strategies to thrive in today's complex travel shopping journey
TRANSCRIPT
Copyright © 2016 Leonardo Worldwide Corporation
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Strategies to Thrive in Today’s Complex Travel Shopping JourneyJune 16th, 2016
Darlene Rondeau, VP, Best Practices, Online Merchandising, LeonardoAlan Young, President and Co-Founder, Puzzle Partners Greg Bodenlos, Brand Marketing Manager, Charles Hotel & HSMAI Leader
Technical Difficulties?Contact
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Darlene RondeauVice-President, Best Practices, Online MerchandisingLeonardo
@darlenerondeau
Follow:
@VFMLeonardo
Tweets & Questions:
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Greg BodenlosBrand Marketing Manager, The Charles Hotel, Cambridge, MAcharleshotel.comlinkedin.com/in/gregbodenlos
@gregbodenlos
@HSMAIBoston
What direct booking challenges are you currently facing?
Travel industry has one of the most complex digital landscapes
3 phases of the shopping journey:
The Travel Shopper’s Journey
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Possible (new-ish) entry points: organic, OTA, metasearch, review sites, social media
Traditional/legacy entry points: Hotel Direct, Corporate Booking Tools, GDS/Travel Agents, Tour Operators, Meeting & Events
All inundated with information Direct bookings = Lower cancellations Why? Higher confidence, less speculation?
The Travel Shopper’s Journey
Source: Mirai
Cancellations (% on room nights)
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Ultimately it should be you, the provider of the final service
Who Owns The Guest?
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The Hotelier? The Travel Agents?The Brand? The OTA’s?
Stop selling, start telling Stories and images from guests produce a higher
level of engagement Websites need to be inviting, deliver emotional
engagement and be incredibly easy to navigate Make it easier and more compelling for guests to
use your own site than those other sites
Content Is The Key To Your Success
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Build awareness though the cultivation a dissemination of reviews
Be honest about it! Look to client advocacy solutions such as Flip.to
(FB friends) Meta-Review Data can be used to balance out
the noise
Reputation Is Incredibly Important
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Key Takeaways Develop Engaging Content Create a strategy to define how “you”
are going to win your guest Keep on eye on the reputation
landscape Innovative technologies are
everywhere…but be careful Look to partner with companies who
have great technology and great vision
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Greg BodenlosBrand Marketing Manager, The Charles Hotel, Cambridge, MAcharleshotel.comlinkedin.com/in/gregbodenlos
@gregbodenlos
@HSMAIBoston
Leverage Social Storytelling On Website
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v
Keep Your Storytelling Highly Visual + Unique To Your Own Property
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Know And Emphasize Your Strengths
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Know And Emphasize Your Strengths
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Encourage Guests To Interact
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Respond To Guests On-Property
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Promote Your Local Destination
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Promote Your Local Destination
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Key Takeaways Feature social prominently on website Keep your storytelling highly visual +
unique to your property Know and emphasize your strengths Encourage your guests to interact
with you Respond to guests on-property Promote your local destination
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I'm experiencing the following problems with my website…
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About Leonardo
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Next Webinar – Wednesday, July 20, 2016
“Mobility”How a well-performing mobile website can drive more direct bookings
Invitations coming soon to your inbox
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What topics do you want to learn more about?
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Connect With Us!
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leonardo.com1.877.593.6634@VFMLeonardo blog.leonardo.com
puzzlepartner.co [email protected]@alaneyoung
charleshotel.comlinkedin.com/in/gregbodenlos@gregbodenlos@HSMAIBoston
Alan Young Greg Bodenlos
Questions & Discussion
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