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

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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

Published in: Business, Technology

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

  1. 1. Adrian Who are Adrian & James? James
  2. 2.  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
  3. 3. Some of our clients....
  4. 4. 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
  5. 5. 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/
  6. 6. Search Website Mobile Social Media Email Print 3rd Party OTA
  7. 7. How to cash in on the increase in mobile bookings
  8. 8. By 2015 smartphone sales will reach 982 million Research points that mobile will surpass desktop use within the next 18 months
  9. 9. 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/
  10. 10. • 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!
  11. 11. The results are in Q1 2013 vs. Q1 2012
  12. 12. The truth is in the numbers Q1 2013 vs. Q1 2012
  13. 13. 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
  14. 14. 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?
  15. 15. 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?
  16. 16. Mobile Compatible Booking Engine
  17. 17. Analyze your mobile visitors
  18. 18. Desktop
  19. 19. Mobile
  20. 20. Desktop During the day (office) Tablet Evening – Lounging around Mobile Lunch break – Happy Hour On-the-Go
  21. 21. 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
  22. 22. Fully Responsive Website Design
  23. 23. Responsive Website Design Demo
  24. 24. Using your website to attract Chinese travellers
  25. 25. 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!
  26. 26. 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
  27. 27. A website is not a marketing strategy. Consider SEO in China & your third party listings.
  28. 28. Beyond the web, consider internal information in Simplified Chinese, employing Chinese speaking staff & accepting Chinese payment methods.
  29. 29. Do’s & Don’t of Hotel Distribution
  30. 30. 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
  31. 31. 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
  32. 32. 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
  33. 33. 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
  34. 34. Brand Hijacking
  35. 35. 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
  36. 36. 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
  37. 37. GIVEAWAY TIME!
  38. 38. Attracting more direct bookings with paid advertising
  39. 39. 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)
  40. 40. While we’re on the subject of search Google Penguin Update 2.0
  41. 41. Social Media: Why everyone’s got it wrong
  42. 42. 1) Make friends first. Fill the Room. 2) Join the conversation. Socialize. 3) Get involved in the community
  43. 43. Pre & Post Contact: For marketing & customer service
  44. 44. 31
  45. 45. 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)
  46. 46. • 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.
  47. 47. 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
  48. 48. • Popularity • Found on search engines • Dialogue • Ranking • Competitive Research • One Stop Shop
  49. 49. • 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
  50. 50. How Are Your Peers Allocating Their Budgets?
  51. 51.  33% Website re-design – Fully responsive  27.2% SEO  26.0% SEM (paid search)  24.3% Email Marketing  15.7% Display Advertising (banners)
  52. 52.  15.6% Mobile Marketing  14.0% Local Search  13.4% Social Media  12.3% Retargeting/Remarketing Advertising  12.0% Online Video
  53. 53. Image: flickr/A wild question/[f]oxymoron Do you have any questions?
  54. 54. 2 months FREE for Any SEO program Any SEM program Any Social Media program & Free mobile website with any new website
  55. 55. 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

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