#wihpacademy: 4 pillars of hotel marketing (english)

THE 4 PILLARS OF HOTEL MARKETING

WIHP Academy • Barcelona • February 2014

THE 4 PILLARS

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#WIHPACADEMY WIHPHOTELS.COM

#WIHPACADEMY

How do your guests book?

THE FOUR PILLARS OF HOTEL MARKETING

•  Search for a location •  Make a short-list

•  Compare their options

•  Get the best deal

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#WIHPACADEMY

How should hotels market themselves?


•  Be on every list for that destination

•  Promote your USP

•  Promote your USP clearly

•  Give the best deal

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POPULARIZE

The goal of popularizing your hotel is to make potential guests aware of it’s existence.


1. Popularize 2. Capture 3. Convert 4. Share

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SOURCE OF DIRECT BOOKINGS

1.  Word of mouth 2.  Tripadvisor 3.  OTAs 4.  Repeating clients 5.  Social Media 6.  Press and Magazines 7.  Search engines 8.  Blogs



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27% of hotel guests discovered the hotel through friends or family.



WIHPHOTELS.COM

#WIHPACADEMY

Your “free” publicity comes from TripAdvisor. If you’re good you will get bookings.



WIHPHOTELS.COM

#WIHPACADEMY

Booking.com

Tripadvisor

Expedia

OTAs



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Booking.com

Tripadvisor

Expedia

OTAs H

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#WIHPACADEMY



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20% of direct bookings come from guests who first heard of the hotel on an OTA.



#WIHPACADEMY

People trust “professionals”. They want selections.

It reduces the amount of decisions they need to make.



WIHPHOTELS.COM

Fitt’s Law re-worked The bigger the target,

the easier it is for people to reach

it.




Google

Yahoo

Bing

Blogs

Travel Guides

Facebook

Word to mouth

E-mailings

Friends and

Family

Groupon

Voyages Privés

Others

Booking.com

Tripadvisor

Expedia

Autres OTAs

Trivago

Google Hotel Finder

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THE FIRST PILLAR

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87% of your future guests will have discovered your hotel before finding

your website.

Be everywhere.

#wihpacademy

THE FIRST PILLAR


Capturing the potential guests means being at

the right place at the right time.

CAPTURE




Brandjacking The activity of using someone’s online identity to acquire that business’ sale.

82% of ads for searches on hotel’s name go to OTAs or competitors




Search volume for “Hotels in Barcelona”

Search volume for Booking.com and TripAdvisor




Capture your clients, or 50% of them will divert back to OTAs before finding

your website

#wihpacademy

THE SECOND PILLAR


Know your USP and make sure it’s what you are selling.

Your USP is never what you think it is,

it’s what your guests think it is.

CONVERT




A hotel’s website has 3 seconds to sell, in those 3 seconds it must show:

• Location • Comfort • Value




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EMOTION SELLS



EMOTION SELLS






1 OUT OF 10

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A clear navigation on a well presented USP generates 40% of clicks on the

BOOK button

#WIHPTIP

Share Wihp Tip on Twitter!

The average guest spends 14 minutes on your website and 11 minutes on the booking engine.




57% of Internet users will visit the hotel website before making their booking.

Make sure your website has « THE » best offers.

#wihpacademy




Source Google Insights

Price Service Trust




Competitivity

Convert Demand: an emotional impact, a simple navigation and a

benefit or added value to the customer purchasing on your

website.

#wihpacademy

THE THIRD PILLAR





SHARE

If you want to increase the number of shares on TripAdvisor and Social Media the only solution is to always give more

than what the customer expected.

The second most searched keyword after the name of your hotel is the name

of your hotel followed by the word "review"







A user shares the “very good” experiences and of course the “very bad” ones.

“OK” experiences will almost never leave a

share.

1.) Always over deliver 2.) Always make sure they know about it 3.) Ask them to spread the word 4.) If you mess up, admit it 5.) Always over deliver #Wihpacademy

THE FOURTH PILLAR


THE 4 PILLARS


Capture

Convert Share

Popularize

THE 4 PILLARS

WIHPHOTELS.COM #WIHPACADEMY

1. Popularize: “Distribution is being seen and it’s about being everywhere

and anywhere to take advantage of the billboard effect.” 2. Capture: “Less is more, you want the visitors that will book. Protect

your brand at all costs.” 3. Convert: “Build sites for guests, not Google. Emotion sells and speed

stuns.” 4. Share: “Always over deliver and always make sure guests know

about it.”


#wihpacademy: 4 pillars of hotel marketing (english)

Marketing