Research reveals online trends for specialist accommodation

The findings of exclusive research charting the most visible boutique and lifestyle hotel websites is to be revealed by digital marketing agency Greenlight this month.

The details will be disclosed at the Boutique Hotel Summit in London on May 22-23.

The report uncovers the most popular search terms consumers use when they go to Google UK to look for specialist accommodation in domestic, short haul and long haul destinations.

Among others, popular generic search terms include ‘Boutique cottages’, ‘Specialist hotels’ ‘Unique hotels’ and ‘Small luxury hotels’.

Greenlight’s research indicates that besides London, New York and Paris, the Lake District in the UK and Sao Paolo also feature among the most sought after locations for boutique accommodation.

The report also analyses which brands, retailers and review sites are most visible in both natural search and paid media results and thus have the greatest share of the searchers’ consideration.

More than half of the most visible websites ranked in Greenlight’s integrated search league table have no visibility in the organic listings, instead relying solely on visibility gained in the paid ad listings on Google, to attract searchers’ attention.

The report also assesses those players that have interacted well on social media networks where hotel brands are noticeable for their absence.

Boutique Hotel Summit founder Piers Brown said: “To some extent, the plethora of online marketing channels levels the playing field and allows boutique hotels to compete with the industry’s bigger players.

“We know that some of them do a superb job with limited resources, and look forward to Greenlight’s presentation which is sure to contain some takeaways for all our delegates.”

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