Alejandro Lista - TravelClick - Revenue Generating Integrated Solutions


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Alejandro Lista - TravelClick - Revenue Generating Integrated Solutions

  1. 1. Revenue Generating SIENAIntegrated Solutions, the “future” Alejandro Listafor Hoteliers Director of E-commerce Southern Europe 10 April 2013
  2. 2. TravelClick provides expertsolutions to hotels to optimizeperformance, grow revenue,and create a stronger brand. 4/15/2013 2
  3. 3. Our team delivers global expertise and localknowledge to grow Hotels revenue.Our dedicated field sales, account management, and service teams have deep knowledge of thecommunities where your hotels operate, and they draw from proven industry experience. 33,000+ hotel customers 176 countries 800+ employees Atlanta Barcelona Chicago Dubai Hong Kong Houston London Melbourne New York Orlando Philadelphia Shanghai Singapore Tokyo 4/15/2013 3
  4. 4. We’ve been a leader for more than 12 years,guiding 33,000+ hotels of all types and sizes.Independent & Mid-Sized BrandsSmall size Groups 4/15/2013 4
  5. 5. We have five lines of •iHotelier® Central Reservation System™ •iHotelier® Web 3.0™ •iHotelier® Mobile™business that will work •iHotelier® GDS & Pegasus UltraDirect™ •EZYield Channel Management™together to improve •iHotelier® VoicePro™ •iHotelier® Demand™Hotels performance. •iHotelier® PMS Integrations™ • Rate360® • Agency360® • Demand360® • Enterprise Solutions™ • Travel Agent (GDS) Media™ • Display Marketing™ • Pay-Per-Click Advertising • Custom Websites • Search Engine Optimization • Social Media Optimization 4/15/2013 5
  6. 6. Our products work together to help hotelsturn information into action to generatedirect bookings and get repeat guests. Guest Management Business Solutions Intelligence Media Reservation Solutions Solutions Web Solutions 6
  7. 7. Global Highlights | 2012 The Brand Website revenue contributed 20.7% of the total revenue booked Revenue by Channel 2012 Web = Hotel proprietary Web site + CRS = Central reservations office for Mobile site or brand Web site contact center reservations via voice, chat or email OTA = Online travel agency such as Expedia, Booking, Venere, HRS GDS = Global distribution systems Direct = Reservations taken directly Sabre, Galileo, Worldspan, on property such as walk-ins, Amadeus meetings/groups, direct call inSource: TravelClick Demand360. Top 50 markets worldwide from participating brands. Revenue in USD. 7
  8. 8. Global interest for accommodation International Domestic 26% Italian market interest for accommodation 74%1 Source Google research data, Q4 2012 4/15/2013 8
  9. 9. Global interest for European accommodation1 Source Google research data, Q4 2012 4/15/2013 9
  10. 10. Hotel searches on Mobile are growing veryfast globallyOne in Seven 5-10% of web By 2015, 81% ofsearches bookings come cell phone usersoriginate from a from a mobile will have smartmobile device¹ device3 phones542% of travelers research or 65 percent of mobile More people will access thebook accommodations on a bookings are same day4 internet via mobile devicesmobile device platform2 than desktops6 1 Google research data, 2012 4 Orbitz data, Dec 2011 2 Smarter Travel 5 Goldman Sachs. June 2011 4/15/2013 10 3 TravelClick Data – sampling of 1600 iHotelier clients with MobiBook. 6 IDC New Media market Model, Sep 2011
  11. 11. iHotelier Mobile statistics* The ADR for a typical Mobile booking versus web booking is 15 USD higher Close to 50% of all Mobile bookings are made with 0 to 1 day lead time The average mobile reservation is 25% higher in total revenue value versus web bookings Hotels receive a minimum of at least 2 direct voice bookings via the iHotelier mobile click to call* TravelClick Data – sampling of 1600 iHotelier clients with MobiBook. 11
  12. 12. GDS statistics for Siena 12
  13. 13. Major Market Trends in HospitalityTrend 1: Social media is the cornerstone of marketing strategyTrend 2: Business Intelligence (BI) at every level. The new face of successful travelcompanies:Competitor Analysis - Market Penetration - Distribution costs by channel.Trend 3: Meeting the expectations of the modern consumer:Improve customer experience - deliver relevant data - engage the customer - embracenew channels - Integrate online, offline and social - retain customer loyalty.Trend 4: Semantic technology (finally) becomes relevant in the travel value chainEvaluate opportunities – Experiment to see what worksTrend 5: Mobile provides a unique platform for more direct distributionThe new mobile devices facilitate continuous engagement - mobile marketing becomesmore personalized and relevant*Source: PhoCusWright Inc. 4/15/2013 13
  14. 14. We understand this complex and changingmarket. Distribution Service Channel Guests Corporate Branding Sales Revenue Management Marketing 14
  15. 15. Reservations Solutions 4/15/2013 15
  16. 16. We understand the critical businesschallenges facing by hotels. Manage my channels in Accurately forecast the an integrated way in order costs associated with to avoid over booking or each booking channel under booking Access data and insight Gain additional that enable me to price direct bookings correctly based on future without incremental demand and competitor cost activity Reduce the time and Avoid the effort effort associated with associated with working with multiple manual updates of vendors multiple systems 4/15/2013 16
  17. 17. Electronic Distribution Map 4/15/2013 17
  18. 18. Hotels need a single point of entry for real-timedistribution management across all channels. 4/15/2013 18
  19. 19. Hotels must have a next generation seamlessconnectivity to all 4 of the GDS.+10% growth in GDS revenue and bookings for TravelClick hotels in 2012. 4/15/2013 19
  20. 20. Hotels need a state-of-the art web bookingengine that will help to: Build your brand With a new, cutting-edge web booking engine Drive more bookings In fewer clicks with optimized navigation and clear calls to action Increase RevPAR With intelligent upsell of stay length, rooms and add-on services Have full control of the booking experience Allowing you to sell the way you want, but even must important the way your customers want to buy. 4/15/2013 20
  21. 21. Drive more direct bookings in fewer clicksand increase RevPAR Select Dates Select Rooms Add Enhancements Confirm Reservation Optimized navigation precipitates conversion in ~20% fewer clicks Turn lookers into bookers with engaging visual cues and clear calls to action Up-sell and cross-sell functionality 4/15/2013 21
  22. 22. Booking engine’s features should include: Add a day before or after dates selected to increase occupancy. Flexible date calendars to allow guests to see when best rates are available to stay.Up sell Room categories andancillary products/services toincrease Revenue for each stay. 4/15/2013 22
  23. 23. Hotel needs to control booking experience witheasy to use, self-serve administration. Create multiple themes for Preview real-time, promotional offer prior to publishing merchandising to live site Easy photo and media content administration Flexible configuration for all design aspects Enhanced customizations for button styles, header gradients and colors 4/15/2013 23
  24. 24. Automated email marketing capabilities… Pre-stay email marketing to Post-stay: Engage customers after anticipate your customer needs. departure, Social Media, Cross-Selling, future stays discounts.. 4/15/2013 24
  25. 25. A custom Area Search mask integrated intothe website enabling multi-property availabilitysearches for groups. 4/15/2013 25
  26. 26. Hotel will capture more on-the-go bookingswith a mobile booking engine.42% of travelers research or book accommodations on a mobile device1 40% book within 1 day of arrival2 25% book on the same day of arrival2 Increase direct Bookings to your hotel… 1 SmarterTravel 2 4/15/2013 26 Based on iHotelier Mobile customer data
  27. 27. iHotelier Mobile facts• Hotels receive a minimum of at least 2 direct voice bookings via the iHotelier mobile click to call… …for every 1 booking finalized within the iHotelier mobile booking engine.
  28. 28. Increase Demand with partnerships to driveincremental bookings and reduce Hoteldistribution costs… Metasearch OTA Consortia/ Partnerships Partnerships Mega Agency Partnerships • Increased demand driven directly • Increased distribution resulting • Increased business travel to your web booking engine in more bookings demand and bookings • Competitively position hotels to • Preferred placement on the • Favorable subscription pricing drive direct bookings shelf • Preferred placement in GDS • Preferred commercial terms • Preferred commercial terms, • Access to travel agent offices resulting in reduced customer including reduced margins globally acquisition costs • Centralized management of RFP content, submission and rate audits 4/15/2013 28
  29. 29. … Work with partners to drive demand toHotels to your direct channels. Online Travel Agent In Development Metasearch Corporate Consortia 4/15/2013 29
  30. 30. Your Hotel needs to be where customers areand drive more direct Business 4/15/2013 30
  31. 31. An integrated channel manager will allow Hotel to have full control of their online distribution across all channels from their PMS. Increase and diversify your online distribution and deliver OTA reservations directly to your PMS Rates / InventoryiHotelier OTA Sync (iHOS) integrateswith iHotelier to automatically update availability,rates, and inventory to more than 750 OTAs andsimultaneously deliver online reservations directlyinto the PMS, eliminating overbooking andcommon data entry errors Reservations 4/15/2013 31
  32. 32. Seamlessly synchronize availability, prices, reservations directlyfrom and into your Property Management System, allowing fortrue last room availability. iHotelier PMS Connect Your Hotel’s Property Management System Rates / Availability Reservations 4/15/2013 32
  33. 33. Real time reporting is key…Integrated, simple and flexible manager level reports with rate codes, credit cards, LOS, pace information create the base for strategic decisions 4/15/2013 33
  34. 34. Web Solutions &Web Marketing 4/15/2013 34
  35. 35. Customized designs that reflect each unique propertystyle including “Best Practices” to convert. 4/15/2013 35
  36. 36. Every Hotel needs a customized Mobile Site
  37. 37. Mobile websites are a complete yet simplesolution for hotelsCreate your mobile site to complement your current site designUpdates and maintenance needs to be easy to do for Hotels with acontent management systemLinks to Hotels social media pages, click to call functionality, andintegrated Google Maps make it easy for your guests to find youBuilt on a sub-domain, a mobile site provides a SEO boost andGoogle Analytics must be included to measure Hotels performanceLive Lead Rates integration, and direct links to a mobile optimizedbooking engine, drive conversions 4/15/2013 37
  38. 38. Robust content management system (CMS) thatallows Hotels easily maintain the website freshand updated. 4/15/2013 38
  39. 39. The TravelClickapproach to drivingonline revenue usingonline media 4/15/2013 39
  40. 40. TravelClick’s E-Commerce Strategy Analyze Convert• Paid Search• SEO • Website Analytics • Best Practices Design • Online Marketing• Social Media • Best Rate Guarantee Performance• Display Advertising • Dynamic Rate Display • Email Acquisition Review• Affiliated Marketing Strategy • Integrated Booking • Data Driven Engine • Email Marketing optimization • Pre / Post Stay Email Marketing Attract • Social Media Retain 40
  41. 41. Where do people go when they leave your site? 22 9.5 68% The number of The average The percent of sites the average number of online consumers who travel researcher research sessions consult online visits before a consumer reviews before booking conducts before booking bookingGoogle Think Insights: 5 Stages of Travel 41
  42. 42. Generating bookings is a numbers game.Drive traffic to your site with a full blend of online marketing. Paid Display Email Organic Search Remarketing Marketing SEO 5:1 to 15:1 5:1 to 20:1 Targeted blasts with an with an Average Averages average of average of 11:1 ROI+ 15:1 ROI+ 20:1 ROI 4:1 ROI Use SMO to 5 to 10% General capture a CTR blasts larger share increase Average of traffic with SMO 5:1 ROI Trip Advisor Trip Advisor acts as a conversion multiplier Social Media Social Media acts as ROI multiplier Targets those researching your market or Travel Intent Display who have booked a flight to your market All marketing channels integrate to touch the bottom line 42
  43. 43. Growing high quality traffic to Hotel website iskey to maximizing online revenues.It needs to be focused on the right channels Online marketing Online research activities strategy: Google: “best things to see in Paris” Research Travel Content Sites: guide to Paris Acquire new TripAdvisor: things to do in Paris customers Airline Sites: Complete flight reservation Google: “Boutique hotels St. Germain Shop TripAdvisor: Reviews Make it easy to Your website: In-depth property research book direct Google: “Hotel Amour” OTA: Shop/book travel Convert Travel Buy Agent shoppers Travel Agent: Shop/book travel 43
  44. 44. An effective online marketing strategy forHotel targets two groups of qualified leads:Converters: People who show interest in your property Behavior How to target this behavior Search for your property on Google PPC (Paid Search) brand terms Visit your site but don’t book Display Remarketing View your TripAdvisor page TA Business Listings & Check RatesShoppers: People coming to, or researching the market Behavior How to target this behavior Search your market on Google PPC (Paid Search) geo/generic terms Read travel content sites Travel Intent Display (Contextual Marketing) Booked a flight to your market Travel Intent Display (Behavioral Marketing) 44
  45. 45. Display Remarketing is how you bring back andconvert visitors who abandon your site.97% of consumers who visit your hotel website leave without booking. The search begins They find your hotel! They get sidetrackedThey leave your site. They browse the web Your ad appears where They see your ad, Time passes. (not just travel sites) they browse, reminding return to your site, them to book and book directly 45
  46. 46. Travel Intent Display is media targeted totravelers researching or traveling to your market A Chicago hotel serves ads They book a flight to Chicago as they browse the web Behavioral Display: Ads that target potential bookers wherever they are browsing, based on their online activity. - Example: Someone who booked a flight to Chicago Contextual Display: Chicago Ads placed on specific sites that have hotel ad content related to travel to a destination - Example: Top 10 things to do in Chicago 46
  47. 47. Your Hotel needs to be where the customers are and engage the customers: A social media optimization drives direct bookings, exemplified by our award winning program for Hotel BLOOM!Increased fan base by 300% inless than two monthsSold 10 extra room nights directlyfrom hotel’s Facebook party tabGained 450 new email subscribersWas awarded the IAC 2011Best Hotel and LodgingSocial Media Campaign 47
  48. 48. Multi-media plansdrive higher returns 4/15/2013 48
  49. 49. The foundation of TravelClick’s mediasolution is an integrated program From products To holistic media planning managed in isolation… and management Travel Pay-Per- PPC DRM Intent Click Display Travel Travel Agent Agent DRM Media Trip Travel Media IntentAdvisor Display Trip Advisor• SEPARATE products and objectives • ONE integrated media strategy• SEPARATE contracts • ONE contract• SEPARATE points of contact • ONE point of contact• SEPARATE performance reports • ONE performance package 49
  50. 50. With a customized Media Solution you investin a comprehensive media portfolio designedto grow your revenue. Custom digital marketing plan with access to TravelClick’s best-performing media inventory Flexibility to shift funds between media types based on performance ~ driving higher media returns Holistic media planning and management One contract, invoice, and performance package Monthly email reports and review calls with your media strategist 50
  51. 51. An integrated offering makes it easy to adddigital services to maximize Hotel directbookings. Display Marketing PPCSame Month-to-Month Social Presence Mobile SitePricing SEOOne Contract Your WebsiteSame Design andMarketing Team 51 4/15/2013
  52. 52. Business Intelligence 4/15/2013 52
  53. 53. Business Intelligence solutions provide youwith actionable insights to increase hotelrevenue.Price rooms… …with precision,Promote products… to win the right customers andTarget customers… maximize Hotel revenueAllocate inventory… 4/15/2013 53
  54. 54. Suite of Reporting solutions to help Hotelsincrease revenue. Rate Agency Demand See your competitors’ See your competitors’ See your market’s future rates production by production across all travel agent channelsHow should I price to To what agencies What should I do now maximize ADR and should I target my to impact my future occupancy? sales activities? bookings? RATE360 AGENCY360 DEMAND360 & DESTINATION INSIGHTS 4/15/2013 54
  55. 55. Summarizing:Integrated solutions todrive direct Business 4/15/2013 55
  56. 56. Your website needs to reflect an uniqueproperty or brand style and features, but alwayscombined with the Best Practices to convert. 4/15/2013 56
  57. 57. A mobile-friendly website is a “must” forevery hotel: One in Seven 5-10% of web searches bookings come originate from a from a mobile mobile device¹ device3 42% of travelers research or 65 percent of mobile book accommodations on a bookings are same day4 mobile device platform2 By 2015, 81% of cell phone users will have smart phones5 More people will access the internet via mobile devices than desktops61 Google research data, May 2011 4 Orbitz data, Dec 20112 Smarter Travel 5 Goldman Sachs. June 20113 TravelClick Data – sampling of 1600 iHotelier clients with MobiBook. 6 IDC New Media market Model, Sep 2011 4/15/2013 57
  58. 58. Your hotel needs an integrated solution forreal-time distribution management across allchannels. 4/15/2013 58
  59. 59. Customize the online booking experience to engagecustomers and get more direct bookings. 10/1/2012 59
  60. 60. The media landscape is complex, and hotelsneed help getting in front of potential guestswith a holistic Media approach . Guest Hotel 60
  61. 61. Your Hotel needs to be where customers areto drive more direct Business 4/15/2013 61
  62. 62. Social media optimization drives direct bookings:−845m monthly active users −250m monthly active users −1 trillion views in 2011−2.7b likes/comments a day −500m users signed up −1 hour uploaded/second−250m photos uploaded/day −340m tweets sent/day −3 billion hrs watched/month Engage your customers with Social integration into your Booking Process and Email marketing 62
  63. 63. Business Intelligence is Key for taking theright decisions and increase Hotels’ revenue. Rate Agency Demand See your competitors’ See your competitors’ See your market’s future rates production by production across all travel agent channelsHow should I price to To what agencies What should I do now maximize ADR and should I target my to impact my future occupancy? sales activities? bookings? RATE360 AGENCY360 DEMAND360 & DESTINATION INSIGHTS 4/15/2013 63
  64. 64. GRAZIE! 4/15/2013 64