Ireland.com

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Kieran Harte discusses the new travel section of Ireland.com at the Hotel Website Marketing Conference. www.hotelwebsitemarketing.com/blog

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  • Inspired user “I booked because it made my holiday instantly real”
  • Ireland.com

    1. 1. You are here Hotel Website Marketing Conference Nov ‘09
    2. 2. Quick Numbers <ul><li>Over 500,000 Monthly Unique Visitors </li></ul><ul><li>Internationally </li></ul><ul><li>Domestically </li></ul>
    3. 3. Partners We bring together the country’s biggest providers of tourism, entertainment and local business listings; Our aim is to enable our users to stay up to date with what’s happening in Ireland and to help them organise their leisure time
    4. 4. What we’ve learnt <ul><li>Our hotel bookers usually follow two distinct journeys; </li></ul><ul><li>Committed </li></ul><ul><ul><li>- users are there to book accommodation and use the site to compare location, price and facilities </li></ul></ul><ul><li>Inspired </li></ul><ul><ul><li>- users are searching for information on events / festivals / activities and proceed to book a hotel when prompted with an “appealing and easy” option </li></ul></ul>
    5. 5. Focusing on inspiring <ul><li>As a media publisher – content is our advantage and somewhere we can add value to the chain </li></ul><ul><li>There is a perceived gap for the domestic audience in being made aware of the more niche events around the country </li></ul>
    6. 6. Integrating Inspiration & Action <ul><li>We are prompting users with offers and pre-empting the location of our hotel options via technology </li></ul><ul><li>This improved our conversion to sale 5 fold on these pages </li></ul>
    7. 7. Integrating Inspiration & Action <ul><li>Incorporate our hotels into the maps of the event to promote awareness and consideration </li></ul>
    8. 8. Integrating Inspiration & Action <ul><li>We are using competitions to drive inspiration </li></ul><ul><li>Bookings are on average 20% up when we have a hotel competition running </li></ul>
    9. 9. Our 2010 Plans <ul><li>Give the country a platform to list their own events (for free) </li></ul><ul><li>Utilise this platform to promote events happening within your hotels and in the local community </li></ul>
    10. 10. 2010 Plans <ul><li>Create feeds of local entertainment and event listings for hotels to use within their own websites (for free) </li></ul><ul><li>Include as a widget on your site or have your own “Local Events” page </li></ul><ul><li>We are looking for partners to trial this in early 2010 </li></ul>
    11. 11. Our 2010 Plans <ul><li>Promote an event guide both offline and online </li></ul><ul><li>integrated ticketing, transport & accommodation data online </li></ul>
    12. 12. <ul><li>Kieran Harte – ireland.com </li></ul><ul><li>Commercial Operations Director </li></ul><ul><li>m) +353 8604 76112 </li></ul><ul><li>e) [email_address] </li></ul>Contacts & Enquiries

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