Guide 2 for Hoteliers - Improve Your Hotel's Online Presence
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Guide 2 for Hoteliers - Improve Your Hotel's Online Presence

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  • 1. -­‐  Guide  2  for  Hoteliers  -­‐   ì   Improve  Your  Hotel’s  Online  Presence   How  Google  sees  businesses’  presence  on  the  web  By  Emilie  Alba,  extract  of  thesis  “The  Online  Compe;;on  Between  Hoteliers  and  OTAs”,  September  17,  2012.    Supervised  by  E.A.Craig,  Oneglobe  Network  
  • 2.   Web-­‐Marke<ng  Strategy  of  a  Hotel   Web-­‐Marke<ng  Strategy  of  a  hotel   viewed  by  an  Independent  Hotel   viewed  by  Google  How  independent  hotels  use  the  web  to   How  Google  thinks  hotels  should  use   a1ract  customers   the  web  to  a1ract  customers  
  • 3. %  =  the  importance  hoteliers  aDribute  to  each  touch  point*  to  aDract  customers.   Many  independent  hotels   -­‐  visualize  their  website  at  the  center  of  the   Internet   -­‐  try  to  bring  poten<al  clients  on  their   website  through  a  limited  use  of  Social   Media  (10%),  Local  directories  (10%),   Google  Maps  and  Places  (10%).     50%  of  the  touch  points  combined  are  not  op;mized  to  target   and  aDract  poten<al  hotels’  guests.  *  Touch  point:  Website,  Social  Media,  Local  Search  Sites,  Google  Maps/Places  
  • 4. %  =  the  importance  Google  thinks  Hoteliers  should  aDribute  to  each  touch  point  to   aDract  customers.   Google  visualizes  poten<al  customers   in  the  center,  and  strategically   Graph  made  in  April  2012  for  the   posi<oned  itself  on  all  the  different   Think-­‐Tank  Now  4  Next  by  Oneglobe  Network   exis<ng  touch  points.     Hoteliers  have  to  be  present   on  all  these  touch  points  +   pay  a  par<cular  aDen<on  to   online  influencers,  because  they   are  the  ones  who  are  the  most  likely   to  spread  words  about  hotels  online.     Each  touch  point  has  to  bring   poten<al  clients  to  a   bookable  plaUorm,  because   poten<al  clients  should  be  able  to   make  reserva<ons  through  the  touch   point  of  their  choice.  Note:  Touch  points  are  NOT  distribu<on  channels  
  • 5. G+  Local  Standardized  the  Online   Presence  of  Hotels   G+  Local  improves   the  web-­‐user   experience  online   by  making  Google’s   tools  more  social     G+  Local  expands   hotels’  visibility   on  each  touch   point  
  • 6. G+  Local…    -­‐  Strengthens  Google’s  posi;on  on   Local  Search  Sites  (=Local   directories),  which  provides  businesses  with   an  addi<onal  local  search  plaUorm  (made   possible  by  Google’s  partnership  with  Zagat).  -­‐  Makes  hotels  more  visual  on  Google   Search  (photos  of  businesses  present  on  G+   Local  shows  up  on  Google  search,  which   influences  web-­‐users  to  visit  hotels’  G+  Local   page).    -­‐  Makes  Google  Maps  more  social  by  displaying  “Review”  links  poin<ng  towards  the  G+  local  pages   of  the  hotels.  -­‐  Reinforces  hotel  guests’  direct  access  to  booking  plaEorms  on  each  touch  point,  with  the   “price  comparison  booking  boxes”.   More  about,  next  slide!  
  • 7. Google’s  “Price  Comparison  Booking  Box”…   …is  now  present  on  Google  Search,  which  makes  of  the  laDer  an  addi<onal  touch   point  for  customers.  Google  Maps   G+  Local  
  • 8. What  Does  This  Mean  For  Hotels  ?     Ø  Google   values   a   lot   businesses’   informa;on   coherence   online.   If   Google   can   rapidly  iden<fy  a  same  hotel  on  several  touch  points,  this  hotel  is  more  likely  to   be  ranked  among  the  top  results  on  search  engines.       Ø  G+  Local  having  integrated  all  the  touch  points  hotels  are  using  to  target  poten<al   clients,   it   means   that   Google   values   the   hotels’   presence   and   ac;vity   on   each   touch  point.     Hotels  have  to  update  all  their  lis;ngs  and  accounts  on  each  touch  point  in   order  to  provide  Google  with  coherent  informa<on  about  their  business,  so   that  Google  can  recognize  a  same  business  on  different  touch  points.         G+  Local  is  therefore  the  opportunity  for  hotels  to   review  their  online  presence  and  make  it   coherent.  
  • 9. Updating  the  Online  Presence  of  a  Hotel     =  a  Heavy  Task?   NO,  it’ s  easy   Time  c on suming !    but  ea sy   You  need  to  dis<nguish:   -­‐  Which  touch  point  needs  to  be  handled  in  priority   -­‐  What  are  the  most  important  pieces  of  informa;on  to   update*.   Follow  the  graph  next  slide  !  *The  update  of  a  touch  point  consists  in  checking  and  modifying  (if  necessary)  all  the  points  listed  on  the  top  lec-­‐hand  corner  of  the  graph  next  slide.  
  • 10. 2   A  Step-­‐by-­‐Step  Process  1   “Show  Google  You  Know  Its  Requirements”   •  Update  your  hotel’s  lis;ngs  on  Google  Places,   because  Google  is  currently  merging  these  pieces  of   informa<on  within  G+  Local  pages.   1   •  It  only  consists  in  verifying:                  -­‐  if  the  pieces  of  informa<on  concerning  the  hotel  are   correct                    -­‐  if  the  hotel  has  only  one  lis<ng  created  per  street   address  (if  the  hotel  is  present  on  different  loca<ons).  2   “Show  Google  How  Popular  You  Are”   •  Focus  on  social  media  because  if  this  touch  point  is  well-­‐maintained,  hotels  can  gain   visibility,  which  compensates  the  loss  of  traffic  many  hotels’  website  affected  by  Google’s  new   algorithms  (Google  Panda  and  Penguin)  experienced.   •  The  objec;ve  is  to  gain  in  popularity,  because  Google  values  the  web-­‐user   experience.  The  more  a  page  is  followed  by  web-­‐users,  the  more  it  gives  Google  proofs   of  the  real  existence  of  the  business.  
  • 11. A  Step-­‐by-­‐Step  Process  3   “Show  Google  You  Are  A  Real  Business”     4   •  Update  your  hotel’s  presence  on  local  and   3   recommenda<on  sites.     •  It  consists  in  finding:              1-­‐  the  sites  on  which  the  hotel’s  compe<tors  are  present              2-­‐  crea<ng  lis<ngs  on  these  sites.     •  It  is  important  to  be  present  on  sites  that  are  valued  by  Google.  In  general,  the   ones  ranked  on  top  results  and  the  ones  who  display  Google  devices  (like  maps)  or   visuals  (photos,  videos,  etc.)  are  efficient.  4   “Show  Google  Your  Website  Provides  A  Customer  Experience”   •  Review  the  performance  of  your  hotel’s  website.     Google  algorithms  analyze  every  detail  of  the  website  to  see  if  the  business  related  to  is  s<ll  exis<ng,  and   if  it  provides  web-­‐users  with  relevant  informa<on  (likely  to  enhance  good  consumer  experience).   •  A  website  has  to  be  well  organized,  dynamic  and  interac;ve.   The  best  way  to  improve  a  hotel’s  website  is  to  have  a  web-­‐developer  and  a  web-­‐marketer  working   together  on  it.  
  • 12. 2  The  op;miza;on  of  each  of  these  touch  points  will  be  further  developed  in  -­‐  Guide  3  for  Hoteliers  -­‐  ,  in   order  to  sa<sfy  the  hoteliers’  need  to  visualize:   4   3   -­‐  Where  they  lack  performance   -­‐  How  to  relieve  the  situa;on   1   Did  you  miss  -­‐  Guide  1  for  Hoteliers  -­‐  ?   You  can  s<ll  find  it  on:   -­‐  FutureMKRS  blog  hDp://futuremkrs.blogspot.com/   -­‐  My  own  blog  hDp://marketmyrooms.wordpress.com/   Follow  us  @futuremkrs   Follow  me  @em_nicolas