Recently，European hotel reservation system service provider Profitroom based on system statistics，Proposed 15 key trends in hotel industry sales and bookings in 2016。Profitroom believes that if hotel managers can understand and implement these trends that affect bookings，I believe it can increase booking volume。This article is the first half of 15 key trends。

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According to TripAdvisor data，80% of users read an average of 6-12 reviews before booking a hotel，51% of customers leave comments based on their experiences on their trip。Profitroom statistics display，When receiving a message prompting you to comment，10% of customers leave a review a few days after leaving。All they need to do is click on the link in the email，Reply with their thoughts about their stay。The hotel can use the obtained data，Predict future data growth。 

Metasearch engine restricts hotel room names、Picture、Number of comments and average rating of posts by guests。OTA (Online Travel Agency) will also change after clicking on the selected hotel，User sees image first、Rankings and opinions，You can see the price at the end。Therefore，Customer 188bet online sports betting reviews are becoming important content and a powerful marketing tool。Generally speaking, bookings with a lot of reviews.com has an average of 213 reviews for a hotel，Average 3 per room.22 comments。TripAdvisor’s statistics are more than half lower in this regard。

According to TripAdvisor statistics，Hotel booking page with guest reviews，40% more clicks compared to other pages。Data indicates，CPC click volume has an average monthly increase of 32%，Website views have increased by more than 25% every month on average。Generally，The impact of customer reviews on sales is clearly visible，The 2016 report will likely provide a direct link between REVPAR and comments。

2. The prosperity of the sharing economy

Some companies based on the concept of sharing economy have achieved great success。For example, Uber is a platform that connects drivers and passengers；Airbnb is a portal platform that provides private residence rentals；blablacar is a long-distance carpooling website。Why these websites quickly became popular and sought after by users？

Sharing a house with a stranger (certainly not one who refuses to integrate、People who behave rudely and ignorantly)，Living under the same roof，Chat together。This idea reflects the desire of modern consumers to be immersed in local areas when traveling，Feel the local customs，Experience local life like a local。Booking on Airbnb is easy，Because the website also has a very simple App，Renting a local residence is often cheaper than staying in a youth hostel。

2014，Airbnb has a total of 40 million bookings，In 2015，This number rises to 80 million。Non-standard 188bet sports betting app download accommodation product bookings have quickly entered the mainstream consumption of the public。This point，For those hotel suppliers whose prices are relatively standard and repetitive。

3. Expansion of meta-search engine

2016 will see metasearch engines further expanding in different areas。For example: Trivago, TripAdvisor and even Google are shifting their focus to direct booking。Metasearch engines will no longer be used only for price comparisons，It will also become a sales booking channel like regular OTA，like booking.com、Same as Expedia or HRS，Currently TripAdvisor is pursuing such a transformation。

The model of cooperation between hotels and metasearch engines is also changing，Moving from CPC model to direct booking metasearch platform model，And be settled according to the booking commission。In case of instant booking，12%-15% quoted based on frequency and displayed hotel page。Google has also launched a hotel advertising service，This allows users to book hotels directly from the search engine。Today，The CPC model will increase competition between OTAs and metasearch，This seems like a ridiculous situation。This phenomenon has a great impact on hotel sales。The hotel’s goal is to reduce the time customers spend on OTA website pages and encourage customers to book directly from metasearch channels。

4. Social media is the main marketing channel

With more and more people using social software and the expansion of advertising，Social networking sites have become one of the major marketing media。

Social media will occupy a special place in hotel marketing in 2016。With the continuous growth 188bet app download of social media users and diversified advertising forms，Will make social media more attractive than just advertising，It also provides hotels with a target group for precise marketing，In turn, it can affect the hotel’s potential customers。

There are many factors that make hotel advertising on social media more effective than advertising on search engines。A correctly chosen advertising strategy can not only achieve effective advertising，It can also reduce hotel marketing costs。Except Facebook，TripAdvisor is also a place where hotels can effectively promote themselves，It collects guest information about the restaurant、Opinions on scenic spots can influence the guests’ final choice。

5. Virtual reality transforms what users see into the real world

People receive visual information faster than text60,000 times。The diversified development of the mobile market now makes it easier for users to display images on the small screens of mobile phones or tablets。IAB/PwC research shows，Video advertising is the fastest growing form today、The most diverse form。

Hotel managers creating advertising campaigns in 2016 should pay more attention to developing interesting images to attract users’ attention。But an attractive hotel offer doesn’t cover it all，Stories that can be shared with customers are also particularly important。

Visual storytelling makes customers become interested in the story，Relying on pictures can create a special connection between the hotel and its customers，Then the hotel will not only benefit from the high price，It can also increase customer loyalty。Customers will 188bet app download be attached to a certain hotel brand，will also share the experience of staying in this brand hotel。

The most compelling advertising channels are the ones that understand the potential of visual storytelling。Facebook has created a carousel ad format，This form displays an ongoing sequence of storytelling images。Producing 360-degree panoramic videos is also a popular model，This model has been successfully developed by YouTube。

Video makes it easier to display content、More attractive to customers。Rely on 360-degree panoramic video、Virtual reality allows users to become part of the story。Spherical photos make users feel like they are in a hotel room by turning the camera and choosing what and where to view。

*The author of this article: Xia Jiawei, Zhihui trainee editor.