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Digital Developments In Hospitality October, 5st 2011 Analytic Trends Social Media -‐ -‐ Digital IQ Index p.2 -‐ Facebook’s new face p.6/7 -‐ -‐ Web Analytic Tools p.3 -‐ Social Media Solutions for Hotels p.8 -‐ Mobile Trends Online Trends -‐ -‐ Mobile Applications p.4/5 -‐ Online Services for Hotels p.9 -‐ -‐ Augmented Reality p.5 -‐ Online Booking Engines p.10 September 2011: New Digital Marketing Opportunities for Hoteliers! Big news for hoteliers: the summer break inspired many Digital Developments digital oriented firms. in Hospitality is a division of Oneglobe Online, Social Media, Mobile or Analytic oriented companies Network dedicated to launched or improved new services that should make hoteliers exploring Net happy. capabilities and innovations facilitating It is a matter of technological evolutions that are going to differentiation via impact the online marketing and communication strategies within the hospitality industry. breakthrough services. DDIH explores the For those who can’t follow DDIH blog regularly, this newsletter impact of apps, tools and summarizes the biggest digital trends of the previous month. platforms, already adopted in the The DDIH Team marketplace, and the impact on users’ service expectations.
Analytic Trends Digital IQ Indexes and analytic tools are good online performance indicators for hotels. Digital IQ Index More and more research centers classify hotels according to their Whats Your Social Media Digital IQ Index (IQ meaning Intellectual Quotient) after having Marketing IQ? September 6, 2011 evaluated their online influence. As you make your 2012 marketing plans, The Digital IQ Index enables hotels to consider what you need to do to take your position themselves according to their social media marketing to the next level. To competitors’ position in the market. ensure your firms maximizing its social media effectiveness, nows the time to check Download L2 Digital IQ Reports: your organizations social media marketing -‐ Travel IQ. -‐ Facebook Here are 30 questions to help determine Analytic tools such as Klout and your firms social media marketing IQ. These PeerIndex measure the online questions will help you assess where your performance of a website taking into organization is in terms of social media account their social media influence. marketing maturity and where you may need to improve effectiveness. http://www.clickz.com/clickz/column/2106136/wha ts-‐social-‐media-‐marketing-‐iq Dachis Group Debuts ‘Social Business Index’ – Think Of It As Klout For Companies September 13, 2011 Today sees the launch of the Social Business Index, a project from social business services company Dachis Group. In essence, the information service aims to provide some insights into how ‘social’ companies are, and how they stack up against similar corporations in their respective industries and their competitors, and provide some ‘social business’ benchmarks by company, subsidiary, geography, department and brand. If Klout and PeerIndex are about trying to measure the ‘socialness’ and influence of people and rank them, Dachis Group basically wants to do the same for corporations, in real time. The Social Business Index is free, with advanced features available to companies and registered users for a fee. http://ddih.wordpress.com/2011/09/13/dachis-‐group-‐debuts-‐‘social-‐business-‐index’-‐–-‐think-‐of-‐it-‐as-‐klout-‐for-‐ companies/ 2
Twitter Releases Web Analytics Web analytic tools Tool September 14, 2011 Twitter Web Analytics is intended to give website owners more data on the effectiveness of their Twitter integrations. It’s powered by BackType, the social analytics company that Twitter acquired in July. Twitter Web Analytics will help publishers and website owners understand three key things: How much of their content is being shared on Twitter, how much traffic Twitter is sending their way and how well Tweet Buttons are performing. The tool is free and currently in beta. http://ddih.wordpress.com/2011/09/14/twitter-‐ releases-‐web-‐analytics-‐tool/ Klout Adds Topic Pages To Give Users More Context Around A Subject And Its Influencers September 15, 2011 Klout aims to provide more context about a specific topic. On the topic page, Klout shows the top influencers in a given topic, regardless of their overall Klout score. Pages showcase content that recently influenced others, as well as top +K recipients (+K is a measurement tool Klout offers users to vote for peers’ influence in topics). Klout says that it plans to add analytics, trends, and more to topic pages. Topic pages can be accessed by clicking through any topic link on the site, such as from someone’s topic page. Top influencers on a topic are determined based on interactions and engagement from other topical influencers on content. http://ddih.wordpress.com/2011/09/15/klout-‐adds-‐topic-‐pages-‐to-‐give-‐users-‐more-‐context-‐around-‐a-‐ subject-‐and-‐its-‐influencers/ 3
Mobile Trends World Hotel groups and chains being mobile oriented, it is in the interest of Independent Hotels to keep abreast with the latest trends Mobile Applications in this field. Mobile booking engines with the ability to modify reservations are more and more expected by hotel guests. Photo and Video platforms on mobile are also being developed, especially for leisure travelers. Augmented reality, with geolocation systems, starts becoming a real need for every type of traveler. hotels.com Launches Integrated Marketing Campaign Surrounding its Mobile Booking App September 7, 2011 hotels.com® launched an exciting, “extreme” campaign centered on the company’s high-‐ speed mobile booking application, which allows users to book rooms at its network of almost 140,000 worldwide hotels. The video features the world-‐renowned skydiver booking a hotel room while flying at over 115 miles per hour in a 15,000 foot freefall before landing on the Lake Tahoe beach of the Hyatt Regency Lake Tahoe Resort, Spa & Casino. The hotels.com mobile booking app, which is available for iPhone and Android, features specialized offers, including exclusive mobile deals and over 20,000 last minute deals. It is available in more than 30 languages in more than 70 countries, and can access past and future reservations, even when offline. Mobile GPS functionality will allow the app to find the closest hotels with the best deals, based on a user’s current location. Welcomerewards® loyalty points can also be tracked and redeemed through the app. http://ddih.wordpress.com/2011/09/07/hotels-‐com-‐launches-‐integrated-‐marketing-‐campaign-‐surrounding-‐its-‐ mobile-‐booking-‐app/ 4
Mobli’s Social Broadcasting App Is the Closest You’ll Get to Being Batman September 8, 2011 Mobli, a social video and photo platform, is updating its platform and adding Android and BlackBerry apps to the service it launched on the iPhone in April. Here’s how it works: Users take photos and videos; the app automatically tags each image with a location (courtesy of Foursquare’s API) and major events in the vicinity. The tagging system enables you to follow specific users, locations and topics. You can also search images for any keyword or place. Mobli has unlimited video and an option to respond with a photo or video. Both of these contribute to an effect that’s something like an interactive visual diary. And what’s more compelling than someone else’s diary? http://ddih.wordpress.com/2011/09/08/mobli’s-‐social-‐broadcasting-‐app-‐is-‐the-‐closest-‐you’ll-‐get-‐to-‐being-‐ batman/ Augmented Reality Hotel portal boosts mobile via augmented reality app and touchscreen website September 28, 2011 The Hotels Now augmented reality app enables users to search for and view properties with price, distance and reviews information also available. The iPhone app has also been updated to include predictive destination search, find local hotels via GPS and share properties via social media channels. HRS has also improved its mobile website adapting the design to make it more suitable for touchscreen technology. http://ddih.wordpress.com/2011/09/28/hotel-‐portal-‐boosts-‐mobile-‐via-‐ augmented-‐reality-‐app-‐and-‐touchscreen-‐website/ 5
Social Media Trends In September, Facebook hit the headlines on blogs and news websites with the creation of new apps and the reorganization and Facebook’s new face redesign of its website… the result is something between Twitter and Google +, not surprising ! Responding to expansion of In parallel, Hospitality and Facebook’s location-‐based check-‐ Marketing oriented firms are turning towards online visibility ins as a hotelier and social media management to September 8, 2011 help independent hotels increase revenue. Starting last Friday, you may have noticed that the “X check-‐ins” verbiage has been removed from Places Pages and merged Facebook Pages and has been replaced with “X were here”. Users will still be able to “check-‐in” to businesses but instead through their status updates by NewsMix Makes a Magazine adding City Location and Tagging a Business in a From Your Facebook “Likes” post. September 21, 2011 With this change Facebook is looking at location in three different ways – Where I’m The NewsMix for Facebook application going, Where I am, and Where I have been. presents updates from the Facebook Pages Depending on how Facebook continues to roll you “like” in a magazine-‐like fashion. this out could be a huge plus for hotels to play in The company’s primary goal is to create a the location-‐based marketing space. digital newsstand relevant to each user and We recommend that hotels merge their appropriate for each platform. duplicate places pages and claim Place Pages of In the Facebook application, collected any of their business entities. stories represent the articles, photos and videos as posted by Facebook Pages. http://ddih.wordpress.com/2011/09/08/responding-‐to-‐ The application will appeal to the subset of expansion-‐of-‐facebook’s-‐location-‐based-‐check-‐ins-‐as-‐a-‐ hotelier/ Facebook users who want a unique and aesthetically pleasing way to discover news items from their favorite brands, media companies and celebrities while on Facebook. http://ddih.wordpress.com/2011/09/21/newsmix-‐ makes-‐a-‐magazine-‐from-‐your-‐facebook-‐“likes”/ -‐ more-‐1086 6
How the new Facebook will impact travel September 28, 2011 In the last couple of days I (Travis Pittman) have dug further into the new Open Graph developer documentation Facebook. In doing so, I have attempted to briefly summarize how the Open Graph changes may affect its users and the travel industry. Now instead of just being able to “like” a book, users will be able tell friends when they have “read” a book. Or “listened” to a song. Or, in the case of the travel industry, “booked” a flight, “hired” a car, stayed” in a hotel, “‘done” a tour, “reviewed” a point of interest. This might sound rosy. However, there could be some negative impact, too. After giving permission to an app, little messages are automatically (what they’ve named “Frictionless sharing”) being sent back to Facebook, your girlfriend, your co-‐workers and your friends about your actions on external websites. What about travel? I’m sure it would be interesting/distracting for people who are about to plan a trip of their own, are having a bad week at work or haven’t taken a holiday in a while when they see a flow of messages like: “Travis read a review about xyz hotel in Cape Town on TripAdvisor” …to eventually things like: “Travis ate a steak at a Cape Town steak restaurant” http://ddih.wordpress.com/2011/09/28/how-‐the-‐new-‐facebook-‐will-‐impact-‐travel/ Mark Zuckerberg at f8 7
Social Media solutions for hotels TripAdvisor Launches Widgets For Hospitality Industry September 28, 2011 NEWTON, MA – TripAdvisor launched its new Widget Center that makes it easier for the hospitality industry to find and display TripAdvisor content, such as ratings and reviews, on their own sites. The center offers a wide array of thematically organized widgets and includes new features, such as a “see it in use” option that shows how other sites are successfully displaying TripAdvisor content. The center also allows business owners and managers to email widget code to their site administrators for easy installation. http://ddih.wordpress.com/2011/09/28/tripadvisor-‐launches-‐widgets-‐for-‐hospitality-‐industry/ Appnostic enables hotels to manage social networks and Facebook September 22, 2011 According to Brian Dass, Founder and CEO of Appnostic, the company focuses on the development of its Travel PartnerNetwork program. “The objective being to make social media even more accessible and measurable than it used to be”. Social Promoter, the first tool developed by Appnostic is a universal project management tool for facebook and twitter able to evolve and take care of numerous accounts. Appnostic will create a partnership with hotels and hotel chains by offering them tools, promotional materials, sales trainings, marketing support, tutorials on the way to proceed, workshops and technical assistance to help them better manage their customers’ social media channels. SocialPromoter, TweetAgent and ProjectInteractive solutions have been especially personalized to answer the needs in the travel and hospitality industries. http://ddih.wordpress.com/2011/09/22/appnostic-‐permet-‐aux-‐hotels-‐de-‐gerer-‐les-‐reseaux-‐sociaux-‐et-‐ facebook-‐appnostic-‐enables-‐hotels-‐to-‐manage-‐social-‐networks-‐and-‐facebook/ -‐ more-‐1102 8
Online Trends Gaining online visibility, being the main objective for Independent Hotels in order to remain Online Services for Hotels competitive with the “big boys”, web solution platforms are getting specialized on the hospitality industry. Online booking systems and attractive review tools are still part of hoteliers’ main needs. TravelClick launches full-‐service web solution for hotels September 13, 2011 Custom Pro is the newest product available through TravelClick’s Web Solutions group and provides hotels with a custom website design and on-‐going services with no long-‐term commitment and no upfront fees. TravelClick’s award winning web team will concept, design and program a distinctive site that is optimized for lead conversion and to maximize organic search traffic. Custom Pro sites utilize best practice functionality including booking widgets, eRFP functionality, email capture, special offers rotators, guest comments, etc. to help hoteliers drive revenue and increase lead flow. Clients will also receive a robust content management system, on-‐going maintenance, web hosting, regular search engine optimization (SEO) updates, and a full site re-‐build every two years at no additional cost. Additional services can be added for incremental monthly fees, including a mobile website, media services and advanced search engine optimization programs, as well as the development of a social presence on Facebook, TripAdvisor and other review sites. http://ddih.wordpress.com/2011/09/13/travelclick-‐launches-‐full-‐service-‐web-‐solution-‐for-‐hotels/ 9
New hotel booking site targets Online Booking Engine travelers with hotel reservation September 12, 2011 FastBooking Engine Lux Takes Hotel Online Booking to the Next Level BACKBID, a revolutionary hotel booking September 27, 2011 website which offers hotels a way to earn new online business from confirmed travelers with existing reservations, has just launched in private beta mode. The site allows hotels to see which travelers are coming to their FastBooking, one of the world’s leading online market, how much they are willing to pay and solutions providers for the hospitality industry, what their travel preferences are because announces general availability of the recently BACKBID travelers already have a hotel released FastBooking Engine Lux. This new front reservation, confirming their intention to end enhances customers’ online booking travel. With this insider knowledge, hotels are experience and offers new options to better fit able to create personalized offers and deliver the hotelier’s needs, in particular those of the them directly to consumers, enticing them to luxury hotel market. book with their property and abandon their FastBooking Engine Lux is built on the same original reservation. robust, high performance online booking technology as the company’s time-‐tested http://ddih.wordpress.com/2011/09/12/new-‐hotel-‐ booking-‐site-‐targets-‐travelers-‐with-‐hotel-‐reservation/ FastBooking Engine Classic. · 30 languages and 62 currencies for users to select from when making their reservations. Oyster gives new (high) · Four step booking process. definition to panoramic hotel -‐ Multiple rooms bookings for separate dates at the same time. photos September 26, 2011 -‐ Industry record conversion rate. -‐ Lightening speed display of rates and availabilities. -‐ Advanced reporting tools to keep track of your Key Performance Indicators. Oyster.com, the lodging review and -‐ Particularly attractive for luxury properties booking site, likes to skip the marketing shots FastBooking Engine Lux includes a number of in favor of realistic hotel photos and the sophisticated tools to help users make their website just implemented panoramic photos buying decision and hoteliers increase online in a very big way. bookings. Oyster provides high-‐definition 360 degree panoramic image of hospitality http://ddih.wordpress.com/2011/09/27/fastbooking-‐ properties. The company claims to be adding engine-‐lux-‐takes-‐hotel-‐online-‐booking-‐to-‐the-‐next-‐level/ -‐ more-‐1147 200-‐300 hotels per month and will be giving some of these panoramic treatment for free. http://ddih.wordpress.com/?s=Oyster+gives+new+% 28high%29+definition+to+panoramic+hotel+photos 10
Digital Developments In Hospitality A word from the team… “ We are pleased to share through DDIH blog, all the pieces of information related to the latest digital trends in the objective to inspire independent hotels when creating marketing strategies.” Find us on