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Research from guest feedback platform TrustYou found that 57% of consumers search for hotels, 49% are looking for a destination, and almost 1/3 are searching for a combination of both.
But the power of brand is perhaps less strong than what hotels may be hoping for, with just 20% of consumers saying they are likely to click on a hotel’s website link when it appears in a hotel listing on Google.
In terms of initial inspiration, almost 48% use Google, followed by online travel agencies (43%) and, interestingly, Facebook (42%).
When disclosing what is the most important decision within hotel results on Google Price Ads, consumers ranked the following: Rate, Hotel Brand and Review Score.