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Availpro - Ještě více přímých rezervací

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Samozřejmě, vaše webová stránka je místo, kam se dostane zákazník. Věděli jste však, že nyní zákazník může udělat rezervaci přímo přes: ...

Samozřejmě, vaše webová stránka je místo, kam se dostane zákazník. Věděli jste však, že nyní zákazník může udělat rezervaci přímo přes:

- vaši stránku na Facebooku
- stránku vašeho hotelu na Trip Advisor
- stránku vašeho hotelu na trivago
- vaši stránku na mobilu



Získejte co nejvyšší pozici vaši stránky ve vyhledávačích (SEO...), díky tomu zvýšíte na nejvyšší míru počet rezervací a své příjmy. Rezervační systém vašeho hotelu bude zpřístupněn na nejpopulárnější stránce na světě, Toto úplné nové řešení pomůže vaší společnosti prosadit se.

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Availpro  - Ještě více přímých rezervací Availpro - Ještě více přímých rezervací Presentation Transcript

  • Generate more Direct BookingsPrague – Tuesday 21st November, 2012Gregor Halek
  • Summary Who is Availpro What is our mission How can you generate more direct bookings? Your website must … be well built & designed be well positioned in Google have a high quality and integrated booking engine have a booking engine mobile and Facebook compliant Receive qualified traffic Availpro references
  • Who is Availpro Availpro in a few figures Availpro in a few dates • 11 years of existence now! • 2001: Availpro was created by Philippe Lamarche and Sebastien Boher • Since being founded, 10 million nights were sold and managed through Availpro. Represents 1 billion € of • 2003: The software is launched. First hotel user is the turnover for the hotels Hôtel Maubeuge in Paris • 2003: The Online money collection is proposed on the • En 2010 solely , 240 millions € were manageed through booking engine Availpro • 2004: Connexion to the Booking.com distributor site • Availpro’s turnover is in constant growth. • 2008: The 2 million of nights sold is reached +60% en 2010, +36% in 2011 • 2009: Successful launch of new version of the extranet • More than 7,500 clients worldwide. 60% of the independent hotels in Paris use us! • 2010: Opening of international branches: UK, Spain, Portugal… • We collaborate with more than 300 partners (distributor • 2011: Availpro celebrates its 10th anniversary and sites, web agencies, PMS providers) launches its Facebook booking engine • 2012: Availpro launches its Direct Click & RateScreener • A team of 50 people at your service + Availpro opens offices in Czech Republic and Poland
  • Our mission: simplify the life of hoteliers Thanks to Availpro, the hotelier will benefit from: Booking engines which optimise the sales on your website, Facebook page An automatic access to the distribution sites and systems (no waste of time) A centralised management of your offer which results in optimisation of your sales, prices Inventory of 4 single……………..120 € your hotel 7 double …………….. 147 € 3 suite …………….. 180 €
  • How can you generate more direct bookings Your website must … 1. be well built & designed 2. be well positioned in Google 3. have a top quality booking engine 4. have a booking engine mobile and Facebook compliant 5. receive qualified traffic
  • 1. Your website must be well built and designedFind the right balance between photos and text Homepage Make sure the right amount of space is given to both photos and text Room description page The texts should be attractive and written with guests’ needs in mind 6
  • 1. Your website must be well built and designedIntegrate quality photos on your website On the description pages… > for rooms > for services as well as on the homepage 7
  • 1. Your website must be well built and designedComprehensive information Description of the rooms and services  Exhaustive information  Descriptions, photos and list of amenities for each type of room and service  Be attentive towards translation  Specify room sizes > Descriptif des services et équipements  Mention facilities + How to get to the hotel  … logically organized  … swiftly accessible  … and not oversold ;) An idea for anticipating questions: FAQ SOS Jargon : FAQ = Frequently Asked Questions 8
  • 1. Your website must be well built and designedShow the hotel on Google Maps Show the hotel’s location on Google Maps and include the hotel website address 9
  • 2. Your website must be well listed in GoogleSearch Engine Optimization SOS Jargon : SEO = Search Engine OptimisationYour website must be designed / written with natural indexing in mind:• Define your brand and make it coherent throughout the websites and media• Use your brand for keywords• Check the coherence of the text content• Respect the current technical rules for indexing (restricted Flash)• Track traffic on your website (Google Analytics) CAUTION: ”miracle” tips do not exist or are short-lived, and they can be risky.
  • 2. Your website must be well listed in GoogleGood use of Google (SEO/SEM) Example of a search using the hotel name Distributor’s site Natural indexing of official site E-reputation Distributor’s site
  • 3. Your website must have a top quality booking engineIntegrate the booking option which suits best your site and your wishes Different booking personalisation options are available: Block format Strip format
  • 3. Your website must have a top quality booking engineIntegrate a “Book” button on every page Visitors to your site should be able to book at any moment! The simpler the booking process is, the more people will be encouraged to proceed. The hotel’s location page Room description page 13
  • 3. Your website must have a top quality booking engineIntegrate a dynamic rates page A dynamic rates page that can be completely tailored to suit your graphic design Different page formats available depending on the hotel offerYou can highlight packages and special offers, or show availability by rate with a calendar viewperfect for hotels with several distinct rates 14
  • 3. Your website must have a top quality booking engineAutomatically show today’s date The current date should always appear in the mini booking engine and on the main search page This function is standard with our basic booking engine. If you personalise yours, make sure you keep this option. 15
  • 3. Your website must have a top quality booking engineUnify the booking experience in order to increase conversion rates A booking engine page where every detail can be tailored to suit your graphic design A variety of different graphic themes on offer Different page sizes: 600 or 800 pixels wide
  • 3. Your website must have a top quality booking engineInstall Google Analytics and Adwords In your Availpro booking engine, feel free to install: analytics trackers so you can follow your site’s performance up to booking adwords trackers to optimise your campaigns 17
  • 3. Your website must have a top quality booking engine Availpro’s booking engine main featuresMain features 14 language interfaces available Possibility to create multiple rates and sales conditions Tailor made creation and management of extras Optimum positioning of the packages Booking request option: Hotels can still receive booking request even if there is no more availabilities Dedicated and B to B and Corporate access Multi-property functionality in order to propose your entire offer on one website Exclusive: Possibility to sell a cancellation insurance on your website. Quick back for you!
  • 4. Position your booking engine on emerging channelsNew distribution plateforms arise: mobile, Facebook, TripAdvisor, Trivago… Your booking sites Your social medias More to come soon…
  • 4. Position your booking engine on emerging channelsNew client usage are compelling you to adapt to it So Lo Mo +social +local +mobile 20
  • 4. Position your booking engine on emerging channelsDevelop direct bookings through Social Medias Facebook DirectClick Booking Engine Manager (more to come…)
  • 4. Position your booking engine on emerging channelsSocial media explosion Social media growth Internet users now spend more time on Facebook than on Google search… Facebook reached 1,000,000,000 users Google + reached 100,000,000 users
  • 4. Position your booking engine on emerging channelsGoogle Search becomes Social
  • 4. Position your booking engine on emerging channels The leading players integrate Social networks + TripAdvisor integrates Facebook: • Friend recommendations • Sharing opinions with friends on Facebook… • …opinions which are then passed on to Tripadvisor.comBooking.com:Secret Deals to bookfor Fans only!
  • 4. Position your booking engine on emerging channelsSocial = recommendation one of the 3 keys of online booking • TripAdvisor is the worldwide leading travel site • Opinions are integrated in all booking websites (eg: Description Reviews Booking.com) PriceDon’t leave the field to the big players!Your hotel can compete with them on the social medias. Here is how…
  • 4. Position your booking engine on emerging channels The viral strength of Social Booking 1 fan  130 friends* 1,260 fans  163 800 friends …informed for free. 26* Facebook statistics
  • 4. Position your booking engine on emerging channelsStart building a fan community of your own and transform them into ambassadors Recruit ambassadors – your fans – With Facebook, you can create a page for your hotel free of charge: a Fan page – By clicking on the Like button on your page, your fans: • Let their friends know that they “Like” your hotel • Register your hotel in their “interests” • Receive all the information you post on Facebook Encourage Social Booking by offering special treatment for your fans
  • 4. Position your booking engine on emerging channelsTurn your Facebook page into a social booking network What is Social Booking?  When booking is Fan rate recommended by a friend via for fans a social network. only To encourage Social Booking recommendation:  Allow your fans and their friends to book directly via your Fan page  Give them a special, privileged offer The Availpro engine is directly integrated into your Facebook page
  • 4. Position your booking engine on emerging channelsPlace your direct booking engine on TripAdvisor and trivago Your booking engine appears under the “Official website” name with a click on Show Prices Your direct hotel booking engine is highlighted in the “View Deal” section.
  • 4. Position your booking engine on emerging channels Place your direct booking engine on TripAdvisor and trivago• Qualified visitors guaranteed!• Visitors can directly book onyour booking engine• No distributor commission feebut based on a Pay Per Click model.With a Comprehensive Report 30
  • So Lo Mo+social +local +mobile
  • 4. Position your booking engine on emerging channelsMobile penetration The first internet terminal will be mobile More smartphone & tablet internet users than on computer in 2014 Morgan Stanley study Forecasted before the introduction of the iPad… 32
  • 4. Position your booking engine on emerging channelsAgain, the big players are there… iPad appDistributors adapt…Website Mobile app Mobile site
  • 4. Position your booking engine on emerging channelsHoteliers also adapt!The Hotel La Belle Juliette **** exampleWebsite Mobile site Mobile app
  • 4. Position your booking engine on emerging channelsWhat is the impact on the Distribution? Smaller screens Tactile interface Offers need to Weaker connections be simplified Less time for mobile situations The simplification of offers is becoming a trend in all environments
  • 4. Position your booking engine on emerging channelsEnter the mobile universe with Availpro The Availpro Mobile booking engine: • An interface designed for tactile screens • A simplified offer and process • An iPhone, Android, Windows Phone, Blackberry compatibility • And also: – Personalized design – Available in 14 languages – Online payment – Complete integration to Availpro
  • So Lo Mo+social +local +mobile 37
  • 4. Position your booking engine on emerging channelsYour hotel has a local page on many sites (even if you don’t know it) Google Local in Google Maps, Google Search and now Google+ Facebook Places Yelp: now, on iPhone Maps Etc. 38
  • 4. Position your booking engine on emerging channelsGoogle local becomes more important with their integration in Google+ Local Pages are now included in Google+ You can merge your Google Local page with your Google+ Page (postcard verification).
  • 4. Position your booking engine on emerging channelsImprove the local pages of your hotel! • An updated website address • An unchanged telephone number • On Google+ Local • An accurate localization • On Facebook Places • Any additional information And if you have time… ;) that can be added! A Direct link to your website and your Web & Mobile Booking Engines
  • Once your presence on each direct channelsensured, you need to develop the traffic on it…
  • 5. Drag more qualified and direct visitors to your siteBillboard effect and marketing activitiesSearch engine Search engine Marketing Billboard effect optimization marketing activities Done Done Te be done Te be done Web Facebook Mobile sites
  • 5. Drag more qualified and direct visitors to your siteBillboard effect: expose your offer everywhere Your websites Your Internet distributors Your social mediasBy presenting their offer on distribution sites, hoteliers can increase their directWeb booking by 7.5% to 14.1% (Center for Hospitality Research, Cornell U. study)
  • 5. Drag more qualified and direct visitors to your site Marketing activities• Flyers• Brochures• Special offers• Emailings• QR Codes… are still valid actions !Integrate the Availpro booking buttonin all your online activities when possible.
  • Availpro simplifies the life of hoteliers Your hotel website 4 single….119 € 2 double….149 € 1 suite….179 € 45
  • A single interface to manage your ENTIRE distribution Homepage Rate plans and sales conditions Price and availability planning Statistics 46
  • Thank you for your attention! ... Any questions or comments?We are available for you after the conference Jennifer Frederiksen Directrice des ventes jfrederiksen@availpro.com 01 58 62 58 15