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New Year, New Plan: Planning Your Hotel's Digital Marketing for 2013

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Slideshow used for a recent VFM Leonardo webinar hosted by Darlene Rondeau, featuring guest speakers Glenn Squires of Pacrim Hospitality Services Inc. and Craig Perch of The Georgian Terrace Hotel. …

Slideshow used for a recent VFM Leonardo webinar hosted by Darlene Rondeau, featuring guest speakers Glenn Squires of Pacrim Hospitality Services Inc. and Craig Perch of The Georgian Terrace Hotel. The webinar covered current hotel marketing trends, predictions for 2013 and recommended best practices.

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  • VFM Multimedia Viewer
  • The great thing about incorporating our VFM Multimedia viewer is the fact that we now have a reservation widget available for anyone who would like to make a reservation directly from our facebook page without having to close out and go directly to the website. While we have not seen tremendous revenues from this channel what's most important is that the option is there to be used.By also having the Multimedia viewer we are able to display the hotel’s video and 360 virtual tours on facebook as well.
  • Teaser questions-To just keep the Interaction with our fans.
  • Transcript

    • 1. New Year, New Plan:Planning Your Hotel’s Digital Marketing for2013December 12th, 2012 Technical difficulties? Contact Citrix GoToWebinar 1-800-263-6317 support@citrixonline.com vfmleonardo.com facebook.com/vfmleonardo @vfmleonardo
    • 2. Darlene Rondeau Vice-President, Best Practices, Online Merchandising VFM Leonardo Inc. @darlenerondeau
    • 3. Follow:@vfmleonardo Tweets & Questions:#vfmlwebinar
    • 4. What you will learn today What transpired in 2012 How to meet growing consumer demands Tips for using social media to increase engagement and bookings How to optimize for travel shopping on mobile devices
    • 5. Glenn Squires  Chief Executive Officer Pacrim Hospitality Services Inc.  Immediate Past Chairman, IHG Owners Association
    • 6. Craig Perch  Area Director of Revenue Management Crescent Hotels & Resorts The Georgian Terrace Hotel
    • 7. Poll:What keeps you up at night?
    • 8. Digital shopping has grown at a rate of 16%iMedia Connection: Today’s biggest digital marketing challenge
    • 9. 48% of mobile phone users in the US own a smartphoneiMedia Connection: Today’s biggest digital marketing challenge
    • 10. The use of social media has risen by 30%iMedia Connection: Today’s biggest digital marketing challenge
    • 11. Facebook accounts for 60% of the social market shareiMedia Connection: Today’s biggest digital marketing challenge
    • 12. The number of daily Pinterest users has increased by 145% since January 2012Factbroswer: Pinterest Facts and Statistics
    • 13. Travel is one of Top 10 Categories on PinterestSource: Mashable, What People Are Pinning on Pinterest
    • 14. Glenn Squires  Chief Executive Officer Pacrim Hospitality Services Inc.  Immediate Past Chairman, IHG Owners Association
    • 15. Market Outlook 2013 More of the same as we experienced in 2012. Global GDP should rise about 2.5%, Europe will continue to be slow. The US Fiscal Cliff is something to watch. Business and corporate travel will be good. Expect RevPar growth of about 5%, but 80% will be rate as demand growth slows. Manage your KNR and LNR - use the right channels; more stringent management of rates needed.
    • 16. Market Outlook 2013 Leisure travel will depend on whether there are tax hikes ◦ This will impact middle market, but top-end should continue to travel as normal College-educated unemployment will continue to fall, which is good for hotel sales Economy segment will still be soft, with luxury, upper up-scale and upscale performing well. Upper mid scale will also do well Review the Distribution study conducted by AH&LA last year ◦ Will be a valuable resource and reference tool for 2013. Raise your rates at least as much as inflation Be diligent on revenue and profit management
    • 17. Social Media How to manage your online reputation… What people are saying about you… How do you respond…
    • 18. Social Media How do I get more consumers/members to participate? Facebook and Twitter will continue to be strong and dominate Pinterest (dominated by women) and FourSquare will be good
    • 19. Tips & Advice for 2013Focus onenhancingyour corecapabilities
    • 20. Tips & Advice for 2013Be segmentdriven
    • 21. Tips & Advice for 2013There is asteady steamof new mediathat shifts withhow peopleconsume
    • 22. Tips & Advice for 2013Be diligent andmonitor regularly
    • 23. Tips & Advice for 2013Always look outfor newtechnology,apps, etc.
    • 24. Tips & Advice for 2013Get involvedin new hotmedia likeInstagram(Taking a photo andposting to generatecomments)
    • 25. Tips & Advice for 2013Be careful ofover discounting& watch out for adiscount mentality(Groupon/deal sites usedproperly can = new business)
    • 26. Tips & Advice for 2013Integration ofsocial and mobilewill accelerateand becomemore important(Stay diligent and lookfor innovation)
    • 27. Craig Perch  Area Director of Revenue Management Crescent Hotels & Resorts The Georgian Terrace Hotel
    • 28. Website Strategy Regular audits ensure accuracy of information Video/ 360 degree virtual tours huge part of selling process
    • 29. Website Strategy Regular audits ensure accuracy of information Video/ 360 degree virtual tours huge part of selling process Interactive agency manages several marketing aspects Search Engine Optimization Linking strategy Paid search advertising Remarketing/retargeting Trigger campaigns
    • 30. Website Redesign 2013 Complete redesign of current hotel website with strong emphasis on the Tablet and Mobile platforms as we continue to see very positive trends through these channels. New website will focus on:1. Ease of use – We understand if the site is more user friendly and less congested it will drive more traffic.2. Rich media – Will have rich media throughout the entire site with links to navigate around the site easily.3. Best prices – Will highlight our best prices, offers and loyalty programs on our homepage
    • 31. Custom Tabs
    • 32. Highlight our favorite videos about the property
    • 33. Link to Twitter Link toInstagram
    • 34. Multi-Media Apps
    • 35. Direct BookingVideo, VirtualTours, Photos
    • 36. TeaserQuestions
    • 37. Contests
    • 38. Optimized for Tablets and Smartphones
    • 39. Mobile Booking Engine
    • 40. SpecialOffers
    • 41. Mobile – Next Steps Continue matching any mobile only promotions extended to the OTA sites through our own site. Currently reviewing Customer Relations Management tools (CRM) which will enable us to blast our clients while in-house about the offerings in our outlets. Looking at implementing QR codes on property as a way to quickly interact with our customers.
    • 42. Results & Projections 2012 shows positive YOY RevPar growth of 8.3% for the hotel  In 2013 the midtown Atlanta market projection is expecting a 4.2% RevPar growth (PKF data, September 2012)  We believe the hotel will be somewhere in line with that projection
    • 43. Poll:What are you focused on for 2013?
    • 44. Key Takeaways Digital and mobile shopping are expected to continue rising Facebook, Twitter and Pinterest are the top social platforms to monitor Multi-device shopping is a evolving trend Optimizing for mobile devices is essential for consumer satisfaction
    • 45. Poll:Did you find the content in this webinar valuable?
    • 46. Watch your inbox for…  Recording of this webinar ◦ Share it with your colleagues  Free whitepaper ◦ 2013 Hotel Marketing Trends: From standout social media to marvelous mobile marketing  Invitations to upcoming webinars ◦ January’s topic: Visual Storytelling on Social Media
    • 47. Connect www.vfmleonardo.com with us! vbrochure@vfmleonardo.com 1.877.593.6634 Glenn Squires @vfmleonardo facebook.com/vfmleonardo gsquires@pacrimhospitality.com Craig Perch pacrimhospitality.com www.owners.org Facebook.com/IHGOwnersAssn cperch@thegeorgianterrace.com thegeorgianterrace.com47 facebook.com/georgianterrace @GeorgianTerrace
    • 48. Questions and Best Practices

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