why hoteliers miss out on bookings by not embracing technology
TRANSCRIPT
Hoteliers Are Missing Out on
Bookings by Not Embracing
Technology – Here’s How
TLearn webinar – June 8, 2017
55 localized websites
33 languages
1.4 billion visits per year
Technology is
transforming the world
6
Online bookings are overtaking offline bookings
Source: trivago Business Intelligence (2017)
2010 2015 2020 2025
Offline Bookings Online Bookings
7
A growing number of travelers are already
booking online
*Source: Phocuswright (May 2017): The Role of Metasearch in the U.S. Travel Market – A U.S. Travel Technology Survey Report
Overall Age 18–34
Online hotel bookers using metasearch when looking for hotels*
50%63%
8
The proportion of direct bookings is already
shrinking
Source: trivago Business Intelligence (2017)
2010 2015 2020 2025
Offline Bookings Online Bookings
Direct Bookings
What’s keeping hoteliers
from adopting technology
10
The 3 technology obstacles hoteliers are
up against
11
Technology is difficult to access
Too expensive
Not intuitive
12
Hoteliers are not adopting technology
quickly enough
Source: Phocuswright (October 2015): “Independent Lodging Market: Marketing, Distribution and Technology Strategies for NonBranded Properties”
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Central reservation system
Mobile app
Property management system
Internet booking engine
Mobile website
US Europe
13
Booking engines are not competitive
Not user
friendly
Filled with poor
content and
unattractive
rates
14
Hoteliers aren’t empowered to optimize their
websites
15
Direct marketing channels are too complex
Hoteliers lack
resources and
marketing
expertise
Not tailored to
hoteliers’
capabilities
16
Hoteliers find marketing channels ineffective
Source: Phocuswright (October 2015): “Independent Lodging Market: Marketing, Distribution and Technology Strategies for NonBranded Properties”
Shown on graph: Percentage of all hoteliers surveyed who found these marketing channels to be effective
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
TV/radio
Printed advertising
Printed travel guidebooks/brochures
Email campaigns
Travel/tourism offices
Google Hotel Finder
Social media websites
SEO/ SEM
Travel review websites
US Europe
“Managing multiple
channels” “Keeping up with the
latest technology”
“Lacking qualified staff”
How to capitalize on the
traveler’s online journey
18
Capitalize on every stage of the online journey
Search Book Stay
… findableMake your hotel … bookable … manageable
19
Make your hotel findable
Traveler Hotelier
Use metasearch as a
marketing channel
20
Make your hotel bookable
Traveler Hotelier
Drive:
direct bookings
indirect bookings
Solutions:
optimized website
booking engine
channel manager
21
Make your hotel manageable
Traveler Hotelier
Use a property
management system
22
Streamline the guest experience
To make your hotel findable,
➔ trivago Hotel Manager
To make your hotel bookable,
➔ trivago Direct Connect,
for direct bookings
To make your hotel manageable,
➔ Base7booking, a cloud-based
property management system
Search Book Stay
www.trivago.com/hotelmanager
