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. …

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

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Transcript

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