Distribution of traffic by devices

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Dynamics of ad impressions, Google Market Explorer data

In addition to the drop in demand, the cost of advertising has increased significantly since the full-scale invasion began. There are more people willing to fight for target customers, and they are willing to pay money to attract the audience's attention.

The Digital Path to Hotel Business mojo dialer canada velopment in Ukraine: A Guide from Webpromo
*category cost dynamics, Google Market Explorer data


The share of mobile traffic is growing significantly. If in 2020-2021 it was at the level of 77%, then in the first half of 2024 alone the figures increased by 14%. The dynamics of the use of computer devices is negative and amounts to about 5%.

The Digital Path to Hotel Business Development in Ukraine: A Guide from Webpromo
*traffic distribution by devices, Google Market Explorer data

Why is this important? Information about traffic distribution by device is important to consider when planning digital activities. For example, when developing a website that should primarily be adapted for mobile devices.

Adaptability is also important from the point of view of SEO optimization, because Google takes into account the mobile-friendliness factor when indexing and ranking pages.

Read also : Ukrainian food retail market: recovery rates, demand volume and digital analysis of key industry players for 2023
Online Hotel Marketing Strategy: Where to Start?
Given the above data, it is clear that the development path of the hotel business goes through digital. However, where should you start if you have never worked with performance tools or want to improve their efficiency?

Book a room in your hotel
In other words, go through the entire customer journey from A to Z to identify critical errors and find new opportunities to increase conversions.

If booking is done via a website, it is important to ensure that the navigation is intuitive and that it is technically sound. For example, the booking form should highlight required fields and send the information the first time.

The Digital Path to Hotel Business Development in Ukraine: A Guide from Webpromo

A good example is the website of the Ribas Hotel. Each page contains a reminder to the customer about why he came to the site (namely, to make a reservation). When scrolling, there is always a widget that allows you to return to the booking page.

The footer menu is also convenient and is adapted for use on mobile devices. All important sections are located on the right, so that the user can easily perform the target action and go to the desired page.

The Digital Path to Hotel Business Development in Ukraine: A Guide from Webpromo

To improve conversion, it is important to use additional services such asPlerdyAndHotjar, which will help you understand user behavior on your website and identify areas for possible improvement.

Another example for improvement : a client left a request for feedback, but the manager did not call back within the time specified on the website.

The Digital Path to Hotel Business Development in Ukraine: A Guide from Webpromo

The problem can be solved by connecting third-party services to the website that send email notifications when a request is received. Another option is to remove the exact time for providing feedback on the website altogether, so that the client does not form inflated expectations.

If you have launched a lead generation campaign in Meta Ads, the tool will help you quickly contact the client within the specified timeZapier. Integration with the advertising account allows you to receive email notifications with lead contacts.

The Digital Path to Hotel Business Development in Ukraine: A Guide from Webpromo