4. The bad news
2012: Just24% of online
Direct bookings via hotel websites
bookings percent came from the are 3 to 5 more profitable than
hotels’ own websites OTA bookings
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11. Let’s start from the basics…what is e-marketing
How a company and its
brands use the web and
other digital media to
interact with its audiences
in order to meet its
marketing goals.
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12. So we need goals…
Specific
Time related Measurable
Relevant Actionable
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13. …then mix and match with available tools!!
Goals Tools Result
Customer Retention and
Customer Acquisition Customer Conversion
Growth
• SEO • Content creation / • Email marketing
• Google AdWords / PPC management • Customer management
• Partnerships / Affiliates • Site usability • Loyalty programs
• Online ads / sponsorship • Design and development • Personalization
• e-mail marketing • Customer service • Remarketing
• Online PR
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15. How to measure success or failure?
Did the investment work?
Where the goals met?
How about ROI?
KPIs
Cost per Acquisition
Website Bounce Rate
Conversion Rate
Traffic from Search Engines
Cost per Visit Number of Visits
Social Reach Variation of Conversion Rate Users Opened e-mails
Positioning in Search Results Facebook Likes
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17. 1. Target your promotions…
Targeting can be easily implemented
through almost all digital marketing
tools
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18. 2. New Display feature: Remarketing
1.Looking to book
a hotel
2.I stop without
finishing my
booking to read
the news
3. Oops! A banner from
the hotel I was
checking out!
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21. 5. Go Mobile
The U.S. hospitality industry is experiencing staggering growth rates in
leisure and unmanaged business travel bookings via the mobile channel:
2010: $99 million
2011: $753 million
2012: $1,368 million
2013: $2,155 million
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