fastrack group - hotel marketing must do's 2013-14 webinar
DESCRIPTION
Adrian Caruso & James Hacon from Fastrack Group share their must do tactics for Hotel Marketing in 2013 & 2014. The tactics discussed include: How to cash in on the increase in mobile & tablet bookings. Using your website to target Chinese travelers. The do's & don'ts of hotel distribution. Attracting more direct bookings with paid advertising. Pre- and Post-stay contact for marketing & customer service. Social media marketing. Where are other hotels spending their marketing dollars? www.fastrackg.comTRANSCRIPT
Adrian
Who are Adrian & James?
James
Established since 2002 – 11 years
Australasia’s leading hospitality digital marketing and business improvement firm
Offices in Sydney, Brisbane & Auckland
Services: o Hotel Consulting & Strategy o Web Design & Development o Search Marketing o Email Strategy o Social Media o Branding o PR
Over 150 years of combined experience
Our key client services team
Some of our clients....
1. How to cash in on the increase in mobile & tablet bookings
2. Using your website to target Chinese travellers
3. Do’s & Don’ts of Hotel Distribution
4. Social Media – Everyone has got it wrong!
5. Pre and post stay contact for marketing and customer service
6. How your competitors have allocated their marketing budgets for this FY.
7. Q&A session
Let’s see a raise of hands
Who tracks every $$$ they
are spending on marketing
and its success?
http://www.flickr.com/photos/whatleydude/6205610856/
Search
Website
Mobile
Social Media
3rd Party OTA
How to cash in on the increase in mobile bookings
By 2015 smartphone sales will reach 982
million
Research points that mobile will surpass
desktop use within the next 18 months
Let’s see a raise of hands
How many of you: 1. Searched for a business’
info number on your phone or tablet device?
2. Use your phone for directions when out and about?
3. Have used their mobile when on holiday?
http://www.flickr.com/photos/whatleydude/6205610856/
• 7% Tablets • 14% Mobile • 79% Desktops Bad mobile websites are the #1 deterrent to booking travel on phones.
21% of all hotel searches are now conducted on mobile devices!
The results are in
Q1 2013 vs. Q1 2012
The truth is in the numbers
Q1 2013 vs. Q1 2012
Is your website optimised for Mobile?
of web traffic will
come through mobile devices by 2014 Image: http://www.bravenewcode.com/product/wptouch-pro/?utm_campaign=wptouch-home-top&utm_medium=web&utm_source=bravenewcode
How is your site working? Do you see broken images or missing
content?
Can you read the text without zooming or scrolling?
Can links and buttons be clicked with a thumb?
Are navigations options obvious?
Is search functionality easily accessible?
What about your booking engine?
Do you see broken images or missing content?
Can you read the text without zooming or scrolling?
Can links and buttons be clicked with a thumb?
Are navigations options obvious?
How quick can a user make a purchase?
Mobile Compatible
Booking Engine
Analyze your mobile visitors
Desktop
Mobile
Desktop During the day
(office) Tablet Evening –
Lounging around
Mobile Lunch break – Happy Hour On-the-Go
Desktop Full-Website Content
Tablet Full-website content,
presented in a highly-visual format, enabled for touch
screen navigation
Mobile Specialised content for the mobile traveller on the go, enabled for touch-screen
navigation
Fully Responsive Website Design
Responsive Website Design Demo
Using your website to attract Chinese travellers
Chinese Arrivals Australia – 670,000
NZ – 200,600
Largest growing arrival nationality in both countries If you make the effort, you are in the minority!
Chinese Websites • English sites are not well ranked on Chinese search engines. • Good English language is the exception not the rule • Do not directly translate your site • Chinese imagery • Consider your logo • Importance of colours • Do not have parts of the site in English #1 – Host your website in China
A website is not a marketing strategy. Consider SEO in China & your third party listings.
Beyond the web, consider internal information in Simplified Chinese, employing Chinese speaking staff & accepting
Chinese payment methods.
Do’s & Don’t of Hotel Distribution
1. Focus on the Direct Online Channel
• Independent hotels are overly OTA-dependent
• 76% of online bookings from non-branded hotels came from OTA’s
• 24% from hotel’s own website
• Branded hotels are overly brand-dependent
Research has shown that the average cost per booking via OTAs is in average 8-10 times higher than via the hotel website!
Research has shown that 75% of all hotel bookings will be online
Across the industry, Direct Online Channel sales (via the hotel website) will
exceed 62% of total online hotel bookings
The direct online channel is by far the most cost-effective distribution channel and provides hoteliers with excellent ROIs, immediate results
and long-term competitive advantages
In the first quarter of 2012, 81.7% of online bookings for the top 30
hotel brands were direct via the brand website, while only 28.3% were via the indirect online channel (e.g online travel agencies like Wotif, Hotelbeds.com etc).
“ ”
Hotel Website NEEDS TO BE The Main Revenue Driver
2. Maintain Rate Parity Between January – June 2013
• 60-87% of 3-star hotels were cheaper on OTA sites
• 75-93% of 4-star hotel were cheaper on OTA sites
• 69-86% of 5-star hotels were cheaper on OTA sites
• Include a BEST RATE GUARANTEE
3. Market to International Visitors
4. Use the OTA Channel Correctly • Focus on the ones that are providing you with most
bookings
• Include in all contracts that neither OTAs nor their affiliates may bid on branded keywords in SEM campaigns
Brand Hijacking
1. Don’t participate in Flash Sales/Social Buying Sites
2. Don’t Do Last-Minute Discounts via OTAs
3. Don’t Manage Promotions Via the OTA’s in isolation
1. Don’t participate in Flash Sales/Social Buying Sites
2. Don’t Do Last-Minute Discounts via OTAs
3. Don’t Manage Promotions Via the OTA’s in isolation
GIVEAWAY TIME!
Attracting more direct bookings with paid advertising
http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709
Growth of Google Queries 2007-2012 Number of Searches/Day on Google
3 Billion Searches/Day (announced Aug. 2012)
While we’re on the subject of search Google Penguin Update 2.0
Social Media: Why everyone’s got it wrong
1) Make friends first. Fill the Room.
2) Join the conversation. Socialize.
3) Get involved in the community
Pre & Post Contact: For marketing & customer service
31
Definition of customer service
I CARE, I CAN DO and I WANT YOU BACK AGAIN
The hotel solved my problem!
Trend: Customer service goes public and global (You’re not serving one guest; you’re defining your brand globally)
• Confirmation Emails: more than just the facts, helpful tips – what to bring, local tips etc.
• Pre-arrival email responders; think like an airline. Local information, upgrades & activities.
• Follow-up emails: one for each action required. Reviews, repeat offer, social likes.
Reservation
Hotel Stay
Check-out
Post Stay Marketing
1. Pre-stay • Book activities • 7 day arrival email • Other Pre-stay Marketing • Guest Loyalty • Arrival SMS
2. During-stay • Profile Updates • Arrival Notes • Transaction data modelling • Incident tracking
3. Post-stay • Thank you email • Real-time survey • TripAdvisor Link • Return offer • Guest Loyalty
4. Further Marketing • Post stay Marketing • Loyalty Programs • Trigger Campaigns
• Birthday • Frequency • Interests • Special Event
• Popularity • Found on search engines • Dialogue • Ranking • Competitive Research • One Stop Shop
• Offer services and amenities above customer expectations
• Monitor and respond to hotel guest reviews
• Be honest and forthright with responses • Suggest to customers that they post a
review on TripAdvisor
How Are Your Peers Allocating Their Budgets?
33% Website re-design – Fully responsive
27.2% SEO
26.0% SEM (paid search)
24.3% Email Marketing
15.7% Display Advertising (banners)
15.6% Mobile Marketing
14.0% Local Search
13.4% Social Media
12.3% Retargeting/Remarketing Advertising
12.0% Online Video
Image: flickr/A wild question/[f]oxymoron
Do you have any questions?
2 months FREE for Any SEO program Any SEM program Any Social Media program & Free mobile website with any new website
Where to start?
Services: • Full Service Marketing
Agency • Hotel / Mobile Websites • SEO/SEM • Email • Social Media • Branding / Design
Call
AUS 1300 659 289