webinar - drive direct bookings with a killer mobile website
TRANSCRIPT
![Page 1: Webinar - Drive Direct Bookings with a Killer Mobile Website](https://reader036.vdocuments.site/reader036/viewer/2022070521/58efdb661a28ab73188b45d7/html5/thumbnails/1.jpg)
Copyright © 2017 Leonardo Worldwide Corporation
Technical Difficulties?Contact
Citrix GoToWebinar1-800-263-6317
Drive Direct Bookings with a Killer Mobile Website
March 23, 2017Darlene Rondeau, VP, Best Practices, Online Merchandising, LeonardoCatlyn Origitano, Senior Content Marketing Manager, Sojern
Technical Difficulties?Contact
Citrix GoToWebinar1-800-263-6317
Copyright © 2017 Leonardo Worldwide Corporation
![Page 2: Webinar - Drive Direct Bookings with a Killer Mobile Website](https://reader036.vdocuments.site/reader036/viewer/2022070521/58efdb661a28ab73188b45d7/html5/thumbnails/2.jpg)
Darlene RondeauVice-PresidentBest Practices, Online MerchandisingLeonardo
#LeoWebinar
@darlenerondeau
![Page 3: Webinar - Drive Direct Bookings with a Killer Mobile Website](https://reader036.vdocuments.site/reader036/viewer/2022070521/58efdb661a28ab73188b45d7/html5/thumbnails/3.jpg)
Follow:
@VFMLeonardo
Tweets & Questions:
#LeoWebinar
#LeoWebinar
![Page 4: Webinar - Drive Direct Bookings with a Killer Mobile Website](https://reader036.vdocuments.site/reader036/viewer/2022070521/58efdb661a28ab73188b45d7/html5/thumbnails/4.jpg)
Catlyn OrigitanoSenior Content Marketing ManagerSojern
#LeoWebinar
@catlyno @sojern linkedin.com/in/catlynorigitano
![Page 5: Webinar - Drive Direct Bookings with a Killer Mobile Website](https://reader036.vdocuments.site/reader036/viewer/2022070521/58efdb661a28ab73188b45d7/html5/thumbnails/5.jpg)
#LeoWebinar
![Page 6: Webinar - Drive Direct Bookings with a Killer Mobile Website](https://reader036.vdocuments.site/reader036/viewer/2022070521/58efdb661a28ab73188b45d7/html5/thumbnails/6.jpg)
#LeoWebinar
![Page 7: Webinar - Drive Direct Bookings with a Killer Mobile Website](https://reader036.vdocuments.site/reader036/viewer/2022070521/58efdb661a28ab73188b45d7/html5/thumbnails/7.jpg)
Google will crawl your mobile website first for information
Being “mobile-friendly” will be rewarded with higher search rankings
Not being so will impact organic traffic
Google is Switching to a Mobile-First Index
#LeoWebinar
![Page 8: Webinar - Drive Direct Bookings with a Killer Mobile Website](https://reader036.vdocuments.site/reader036/viewer/2022070521/58efdb661a28ab73188b45d7/html5/thumbnails/8.jpg)
Catlyn OrigitanoSenior Content Marketing ManagerSojern
#LeoWebinar
@catlyno @sojern linkedin.com/in/catlynorigitano
![Page 9: Webinar - Drive Direct Bookings with a Killer Mobile Website](https://reader036.vdocuments.site/reader036/viewer/2022070521/58efdb661a28ab73188b45d7/html5/thumbnails/9.jpg)
From Search Engine to Booking Engine: Sojern’s 2017 Hotel
Report
![Page 10: Webinar - Drive Direct Bookings with a Killer Mobile Website](https://reader036.vdocuments.site/reader036/viewer/2022070521/58efdb661a28ab73188b45d7/html5/thumbnails/10.jpg)
#LeoWebinar
The Share of Mobile Hotel Queries
Source: Google Internal Data. US. July 2015 to December 2016.
![Page 11: Webinar - Drive Direct Bookings with a Killer Mobile Website](https://reader036.vdocuments.site/reader036/viewer/2022070521/58efdb661a28ab73188b45d7/html5/thumbnails/11.jpg)
#LeoWebinar
The Growth of Mobile Hotel Queries
14% 14% 13%
19% 18%
23%
Source: Google Internal Data. US. July 2015 to December 2016.
![Page 12: Webinar - Drive Direct Bookings with a Killer Mobile Website](https://reader036.vdocuments.site/reader036/viewer/2022070521/58efdb661a28ab73188b45d7/html5/thumbnails/12.jpg)
#LeoWebinar
Day of Week Hotel Searching Trends by Desktop and Mobile
Source: Sojern Internal Data. US Domestic Travel Data. January to December 2016.
Desktop Mobile
![Page 13: Webinar - Drive Direct Bookings with a Killer Mobile Website](https://reader036.vdocuments.site/reader036/viewer/2022070521/58efdb661a28ab73188b45d7/html5/thumbnails/13.jpg)
#LeoWebinar
Day of Week Hotel Booking Trends by Desktop and Mobile
Source: Sojern Internal Data. US Domestic Travel Data. January to December 2016.
Desktop Mobile
![Page 14: Webinar - Drive Direct Bookings with a Killer Mobile Website](https://reader036.vdocuments.site/reader036/viewer/2022070521/58efdb661a28ab73188b45d7/html5/thumbnails/14.jpg)
Offer a full-funnel mobile experience
![Page 15: Webinar - Drive Direct Bookings with a Killer Mobile Website](https://reader036.vdocuments.site/reader036/viewer/2022070521/58efdb661a28ab73188b45d7/html5/thumbnails/15.jpg)
#LeoWebinar
67%of all hotel searches starton Google.IBC Hospitality Technologies Report: Independent Hotelier’s Guide to Google
Search is a primary channel for hotel discovery.
#LeoWebinar
![Page 16: Webinar - Drive Direct Bookings with a Killer Mobile Website](https://reader036.vdocuments.site/reader036/viewer/2022070521/58efdb661a28ab73188b45d7/html5/thumbnails/16.jpg)
Set a strong search strategy.
SEO & SEM are increasingly important, especially for independent hotels.
Discover
![Page 17: Webinar - Drive Direct Bookings with a Killer Mobile Website](https://reader036.vdocuments.site/reader036/viewer/2022070521/58efdb661a28ab73188b45d7/html5/thumbnails/17.jpg)
Many third parties bid on your brand terms, driving your in-market traveler elsewhere.
But “set it and forget it” isn’t the most strategic option as Google & Bing are constantly updating their algorithms.
SEM
#LeoWebinar
![Page 18: Webinar - Drive Direct Bookings with a Killer Mobile Website](https://reader036.vdocuments.site/reader036/viewer/2022070521/58efdb661a28ab73188b45d7/html5/thumbnails/18.jpg)
Target long-tail keywords in your SEO strategy Search terms comprising of 4, 5 or more words Specific, less competitive, transaction-based in nature Drive qualified traffic with an intent to purchase Long-tail keywords convert 2.5x better than head terms
Go Long
#LeoWebinar
![Page 19: Webinar - Drive Direct Bookings with a Killer Mobile Website](https://reader036.vdocuments.site/reader036/viewer/2022070521/58efdb661a28ab73188b45d7/html5/thumbnails/19.jpg)
Reach mobile users.
Your ads shouldn’t only live on desktops since your travelers don’t either.
Plan
![Page 20: Webinar - Drive Direct Bookings with a Killer Mobile Website](https://reader036.vdocuments.site/reader036/viewer/2022070521/58efdb661a28ab73188b45d7/html5/thumbnails/20.jpg)
Make mobile booking friction-free.
Every part of your website needs to be mobile-friendly so guests can get the info they need and book all on one device.
Book
![Page 21: Webinar - Drive Direct Bookings with a Killer Mobile Website](https://reader036.vdocuments.site/reader036/viewer/2022070521/58efdb661a28ab73188b45d7/html5/thumbnails/21.jpg)
Elements of a Great Mobile Website Provides a positive user
experience on mobile “Mobile-Friendly”
according to Google:
#LeoWebinar
Content renders on mobile (no zooming, pinching or scrolling)
Avoids software not compatible with mobile (e.g. Flash)
Avoids intrusive pop-ups between Google search results page & webpage
Loadsquickly
Caters to touch (e.g. links spaced out)
Google, 2017
![Page 22: Webinar - Drive Direct Bookings with a Killer Mobile Website](https://reader036.vdocuments.site/reader036/viewer/2022070521/58efdb661a28ab73188b45d7/html5/thumbnails/22.jpg)
#LeoWebinar
Visually Engaging Simple Navigation
![Page 23: Webinar - Drive Direct Bookings with a Killer Mobile Website](https://reader036.vdocuments.site/reader036/viewer/2022070521/58efdb661a28ab73188b45d7/html5/thumbnails/23.jpg)
Integrates with Booking Engine Simple Booking Process
#LeoWebinar
![Page 24: Webinar - Drive Direct Bookings with a Killer Mobile Website](https://reader036.vdocuments.site/reader036/viewer/2022070521/58efdb661a28ab73188b45d7/html5/thumbnails/24.jpg)
#LeoWebinar
Click-to-Call functionality & Google Maps integration
Mobile-specific special offers
Local insights / Things to Do
![Page 25: Webinar - Drive Direct Bookings with a Killer Mobile Website](https://reader036.vdocuments.site/reader036/viewer/2022070521/58efdb661a28ab73188b45d7/html5/thumbnails/25.jpg)
#LeoWebinar
www.vizlly.com
![Page 26: Webinar - Drive Direct Bookings with a Killer Mobile Website](https://reader036.vdocuments.site/reader036/viewer/2022070521/58efdb661a28ab73188b45d7/html5/thumbnails/26.jpg)
Questions & Discussion
#LeoWebinar
![Page 27: Webinar - Drive Direct Bookings with a Killer Mobile Website](https://reader036.vdocuments.site/reader036/viewer/2022070521/58efdb661a28ab73188b45d7/html5/thumbnails/27.jpg)
Recording of this webinar. Share it with your colleagues
Leonardo Blog: blog.leonardo.com
Next webinar: May
It’s a Wrap
#LeoWebinar
![Page 28: Webinar - Drive Direct Bookings with a Killer Mobile Website](https://reader036.vdocuments.site/reader036/viewer/2022070521/58efdb661a28ab73188b45d7/html5/thumbnails/28.jpg)
Connect With Us!
#LeoWebinar
leonardo.com1.877.593.6634@darlenerondeau blog.leonardo.com
Darlene Rondeau Catlyn Origitanosojern.comlinkedin.com/in/catlynorigitano@catlyno & @sojernsojern.com/blog