Marketing Your Hotel to Business Travelers: Art & Science of Visual Storytelling
 

Marketing Your Hotel to Business Travelers: Art & Science of Visual Storytelling

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In this webinar we learned how the business traveler is researching hotels, what they are looking for and how to cater your hotel’s visual story to appeal to this market. ...

In this webinar we learned how the business traveler is researching hotels, what they are looking for and how to cater your hotel’s visual story to appeal to this market.

Speakers:
Joff Romoff- Director of Supplier Relations, Global Supplier Management at Concur
David Attardi- Vice Presiden of Interactive Marketing at B.F. Saul Company

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  • Only 21 % of business travelers are under mandated programs; 47% of business travelers are lightly managed, operating under ‘travel guidelines’;
  • Another element that we can’t ignore is the fact that the lines between corporate and leisure travel is blurring, particularly for the millenials. Millennial business travelers want to be connected at all times, said Vournakis of Carlson Wagonlit Travel Canada. He cited a study the company did in Australia that found 41% of business travelers would refuse to go to a location where they were not connected. So it’s critical that you’re communicating your capabilities in this area on the corporate sites as well as leisure sites. Although travel needs and the specific information they are seeking online may differ, both travel shopping segments (business and leisure) want immersive, visually-rich presentations. Biz travelers are more discerning BECAUSE they travel a lot and they drag around a lot of devices…. 93% of business travelers watch video online – Travelers Road to Decision, 2011
  • Most important amenities for business travelers according to BTN Research Issue: Connecting With Managed Travelers, BTN Group, October 24, 2011
  • Best Western 02/27/13 03:32 PM

Marketing Your Hotel to Business Travelers: Art & Science of Visual Storytelling Marketing Your Hotel to Business Travelers: Art & Science of Visual Storytelling Presentation Transcript

  • Marketing Your Hotelto Business Travelers:Art & Science of Visual StorytellingFebruary 27, 2013 Technical Technical difficulties? difficulties? Contact Contact Citrix GoToWebinar Citrix GoToWebinar 1-800-263-6317 1-800-263-6317 support@citrixonline.com support@citrixonline.comvfmleonardo.com facebook.com/vfmleonardo @vfmleonardo
  • Vice-President, Best Practices,Online MerchandisingVFM Leonardo Inc.@darlenerondeau
  • Follow:@vfmleonardo Tweets & Questions:#vfmlwebinar
  •  How visual stories impact business travelers’ hotel decisions Where and how business travelers shop for and book hotels How the line between leisure and business travel shopping is blurring
  • Director of Supplier RelationsGlobal Supplier ManagementConcur
  • Vice PresidentInteractive MarketingB.F. Saul Company
  •  Used by more than 20,000 clients and 20 million users (travel and expense) in over 100 countries Over 1/2 (305) of Fortune 500 are Concur clients, incl. seven of top 10 U.S. companies (Sept. 2011) Owns online itinerary aggregator TripIt with 7.1 mm users About 2/3 of Concur managed corporate clients book via Concur Travel ◦ Recently won the U.S. Travel Government Bid
  • Online corporate travel bookings have grown significantly and are expected to increasePhoCusWrights U.S. Corporate Travel Report: Market Size and Technology Trends
  •  Used by more than 15,000 clients and 15 million users (travel and expense) in over 100 countries Over 1/2 (305) of Fortune 500 are Concur clients, incl. seven of top 10 U.S. companies (Sept. 2011) Owns online itinerary aggregator TripIt About 2/3 of Concur managed corporate clients book via Concur Travel
  • 56% of corporate travel dollars will be spent online in 2013PhoCusWrights U.S. Corporate Travel Report: Market Size and Technology Trends
  • A shift in corporate travel booking patterns is starting to emerge… from ‘command and control’ to ‘enable and monitor’© 2011 Concur, all rights reserved. Concur is a registered trademark of Concur Technologies, Inc.
  • of business travelers are 21 % under mandated programs of business travelers are 47% lightly managed, operating under ‘travel guidelines’© 2011 Concur, all rights reserved. Concur is a registered trademark of Concur Technologies, Inc.
  • “ Embrace the leisure experience and put it in a context that’s congruent with managed travel. Nick Vournakis, Senior VP and GM Carlson Wagonlit Travel CanadaSource: Hotel News Now, Next gen blurs lines of corporate, leisure
  • Hotel location & loyalty programs continue to be driving forces© 2011 Concur, all rights reserved. Concur is a registered trademark of Concur Technologies, Inc.
  • Free 24-HourBreakfast Business Center Promotions & Discounts in guestrooms 24-Hour Fitness Center
  • “ It’s all about interacting with the customer at the right time, at the right place. Lorraine Sileo, vice president of research PhoCusWrightSource: New York Times, Hotels Seek an Edge in Offering the Right Digital Perks
  • Making your property stand out makes a huge difference© 2011 Concur, all rights reserved. Concur is a registered trademark of Concur Technologies, Inc.
  • Ensure your hotel is “Preferred” in corporate booking tools When aahotel is When hotel is “not preferred” in the “not preferred” in the booking tool, sort booking tool, sort order defaults to price. order defaults to price. Work with your TMC Work with your TMC or corporate client to or corporate client to ensure you are selected ensure you are selected as “preferred” ififyou have as “preferred” you have an agreement with the an agreement with the account. account.© 2011 Concur, all rights reserved. Concur is a registered trademark of Concur Technologies, Inc.
  • Make sure preferred agreement is highlighted in the tool When aahotel is When hotel is “preferred” in the “preferred” in the booking tool, sort booking tool, sort order defaults to order defaults to corporate negotiated corporate negotiated rates. rates.© 2011 Concur, all rights reserved. Concur is a registered trademark of Concur Technologies, Inc.
  •  Hotel information needs to be accurate Find ways to make your hotel stand out through visual stories Travelers do their research ◦ Ensure visibility and consistency across web and devices
  • Vice PresidentInteractive MarketingB.F. Saul Company
  •  Vice President, Interactive Marketing Integrated approach of marketing and e-commerce Basically… ensure people are finding, booking, AND talking about our hotels across all channels
  •  20 properties ◦ 7 IHG ◦ 7 select service Marriott ◦ 4 Hampton Inns ◦ 1 Best Western ◦ 1 independent Mostly all business class hotels
  •  Large concentration of office space in our DC sub- markets ◦ Northern VA (Loudoun, Arlington, and Fairfax Counties) ◦ Montgomery County, MD Major airport markets (IAD and DCA) Over 50% of annual room nights are corporate/government travelers Over 55% of annual revenue is from corporate/government travelers
  •  They take travel seriously… ◦ Road warriors are on the road a lot, so hotel accommodations are often times more important than to leisure guests Focus on what is important to them ◦ High-speed internet access ◦ Breakfast ◦ Fitness center ◦ Lounge and café options ◦ Meeting space ◦ Ad-hoc meeting space (public areas) ◦ Work space in the guest room
  •  Video is so easily accessible and consumed ◦ Through mobile consumption especially ◦ Almost expected The days of the ‘hotel overview’ video are gone Short, easily digestible, specific videos ◦ Perfect for targeted market segments ◦ 30 to 60 seconds Fun, creative, and catchy videos ◦ ‘Explainer’ video style
  •  Videos for specific market segments / occasions ◦ Focus on the important pieces of your hotel’s value proposition for that audience. Ex: business traveler  High-speed internet access  Breakfast  Fitness center  Lounge options  Meeting space  Ad-hoc meeting space (public areas)  Work space in the guest room
  •  Content for specific market segments / occasions ◦ Focus on the right content, but be sure it’s on the right shelf! ◦ Custom media (video, photos, etc.) within the right channels  Concur  Cvent  Other BTA online booking tools
  •  Telling the complete arc of the business traveler’s guest experience… ◦ Check-in… efficient, recognized as a loyal guest ◦ In-room experience… comfortable, convenient, and contemporary ◦ Breakfast and coffee … reliable, free (?), and fresh ◦ Service… attentive, sincere, and proactive Accomplished with visuals (photos and video) in the context of their shopping funnel
  •  ‘Explainer’ Videos ◦ Stealing a page out of the technology and SaaS industry ◦ Creative and fun (often animated) way to articulate your hotel’s unique value proposition… Key persuasion  At the end of this video, we want people to ________
  •  Possible ‘Explainer’ Videos for BFS ◦ O’Malley’s Online Ordering (O3) – pre-order lunch service  Give us two minutes and we’ll give you twenty… ◦ Executive Conference & Training Center (ECTC)  The unique conference center difference
  •  We have mobilized websites for all of our major web presences We see that anywhere between 15 and 27% of our website visits come from mobile devices
  •  Utilize mobile-friendly content to show our imagery across mobile devices
  •  We have a big investment in our online reputation Huge focus for us to get great actionable feedback, competitive insight, and increase our exposure ◦ Monitor for what business travelers are saying about what they do/don’t like about their experience at our hotels ◦ Use that information to improve  highlight with visuals
  •  ReviewOurHotel.com – internal tool we use to grow our reviews and get feedback
  •  ReviewOurHotel.com – internal tool we use to grow our reviews and get feedback
  •  Focus on what’s important to the business traveler Leverage short “explainer” videos Show the whole experience through visual storytelling Pay attention to what they are saying on review sites They’re always connected ◦ Multiple devices
  • Watch your inbox for…  Recording of this webinar ◦ Share it with your colleagues  Free guide ◦ Corporate Travel Storytelling Guide: Getting the Business Traveler to Choose You  Invitations to upcoming webinars ◦ Topics include Visual Merchandising with VBrochure and how to optimize your hotel website for mobile devices
  • Connect www.vfmleonardo.com with us! vbrochure@vfmleonardo.com 1.877.593.6634 David Attardi @vfmleonardo facebook.com/vfmleonardo www.bfsaulhotels.com Joff Romoff www.concur.com @Concur51
  • Questions and Best Practices