WORLD PARITY MONITOR | SEPTEMBER WAVE 2024
The overall results remain strong compared to August, with only a slight shift from ‘Meet’ to ‘Lose’ cases. This change is minimal, accounting for less than 1% of the total performance.
September
August
Expedia made significant gains this month. While other offenders showed slight changes up or down, Expedia improved its impression share by 7 points, the highest growth among its competitors.
Those results seem to indicate that their marketing strategies and digital innovations are effectively increasing their visibility and reach among potential customers.
Expedia has been focusing on leveraging AI and digital innovation to enhance their platform’s capabilities and improve customer experiences. This strategic approach is paying off as evidenced by the increase in impression share. It’s a positive sign that their efforts to optimize marketing spend and innovate in the travel industry are yielding tangible results (source).
September
August
As an example of Metas activities, Kayak is becoming more competitive in gaining market share. They increased ‘Lose’ cases by 5 points, mostly by reducing the ‘Meet’ category. On the other hand, the major OTAs remain stable, with slight improvements in their beat rate.
September
August
Marriott International performed well by controlling its pricing strategy. It improved by 19 points in the ‘Beat’ rate category, while reducing ‘Lose’ cases by 6 points and ‘Meet’ cases by 13 points. This gives Marriott an edge in the market. When trying to book on their site, the Loyalty lower rates are displayed for any users giving Marriott a beneficial scenario in front of OTAs. However, you should finally enroll into this program to take advantage of it.
Meliá Hotels, however, had a difficult month. It lost 59 points in the ‘Beat’ rate, with a 30-point increase in ‘Meet’ cases and a 29-point increase in ‘Lose’ cases. This put Melia at a disadvantage compared to its competitors.
September
August
Overall, the market performance remains stable with only minor changes. Some companies have made significant gains through effective marketing and strategic pricing, improving their competitive positions. Others have faced challenges, experiencing declines in key performance metrics. The market dynamics indicate a mix of aggressive moves to gain market share and steady performance among different players.
