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Understanding accommodation search query formulation: The first step in putting `heads in beds'

Department of Hospitality Management at the College of Charleston, South Carolina

Stephen W. Litvin

Department of Hospitality and Tourism Management, School of Business and Economics, College of Charleston, 66 George Street, Charleston, SC 29424, USA, litvins{at}cofc.edu

Thomas E. O'Donnell

Department of Hospitality Management at the College of Charleston, South Carolina

The internet affords enormous amounts of destination and accommodation information. A key tool relied upon to navigate the medium is the search engine. As such, accommodation marketers, primary target beneficiaries of this research, seek greater understanding of how search engine travel inquiries are conducted. Such knowledge would better inform online marketing campaigns and allow for more effective use of limited marketing dollars. This study analyzed 701 Excite.com accommodation search queries in order to identify such trends. The results suggest that travelers most often search for their accommodations simultaneously with other aspects of their travel, such as destinations, attractions, transportation and dining; and that most commence their search by seeking specific hotels in conjunction with their destination city. A sequential analysis also revealed the prevalence of switching behavior, with searches often reflecting swings between broad and focused research tacks. Marketing implications of these findings are discussed.

Key Words: search engine • search engine marketing • travel search • query formulation • accommodation search

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