What You Argue For You Always Get To Keep!
Of the people that look for restaurants online over 80% use online DNA Scalper Review restaurant guides versus doing a search on Google, Yahoo, Bing or another search engine. Only 18% use general search engines. And when those 18% do search on search engines, as stated above, the likelihood of a specific restaurant popping up on the first page is slim given the SEO capability of the ORGs.
So really what is happening in marketing of restaurants online? The trend is very similar to what occurred in the hotel industry over the last 10 to 15 years. We've all seen the ads for Travelocity, Priceline, Expedia, Hotels.com and other online travel agencies (OTA's). What we don't necessarily realize is that there are hundreds of OTA's that are not advertised as heavily. The value proposition to the consumer is that if they book a hotel room through one of these OTA's they'll save money. They'll also be able to book airfare, a rental car and learn a lot about the city or area they are visiting.
And yes, have the ability to write reviews. Do you see the similarity? As a result, OTA's took approximately 70% of the online bookings away from the hotel web sites only to turn around and charge the hotel a fee for giving them the reservation. Hotels begrudgingly paid this fee. Today it's about a 50/50 split between consumers booking directly on a hotel website and those that do so on an OTA.
