New Year, New Plan:Planning Your Hotel’s Digital Marketing for2013December 12th, 2012  Technical difficulties? Contact Cit...
Darlene Rondeau           Vice-President, Best           Practices, Online Merchandising           VFM Leonardo Inc.      ...
Follow:@vfmleonardo Tweets & Questions:#vfmlwebinar
What you will learn today   What transpired in 2012   How to meet growing consumer demands   Tips for using social medi...
Glenn Squires           Chief Executive Officer            Pacrim Hospitality Services Inc.           Immediate Past Cha...
Craig Perch            Area Director of Revenue             Management             Crescent Hotels & Resorts             ...
Poll:What keeps you up at night?
Digital shopping has                              grown at a rate of                                16%iMedia Connection: ...
48%                       of mobile phone users in                       the US own a smartphoneiMedia Connection: Today’s...
The use of social                                media has risen by                                30%iMedia Connection: T...
Facebook accounts for                                60%                       of the social market shareiMedia Connection...
The number of daily Pinterest                      users has increased by                       145%                      ...
Travel is one of Top 10 Categories on PinterestSource: Mashable, What People Are Pinning on Pinterest
Glenn Squires           Chief Executive Officer            Pacrim Hospitality Services Inc.           Immediate Past Cha...
Market Outlook 2013   More of the same as we experienced in 2012.   Global GDP should rise about 2.5%, Europe will conti...
Market Outlook 2013   Leisure travel will depend on whether there are tax hikes    ◦   This will impact middle market, bu...
Social Media   How to manage your online reputation…   What people are saying about you…   How do you respond…
Social Media   How do I get more consumers/members to    participate?   Facebook and Twitter will continue to be strong ...
Tips & Advice for 2013Focus onenhancingyour corecapabilities
Tips & Advice for 2013Be segmentdriven
Tips & Advice for 2013There is asteady steamof new mediathat shifts withhow peopleconsume
Tips & Advice for 2013Be diligent andmonitor regularly
Tips & Advice for 2013Always look outfor newtechnology,apps, etc.
Tips & Advice for 2013Get involvedin new hotmedia likeInstagram(Taking a photo andposting to generatecomments)
Tips & Advice for 2013Be careful ofover discounting& watch out for adiscount mentality(Groupon/deal sites usedproperly can...
Tips & Advice for 2013Integration ofsocial and mobilewill accelerateand becomemore important(Stay diligent and lookfor inn...
Craig Perch            Area Director of Revenue             Management             Crescent Hotels & Resorts             ...
Website Strategy   Regular audits ensure accuracy    of information   Video/ 360 degree virtual tours    huge part of se...
Website Strategy   Regular audits ensure accuracy    of information   Video/ 360 degree virtual tours    huge part of se...
Website Redesign 2013    Complete redesign of current hotel website with strong emphasis on     the Tablet and Mobile pla...
Custom Tabs
Highlight our favorite  videos about the      property
Link to Twitter  Link toInstagram
Multi-Media  Apps
Direct                 BookingVideo, VirtualTours, Photos
TeaserQuestions
Contests
Optimized for Tablets and Smartphones
Mobile Booking   Engine
SpecialOffers
Mobile – Next Steps   Continue matching any mobile only promotions    extended to the OTA sites through our own site.   ...
Results & Projections   2012 shows positive YOY RevPar    growth of 8.3% for the hotel                In 2013 the midtow...
Poll:What are you focused on for          2013?
Key Takeaways   Digital and mobile shopping are expected to    continue rising   Facebook, Twitter and Pinterest are the...
Poll:Did you find the content in this      webinar valuable?
Watch your inbox for…      Recording of this webinar       ◦ Share it with your colleagues      Free whitepaper       ◦ ...
Connect     www.vfmleonardo.com                    with us!     vbrochure@vfmleonardo.com     1.877.593.6634              ...
Questions and Best Practices
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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. 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 of "New Year, New Plan: Planning Your Hotel's Digital Marketing for 2013"

    1. 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. 2. Darlene Rondeau Vice-President, Best Practices, Online Merchandising VFM Leonardo Inc. @darlenerondeau
    3. 3. Follow:@vfmleonardo Tweets & Questions:#vfmlwebinar
    4. 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. 5. Glenn Squires  Chief Executive Officer Pacrim Hospitality Services Inc.  Immediate Past Chairman, IHG Owners Association
    6. 6. Craig Perch  Area Director of Revenue Management Crescent Hotels & Resorts The Georgian Terrace Hotel
    7. 7. Poll:What keeps you up at night?
    8. 8. Digital shopping has grown at a rate of 16%iMedia Connection: Today’s biggest digital marketing challenge
    9. 9. 48% of mobile phone users in the US own a smartphoneiMedia Connection: Today’s biggest digital marketing challenge
    10. 10. The use of social media has risen by 30%iMedia Connection: Today’s biggest digital marketing challenge
    11. 11. Facebook accounts for 60% of the social market shareiMedia Connection: Today’s biggest digital marketing challenge
    12. 12. The number of daily Pinterest users has increased by 145% since January 2012Factbroswer: Pinterest Facts and Statistics
    13. 13. Travel is one of Top 10 Categories on PinterestSource: Mashable, What People Are Pinning on Pinterest
    14. 14. Glenn Squires  Chief Executive Officer Pacrim Hospitality Services Inc.  Immediate Past Chairman, IHG Owners Association
    15. 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. 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. 17. Social Media How to manage your online reputation… What people are saying about you… How do you respond…
    18. 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. 19. Tips & Advice for 2013Focus onenhancingyour corecapabilities
    20. 20. Tips & Advice for 2013Be segmentdriven
    21. 21. Tips & Advice for 2013There is asteady steamof new mediathat shifts withhow peopleconsume
    22. 22. Tips & Advice for 2013Be diligent andmonitor regularly
    23. 23. Tips & Advice for 2013Always look outfor newtechnology,apps, etc.
    24. 24. Tips & Advice for 2013Get involvedin new hotmedia likeInstagram(Taking a photo andposting to generatecomments)
    25. 25. Tips & Advice for 2013Be careful ofover discounting& watch out for adiscount mentality(Groupon/deal sites usedproperly can = new business)
    26. 26. Tips & Advice for 2013Integration ofsocial and mobilewill accelerateand becomemore important(Stay diligent and lookfor innovation)
    27. 27. Craig Perch  Area Director of Revenue Management Crescent Hotels & Resorts The Georgian Terrace Hotel
    28. 28. Website Strategy Regular audits ensure accuracy of information Video/ 360 degree virtual tours huge part of selling process
    29. 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. 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. 31. Custom Tabs
    32. 32. Highlight our favorite videos about the property
    33. 33. Link to Twitter Link toInstagram
    34. 34. Multi-Media Apps
    35. 35. Direct BookingVideo, VirtualTours, Photos
    36. 36. TeaserQuestions
    37. 37. Contests
    38. 38. Optimized for Tablets and Smartphones
    39. 39. Mobile Booking Engine
    40. 40. SpecialOffers
    41. 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. 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. 43. Poll:What are you focused on for 2013?
    44. 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. 45. Poll:Did you find the content in this webinar valuable?
    46. 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. 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. 48. Questions and Best Practices
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