Availpro - SoLoMo new distribution trends

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Internet encounters several revolutions nowadays which has an impact on hotels distribution
- The web is becoming more SOcial

- The diversity of search tools (web, tablets and smarrtphones introduces a new LOcal dimension to the search

- The boom of the smartphone / mobile search redefines the way the distribution needs to present their offer (conversion funnel, offer…)



Independent hotels cannot avoid those massive changes. It’s a new opportunity for them to build a stronger brand awareness and take advantage oOf the new possibilities which arise.

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Availpro - SoLoMo new distribution trends

  1. 1. So Lo MoNew distribution trendsLondon, Independent Hotel 12Antoine Buhl, CTO Availpro
  2. 2. 3 major internet trends are changing the way people search and book hotels: So Lo Mo +social +local +mobile = New direct booking opportunities for your hotel 2
  3. 3. So Lo Mo+social +local +mobile 3
  4. 4. Social media growth Internet users now spend more time on Facebook than on Google search… Facebook reached 1,000,000,000 users
  5. 5. Google+: The Social Network from Google • Same basic functionalities as Facebook • Integration of Google’s research tools • Integration to local pages • 100M users = You can create claim your hotel page on Google+ !
  6. 6. Google Search becomes Social
  7. 7. The leading players integrate social networks… Booking.com: Secret Deals for Fans only
  8. 8. Social = Recommendation,one of the three keys of online booking • TripAdvisor is the worldwide leading travel site Description Reviews • Opinions are integrated in all booking websites (eg: Booking.com) Price
  9. 9. … and social media is expanding allover the web + TripAdvisor integrates Facebook: • Friend recommendations • Sharing opinions with friends on Facebook… • …opinions which are then passed on to Tripadvisor.com
  10. 10. Develop direct bookings through Social MediaDirectClick Facebook Booking Engine(more to come…)
  11. 11. With Availpro DirectClick, get bookings directly from TripAdvisor Your bookingengine appears under the “Officialwebsite” name with a click on Show Prices
  12. 12. The Direct Click interface in Availpro
  13. 13. Availpro DirectClick• Your booking engine on TripAdvisor – And on several price comparison sites: Kelkoo and Trivago• Qualified visitors• Visitors can directly book on your booking engine• No distributor commission fee, but based on a Pay Per Click model.• With a Comprehensive Report 13
  14. 14. Develop direct bookings through Social MediaDirectClick Facebook Booking Engine(more to come…)
  15. 15. The viral strength of 1 fan  130 friends* 1,260 fans  163 800 friends …informed for free. 15* Facebook statistics
  16. 16. Increase recommendationswith a booking engine on Facebook Your fans are your hotels ambassadors, give them a preferential rate! 16
  17. 17. The Availpro Facebook Engine User must be a fan to access the fan rate  Reward your fans  Increase your fan base 17
  18. 18. Fan ratefor fans only 18
  19. 19. So +social =New opportunitiesfor direct bookings 19
  20. 20. So Lo Mo+social +local +mobile
  21. 21. « This is a revolution. » 21
  22. 22. The first internet terminal will bemobile More smartphone internet users than on computer in 2014 Morgan Stanley study Forecasted before the introduction of the iPad… 22
  23. 23. +200M A new terminal: tablets Number of tablets sold by all of the manufacturers* 60M 15M 0 « This is a revolution. » Yes, again. 2009 2010 2011 2014 A rapid evolution in the market due to very strong competition Apple, Samsung, Sony, HP, HTC, Microsoft*Source : IHS iSuppli - http://www.isuppli.com
  24. 24. Mo What consequences for the+mobile hospitality business? 24
  25. 25. Distributors adapt… The Booking.com example iPad appWebsite Mobile app Mobile site
  26. 26. …Hoteliers also adapt! The hotel La Belle Juliette **** exampleWebsite Mobile site Mobile app
  27. 27. Impact on 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
  28. 28. Enter the mobile universe The Availpro Mobile booking engine: • A 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
  29. 29. So Lo Mo+social +local +mobile 29
  30. 30. Your hotel has a local page on many sites(even if you do not know it…) Google Local in Google Maps, Google Search and now Google+ Facebook Places Yelp: now, on iPhone Maps Etc. 30
  31. 31. Google+ Local : Your local page isbecoming increasingly important! A Google Local page exists for your hotel. Even if you have done nothing… An overview is displayed in Google Search when the keywords are the name of the hotel.
  32. 32. Your Google Local page is now Social Local Pages are now included in Google+ You can merge your Google Local page with your Google+ Page (postcard verification).
  33. 33. Local is mobile and social Google+ Local App for Smartphone • Hotels near me • With ratings from other users… • …and from my friends on Google+ 33
  34. 34. = Improve 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
  35. 35. The evolution of distribution So Lo Mo +social +local +mobile new direct booking opportunities
  36. 36. What can do for you Availpro provides you with the most advanced products for these new business opportunitiesThose hotels already trust us and many more… 36
  37. 37. Advanced solutions for all distribution channels
  38. 38. Want to know more about it?Meet us after this conference or Visit us on our stand: IH56
  39. 39. Thank you for your attention! www.facebook.com/availpro + Jennifer Frederiksen Directrice des ventes jfrederiksen@availpro.com 01 58 62 58 15
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