The Hotel Media Review of 2022
What are the top of mind items in an industry that just came out of the biggest disruption in history? What news are they clicking on and what news is available for them to read? Can we read some patterns in this or is it just the same mess as the entire pandemic was?
By Martin Soler, Partner, Soler & Associates
Photo by Soler & Associates
Here’s the analysis of 2022’s media headlines and what has been occupying the minds, or at least the clicks of the hotel industry.
Key Takeaways
- General trends of “what’s next in” is the most read topic, hoteliers are searching for easy answers to their problems, and the media platforms still love click-bait.
- Innovation and Technology type news ranked 3rd most interesting topic. It confirms the rumors and opinions that hotels really are searching for new tech in the post-pandemic world.
- Direct revenue was back as a hot topic after having been slipping for several years before the pandemic. Together with Revenue Management and Distribution these topics took 14% of reader attention.
- OTAs were absent from all lists, news about them, news from them, staying eerily silent after the pandemic. No big moves, or announcements grabbed hotelier interest.
- Airbnb took advantage of other OTA silence and was the most mentioned distribution platform in the news being the number one brand in 2022.
- Brand mentions went from 50% of the top articles of 2019, to a mere 15% in 2022
The Hot Topics
- An Optimistic Look Forward
- Direct Came Back
- Sustainability is Gaining Traction
- Guest Experience and Design
- OTA's Have Been Pretty Low-Key
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