Amro Khoudeir, senior VP of digital marketing for the premium, midscale and economy division, MEA and Asia Pacific at Accor, explains why less hotel website traffic isn’t always a crisis and how to keep growing.

If there is one valuable lesson learned throughout life and business, it is that less is not necessarily a negative outcome.

Moreover, having more does not always guarantee success, because quantity without quality can sometimes lead to inefficiencies and wasted opportunities.

In the ever-evolving digital world, particularly within hospitality, it is crucial to understand that not all traffic holds the same value. Therefore, experiencing a drop in traffic does not automatically indicate failure. Additionally, it might mean businesses are wisely investing in the right markets. On the other hand, while increased traffic may seem beneficial, it can be detrimental if unqualified visitors result in poor targeting.

Understand the digital drop before you react and sound the alarm

Before reacting to a traffic dip, it is essential to take a step back and carefully analyze the situation for insights. Furthermore, consider whether the dip is part of a seasonal pattern or reflects a broader market shift. If the decline is unexpected, ask yourself why the warning signs were missed. Additionally, look for key indicators such as rising bounce rates, lower time on site or noticeable shifts in search volumes. Moreover, benchmarking against competitors can help determine whether visibility is declining due to rivals gaining traction or emerging trends being overlooked. Understanding the underlying “why” behind fluctuations is absolutely crucial before developing a well-informed strategy.

Crafting your digital action plan

Now that you clearly understand the “why” behind the decline, it is the perfect time to focus on the “how.” Therefore, acting strategically becomes essential in order to regain momentum. If SEO rankings have declined unexpectedly, invest in a refined keyword strategy or collaborate with industry-relevant platforms. Additionally, explore fresh content ideas or optimize existing pages by refining structure, improving readability and incorporating relevant multimedia elements.

If social media engagement has plateaued, reignite interest through creative storytelling, influencer collaborations, media partnerships, or targeted campaigns designed to capture audience attention. Continuously adapting and optimizing strategies ensure long-term success by keeping your digital presence strong, competitive, and aligned with evolving industry trends and audience expectations.

Stay ahead of the digital curve

The most effective way to manage website performance is to stay ahead of the curve. Anticipate changes with regular reports and the right partners. Ensure your team is equipped to spot and respond to early signals. This proactive approach keeps your metrics growing and your digital success thriving.

Embrace the excitement of digital

The beauty of the digital landscape lies in its agility and measurability, allowing businesses to pivot strategies quickly and make data-driven decisions. Moreover, even a downturn in traffic can reveal deep insights and creative solutions, ultimately exposing untapped opportunities for growth and optimization. Every fluctuation presents a valuable opportunity to refine strategies, adapt to changing trends, and innovate effectively, ultimately propelling your business forward with confidence.

Case study

This year, Accor partnered with Beautiful Destinations, leveraging creativity, collaboration and data-driven strategies to transform hospitality brand engagement. The campaign, “For ALL The Travellers In You,” featured over 10,000 assets, showcasing 133 hotels across 33 destinations. It successfully increased awareness, bookings and brand engagement across multiple global markets.

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