Sabre released their 2020 brand.com benchmark report showing that a higher percentage of traffic came to hotel websites via CPC/Paid Search; up to 18% of all traffic in 2019 from 14% in the previous year. While Organic Search continues to drive the most traffic (44%), it has decreased 5pts from 2018. This highlights the continued importance of SEO in driving traffic organically, as well as the importance of a healthy investment in Paid Search and CPC. This suggests an increase in hotel investments in CPC, as well as, an increase in the ability for paid search to drive traffic.
- Organic Search continues to reign at the top for driving traffic
- CPC/Paid Search continues to grow in importance for the hotel industry
- Direct traffic importance has not changed in the last year
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Brand.com Traffic Change from 2018 to 2019
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