Google recently announced that they are going forward with their plan to block third-party cookie tracking through Google Chrome (Chrome commands 63% of browser market share). What this means exactly for hotels is not totally clear. Mostly what will be affecting is tracking the source of revenue on a hotel's website (also called attribution) and the possibility to re-target visitors to your website (unless you use Google's retargeting ad products). To avoid users getting hit with totally irrelevant ads, like billboards on the highway, Google is creating a new system to target users which involves less tracking. Called FLoC the system essentially groups people into categories based on their behavior and puts a label on top so they can get served ads based on those labels without having any personal information connected. However, it only works if you advertise with Google, which means they are building a taller wall around their garden - an odd choice as they enter a long anti-trust investigation process. But what does this mean for hotel marketing? How will hotels track revenue? Since most non-major brand hotels have two domains (website + booking engine) how will this affect tracking?

Isabelle Jan
Isabelle Jan
Co-founder and manager of PrivateDeal SA
Peter O’Connor
Peter O’Connor
Professor of Strategy at University of South Australia Business School
Tim Peter
Tim Peter
Founder & President, Tim Peter & Associates
Mark Fancourt
Mark Fancourt
Co-Founder at TRAVHOTECH
Simone Puorto
Simone Puorto
Founder | CEO | Futurist
Max Starkov
Max Starkov
Adjunct Professor NYU Tisch Center for Hospitality and Hospitality & Online Travel Tech Consultant
Erik Muñoz
Erik Muñoz
Chief Commercial Officer (CCO) at Lybra.tech
Ross McAlpine
Ross McAlpine
Vice President, Client Services at Vizergy
George Noppens
George Noppens
GM E-Commerce at Fornova