MODERN HOTEL MARKETING TOOLS FOR INCREASING THE DIRECT DISTRIBUTION OF HOTEL PRODUCTS
Abstract
The article examines the impact of modern digital hotel marketing tools aimed at increasing the share of direct bookings, which is a key strategic direction for enhancing the profitability of the hotel business. The transformation of consumer behavior in the process of searching and booking hotel services under the influence of digitalization is analyzed, highlighting the growing role of online distribution channels and intermediaries, particularly Online Travel Agencies (OTAs). The risks associated with excessive dependence on Online Travel Agencies are outlined, including reduced profit margins, loss of control over customer data, and limited opportunities for personalized communication. Particular attention is given to paid search tools that allow hotels to maintain top positions in search engine results for branded queries, thus preventing traffic interception by Online Travel Agencies. The role of metasearch platforms (such as Google Hotel Ads, Trivago, Kayak, etc.) is also analyzed, as they provide high conversion rates due to targeting consumers with already-formed demand. Modern hotels understand the importance of direct sales for establishing stable loyalty relationships with consumers and increasing profitability, and must effectively use powerful integrated tools to promote the hotel product with the ability to generate personalized offers based on the use of AI. The article highlights the advantages of implementing automated marketing solutions, such as Google Performance Max for Travel Goals, which integrates advertising campaigns across various Google services and enables scalable reach, personalization, and dynamic cost optimization. The necessity of a comprehensive approach to managing the marketing mix is emphasized, including analytics, adaptive budgeting, and integration of technologies with the hotel’s internal systems (PMS, CRS). The results indicate that an effective combination of digital tools can significantly increase the share of direct bookings, strengthen a hotel’s market position, and foster long-term relationships with customers. The findings can be applied in hotel management practices and in the development of digital promotion strategies.
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