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www.hebsdigital.com

Webinar: The Smart Hotelier’s Guide to 2014
DIGITAL MARKETING BUDGETING
Your Presenters:
Mariana Mech...
Today’s Agenda

1.
2.
3.
4.

Lingering Concerns from 2013
Game Changing Trends Affecting Budgets
The Three Main Components...
Your Presenters

Mariana Safer

SVP Marketing
,

Margaret
Mastrogiacomo

Director, Creative Strategy

Sara O‟Brien
www.heb...
What‟s the good news?

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Hospitality is Gaining Momentum
Heading into 2014

Demand:
Supply:
Occupancy:
ADR:
RevPAR:

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3.3%
1.0%...
LINGERING CONCERN
#1: Underspending

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Concern #1: Hoteliers
Underspending on Digital Marketing

28%
42%

Percentage of Roomnightsbooked that come

7.1%
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How much should hoteliers be spending?
HeBS Digital takes into account hotel size, ADR and average occupancy rate.

3
2
1
...
LINGERING CONCERN
#2: OTA & Brand Dependence

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Independent Hotels:
Overly Dependent on OTAs
38.7% of room nights for the
major hotel brands came from
the Internet in 201...
Brands – Good Job
•
•
•

National/global level
Corporate travel
Fortune 500 corporate meetings

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Brand...
GAME-CHANGING TREND:
The Three Screens

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The Three Screens are a Reality
Consumers use each device differently to research and book travel.

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The Three Screens: Distinctive Devices
Hotel searches: +24% in 2013

By device category:
Desktop: -4%

Mobile: +68%

Table...
Devices: Traffic And Bookings
Visits

Bookings
Mobile
18%

Mobile Tablet
3%
9%
Tablet
13%

Desktop
69%

HeBS Digital
Portf...
Shift To Mobile & Tablet: Implications
In Q1 & Q2 of 2013, mobile + tablet generated:

32%

Of website visitors

38%

Of p...
Here’s Why There Aren’t Many Mobile Bookings
7 out of 10 mobile bookings happen via the voice channel.
Smartphone owners t...
Cross-Device User Behavior

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Key Takeaways

1
2

Use analytics to determine channel
contribution

3

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Treat desktop, mobile and tab...
GAME-CHANGING TREND:
Meta Search Marketing

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Meta Search Marketing
Convergence of hotel online distribution + online advertising

Requires:
Real-time hotel inventory a...
Meta Search Marketing
Why is Meta Search a must-have for hoteliers?

1

Part of efforts to shift bookings to the direct
on...
Meta Search Marketing: Key Players
Google Hotel Finder (HPA)
TripAdvisor Meta Search

Kayak.com
Trivago.com (Europe)
Wego....
STRUCTURING THE
2014 BUDGET

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2014: The Plan
Digital
Assets, Consulting &
Operations

Keeping your digital marketing assets up to date
(Website, CMS, Te...
Breaking Down the Budget
Here is a quick snapshot on how to allocate the budget.

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Digital
Assets, Consulting &
Operations
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Improve your Presence on the Three Screens

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15-25%
CMS that Functions as the
Nucleus of your digital marketing.

4

Does your CMS:

3
2
1

Give you full control
over your we...
Account Management, Strategy & Consulting
Every hotelier needs a partner in their digital marketing efforts.

How can you ...
Reservation Conversion Boosting Apps
RESERVATION
RECOVERY
a reservation reminder for those
not ready to book

RESERVATION
...
Only 5% of initiated
bookings are completed.

Reservation
Conversion Boosting
Apps
Capture customer and booking
details, s...
Reservation Boosting App: Smart Rate Promos
Display real-time rates and boost bookings.

Display rates in real time and in...
Cloud Hosting
boost site conversions and improve search
engine rankings that are increasingly
dependent on fast download s...
Analytics & Campaign Tracking
BEWAREOF FREE TOOLS!

Tracking every dollar spent, as well as visitor behavior on your websi...
Call Analytics
Measure Offline Conversions

Up to a third…
of additional hotel revenue from phone calls each month was
a t...
Core Digital Marketing
Campaigns: Proven ROI

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Core Marketing: SEO
Keep content fresh and work in tandem with SEM to produce high quality scores.

Maintain high SERP pla...
SEO: Create Quality, Engaging Content
Comply with Google Panda guidelines, increase total number of indexed
pages, highlig...
Optimize for Local Search
Claim and optimize local listing profiles, standardize property information across the
Internet,...
Perform an SEO Health Check

Bring SEO practices up to date and ensure content complies with Panda updates.

Download Spee...
Inbound Linking: Penguin
Evaluate your link profile, remove harmful links, and avoid algorithm
penalties.

Evaluate your l...
Quality Inbound Linking & Citation Strategy
Increase page rank, avoid algorithm penalties, and remove potentially harmful ...
SEO: Case Study
Gain deep competitive insight, real-time performance monitoring, historic data to
identify trends, and tra...
Core Marketing: SEM
Increase bookings and revenue from the Search Engine Results Pages (SERPs).

There‟s a reason such a b...
International SEM
Reach an international audience & bring users to a landing page in their native
language.

Tap into a ne...
SEM: Case Study

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Meta Search Marketing: TripAdvisor
Steal share away from OTAs, drive highly qualified traffic to site, encourage direct
bo...
TripAdvisor Meta Search Case Study

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8-10%
Meta Search: Google Hotel Finder (HPA)
Appears within:

1

Google Maps

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2

Google Hotel
Finder Beta

...
Google Hotel Finder Meta Search Case Study

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8-10%
Email Marketing
Send deals, promotions, and specials, build a brand identity, cultivate brand
loyalty, and improve user ex...
Idea: Thank You Emailers
Engage email subscribers, capture potential guests, increase direct bookings, and
increase ancill...
Case Study on Email
Marketing

New York Palace
Renovations

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Online Media & Retargeting
Reach millions of websites and retarget to users who visited your website.

Move users through ...
Online Media: TripAdvisor Business Listing
Connect with the world’s largest travel community, direct users to site, promot...
Social Media & Reputation Management
Manage online reputation, analyze data, increase guest satisfaction, monitor
performa...
Business-Needs Driven
Multichannel Campaigns

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Multi-channel Campaigns

Multichannel marketing campaigns promote one consistent marketing message and
strategy across mul...
Multi-Channel Campaigns
The whole is greater than the sum of its parts.

Building robust multi-channel campaigns that reac...
Who.
First we determine the target customer segment and deep
dive into their online behavior. We also develop a
comprehens...
Target Customer Segment
This hotel in Chicago will target local affluent leisure travelers
who are looking for a unique ex...
Functional benefit: I like that I can get a lot of
work done with the complimentary Wi-Fi and
smaller breakout rooms.

Emo...
What.
Next we have a collaborative brainstorm to determine
campaign messaging and themes that will resound with the
target...
When.
Finally, based on hotel seasonality and website insights, we
determine the best time to launch the campaign to
accom...
Campaign Plan

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Case Study Examples

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Multichannel Campaigns
Case Study: Daylight Savings

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Multichannel Campaigns
Case Study: The Black Friday Travel Sale

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Breaking Down the Budget
Here is a quick snapshot on how to allocate the budget.

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uestions?
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HeBS Digital's Smart Hoteliers Guide to Budgeting for 2014

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Next year’s digital marketing budget should take a holistic approach which covers all of your technology and strategy planning needs, the fundamentals that will continuously drive bookings on your website and achieve high ROIs, and fulfills the concrete business goals you need to achieve throughout the year.

HeBS Digital's webinar guides hoteliers through how to structure their 2014 digital marketing budget, as well as:

• Game-changing trends that will shape hospitality digital marketing in 2014
• Lingering concerns that will continue to affect our industry next year
• How much hoteliers should be spending on digital marketing
• Recommendations on what percentage of the budget should be spent for each marketing initiative
• Case studies to support budgeting recommendations

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  • Hello and welcome to our webinar: The Smart Hotelier’s Guide to 2014 Marketing Budgeting. Many of you are in the midst of or about to start budget planning. Our intention with this webinar is to walk you through important hospitality digital marketing trends as well as really take the guesswork out of your digital budget planning strategy.
  • Today we will be covering:
  • Our presenters are: Mariana Mechoso Safer, who oversees all HeBS advertising, marketing and public relations. She also heads our HeBS Digital Las Vegas office. She will be covering how to structure the budget and those core initiatives that must be included.Margaret Mastrogiacomo, Director of Creative Strategy, who drives multi-channel creative strategies that are engaging and ROI centric. She will be covering multi-channel business-need driven campaigns.Sara O’Brien, Marketing Manager, who works with Mariana in the Marketing Department to manage HeBS advertising, marketing and public relations. I will be covering the lingering concerns from 2013 and the game changing trends affecting budgets.
  • Before we dive into the agenda we did want to first state – what’s the good news?!
  • 2014 is expected to be another great year in hospitality. All the key indicators are up: Demand is up by 3.3%. Supply, Occupancy, ADR and RevPar are also all on the rise.
  • There are a couple of lingering concerns. One of which is underspending.
  • In 2013, hotels and resorts in the U.S. were projected to spend only 28 percent of their marketing dollars on digital advertising, even though 42% of room nights are coming from online bookings. Hoteliers many times depend on offline advertising and possibly are relying on momentum from the past with a lack of understanding that consumers have truly migrated to the online, mobile and social channels.
  • To give you a guide for digital marketing spend, we recommend that our clients allocate at least 50% of their overall marketing budget to their digital marketing budget. And 4 – 7 % of the total room revenue should be spent on sales and marketing.
  • The second lingering concern is dependency on the OTAs and the Brands
  • Here you can see the difference between a major brand and an independent hotel in terms of percentage of bookings that come from the OTAs. The major brands receive 68% direct bookings on brand.com while an independent hotel only receives 24%, with a staggering 76% of bookings from the OTAs. This really paints the picture that independent hotels desperately need to work on their strategy to shift share from the OTAs to the hotel website.
  • While independent hotels are dependent on the OTAs, branded hotels are dependent on the brands. Branded hotels should never assume that all their digital marketing is covered by the brand! Brands do provide value in certain areas of marketing such as national level advertising and large corporate meetings. However, the brand does not have the bandwidth to cover the marketing for the property-level local and niche initiatives. So the onus falls on the property for leisure travel marketing.
  • One of the game-changing trends that affects budgets are the three screens.
  • People use desktop, tablets and mobile devices differently while researching and booking travel.
  • As you can see, hotel searches from tablets have skyrocketed on google. Mobile has increased significantly and desktop is on the decline.
  • Across our portfolio, these are the percentages of visits and bookings from the three devices. 31% of visits and 12% of bookings are generated from non-desktop devices. In addition, tablets generate 360% more room nights and 670% more revenue than pure mobile devices. These numbers are continuing to increase every quarter.
  • In the first half of 2013, mobile and tablet generated 32% of website visitors, 38% of page views and 12% of bookings. These numbers all increased since 2012. The immediate implications for hoteliers are that they must boost their presence on the three screens. Year-over-year web analytics no longer paint the full picture, and must be reviewed in conjunction with other data sources. And hoteliers should install call analytics since the majority of mobile bookings come from the voice channel.
  • Why exactly aren’t there many mobile bookings? 7 our of 10 bookings do happen via the voice channel. Other factors include the mobile site loading too slowly, some believe that the sites have complicated search and selection, poor navigation is often at fault and many are less likely to book if the site isn’t optimized for mobile.
  • Consumers don’t just use one device – they use different devices at different times. Here we see 65% started their research on a smartphone, 60% continued on a PC maybe during the day while at work and 4% continued on a tablet perhaps later at night while lounging at home. There’s a really good chance someone will visit your site on all three devices in on day. That’s why it’s very important to project the best experience on each channel.
  • The key takeaways from the three screens trends are to treat each device as separate channels, use analytics to determine channel contribution such as the voice channel for mobile, and integrate all three in your multi-channel marketing strategy, which we will cover in more detail later.
  • The next game changing trend is meta search marketing.
  • Meta search marketing is an advertising model that displays rate and availability alongside OTAs on travel sites such as TripAdvisor and Google Hotel Finder. It utilizes a cost per click format where the advertiser pays when someone clicks on their listing and is taken deep into the booking engine. It requires daily spend and bid management, reaction to what other advertisers are doing, monitoring of budget spend and of rate parity, which is many times abused by the OTAs.
  • Why is it a must have for hoteliers? It is an effective way to shift bookings to the hotel website. It is an online media type of model, not an OTA. It actually levels the playing field with the OTAs since you can display your rates alongside them. It also makes travel research easy and convenient for consumers since they are able to do 360 degree research planning and booking all in one place. This isn’t just a set and forget initiative. Daily bid and campaign management is needed to make meta search marketing really work and rank the best.
  • The key players in meta search are ….
  • Thank you Sara. It’s now time to get into the recommended structure of your 2014 digital marketing budget. The plan we are going to present today takes a very holistic approach that covers all of your digital marketing bases.
  • This approach involves dividing your budget into three sections which we will go over in detail during this webinar, starting with Digital Assets, Consulting & Operations or, essentially, the foundation of your budget. This foundation includes keeping your website up to date with the latest technology, boosting your three screen presence (desktop, mobile, tablet),  content management system (CMS) technology upgrades, conversion boosting applications, consulting, analytics and hosting. The second part of the budget, labeled the “Core Digital Marketing Campaigns,” covers initiatives proven to drive those high revenues – or what I like to call the “no brainers.” Things like SEO, SEM, email marketing and meta search.Last but not least is the Business-Need Driven Multichannel Marketing section. This section is based on your property’s concrete business needs and takes into account factors such as seasonality, area events, or customer segment need areas (such as reaching out to meeting or group planners). Multichannel marketing campaigns can then be planned to achieve set revenue or lead goals. This section is best explained through examples, which Margaret will cover towards the end of the webinar.
  • Here’s a quick snapshot on how we recommend breaking down next year’s Budget, by line item. You’ll see the highest percentages of the budget should go to Web Design & CMS technology as well as paid search. Also up there in percentage spend are the business-needs campaigns. We don’t expect you to furiously write down these numbers though, each slide for each section will note the percentage we recommend, and yes – we will be sending this PPT to all attendees.
  • Let’s focus now on the Digital Assets, Consulting & Operations portion of the budget – or in other words, the foundation of your strategy.
  • Number 1 - Improving your Presence on the Three Screens. A dated website could be measured in hundreds of thousands of dollars (or more, depending on your brand) of missed revenue a year. Going cheap when re-designing your website will damage your bottom line and the hotel website needs to be considered an investment, not just a cost. If your website is over 18 months old, there is a good chance it’s not utilizing the latest trends in artistry, functionality or technology and you need to focus on improving the user experience from top to bottom.Not to mention, it’s becoming more and more important to cater to your website visitors on the device they are using – and as Sara mentioned, with the increase in multi-device behavior in the span of one day someone may visit your website multiple times a day using several devices. This makes it even more important that you are accommodating user behavior on the desktop, mobile and tablet. If you are just resizing your screen to fit the device, you’re going to see lower conversions, especially from mobile because you are essentially ignoring the way people plan and book travel on each device. What do desktop users want? They have the time, they want access to as much information as possible and they place high value on visual galleries. Make sure you are putting your best foot forward with your photos and videos, and aim for 25-50 pages of content per property and another 50-100 pages of specials and packages as well as events. Mobile users- these people need to find information fast. They are on the go, and coupled with the fact that 85% of reservations made on a mobile device are for the same day or the next day, many of these bookings are last minute. You’ll want to provide slimmed-down content, accommodate for the touch screen nature of the device with touch screen friendly navigation and click to call property reservation number, and have certain pages easily accessible at the top of the screen – like maps & directions, Book Now and Contact Us. Tablets are used in similar ways as the desktop in that people are researching and booking on tablets, however there is a critical difference and that’s the fact that people on tablets navigate a website through touch andswiping. You’ll want to present the same amount of content as the desktop site yet with touch screen drop down navigation menus, full screen booking engine process, swipe-able photography and swipe-able promotional tiles on the home page.
  • Then there is your CMS. How are you going to keep your website consistently updated with fresh content and photography as well as present that customized experience on the desktop, mobile and tablet? Your CMS should allow you – at no extra cost to you – to build new pages, change photos, change all copy, promotional tiles, and even push specials out to your social media profiles. Technology available today allows for a hotel to manage all website content in one place, yet still provide a customized user experience for each device. This technology, Responsive Design on Server Side (RESS), does all the work for the hotelier, meaning youdon’t have to manage three different websites.
  • Next – Account Management, Strategy & Consulting.Something we know hoteliers don’t have alot of is time. They are pulled in a million directions every day and no matter what your role is, you often wear many hats at your job. The last thing we expect most of you to be able to do is constantly keep up with every happening in the hotel digital marketing world. It is well worth the investment to find a partner that can not just keep you up to date on industry happenings, this partner can actually lead the process in strategizing how to drive bookings on your website, create your budget and then execute campaigns that will start and keep driving those revenues. Once launched these campaigns cannot function on auto-pilot, they need to be continuously reviewed and optimized. It’s a lot of work, yet someone has to do it.
  • Next up is Reservation Conversion Boosting applications. These are a great example of technology really working for you – considering that over 95% of people that come to your website to check rates will abandon the booking process, these types of initiatives drive some serious conversions for our clients. Here are three examples of how you can recover those abandoned bookings – and by the way they can all work together quite nicely.The first is reservation recovery: this is essentially a reservation reminder for those not ready to book. With this technology the website visitor can seta date for when a reminder email is delivered to them and this email can offer a special rate or incentive.Another example is a pop-under that only shows to those who close out of the reservation process before making a booking (you’ll see an example of that pop under on the screen here). The pop under can also offer a special rate or incentive – atHeBS Digital we call this the Reservation Abandonment program. Third is the “Welcome Back” recovery program: this program recognizes people upon their return to the website and serves them a welcome message along with a linkback to the point of abandonment, including the reservation process.
  • Here’s another reservation conversion boosting application along with a case study! This particular client utilized what we call the email recovery program. Every time someone starts to make a reservation, leaves their email address and then abandons, they are sent this email within the hour after abandoning. The email links right back to the reservation.In just 4 months, this luxury hotel brand recovered over $738,000 worth of revenue. These bookings may have easily been lost to an OTA, or to a competitor. We also have several single property clients that have recovered $5,000, $7,000 and more in one month from these applications.
  • The last reservation boosting app we are going to talk about today helps keep the person on the hotel website and pull the trigger on that booking. This one is called the Smart Rate Promos. This functionality can be implemented on the hotel desktop site and/or the mobile website, and it works. By pulling the real time rates and availability from the booking engine, this promotional tile can feature the rate for a need period (such as the weekend as shown in the screenshot to the left), or for tonight’s rate as we would recommend on a mobile device since so many of those bookings are last minute. We think the results speak for themselves as you can see here.
  • Website hosting is the last thing marketers want to think about sometimes however it’s important to choose a hosting solution that is reliable and also offers quick download speeds. We’ll talk a little bit more later on how those download speeds affect SEO. Today, cloud hosting is the best option. It offers those quick download speeds, unlimited disk space so you can add all of those photos and videos which are so valuable for driving conversions, and it’s extremely reliable so you don’t need to worry about your website going down. Also nice to note and music to every hotelier’s ear, it’s inexpensive.
  • In this day and age there is no excuse not to be measuring the success of every dollar you spend online. A good analytics tool will let you make quick decisions on a campaign – such as tweaking marketing messages, pausing the campaign or adding more dollars to it.Your analytics can also help you really justify an important investment. Say you see a high percentage of your website visitors are coming from tablets, yet conversions should be much higher. You’ll be able to use those numbers to justify adding a tablet website to your budget.
  • You can go a step further and install call analytics – it’s not expensive and with over 15 percent of website visitors utilizing the mobile channel, call analytics is a must for any hotelier. call analytics will really give you that 360 degree view of your digital marketing campaigns. Most importantly, call analytics also help ensure you aren’t underestimating the performance of your online campaigns and cancelling or lowering the budget on initiatives that are driving revenues via your voice channel.
  • Now that you have the foundation of your website marketing strategy covered, let’s move on to the core digital marketing campaigns.This section of the budget is comprised of those initiatives which MUST make it into your budget, if you want to stay competitive and have a successful 2014.
  • SEO. The difference between appearing on the first and second page can add up to thousands of dollars in bookings and RFP submissions. Sites appearing on the first page of Google search results receive over 91% of traffic and this drops to just 4.8% for page two. I don’t even want to talk about what happens on page three and beyond.SEO is not a static science – the search engine results are constantly in flux because of Google’s ongoing adjustments to the layout and algorithm. To make matters more complicated, if your organic revenues are really suffering you can’t always make it all up with paid advertising – which is why even though SEO is technically ‘free’ you will want to get help with keeping your site optimized (that is unless you want to spend about 20 hours a month on keeping up with this stuff, not to mention reading what seems like a gazillion articles a day on the topic, many of which contradict each other).On average, HeBS Digital clients see about 32% of their bookings coming through organic search. Now let’s talk about some SEO fundamentals you will want to put in your budget.
  • 1. Creating engaging content. We’ve heard the complaint before that creating quality content is hard for a hotel, that hotels have nothing to consistently write about – this is not true! Travel is a subject that is fun to write and read about. It’s worth the effort here – Google and the search engines in general really value consistent, new and quality content. And it gives people a reason to keep coming back to your website. There are so many things you can write about:What’s going on near your hotel, at your hotel if you have a restaurant, spa, on site activities, you can write out suggested itineraries for the day – people love that type of content. Even a business traveler can benefit from new content – such as events going on near the hotel that may affect their schedule. A blog is one of the easiest ways to keep your site updated. Every post doesn’t have to be long, a paragraph or two, along with an image if you can add one, is all you need.
  • 2. Optimize for Local Search. This is definitely one of those initiatives, that while time consuming, really pays off. Have you seen your search engine results lately? Check out how much room the new Carousel is taking up – that along with paid search and then local search listings below that, and there is barely any space for those regular organic results on the first page sometimes. 24 -28 percent of search volume has “local intent” across the three major search engines, so make sure to optimize your local search profiles on Google, Yahoo, Bing, the main data providers, and the localbusiness directories. . Since the search engines will often pull data from these types of data providers, it’s important that all profiles are standardized. The bad news? There is no tool for managing a mass of local listings; Hilton still does this manually with a team of 3, one dedicated to each search engine.If you don’t have optimized local listings then you are probably not making it on the first page of the search engine results for some of your highest revenue driving keywords. Once you claim the listings don’t stop there. Keep them updated with new content and photography.
  • Here is where we need to get a bit technical but this stuff is important too. How fast does your website download? Do you have an XML site map and canonical tabs? When is the last time you updated your Meta Data up to the latest search engine standards? If your answer is ‘I have absolutely no clue’, make sure to give those a good review now.
  • Inbound linking. Now, Penguins are not normally known as really mean animals, but this latest Google Penguin update had me questioning that…The Penguin update hurt a lot of websites, by basically saying that previously un-harmful links are now of low quality and no longer reputable. Yes, you already should not have been on link farms or spam sites, but there are many other sites which were passing the test before. Make sure you do a full audit of all of your incoming links, review their page rank and then disavow those bad eggs using Google Webmaster tools. While time consuming, it’s very worth the effort.
  • Once you’ve disavowed those bad links, make some effort to acquire high quality, relevant links. Claiming and optimizing your local search listings as we mentioned is one way to do this – you can also try reaching out to local bloggers, colleges and your local CVB. Those are the types of links that the Penguin loves.
  • It’s hard to prove that SEO efforts work, yet here is a case study where I think we’ve achieved that goal.We optimized a client’s website, after speaking with the property regarding their goals and reviewing the competitive insight we were able to acquire from a tool we use called BrightEdge. We integrated geo-targeted long tail keywords into the site’s SEO efforts, introducing them into the page titles, H1& H2 headers, and on-page copy. One major change in the geo-targeted keyword strategy that we made based off analytics and the client’s new direction was the shift in focus from “Murray Hill”keywords to “Flatiron” and “Madison Square Park” keywords (these are areas of NYC by the way for those that may not be familiar). We also created new pages to highlight specific features, such as hotel rooms with balconies, and bring in incremental revenue through long-tailkeywords.After doing all this in just 3 short months we saw organic revenue increase 228% Year over year, and we were able to attribute revenue to these long tail keywords we just reoptimized the site for.
  • Paid search is a core marketing campaign because it really works and its one of the highest revenue drivers available to you. As long as you are analyzing performance, optimizing your campaigns consistently, and keeping up with the latest advances in search, then this part of your budget will result in immediate bookings at a good ROAS.One question we often are asked is if search ads were paused, would clicks on organic results increase, and make up for the loss in paid traffic? Our friends at Google shared a very interesting study they did on this. They found that on average, the incremental ad clicks percentage across verticals is 89%. This means that a full 89% of the traffic generated by search ads is not replaced by organic clicks when ads are paused. This number was consistently high across verticals. The moral of the story here is that you can’t rely on organic search traffic to make up for paid search, even if you are ranking really high for certain keywords. That includes your brand name.
  • For some hotels, international markets drive a significant portion of traffic and revenues on the website. If that is the case for you, tap into these markets with SEM campaigns. Just don’t forget to lead them to translated landing pages and then of course a translated booking engine experience. Imagine what you would do if you clicked on an ad in English for a hotel in Greece and the landing page was in well, Greek.
  • The Proof in the numbers. Check out the high Return on ad spends for this independent hotel in New York City. This is the reason why 25-30% of your budget needs to go to paid search – because it works and because you need that type of budget spend to really generate these types of results.
  • Sara talked a bit about Meta Search already – I’ll quickly go through two meta search marketing initiatives we highly recommend make it into your budget. The first is TripAdvisor. TripAdvisor is the largest travel website in the world with over 62 million monthly visitors and over100 million reviews. Through their meta search program, properties are now able to competewith the OTAs like never before and provide direct booking options to thesite’s users on both the desktop and mobile versions.TripAdvisor meta search packages start at $500/month so this is a highly affordable initiative and drives some serious revenues.
  • Sara talked a bit about Meta Search already – I’ll quickly go through two meta search marketing initiatives we highly recommend make it into your budget. The first is TripAdvisor. TripAdvisor is the largest travel website in the world with over 62 million monthly visitors and over100 million reviews. Through their meta search program, properties are now able to competewith the OTAs like never before and provide direct booking options to thesite’s users on both the desktop and mobile versions.TripAdvisor meta search packages start at $500/month so this is a highly affordable initiative and drives some serious revenues.
  • The second is Google Hotel Finder. By participating in this program, your hotel rates will displaynext to the OTAs in Google’s Hotel Finder, Google Maps, andthe property’s Google+ Page. When a Google customerenters dates in your destination or for your particular hotel, youcan compete with the OTAs for the direct sale. Even more incentive to participate is that Google reportsthat participation in the Hotel Finder meta search program hasgenerated 3 times higher conversions than through a traditional lead from paid search.
  • Here’s a case study showing one single property’s results on Google Hotel Finder. After just one month, and a spend of only $80, this client made over $800 at an ROAS of over 1,000%.
  • Next up is email marketing. Email marketing is still cheap and it still really works. Some consider it old-fashioned, but we don’t care because we’ve seen the results month after month.Number 1- invest a small amount in an email template that looks like your website so your branding is consistent. Also remember this template must accommodate the three screens – according to eMarketer nearly one in three emails were viewed on mobile devices in Q1 of this year.We recommend not sending out more than 2 emails to your list in one month – unless you are doing very targeted emails or have a big and time-sensitive promotion running. Otherwise you risk over saturating your list and people opting out. Lastly, review the results for every email. Did this particular message seem to resonate more with your list? Do specific types of packages, say romantic vs. sports packages, drive more bookings? Does a certain day and time of day seem to drive higher conversions? Some emails are going to bomb but reviewing your analytics will help you make adjustments so that you are experiencing great ROIs from email marketing in general.
  • Easy to do yet easily forgotten are emails that thank people for signing up for your email list. This email can be set up to be triggered automatically when someone signs up to be on your email list. Why not reward them right away for signing up with a special offer? This can be an exclusive rate, or a room upgrade, or a free cocktail. This is a great opportunity to get a booking out of that email subscriber right away!
  • Proof is in the numbers again. Check out the results on this emailer sent out for the New York Palace, disusing their renovations. Yes, they have a great sized list (because they work hard at it), yet check out the amount of bookings from this one email. 358 bookings with an ROI of over 112,000 percent! This ROI is partly made possible by how cost efficient email marketing is to do.
  • With online Media & Retargeting. It used to be that online media buys could only be afforded by those hotels with major budgets but that’s not so any more. There are budget options with the Google Display Network and Adara that single properties can afford, and these options are also smarter for those companies that DO have those bigger budgets. These options are paying off for our clients – we are seeing between 15:1 to 25:1 ROI.Targeting options are also smarter now. These smarter targeting options, coupled with advertising options that reach millions of websites, move users through the conversion funnel. For instance, did you know that you can serve a banner to someone who has just booked a flight to the city your hotel is located in? Or that you can reach people that have visited your website in their Facebook Newsfeed? The focused targeting opportunities available mean that you can drive a significant amount of bookings through smart online media planning and campaign management – and finally at affordable prices.
  • We have been recommending you purchasing your TripAdvisor business listing for a long time, and this isn’t changing this year. Yet here’s an interesting fact. Based on our hotel clientportfolio, properties with BOTH the Meta Search Program and a Business Listing generated:• 66% more revenues compared to properties with ONLY Meta Search• 126% more revenues compared to properties with ONLY a Business ListingWe highly recommend combining the TripAdvisor Meta Search Program with a TripAdvisor Business Listing.
  • The last part of the core section of the budget is Social Media & reputation management. Whilesocial media is not a distribution channel – which means you can’t rely on it to drive major bookings - it is an engagement channel and a way to make your hotel stand out and bring out its personality. We recommend the management of social media channels – whether this means a social media coordinator on property and/or assistance from an outside digital marketing agency - needs to be part of the budget.Also something to budget for is protecting your reputation on social media channels and customer review sites. We highly recommend reputation-monitoring tools like Revinate and ReviewPro for the efficiencies they offer and monitoring the competitive set. These tools are so cost effective and they save precious time aggregating the data for you.
  • Multichannel marketing campaigns are the most effective way to address concrete business needs, increase reach, and boost bookings & revenue for a need period.We take the brand and property goals and brainstorm multichannel campaigns that utilize the right online channels effectively and, most importantly, promote one cohesive campaign message across these channels.
  • As Aristotle once said, “The whole is greater than the sum of its parts” and this rings true in building effective digital marketing campaigns. To begin building a successful multi-channel plan, it’s important to start by answering the 3 W’s: Who, What, and When. Answering “Who” helps us determine the target customer segment we are trying to reach. Answering the “What” helps us get to the core of the business need, what campaign message will resound with the target segment, and what channels will effectively reach this audience. Answering “When” helps us determine the best time to reach this target segment and answer the business need for greatest impact and ROI.
  • When determining the target customer segment it’s important to take a deep dive into the segment’s online behavior and develop a comprehensive profile of who the customer is, and their lifestyle traits so you can ensure campaigns tap into their passion points and resound with your audience.
  • Here is just a quick example of the criteria that is important to uncover when developing a persona of your key customer segment. You want to reveal insights such as age demographic, income, lifestyle traits, and where this segment primarily resides.
  • It’s also important to dive into the functional and emotional benefits this segment associates with your hotel. You want to ensure that your campaign messaging effectively reflects these benefits to really resonate with your audience.
  • Once you develop a comprehensive profile of who your customer is, you can begin brainstorming potential campaign themes and messaging that will resound with your target segment. You also want to determine the best marketing initiatives and channels to effectively reach and influence this audience.
  • Finally, when brainstorming your campaign, you always want to ensure that you determine the best timing and flight for the campaign to accomplish the campaign goal and answer the hotel’s business need most effectively.
  • Once you have answered the 3 “W’s” and brainstormed a comprehensive multi-channel campaign, it’s important to develop a campaign plan to determine overall campaign budget, how much you are allocating to each initiative, and the flight and timing of each initiative to show how they will work together across channels throughout the duration of the campaign.
  • To help showcase the effectiveness and powerful impact multi-channel campaigns can have on your bottom line, I’m going to walk through a couple multi-channel campaign case studies.
  • This luxury hotel brand promoted a “Cyber Monday” one-day sale offering up to 40% off hotel rooms and complimentary WiFi. The campaign included a custom landing page, SEM, Google Display Network Retargeting, TripAdvisor display campaign, TripAdvisor Special Offer and Announcement, social media posts, mobile SMS push, and eBlasts. The campaign theme was “Lose an Hour, Save a Bundle.” With the help of these initiatives, the campaign exceeded the pre-determined goals with an impressive $1,130,858 of revenue on day of sale which was about a 147% increase in year over year revenue.
  • A HeBS Digital multi-property client offers a brand-wide special every Black Friday to generate interest and stimulate bookings in what is traditionally the slowest booking period of the year. HeBS Digital built an interactive microsite to be the centerpiece of the Black Friday Travel Sale campaign. We helped the client reach consumers at multiple touch points with many fun and creative interactive features such as playable YouTube videos on the TV in the window, real-time social media feeds, and more. In the days leading up to the sale, we offered a limited-time special offer and contest to increase mobile and email opt-ins, as well as social media followers. The ROI for this campaign was 1,888% , with a 50% increase in year over year revenue. We are also proud to note that this interactive campaign was the winner of the prestigious Davey Award, which shows that creative multi-channel campaigns are not only an effective way of increasing revenue and answering business-needs, they are a great way to generate positive buzz and press around your brand as well.
  • Here’s a quick snapshot on how we recommend breaking down next year’s Budget, by line item. This chart is found in our article, The Smart Hotelier’s Guide to 2014 Digital Marketing Budget, as is the description of the three sections of the budget and what goes in to each.
  • And now we’ll open it up to questions. For those attendees that need to drop off, thank you so much for joining us today and we hope you found this helpful! We’ll be reading questions that come in aloud, so feel free to chat in your questions now!
  • Transcript of "HeBS Digital's Smart Hoteliers Guide to Budgeting for 2014"

    1. 1. www.hebsdigital.com Webinar: The Smart Hotelier’s Guide to 2014 DIGITAL MARKETING BUDGETING Your Presenters: Mariana Mechoso Safer, SVP Marketing Margaret Mastrogiacomo, Director Creative Strategy Sara O‟Brien, Marketing Manager
    2. 2. Today’s Agenda 1. 2. 3. 4. Lingering Concerns from 2013 Game Changing Trends Affecting Budgets The Three Main Components of the Budget Wrap Up & Questions www.hebsdigital.com
    3. 3. Your Presenters Mariana Safer SVP Marketing , Margaret Mastrogiacomo Director, Creative Strategy Sara O‟Brien www.hebsdigital.com Marketing Manager
    4. 4. What‟s the good news? www.hebsdigital.com
    5. 5. Hospitality is Gaining Momentum Heading into 2014 Demand: Supply: Occupancy: ADR: RevPAR: www.hebsdigital.com 3.3% 1.0% 2.2% 5.4% 7.7% (4.4% in New York City)
    6. 6. LINGERING CONCERN #1: Underspending www.hebsdigital.com
    7. 7. Concern #1: Hoteliers Underspending on Digital Marketing 28% 42% Percentage of Roomnightsbooked that come 7.1% www.hebsdigital.com Percentage of marketing dollars hoteliers projected to Percentage of total room revenue independents spend this year on digital. from the Internet. spending on marketing.
    8. 8. How much should hoteliers be spending? HeBS Digital takes into account hotel size, ADR and average occupancy rate. 3 2 1 Calculate total revenue. www.hebsdigital.com 4-7% of room revenue is spent on sales & marketing 50% of the marketing budget should be spent on digital.
    9. 9. LINGERING CONCERN #2: OTA & Brand Dependence www.hebsdigital.com
    10. 10. Independent Hotels: Overly Dependent on OTAs 38.7% of room nights for the major hotel brands came from the Internet in 2012 Competitor XX Pages (TC Feb 2013) Name: Independent Hotel Internet Bookings 0% Hotel Website 24% • Brand.com: 68% • OTAs: 32% OTAs 76% Competitor Name: 42% of room nights for independent hotels came from of Incoming XX the Internet Links • Hotel websites: 24% • OTAs: 76% www.hebsdigital.com True cost of OTA distribution: $2.5 billion in merchant commissions (STR)
    11. 11. Brands – Good Job • • • National/global level Corporate travel Fortune 500 corporate meetings www.hebsdigital.com Brands – Need Help • • • • • Local and state level Leisure travel Mid-size/smaller corporate meetings Social and special events SMERFs
    12. 12. GAME-CHANGING TREND: The Three Screens www.hebsdigital.com
    13. 13. The Three Screens are a Reality Consumers use each device differently to research and book travel. www.hebsdigital.com
    14. 14. The Three Screens: Distinctive Devices Hotel searches: +24% in 2013 By device category: Desktop: -4% Mobile: +68% Tablets: +180% www.hebsdigital.com
    15. 15. Devices: Traffic And Bookings Visits Bookings Mobile 18% Mobile Tablet 3% 9% Tablet 13% Desktop 69% HeBS Digital Portfolio Desktop 88% Fact: Tablets generate 360% more room nights and 670% more revenue than “pure” mobile devices www.hebsdigital.com
    16. 16. Shift To Mobile & Tablet: Implications In Q1 & Q2 of 2013, mobile + tablet generated: 32% Of website visitors 38% Of page views 12% Of trackable bookings Immediate Implications 17% in 2012 14% in 2012 6% in 2012 Competitor Name: XX Pages • Hoteliers must boost presence in all three screens (desktop, mobile, tablet) • Year-over-year web analytics are meaningless • Must install call analytics: majority of mobile bookings come via the voice channel www.hebsdigital.com
    17. 17. Here’s Why There Aren’t Many Mobile Bookings 7 out of 10 mobile bookings happen via the voice channel. Smartphone owners think: 60% Mobile travel sites slow to load. 36% Complicated search and selection. 30% Have poor navigation. 35% Of users are less likely to book if mobile site offers non-optimized experience. . (ResearchNow, April 2013) www.hebsdigital.com
    18. 18. Cross-Device User Behavior www.hebsdigital.com
    19. 19. Key Takeaways 1 2 Use analytics to determine channel contribution 3 www.hebsdigital.com Treat desktop, mobile and tablet as three separate channels Integrate all three channels in your multichannel marketing strategy
    20. 20. GAME-CHANGING TREND: Meta Search Marketing www.hebsdigital.com
    21. 21. Meta Search Marketing Convergence of hotel online distribution + online advertising Requires: Real-time hotel inventory availability + pricing Marketing campaign, budget and bid management by property www.hebsdigital.com
    22. 22. Meta Search Marketing Why is Meta Search a must-have for hoteliers? 1 Part of efforts to shift bookings to the direct online channel 2 Online media business model, not an OTA 3 Levels the playing field with the OTAs 4 Tremendous value proposition to travel consumers providing 360-degree hotel research, planning and booking www.hebsdigital.com Meta search marketing is not a distribution channel and is not a “set and forget” marketing initiative.
    23. 23. Meta Search Marketing: Key Players Google Hotel Finder (HPA) TripAdvisor Meta Search Kayak.com Trivago.com (Europe) Wego.com (Asia Pacific) Bing.com www.hebsdigital.com
    24. 24. STRUCTURING THE 2014 BUDGET www.hebsdigital.com
    25. 25. 2014: The Plan Digital Assets, Consulting & Operations Keeping your digital marketing assets up to date (Website, CMS, Technology, Consulting, Analytics, Hosting). Core Digital Marketing Campaigns Budget line items proven to work. Don‟t skimp here: SEO, SEM, Meta Search, and email marketing. Business-Need Driven Multichannel Marketing www.hebsdigital.com What are those key parts of the year that you need business? Slow summers? Long winters? Do you need weeknights when all you are getting is weekend? Plan ahead for those times with business need-driven campaigns.
    26. 26. Breaking Down the Budget Here is a quick snapshot on how to allocate the budget. www.hebsdigital.com
    27. 27. Digital Assets, Consulting & Operations www.hebsdigital.com
    28. 28. Improve your Presence on the Three Screens www.hebsdigital.com 15-25%
    29. 29. CMS that Functions as the Nucleus of your digital marketing. 4 Does your CMS: 3 2 1 Give you full control over your website (at no additional cost?) Push visual content to OTAs, GDS, IDS, Etc. Push to social media profiles on Facebook/Twitter, G+ Allow you to manage desktop, mobile and tablet content in one place? www.hebsdigital.com
    30. 30. Account Management, Strategy & Consulting Every hotelier needs a partner in their digital marketing efforts. How can you drive more direct bookings? It is important that the account manager understands the hotel‟s business and customer segment needs, and how to use digital marketing tools to execute and produce results This partner should be able to:  Strategize, create and propose the budget  Launch, manage and coordinate campaigns  Consult on customer acquisition & retention  Optimize campaigns & make recommendations  Share latest articles & industry trends. www.hebsdigital.com 9-11%
    31. 31. Reservation Conversion Boosting Apps RESERVATION RECOVERY a reservation reminder for those not ready to book RESERVATION ABANDONMENTPROGRAM pop-under for those who close out of the reservation process WELCOME BACK upon returning to the site, a welcome message and link can bring the visitor back to the point of abandonment Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy. 5-7% www.hebsdigital.com
    32. 32. Only 5% of initiated bookings are completed. Reservation Conversion Boosting Apps Capture customer and booking details, send emails with details, and recapture that booking. www.hebsdigital.com
    33. 33. Reservation Boosting App: Smart Rate Promos Display real-time rates and boost bookings. Display rates in real time and in tune with the typical booking window on a desktop website. Prominently displaying “Tonight‟s Rate” increases mobile and same-day bookings. In a mobile case study conducted over 2 weeks, we saw: 6,232 Click-throughs 6,302% www.hebsdigital.com ROAS $20,806 25/52 Revenue Bookings/Nights
    34. 34. Cloud Hosting boost site conversions and improve search engine rankings that are increasingly dependent on fast download speeds. 2-3% Unlimited disk space to host images/videos. Flexible bandwidth accommodates spikes in web traffic. 1 www.hebsdigital.com Faster download speeds by 2.5x3 times. 2 No interference from other sites – dedicated virtual server and IP address. 3
    35. 35. Analytics & Campaign Tracking BEWAREOF FREE TOOLS! Tracking every dollar spent, as well as visitor behavior on your website, will allow you to make quick tweaks to your online presence that result in higher revenues and a better user experience. 2-3% www.hebsdigital.com
    36. 36. Call Analytics Measure Offline Conversions Up to a third… of additional hotel revenue from phone calls each month was a the direct result of online marketing. Start with one unique 1-800 number. Then create as many additional numbers as you need for campaigns. Analyze:  Total number of phone calls  Total time spent on calls  Missed calls with recorded message  Geographic location of callers  Source of the marketing lead www.hebsdigital.com
    37. 37. Core Digital Marketing Campaigns: Proven ROI www.hebsdigital.com
    38. 38. Core Marketing: SEO Keep content fresh and work in tandem with SEM to produce high quality scores. Maintain high SERP placement. Search engine optimization is critical for maintaining high placement in search engines. Drive bookings and revenue. When properly executed, SEO brings in a high amount of qualified traffic that drives bookings and revenue. Bring relevant traffic to site. Target long-tail, geographically-relevant keywords to bring relevant traffic to the site. These users are more likely to make a reservation. 32% Of all booking revenue www.hebsdigital.com 8-10%
    39. 39. SEO: Create Quality, Engaging Content Comply with Google Panda guidelines, increase total number of indexed pages, highlight upcoming events, provide fresh editorial content. Create new content. content is crucial for good SEO performance. Search engines look for high-quality, relevant content that is useful to visitors. Constant content generation. The process never ends. Continuously create constant content that will please both users and search engines alike. Content ideas:  On-property happenings  Popular nearby events (for instance, sporting events) “New York wedding reception”  Blog – chef‟s blog, spa blog, golf blog, etc. Rose 80 positions  Itinerary ideas – family day, romantic escape, etc.. In 12 weeks “New York wedding locations” Manhattan www.hebsdigital.com Hotel with Wedding Venue In 4 weeks Rose 40 positions
    40. 40. Optimize for Local Search Claim and optimize local listing profiles, standardize property information across the Internet, and cover more SERP real estate. As local listings take a more prominent position on search engine results pages – such as Google Carousel – it is important to fully optimize local listing profiles. Local search continues to grow across the three screens, making it indispensable. 2 1 Claim listings on Google, Yahoo!, and Bing. Requires on-property verification. www.hebsdigital.com 3 Standardize information on main data providers. Search engines often pull information from data providers. Establish listings on local business directories. Develops a presence in prominent local business listings. Keep these updated!
    41. 41. Perform an SEO Health Check Bring SEO practices up to date and ensure content complies with Panda updates. Download Speeds Does your website download quickly? This factors into your SEO. XML Site Map & Canonical Tags Do they adhere to the latest best practices? Meta Data  Update once a year  Optimize website‟s top pages  Select new keywords based on existing analytics, current market data and keyword research www.hebsdigital.com
    42. 42. Inbound Linking: Penguin Evaluate your link profile, remove harmful links, and avoid algorithm penalties. Evaluate your link profile. As Google and other search engines are increasingly stringent with standards for inbound links, it is important to evaluate your link profile. Remove harmful links. Removing harmful links can help avoid penalties for having links on link farms, spam sites, or other sites that are no longer reputable. Do the following:  Audit your full link profile  Review existing links based on Page Rank and context  Disavow bad links through Google Webmaster Tools www.hebsdigital.com
    43. 43. Quality Inbound Linking & Citation Strategy Increase page rank, avoid algorithm penalties, and remove potentially harmful links. Off-page factors such as the quality of inbound links to the website are nearly as important as on-page optimizations. 1 Audit existing links Disavow in compliance with Google Penguin updates www.hebsdigital.com 2 Devise action plan for main data providers and reputable directories Feed information to local listing profiles 3 Reach out to local bloggers, colleges, CVBs, etc. Long-term plan to acquire more local links
    44. 44. SEO: Case Study Gain deep competitive insight, real-time performance monitoring, historic data to identify trends, and track SERP performance, inbound links, and other pages. www.hebsdigital.com
    45. 45. Core Marketing: SEM Increase bookings and revenue from the Search Engine Results Pages (SERPs). There‟s a reason such a big portion of the budget goes to SEM… SEM is a great way to increase market share within the SERP and allows us to deliver a concise marketing message to a highly relevant marketing segment with measurable results. All screenshots should have a dark gray 3 point border. Optimize and measure campaigns. Measure how users interact with the site based on the keywords that brought them. Optimize in real time based on actual results. Boutique Hotel Oregon Wine Country www.hebsdigital.com 2300% ROAS 25-30%
    46. 46. International SEM Reach an international audience & bring users to a landing page in their native language. Tap into a new market. Reach customers in different countries based on business needs and goals for your SEM campaigns. Don‟t forget to:  Translate landing pages  Booking engine must also be translated New York Luxury Hotel Portuguese campaigns targeting Brazil www.hebsdigital.com 3600% ROAS
    47. 47. SEM: Case Study www.hebsdigital.com
    48. 48. Meta Search Marketing: TripAdvisor Steal share away from OTAs, drive highly qualified traffic to site, encourage direct bookings, and display real-time rates. Level the playing field with the OTAs by providing TripAdvisor users with a direct booking option to the hotel. From October 2012 – May 2013, a Boston hotel saw a 1554% ROAS from this initiative. 2 3 Increase direct booking opportunities Option to include direct links to website with „Hotel Amenities‟ and „Professional Photos‟ links User chooses hotel website User clicks on the property‟s logo and is directed to the property‟s booking engine 1 Display real-time rates User will choose dates and rates/availability will update automatically www.hebsdigital.com 8-10%
    49. 49. TripAdvisor Meta Search Case Study www.hebsdigital.com 8-10%
    50. 50. Meta Search: Google Hotel Finder (HPA) Appears within: 1 Google Maps www.hebsdigital.com 2 Google Hotel Finder Beta 3 Google Search Results Pages
    51. 51. Google Hotel Finder Meta Search Case Study www.hebsdigital.com 8-10%
    52. 52. Email Marketing Send deals, promotions, and specials, build a brand identity, cultivate brand loyalty, and improve user experience. Email marketing is still one of the most effective marketing channels. Delivering deals and information directly to guests‟ inboxes, email promos and newsletters are a useful tool in any hotelier‟s toolbox. 2 1 3 Blast promotions, news, updat es, and more Communicate directly with guests Customized templates mirror website branding Seamless user experience from browsing to booking to receiving updates. Remember we are living in multi-device world. www.hebsdigital.com 2-4% Review email campaigns and make necessary adjustments Tracking codes make it simple to review the effectiveness of emails
    53. 53. Idea: Thank You Emailers Engage email subscribers, capture potential guests, increase direct bookings, and increase ancillary revenue. Offer special offer with “Thank You” email. Begin marketing to your email database the moment they subscribe. Offer an exclusive package, deal, discount, room upgrade, or add-on with a well-designed branded “Thank You for your Subscription” email. Increase conversions. Leverage this opportunity to increase conversions by targeting potential guests with exclusive added value. www.hebsdigital.com
    54. 54. Case Study on Email Marketing New York Palace Renovations www.hebsdigital.com
    55. 55. Online Media & Retargeting Reach millions of websites and retarget to users who visited your website. Move users through the conversion funnel. Reach qualified users at the right time, at the right place with smart online media buys. Targeting Options:  Contextual  Audience  Placement  Geographic  Retargeting (reach users who have already visited the property‟s website) Average ROAS Across HeBS Digital client portfolio www.hebsdigital.com 1500-2500% ROAS 6-8%
    56. 56. Online Media: TripAdvisor Business Listing Connect with the world’s largest travel community, direct users to site, promote campaigns and special packages, and reach mobile users. Increase direct bookings. Drive traffic to your property‟s website and increase direct bookings from the TripAdvisor Business Listing. Includes:  Links to hotel website  Special offer & announcement  Slideshow  Mobile upgrade Client Portfolio HeBS Digital www.hebsdigital.com 700%-900% Average ROAS
    57. 57. Social Media & Reputation Management Manage online reputation, analyze data, increase guest satisfaction, monitor performance. Social media is not a distribution channel. It is an engagement channel and a way to decommoditize your hotel product. Manage your online reputation. ReviewPro and Revinate are user-friendly, webbased online reputation and social media management tools, designed to meet the needs of single-property and multi-property hotel brands. www.hebsdigital.com
    58. 58. Business-Needs Driven Multichannel Campaigns www.hebsdigital.com
    59. 59. Multi-channel Campaigns Multichannel marketing campaigns promote one consistent marketing message and strategy across multiple channels: • Mini Website • SEO • SEM • Online Media • Social Media • Email Marketing • And More! www.hebsdigital.com
    60. 60. Multi-Channel Campaigns The whole is greater than the sum of its parts. Building robust multi-channel campaigns that reach travel consumers at multiple touch points with one cohesive message across the web, is the most effective way to build stickiness and traction across channels and dramatically increase revenue. 2 1 WHO? Who is the target customer segment? www.hebsdigital.com 3 WHAT? What campaign message will resound with the target segment and what channels will effectively reach this audience? WHEN? When is the best time to reach this target segment for the greatest impact and ROI.
    61. 61. Who. First we determine the target customer segment and deep dive into their online behavior. We also develop a comprehensive profile of who the customer is, and their lifestyle traits so we can ensure campaigns tap into their passion points. 96% of leisure travelers start their hotel planning with search. 52 % of travelers „like‟ a page specific to their upcoming vacation. www.hebsdigital.com (New Media Trend Watch)
    62. 62. Target Customer Segment This hotel in Chicago will target local affluent leisure travelers who are looking for a unique experience in a convenient location. Age Income Lifestyle Location www.hebsdigital.com 25-45, Generation X & Y. This age group ranges from 25-45 and is considered the Generation Y and Millennial age demographic. This campaign will focus more on the Millennial generation (gen X). $100k HHI. This campaign will target those with household incomes over $100k+. These consumers tend to purchase items and experiences at a higher cost. Affluent leisure travelers. This consumer lifestyle is based on affluent leisure travel. This segment has completed graduate school, shops at Bloomingdales, and reads the New Yorker. Local Chicago feeder markets. During the early months of the year, Thompson Chicago will attract those residing in the suburbs of Chicago.
    63. 63. Functional benefit: I like that I can get a lot of work done with the complimentary Wi-Fi and smaller breakout rooms. Emotional benefit: I feel comfortable at the property and enjoy the tech atmosphere to the overall design and space. I also love the communal areas that are perfect for networking. www.hebsdigital.com
    64. 64. What. Next we have a collaborative brainstorm to determine campaign messaging and themes that will resound with the target segment and the best initiatives and channels to reach this audience. CAMPAIGNTHEME MEET BY DAY. PLAY BY NIGHT. At our hotel, there‟s two sides to every meeting. Wake up to an inspirational meeting by day and watch the excitement unravel at night. Sound like just the right mix of meet and mingle? Enter our exclusive giveaway for a chance to win a $50 cash card daily and submit an RFP to win the ultimate getaway filled with a 2-night stay and complimentary dining. Remember, at our hotel there‟s no such thing as all work and no play. www.hebsdigital.com
    65. 65. When. Finally, based on hotel seasonality and website insights, we determine the best time to launch the campaign to accomplish the campaign goal and answer the hotel‟s business need. Determine Campaign Flight. www.hebsdigital.com
    66. 66. Campaign Plan www.hebsdigital.com
    67. 67. Case Study Examples www.hebsdigital.com
    68. 68. Multichannel Campaigns Case Study: Daylight Savings www.hebsdigital.com
    69. 69. Multichannel Campaigns Case Study: The Black Friday Travel Sale www.hebsdigital.com
    70. 70. Breaking Down the Budget Here is a quick snapshot on how to allocate the budget. www.hebsdigital.com
    71. 71. uestions? www.hebsdigital.com
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