• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Fastrack Group - Hotel Marketing Must Do's 2013-14 Webinar
 

Fastrack Group - Hotel Marketing Must Do's 2013-14 Webinar

on

  • 467 views

Adrian Caruso & James Hacon from Fastrack Group share their must do tactics for Hotel Marketing in 2013 & 2014. ...

Adrian Caruso & James Hacon from Fastrack Group share their must do tactics for Hotel Marketing in 2013 & 2014.
The tactics discussed include:
How to cash in on the increase in mobile & tablet bookings.
Using your website to target Chinese travelers.
The do's & don'ts of hotel distribution.
Attracting more direct bookings with paid advertising.
Pre- and Post-stay contact for marketing & customer service.
Social media marketing.
Where are other hotels spending their marketing dollars?

www.fastrackg.com

Statistics

Views

Total Views
467
Views on SlideShare
467
Embed Views
0

Actions

Likes
1
Downloads
13
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Fastrack Group - Hotel Marketing Must Do's 2013-14 Webinar Fastrack Group - Hotel Marketing Must Do's 2013-14 Webinar Presentation Transcript

    • Adrian Who are Adrian & James? James
    •  Established since 2002 – 11 years  Australasia’s leading hospitality digital marketing and business improvement firm  Offices in Sydney, Brisbane & Auckland  Services: o Hotel Consulting & Strategy o Web Design & Development o Search Marketing o Email Strategy o Social Media o Branding o PR  Over 150 years of combined experience Our key client services team
    • Some of our clients....
    • 1. How to cash in on the increase in mobile & tablet bookings 2. Using your website to target Chinese travellers 3. Do’s & Don’ts of Hotel Distribution 4. Social Media – Everyone has got it wrong! 5. Pre and post stay contact for marketing and customer service 6. How your competitors have allocated their marketing budgets for this FY. 7. Q&A session
    • Let’s see a raise of hands Who tracks every $$$ they are spending on marketing and its success? http://www.flickr.com/photos/whatleydude/6205610856/
    • Search Website Mobile Social Media Email Print 3rd Party OTA
    • How to cash in on the increase in mobile bookings
    • By 2015 smartphone sales will reach 982 million Research points that mobile will surpass desktop use within the next 18 months
    • Let’s see a raise of hands How many of you: 1. Searched for a business’ info number on your phone or tablet device? 2. Use your phone for directions when out and about? 3. Have used their mobile when on holiday? http://www.flickr.com/photos/whatleydude/6205610856/
    • • 7% Tablets • 14% Mobile • 79% Desktops Bad mobile websites are the #1 deterrent to booking travel on phones. 21% of all hotel searches are now conducted on mobile devices!
    • The results are in Q1 2013 vs. Q1 2012
    • The truth is in the numbers Q1 2013 vs. Q1 2012
    • Is your website optimised for Mobile? of web traffic will come through mobile devices by 2014 Image: http://www.bravenewcode.com/product/wptouch-pro/?utm_campaign=wptouch-home-top&utm_medium=web&utm_source=bravenewcode
    • How is your site working? Do you see broken images or missing content? Can you read the text without zooming or scrolling? Can links and buttons be clicked with a thumb? Are navigations options obvious? Is search functionality easily accessible?
    • What about your booking engine? Do you see broken images or missing content? Can you read the text without zooming or scrolling? Can links and buttons be clicked with a thumb? Are navigations options obvious? How quick can a user make a purchase?
    • Mobile Compatible Booking Engine
    • Analyze your mobile visitors
    • Desktop
    • Mobile
    • Desktop During the day (office) Tablet Evening – Lounging around Mobile Lunch break – Happy Hour On-the-Go
    • Desktop Full-Website Content Tablet Full-website content, presented in a highly-visual format, enabled for touch screen navigation Mobile Specialised content for the mobile traveller on the go, enabled for touch-screen navigation
    • Fully Responsive Website Design
    • Responsive Website Design Demo
    • Using your website to attract Chinese travellers
    • Chinese Arrivals Australia – 670,000 NZ – 200,600 Largest growing arrival nationality in both countries If you make the effort, you are in the minority!
    • Chinese Websites • English sites are not well ranked on Chinese search engines. • Good English language is the exception not the rule • Do not directly translate your site • Chinese imagery • Consider your logo • Importance of colours • Do not have parts of the site in English #1 – Host your website in China
    • A website is not a marketing strategy. Consider SEO in China & your third party listings.
    • Beyond the web, consider internal information in Simplified Chinese, employing Chinese speaking staff & accepting Chinese payment methods.
    • Do’s & Don’t of Hotel Distribution
    • 1. Focus on the Direct Online Channel • Independent hotels are overly OTA-dependent • 76% of online bookings from non-branded hotels came from OTA’s • 24% from hotel’s own website • Branded hotels are overly brand-dependent
    • Research has shown that the average cost per booking via OTAs is in average 8-10 times higher than via the hotel website! Research has shown that 75% of all hotel bookings will be online Across the industry, Direct Online Channel sales (via the hotel website) will exceed 62% of total online hotel bookings The direct online channel is by far the most cost-effective distribution channel and provides hoteliers with excellent ROIs, immediate results and long-term competitive advantages In the first quarter of 2012, 81.7% of online bookings for the top 30 hotel brands were direct via the brand website, while only 28.3% were via the indirect online channel (e.g online travel agencies like Wotif, Hotelbeds.com etc). “ Hotel Website NEEDS TO BE The Main Revenue Driver
    • 2. Maintain Rate Parity Between January – June 2013 • 60-87% of 3-star hotels were cheaper on OTA sites • 75-93% of 4-star hotel were cheaper on OTA sites • 69-86% of 5-star hotels were cheaper on OTA sites • Include a BEST RATE GUARANTEE
    • 3. Market to International Visitors 4. Use the OTA Channel Correctly • Focus on the ones that are providing you with most bookings • Include in all contracts that neither OTAs nor their affiliates may bid on branded keywords in SEM campaigns
    • Brand Hijacking
    • 1. Don’t participate in Flash Sales/Social Buying Sites 2. Don’t Do Last-Minute Discounts via OTAs 3. Don’t Manage Promotions Via the OTA’s in isolation
    • 1. Don’t participate in Flash Sales/Social Buying Sites 2. Don’t Do Last-Minute Discounts via OTAs 3. Don’t Manage Promotions Via the OTA’s in isolation
    • GIVEAWAY TIME!
    • Attracting more direct bookings with paid advertising
    • http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709 Growth of Google Queries 2007-2012 Number of Searches/Day on Google 3 Billion Searches/Day (announced Aug. 2012)
    • While we’re on the subject of search Google Penguin Update 2.0
    • Social Media: Why everyone’s got it wrong
    • 1) Make friends first. Fill the Room. 2) Join the conversation. Socialize. 3) Get involved in the community
    • Pre & Post Contact: For marketing & customer service
    • 31
    • Definition of customer service I CARE, I CAN DO and I WANT YOU BACK AGAIN The hotel solved my problem! Trend: Customer service goes public and global (You’re not serving one guest; you’re defining your brand globally)
    • • Confirmation Emails: more than just the facts, helpful tips – what to bring, local tips etc. • Pre-arrival email responders; think like an airline. Local information, upgrades & activities. • Follow-up emails: one for each action required. Reviews, repeat offer, social likes.
    • Reservation Hotel Stay Check-out Post Stay Marketing 1. Pre-stay • Book activities • 7 day arrival email • Other Pre-stay Marketing • Guest Loyalty • Arrival SMS 2. During-stay • Profile Updates • Arrival Notes • Transaction data modelling • Incident tracking 3. Post-stay • Thank you email • Real-time survey • TripAdvisor Link • Return offer • Guest Loyalty 4. Further Marketing • Post stay Marketing • Loyalty Programs • Trigger Campaigns • Birthday • Frequency • Interests • Special Event
    • • Popularity • Found on search engines • Dialogue • Ranking • Competitive Research • One Stop Shop
    • • Offer services and amenities above customer expectations • Monitor and respond to hotel guest reviews • Be honest and forthright with responses • Suggest to customers that they post a review on TripAdvisor
    • How Are Your Peers Allocating Their Budgets?
    •  33% Website re-design – Fully responsive  27.2% SEO  26.0% SEM (paid search)  24.3% Email Marketing  15.7% Display Advertising (banners)
    •  15.6% Mobile Marketing  14.0% Local Search  13.4% Social Media  12.3% Retargeting/Remarketing Advertising  12.0% Online Video
    • Image: flickr/A wild question/[f]oxymoron Do you have any questions?
    • 2 months FREE for Any SEO program Any SEM program Any Social Media program & Free mobile website with any new website
    • Where to start? Services: • Full Service Marketing Agency • Hotel / Mobile Websites • SEO/SEM • Email • Social Media • Branding / Design email@fastrackg.com Call AUS 1300 659 289