Mark Simpson breaks down how 73% of bookings now come from social media awareness, why platforms restrict direct links, and how to convert OTA visitors to your site by highlighting savings on direct bookings.
73%
And this is going to be what you'll see massively in 2024. You can't put instagram.com forward/domains because that's banned. But you can just put the little symbol, the little AT symbol. Everybody knows what that is. You can do igmbol wherever and they'll go, oh, I can go check out their Instagram. 73% of all bookings now are made on the back of a social media awareness. Right? I was thinking about this stat and I was like putting into real world context and I was like, well, I can get this because now when me and my wife went to London two weeks ago and we were looking for a place to eat, if that's what we're doing, then imagine Gen Z's are doing and Gen Z's in 2024 will be 26, 27. How can you drive traffic from your OTA listing, which you know they will dominate search, they will dominate brand and awareness. But if someone lands on Nick Sleets, lands on the tiny house or the golf house or anywhere like that, how can you get them from there to go, oh, I'll go check out their website. If you give an option to click around to say, hey, you may be able to save a bit of money if you book direct. Or hey, you get better incentives if you book direct. People will do so because at the end of the day, they care about one thing and one thing only. Brilliant.
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