Alejandro Lista
Director of E-commerce
Southern Europe
Revenue Generating
Integrated Solutions, the future
for Hoteliers
M...
TravelClick provides expert
solutions to hotels to optimize
performance, grow revenue,
and create a stronger brand.
Our team delivers global expertise and local
knowledge to grow Hotels revenue.
Our dedicated field sales, account manageme...
We’ve been a leader for more than 12 years,
guiding 33,000+ hotels of all types and sizes.
Independent &
Small size Groups...
We have five lines of
business that will work
together to improve
Hotels performance.
●iHotelier® Central Reservation Syst...
MARKET TRENDS
The Brand Website revenue contributed 20.7% of the
total revenue booked
Global Highlights | 2012
Revenue by Channel
2012
S...
Global interest for accommodation
1 Source Google research data,
Italian market interest for accommodation
Intern
ational
...
Global interest for European accommodation
1 Source Google research data,
ITALY represents the 10%
GDS statistics for all Hotels linked to Milano airports for the
last 24 months
MILAN Performance Q1-2013 vs Q1-2012
Occupancy +2%
62.1% in 2013 vs 60.9% in 2012
ADR -1.3%
138.73€ in 2013 vs 140.53 in 2...
Hotel searches on Mobile are growing very
fast globally
One in Seven
searches
originate from a
mobile device¹
42% of trave...
Where do people go when they leave your
site?
68%
The percent of
consumers who
consult online
reviews before
booking
22
Th...
Major Market Trends in Hospitality
Trend 1: Social media is the cornerstone of marketing strategy
Trend 2: Business Intell...
HOW TO SUCCED IN A FAST
CHANGING MARKET
Hoteliers need to face this complex and
changing market.
Branding
Service
Guests
Corporate
Sales
Distribution
Channel
Reve...
Your website needs to reflect an unique property or
brand style and features, but always combined with
the Best Practices ...
Robust content management system (CMS) that
allows Hotels easily maintain the website fresh
and updated.
Social media optimization drives direct bookings:
●845m monthly active users
●2.7b likes/comments a day
●250m photos uploa...
Your Hotel needs to be where the customers
are and engage them:
Social media optimization drives direct bookings, example ...
Your Hotel needs to be where customers are
and drive more DIRECT Business
Your Hotel needs to be where customers
search to drive more DIRECT Business
Business Intelligence solutions provide you
with actionable insights to increase hotel
revenue.
Price rooms…
Promote produ...
Demand
See your market’s future
production across all
channels
Agency
See your competitors’
production by
travel agent
Rat...
Mobile statistics*
The ADR for a typical Mobile booking versus web booking is 15 USD higher
Close to 50% of all Mobile boo...
A mobile-friendly website is a “must” for
every hotel:
5-10% of web
bookings come
from a mobile
device3
65 percent of mobi...
Your hotel needs an integrated solution for
real-time distribution management across all
channels.
Electronic Distribution Map
Your web booking engine should help you to:
Build your brand
With a cutting-edge technology
Increase RevPAR
With intellige...
Up-sell and cross-sell
functionality
Turn lookers into bookers with engaging visual cues
and clear calls to action
Optimiz...
Increase Occupancy and Revenue for each stay:
Add a day before or after dates
selected to increase occupancy.
Up sell Room...
Hotel needs to control content also on their
booking engine and not only on the website.
Flexible
configuration for all
de...
Customize the online booking experience to engage
customers and get more direct bookings.
Hotel will capture more on-the-go bookings
with a mobile booking engine:
Increase
direct
Bookings to
your hotel…
42% of tr...
Hotels need to have a Next Generation Seamless
connectivity to all 4 GDS.
+19% growth in GDS revenue and bookings for Trav...
Growing GDS awareness of your Hotel on
the outside of “Just Connecting”...
GDS Media
It reaches decision makers (Travel Ag...
Demand Drivers is key to get incremental
bookings and reduce Hotel distribution
costs…
Metasearch
Partnerships
● Increased...
…and work with dozens of partners to drive
demand to Hotels and mainly to their direct
channels.
Consortia
Metasearch
Onli...
Preferential placement in point of sale tools
Coordinated Global agency visits
Exclusive marketing opportunities to over 6...
iHotelier PMS Connect
Seamlessly synchronize reservations directly into your
Property Management System, allowing for true...
Real time reporting to take the right decisions
Integrated, simple and flexible manager level reports with rate codes, cre...
● Paid Search
● SEO
● Social Media
● Display Advertising
● Affiliated Marketing
Attract
● Best Practices Design
● Best Rat...
The media landscape is complex, and hotels
need help getting in front of potential guests
with a holistic Media approach ....
Online research activities
Online marketing
strategy:
Google: “best things to see in Milan”
Travel Content Sites: guide to...
Behavior How to target
this behavior
Search your market on Google PPC (Paid Search) geo/generic terms
Read travel content ...
It is time for looking at an integrated media
solution
● ONE integrated media strategy
● ONE contract
● ONE point of conta...
GRAZIE!
Travelclick_WHR 2013_Milano " Revenue Generating Integrated Solutions - The Future for Hoteliers"
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Travelclick_WHR 2013_Milano " Revenue Generating Integrated Solutions - The Future for Hoteliers"

  1. 1. Alejandro Lista Director of E-commerce Southern Europe Revenue Generating Integrated Solutions, the future for Hoteliers MILANO
  2. 2. TravelClick provides expert solutions to hotels to optimize performance, grow revenue, and create a stronger brand.
  3. 3. Our team delivers global expertise and local knowledge to grow Hotels revenue. Our dedicated field sales, account management, and service teams have deep knowledge of the communities 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. 4. We’ve been a leader for more than 12 years, guiding 33,000+ hotels of all types and sizes. Independent & Small size Groups Mid-Sized Brands
  5. 5. We have five lines of business that will work together to improve Hotels performance. ●iHotelier® Central Reservation System™ ●iHotelier® Web 3.0™ ●iHotelier® Mobile™ ●iHotelier® GDS & Pegasus UltraDirect™ ●EZYield Channel Management™ ●iHotelier® VoicePro™ ●iHotelier® Demand™ ●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
  6. 6. MARKET TRENDS
  7. 7. The Brand Website revenue contributed 20.7% of the total revenue booked Global Highlights | 2012 Revenue by Channel 2012 Source: TravelClick Demand360. Top 50 markets worldwide from participating brands. Revenue in USD. Direct = Reservations taken directly on property such as walk-ins, meetings/groups, direct call in CRS = Central reservations office for contact center reservations via voice, chat or email Web = Hotel proprietary Web site + Mobile site or brand Web site OTA = Online travel agency such as Expedia, Booking, Venere, HRS GDS = Global distribution systems Sabre, Galileo, Worldspan, Amadeus
  8. 8. Global interest for accommodation 1 Source Google research data, Italian market interest for accommodation Intern ational Dom estic
  9. 9. Global interest for European accommodation 1 Source Google research data, ITALY represents the 10%
  10. 10. GDS statistics for all Hotels linked to Milano airports for the last 24 months
  11. 11. MILAN Performance Q1-2013 vs Q1-2012 Occupancy +2% 62.1% in 2013 vs 60.9% in 2012 ADR -1.3% 138.73€ in 2013 vs 140.53 in 2012 RevPar +0.7% 86.15€ in 2013 vs 85.59€ in 2012 Source STR Global
  12. 12. Hotel searches on Mobile are growing very fast globally One in Seven searches originate from a mobile device¹ 42% of travelers research or book accommodations on a mobile device platform2 5-10% of web bookings come from a mobile device3 65 percent of mobile bookings are same day4 By 2015, 81% of cell phone users will have smart phones5 More people will access the internet via mobile devices than desktops6 1 Google research data, 2012 4 Orbitz data, Dec 2011 2 Smarter Travel 5 Goldman Sachs. June 2011 3 TravelClick Data – sampling of 1600 iHotelier clients with MobiBook. 6 IDC New Media market Model, Sep 2011
  13. 13. Where do people go when they leave your site? 68% The percent of consumers who consult online reviews before booking 22 The number of sites the average travel researcher visits before booking 9.5 The average number of online research sessions a consumer conducts before booking Google Think Insights: 5 Stages of Travel
  14. 14. Major Market Trends in Hospitality Trend 1: Social media is the cornerstone of marketing strategy Trend 2: Business Intelligence (BI) at every level. The new face of successful travel companies: 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 - embrace new channels - Integrate online, offline and social - retain customer loyalty. Trend 4: Semantic technology (finally) becomes relevant in the travel value chain Evaluate opportunities – Experiment to see what works Trend 5: Mobile provides a unique platform for more direct distribution The new mobile devices facilitate continuous engagement - mobile marketing becomes more personalized and relevant *Source: PhoCusWright Inc.
  15. 15. HOW TO SUCCED IN A FAST CHANGING MARKET
  16. 16. Hoteliers need to face this complex and changing market. Branding Service Guests Corporate Sales Distribution Channel Revenue Management Marketing
  17. 17. Your website needs to reflect an unique property or brand style and features, but always combined with the Best Practices to convert.
  18. 18. Robust content management system (CMS) that allows Hotels easily maintain the website fresh and updated.
  19. 19. Social media optimization drives direct bookings: ●845m monthly active users ●2.7b likes/comments a day ●250m photos uploaded/day ●250m monthly active users ●500m users signed up ●340m tweets sent/day ●1 trillion views in 2011 ●1 hour uploaded/second ●3 billion hrs watched/month Engage your customers with Social integration into your Booking Process
  20. 20. Your Hotel needs to be where the customers are and engage them: Social media optimization drives direct bookings, example of Hotel BLOOM! Increased fan base by 300% in less than two months Sold 10 extra room nights directly from hotel’s Facebook party tab Gained 450 new email subscribers Was awarded the IAC Best Hotel and Lodging Social Media Campaign
  21. 21. Your Hotel needs to be where customers are and drive more DIRECT Business
  22. 22. Your Hotel needs to be where customers search to drive more DIRECT Business
  23. 23. Business Intelligence solutions provide you with actionable insights to increase hotel revenue. Price rooms… Promote products… Target customers… Allocate inventory… …with precision, to win the right customers and maximize Hotel revenue
  24. 24. Demand See your market’s future production across all channels Agency See your competitors’ production by travel agent Rate See your competitors’ rates Business Intelligence is Key for taking the right decisions and increase Hotels’ revenue. How should I price to maximize ADR and occupancy? RATE360 To what agencies should I target my sales activities? AGENCY360 What should I do now to impact my future bookings? DEMAND360 & DESTINATION INSIGHTS
  25. 25. 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 1700 iHotelier clients with MobiBook.
  26. 26. A mobile-friendly website is a “must” for every hotel: 5-10% of web bookings come from a mobile device3 65 percent of mobile bookings are same day4 By 2015, 81% of cell phone users will have smart phones5 More people will access the internet via mobile devices than desktops6 One in Seven searches originate from a mobile device¹ 42% of travelers research or book accommodations on a mobile device platform2 1 Google research data, May 2011 4 Orbitz data, Dec 2011 2 Smarter Travel 5 Goldman Sachs. June 2011 3 TravelClick Data – sampling of 1600 iHotelier clients with MobiBook. 6 IDC New Media market Model, Sep 2011
  27. 27. Your hotel needs an integrated solution for real-time distribution management across all channels.
  28. 28. Electronic Distribution Map
  29. 29. Your web booking engine should help you to: Build your brand With a cutting-edge technology Increase RevPAR With intelligent upsell of stay length, rooms and add-on services Drive more bookings In fewer clicks with optimized navigation and clear calls to action Have full control of the booking experience Allowing you to sell the way you want
  30. 30. Up-sell and cross-sell functionality Turn lookers into bookers with engaging visual cues and clear calls to action Optimized navigation precipitates conversion in ~20% fewer clicks How to drive more direct bookings and increase RevPAR with your Booking Engine. Select Dates Select Rooms Add Enhancements Confirm Reservation
  31. 31. Increase Occupancy and Revenue for each stay: Add a day before or after dates selected to increase occupancy. Up sell Room categories and ancillary products/services to increase Revenue for each stay. Flexible date calendars to allow guests to see when best rates are available to stay. But most important help you to increase occupancy the days your hotel need it.
  32. 32. Hotel needs to control content also on their booking engine and not only on the website. Flexible configuration for all design aspects Create multiple themes for promotional offer merchandising Easy photo and media content administration Preview real-time, prior to publishing to live site Enhanced customizations for button styles, header gradients and colors
  33. 33. Customize the online booking experience to engage customers and get more direct bookings.
  34. 34. Hotel will capture more on-the-go bookings with a mobile booking engine: Increase direct Bookings to your hotel… 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 1 SmarterTravel 2 Based on iHotelier Mobile customer data
  35. 35. Hotels need to have a Next Generation Seamless connectivity to all 4 GDS. +19% growth in GDS revenue and bookings for TravelClick European hotels in 2012.
  36. 36. Growing GDS awareness of your Hotel on the outside of “Just Connecting”... GDS Media It reaches decision makers (Travel Agent) at the point of sale for a specific booking date. GDS Preferred Placement Over 98% of qualified GDS transactions are generated directly from Page One results Consortia Participation Consortia hotels received 5 times more reservations than non Consortia hotels
  37. 37. Demand Drivers is key to get incremental bookings and reduce Hotel distribution costs… Metasearch Partnerships ● Increased demand driven directly to your web booking engine ● Competitively position hotels to drive direct bookings ● Preferred commercial terms resulting in reduced customer acquisition costs OTA Partnerships ● Increased distribution resulting in more bookings ● Preferred placement on the shelf ● Preferred commercial terms, including reduced margins Consortia/ Mega Agency Partnerships ● Increased business travel demand and bookings ● Favorable subscription pricing ● Preferred placement in GDS ● Access to travel agent offices globally ● Centralized management of RFP content, submission and rate audits
  38. 38. …and work with dozens of partners to drive demand to Hotels and mainly to their direct channels. Consortia Metasearch Online Travel Agent Corporate
  39. 39. Preferential placement in point of sale tools Coordinated Global agency visits Exclusive marketing opportunities to over 60 thousand agents worldwide. Global partnership opportunity offering worldwide exposure Only large hotel groups can gain this status on their own www.g-h-s.com Key Benefits in Consortias for Hotels worldwide with Fully Preferred Partnerships
  40. 40. iHotelier PMS Connect Seamlessly synchronize reservations directly into your Property Management System, allowing for true last room availability, with PMS Connect. Your Hotel’s Property Management System Rates / Availability Reservations
  41. 41. Real time reporting to take the right decisions Integrated, simple and flexible manager level reports with rate codes, credit cards, LOS, pace information create the base for strategic decisions
  42. 42. ● Paid Search ● SEO ● Social Media ● Display Advertising ● Affiliated Marketing Attract ● Best Practices Design ● Best Rate Guarantee ● Dynamic Rate Display ● Integrated Booking Engine Convert ● Email Acquisition Strategy ● Email Marketing ● Pre / Post Stay Email Marketing ● Social Media Retain ● Website Analytics ● Online Marketing Performance Review ● Data Driven optimization Analyze Hotels need to have an E-Commerce Strategy
  43. 43. The media landscape is complex, and hotels need help getting in front of potential guests with a holistic Media approach . Hotel Guest
  44. 44. Online research activities Online marketing strategy: Google: “best things to see in Milan” Travel Content Sites: guide to Milan TripAdvisor: things to do in Milan Airline Sites: Complete flight reservation Google: “Boutique hotels near DUOMO” TripAdvisor: Reviews Your website: In-depth property research Google: “Hotel Amore” OTA: Shop/book travel Travel Agent: Shop/book travel Growing high quality traffic to Hotel website is key to maximizing online revenues. It needs to be focused on the right channels Research Shop Buy Acquire new customers Make it easy to book direct Convert Travel Agent shoppers
  45. 45. 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) 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 Rates An effective online marketing strategy for Hotel targets two groups of qualified leads: Shoppers: People coming to, or researching the market Converters: People who show interest in your property
  46. 46. It is time for looking at an integrated media solution ● ONE integrated media strategy ● ONE contract ● ONE point of contact ● ONE performance package PPC DRM Travel Intent Display Trip Advisor To holistic media planning and management From products managed in isolation… ● SEPARATE products and objectives ● SEPARATE contracts ● SEPARATE points of contact ● SEPARATE performance reports Travel Agent Media Pay-Per-ClickDRMTrip Advisor Travel Agent Media Travel Intent Display
  47. 47. GRAZIE!
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