There's no denying the importance of the internet in today's luxury travel landscape; at this point, the question is not whether to improve the digital experience, but how.

Preferred touch points and booking solutions are always changing, and, while it obviously behooves brands to keep up with these heightened expectations, this is easier said than done. Prep for success by taking a close look at our insights into which strategies are paying off — and which digital opportunities remain untapped.

Paid search is one of the most reliable and efficient digital strategies there is so there’s no wonder that the majority of the properties we analyzed are using it. This still varies considerably between property categories, however.

For example, while an impressive 94% of Hotels incorporate paid search into their marketing strategies, just two-thirds of wellness retreats currently do the same.

At this point, the how of paid search matters nearly as much as whether this strategy is used in the first place. A newer tactic, Google Hotel Ads represents one of the most impactful solutions for hoteliers, as it reaches users searching specifically for travel plans.

As with paid search in general, adoption of Google Hotel Ads varies dramatically between hospitality niches. Again, Hotels lead the charge, with 94% involved with Google Hotel Ads to some extent.

Meanwhile, Ranches once again lag, with just 60% adopting Google Hotel Ads. Perhaps most surprisingly, Resorts have yet to truly embrace this strategy; less than half are currently using Google Hotel Ads.

The phrase content is king may feel cliche and even outdated, but the concept still stands: brands that produce the most engaging, insightful, and authoritative content are better able to connect with today's discerning travelers. Not only does a strong content strategy boost overall brand reputation, it plays favorably into SEO and even social media strategies.

In an age of aspirational Instagram images and trendy TikTok videos, many consumers still prefer the deep insights garnered by traditional travel blogs.

Only 18% of the properties we analyzed have a blog. Additionally, most of those properties post infrequently on their blogs. What's more, consumers often struggle to locate blog content on these pages.

Aspirational images dominate the Instagram landscape, making this platform an ideal opportunity for luxury resorts and hotels to entice potential guests. In turn, would-be travelers look to Instagram for inspiration.

This is where the travel planning process begins, as evidenced by research published in the European Journal of Applied Economics. A 2021 study revealed that 80.1 percent of respondents sought travel information via social media, making this an even more popular source of insight than travel blogs or word of mouth.

Many Instagram users scroll with the specific intention of getting inspiration for future travel destinations. The vast majority tell researchers that the photos they see on Instagram increase their interest in traveling to specific destinations, or, at minimum, make them eager to travel in general.

Instagram represents a major success story in the luxury hospitality landscape. Most brands have clearly realized the value of this platform, with 87% of Hotels posting at least three times per week. Resorts are also frequent contributors, with 62% posting three times each week while nearly one-quarter make daily updates.

With Instagram, however, more updates aren't always better; this platform is the epitome of quality over quantity.

Luxury brands can capitalize on users' interest in Instagram travel content not only by posting regularly, but also, by ensuring that content moves beyond brand awareness alone to promote greater engagement. This means sharing links to booking pages, both in the bio area and on everyday updates. Optimize the booking process to reduce friction, so customers can easily act on their split-second, inspiration-guided decisions to hit the road.