An Evolving Hotel Distribution Landscape

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A presentation discussing the changing hotel distribution landscape by Robert Cole of RockCheetah. The briefing was designed to address emerging trends impacting revenue management. The audience was the Hospitality Sales & Marketing Association International's hotel management company sales & marketing executive roundtable held Thursday, October 10, 2013 at the Crowne Plaza Washington National Airport in Arlington, Virgina,

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An Evolving Hotel Distribution Landscape

  1. 1. An Evolving Hotel Distribution Landscape HSMAI – Management Company Sales & Marketing Roundtable October 10, 2013 | Arlington, VA Image Credit: gnuckx | (cc|flickr)
  2. 2. Session Overview • Channels – OTA | Meta | Hotel Websites | Mobile | Call Center – Time Constrained – Consolidation, Ad Spend, Analytics • Concepts – Parity | Personalization | Engagement | End-2-End – Time Constraints – Reviews, Images, Video, Creepy Line • Conclusions – Seeking: Simplicity | Autonomy | Loyalty – Reality: Complexity | Layered Attribution | Disruption HSMAI Sales & Marketing Roundtable An Evolving Hotel Distribution Landscape Robert Cole ● RockCheetah | 1
  3. 3. Online Travel Agencies • Travelers Like OTAs – Cross-Product & Cross-brand Shopping | Discounts – MMGY’s Digital Elite – 53% Prefer Using OTAs • OTA Share Growth Misleading – Supplier Direct Growing | Shift from Offline – Meta-Search Share Growing | Largely to OTAs • Content Management – For Targeted LGBT Promotion, Does Hotel Align? – Important to Audit & Update Upstream Content HSMAI Sales & Marketing Roundtable An Evolving Hotel Distribution Landscape Robert Cole ● RockCheetah | 2
  4. 4. Meta-search • Meta-search Is Advertising – Different Dynamics – Bidding Determines Position – Conversion & Analytics are Critically Important • Where Traffic Goes – Kayak Sends 57x More Traffic to OTAs than Hotels – TripAdvisor Sends 11x More to OTAs than Hotels • Watch Google – Focus is on Context – Hummingbird | Knowledge Graph | Carousel – Hotel Price Ads? Knowledge Graph Works Better? HSMAI Sales & Marketing Roundtable An Evolving Hotel Distribution Landscape Robert Cole ● RockCheetah | 3
  5. 5. Hotel Websites • Require Seamless User Experience – Cross-Platform Support – Dynamic Content Management • SEO Is Not Dead – Site Architecture – Menus & Navigation – Content Management Strategies • Semantic Web – Open Graph – Facebook | Schema.org G-M-Y – Relationships with Social Platforms | Authorship HSMAI Sales & Marketing Roundtable An Evolving Hotel Distribution Landscape Robert Cole ● RockCheetah | 4
  6. 6. Mobile HSMAI Sales & Marketing Roundtable An Evolving Hotel Distribution Landscape Robert Cole ● RockCheetah | 5 • Responsive Design Fills a Gap – Content Layout Adapts to Screen Size/Orientation – Consistent Cross-Device Experience • Mobile Apps with Purpose – Must Be Downloaded – Must Be Used – Must Be Relevant • OTAs & Meta-search Beating Hotel Brands – Not Hotels in Top 15 Hotel App Downloads – Also Trailing (Badly) in Satisfaction
  7. 7. Call Centers • The Mobile Connection – Frequently Forgotten: Smartphones Are Phones – Spontaneous Use / Last Minute – Click to Call • Alignment with Localized Content – Auto-Identify Call Center & Language – Dynamic Content Create Dynamic Complexity • Data Integration – Provide Custom Phone Number for Web Session – Capture Web Browsing Activity & Link to Call HSMAI Sales & Marketing Roundtable An Evolving Hotel Distribution Landscape Robert Cole ● RockCheetah | 6
  8. 8. Rate Parity • Resale Price Maintenance – Illegal in UK | Questionable in EU – Legal in US | Can’t Be Detrimental to Consumer • Proposed UK Office Fair Trading Solution – Rate Parity Continues for General Public – Does NOT Apply to Returning Customers • Discounts/Rebates to Frequent Guests – Good for OTAs – Wider Breadth of Product – Bad for Hoteliers – Discounts to Best Clients? HSMAI Sales & Marketing Roundtable An Evolving Hotel Distribution Landscape Robert Cole ● RockCheetah | 7
  9. 9. Guest Personalization • Frequent Guest Number is Insufficient – Brands Frequently Exclude OTA Stays – May not Qualify for Points, but Stay Data is Lost • Ultimately Requires Itinerary-Specific Personas – Guest Has Multiple Personas – Spouse/Kids/Friends – Need to Understand Purpose of Trip – Trip is Work of Art | Guest = Artist | Hotel = Frame • Big Data Changes Everything – Predictive Analytics Identify Patterns – Cue / Response / Reward Reinforces Behaviors HSMAI Sales & Marketing Roundtable An Evolving Hotel Distribution Landscape Robert Cole ● RockCheetah | 8
  10. 10. Guest Engagement • User Experience – Targeting Consumer Fairly Easy – Website Content Dynamically Adaptive – Use Technology to Empower Guest • The Proven Formula for Guest Satisfaction – Provide Value – Anticipate Needs – Exceed Expectations • Bluetooth 4.0 (Low Energy) Changes Everything – Smart Motes / Beacons Interact with Customer – 300 Foot Range | Triangulate Location | Transfer Data – Powerful with Wearable Devices | Gear or Glass HSMAI Sales & Marketing Roundtable An Evolving Hotel Distribution Landscape Robert Cole ● RockCheetah | 9
  11. 11. End to End Experience • Seven Step Travel Process – All Impact Distribution – Inspiration – Research – Planning – Validation – Booking – Travel – Sharing • Trip Starts Departing Home & Return Home Ends – Hotel Traditionally Focal Point of Itinerary (% of Time) – Who Knows Destination Best with Access to Traveler? HSMAI Sales & Marketing Roundtable An Evolving Hotel Distribution Landscape Robert Cole ● RockCheetah | 10
  12. 12. The End Game • Guests Seek Simplicity & Convenience – Save Time & Money | Add Efficiency & Entertainment – Respect Privacy & Intended Nature of Relationship • Loyalty is Earned – Discounts & Point Incentives are Transactions – Loyalty is Emotional | Willing to Pay More for Brand • Disruption is Inevitable – New Technologies Increase Speed / Reduce Cost – Innovation Strives to Improve Efficiency | Bust Rules – Dawning of Sharing Economy | Reduces Margin Needs HSMAI Sales & Marketing Roundtable An Evolving Hotel Distribution Landscape Robert Cole ● RockCheetah | 11
  13. 13. An Evolving Hotel Distribution Landscape Questions? Copies of the Presentation? Comments? Robert Cole twitter: @robertkcole phone: +1.262.309.9560 email: robert@rockcheetah.com HSMAI Sales & Marketing Roundtable An Evolving Hotel Distribution Landscape Robert Cole ● RockCheetah | 12

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