Blog Stories

Hotel websites bring in valuable traffic every day. Potential guests browse rooms, compare dates, check rates, start reservations, and, very often, leave before they book. That abandoned booking activity has immense value. That value is lost if your booking recovery program isn't working or is non-existent. HMA’s Boomerang hotel booking recovery helps hotels reconnect with travelers who start the booking process but do not finish. Boomerang identifies abandoned bookings in re

Hotels collect large volumes of guest data, but most teams still treat their audience as one group. That approach limits relevance, weakens engagement, and leaves revenue on the table. When you define clear guest ICPs and map tailored journeys to each one, your marketing starts to reflect how guests actually travel, book, and experience your property. That shift improves conversion, strengthens loyalty, and creates a more consistent guest experience from the first interaction

This post explains what booking recovery is, why abandoned bookings matter, and how booking recovery supports stronger direct booking performance.

Email marketing still does more work for hotels than nearly any other channel. It reaches past algorithms, keeps the relationship direct, and turns anonymous browsing into booked revenue.

How clean data and direct communication help hotels stay visible, protect bookings, and reduce commission exposure in the age of AI search. AI search is changing how travelers discover and book hotels. Many AI summaries rely on structured data from large OTAs, especially Booking.com , and frequently route travelers to third-party booking pages. Even when a hotel appears in an AI summary, the booking path often leads to an OTA, forcing the hotel to pay a commission and lose fi

International travel is shifting. Preparation determines performance. Industry data shows international inbound travel to the U.S. facing continued pressure through parts of 2025, with an uneven recovery expected in 2026. The slowdown is driven by higher travel costs, uneven airline capacity, and growing traveler friction. Hotels that adjust segmentation, lifecycle timing, and data strategy now will be better positioned to protect direct revenue next year. Why International T

Fall is peak browsing season. Here's how to turn that attention into actual revenue. The fall travel window is filled with intent-rich opportunities: weekend getaways, school breaks, early holiday planners, and spontaneous leaf-peepers all hit hotel websites this time of year. The challenge? Many of them leave without booking. Website traffic goes up in the fall. So does booking abandonment. In hospitality, browsing doesn’t always mean booking - but it can if you have the rig

Guests abandon hotel bookings every day - after browsing room types, checking rates, and even entering their email. It’s frustrating, but here’s the truth: those drop-offs are a goldmine. Understanding cart abandonment isn’t just about recovery - it’s about insight.

In today's digital-first landscape, hotels invest heavily in marketing - paid search, metasearch, social campaigns, retargeting ads, email, and more - all to drive traffic to their direct booking engine. But even with the best marketing strategy in place, the vast majority of website visitors leave without booking. This isn’t a failure in your strategy. It’s the reality of online behavior. Across the hospitality industry, booking abandonment rates average between 80–90%. That

A direct booking strategy is an important piece of your overall hotel marketing strategy.