With the explosion of the “digital way of life,” the traveler’s customer journey has become increasingly complex, which necessitates independent hoteliers to rethink and overhaul their marketing and technology stack strategies and investments.

Today’s online travel consumer is exposed to more than 38,983 micro-moments in any 60-day timeframe and visits an average of 18 websites via multiple devices across eight sessions before making a hotel booking (Google Research).

Google defines this customer journey as a fluid series of interconnected stages: Dreaming, Planning, Booking, Experiencing and Sharing Phases, in which every phase both influences and is being influenced by the other steps of the journey.

The OTAs have been investing heavily in digital marketing initiatives and technology solutions to engage the traveler throughout the customer journey, acquire them as OTA customers, and keep them engaged throughout their lifetimes.