This Cyber Weekend was a big one for hotels, with more European hotels than ever before participating in Cyber Weekend, the four days from Black Friday through Cyber Monday, a relatively recent phenomenon on this side of the Atlantic â€" it’s fascinating to see how quickly the trend has been picked up by consumers and sellers alike.
We took a look at the ecommerce aspect for hotels.
Social and mobile were the real winners this weekend. Both soared, with many customers travelling from ads and offers on Facebook to book directly on their mobile devices.
Here are the 3 most important stats from Cyber Weekend:
Ecommerce
- Ecommerce conversion rates on Cyber Weekend were 7% above the month’s average, showing a definite uptake in purchases driven by sales and offers put forth by hotels.
- Average Booking Value (ABV) was 8.3% below the month’s average. This is due to the nature of the holiday â€" it’s all about the discounts!
Mobile
- Mobile transactions increased by 19%. Since traffic grew only 7.5%, we can clearly see the increased conversion rate mentioned above.
- Mobile ecommerce peaked on Sunday, where 41% of revenue and transactions and 62% of traffic came from mobile.
Social
- Social was far and away the star of Cyber Weekend. 10% of revenue and 6% of transactions came directly from social channels â€" a 954% increase in transactions from social, and that’s not even including assisted conversions!
- 33% of this month’s social revenue happened on Black Friday alone.
All told, organic and paid search were the strongest drives of revenue over Cyber Weekend, as is the case during the rest of the year. However, on Black Friday, email rose above paid search in importance, and social saw unprecedented, soaring growth.
Cyber Weekend has officially hopped across the pond, and the numbers now reflect that. Social and email saw enormous growth over the weekend, and while ABVs are a bit lower, most hotels can agree that the the benefits are definitely outweighing the costs.
How did your hotel perform this Cyber Weekend? Which offers were most successful?
Taylor Smariga
Taylor is a Conversion Data Analyst & Distributor at Net Affinity. She graduated from Trinity College Dublin in May 2015, and studied Political Science, Philosophy, Economics and Sociology, all of which gave her a broad view of the social sciences and the way different disciplines approach a problem. She is passionate about writing, data, digital marketing, graphic design and dance, and does her best to apply the first four to her work at Net Affinity.
Net Affinity
Focused exclusively on the hotel sector, Net Affinity has collated the brightest, most commercially focused, experienced and passionate team of online marketers, account managers, designers and developers whose combined skill set ensures our clients online success and continued growth. We created this blog because we wanted to share our expertise with you, and offer you the knowledge that over 15 years experience in the hotel industry has given us.
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