Market Trend: Refining SEM Strategies for Full-Funnel Marketing

Carly Ferranolo | December 5, 2023

By Carly Ferranolo The hospitality industry saw unprecedented travel demand in 2022. Pent-up desire to get out of the house and escape the same 10-person circle incited the masses to jump on planes to anywhere outside their 50-mile radius.  As a result, the average booking conversion rate (CVR) on SEM jumped from 0.90% in 2021 to 1.40% in 2022, an increase of 56% YoY. That’s almost 3x the average during the height of the pandemic in 2020.  Where did this increase in demand come from? The simple answer is the middle funnel.  The marketing funnel refers to the journey a customer takes from ideation to execution of a purchas...