked #1 in organic search. If your TripAdvisor reviews are poor, don’t make a TripAdvisor sponsored listing.

Paid Search (SEM)

The description: Paid search is exactly what it sounds like, paying search engines for ad placement on SERPs (search engine results pages). This availability and functionality differs by brand.
Note: You won’t get full control over keywords, ad content, or strategy over a third-party vendor, but you can be more confident that it’s aligned with brand strategy.

Goal: Increase funnel traffic and exposure for your hotel by using targeted unbranded keywords relevant to your hotel.

When not to use: When the organic ranking is #1.

Display

The description: Target relevant users who have characteristics or behaviors that resemble those of a guest/guest who would visit your hotel. Also identifies users who are in the market to get to your destination. Only available through select brands with high minimums.

Goal: Impressions to increase brand awareness / top of funnel

When not to use: If you are only interested in the bottom of the funnel and conversions.

Social

The description: distribution of remarketing via paid advertising on social networks on Facebook and Instagram (certain brands). If a potential guest visits your brand’s website, but hasn’t booked, they can enter the remarketing pool, they may see an ad for your hotel in their Facebook feed. Minimums range from $100 to $500. Each brand differs on strategy and offers.

Goal: Increase your hotel’s direct conversion rates for people who are already familiar with your brand and hotel.

When not to use it: If you want to use the targeting settings features offered by Facebook. Or you want more control over your ad content and images.

OTA

Expedia Travel Ads

The description: Pay-Per-Click advertising on Expedia and Hotels.com. Funding travel ads boosts your SEO in its market and allows you to promote your hotel even before a customer clicks on the ad.

Goal: Increase visibility on Expedia.com and target specific need dates.

When not to use: When you are trying to reduce your OTA dependency or your budget is too low to truly compete with the competition or if you are already serving ads directly through the Expedia TravelAds / Expedia Group Media Solutions platform. If you’re not sure which platform to use, here’s our Expedia/Koddi comparison blog.

Priceline sponsored ads

The description: Similar to Expedia TravelAds but on Priceline. Offered only by certain brands.
Note: This is the commercial side of Priceline, not the opaque side.

Goal: Increase exposure on Priceline.com and target specific need dates.

When not to use it: If your market receives little traffic to Priceline.

Booking.com Native Ads

The description: Similar to Expedia TravelAds but on Booking.com but you cannot edit text highlights or images. Offered only by certain brands.

Goal: Objective: Increase visibility on Booking.com and target specific need dates.

When not to use it: If your hotel is already in the top 5 organic placements on Booking.com, your ad will not appear.

Define your hotel strategy in Koddi

Some brands offer support to help you create campaigns for your hotel. Others offer training so you can do it yourself. The platform also provides budget recommendations, but make sure it matches your hotel’s goals.

Any hotel can access their hotel account by sending an email [email protected]

Tanya J. Hill