Winning Internet Strategies for Hoteliers Laura Greally, Marketing Executive, p3 p3 Technology| [email_address] | www.p3.ie

Today’s Topics A short word on p3 Technology, who we are, what we do.... What does the internet channel hold in store for UK hoteliers in 2009 & beyond? Key Trends – what’s happening out there? Winning Strategies taking a bigger slice of the internet pie Tomorrow’s reality! Initiatives that will make a difference to your bottom line

A short word on p3 Technology, who we are, what we do....

What does the internet channel hold in store for UK hoteliers in 2009 & beyond?

Key Trends – what’s happening out there?

Winning Strategies taking a bigger slice of the internet pie

Tomorrow’s reality!

Initiatives that will make a difference to your bottom line

About p3 We specialize in: The supply of innovative web technologies The provision of dynamic e-Business solutions for the travel industry Online Marketing Solutions for Hoteliers We Deliver: Custom-made software solutions tailored to our clients needs Effective online marketing services

We specialize in:

The supply of innovative web technologies

The provision of dynamic e-Business solutions for the travel industry

Online Marketing Solutions for Hoteliers

We Deliver:

Custom-made software solutions tailored to our clients needs

Effective online marketing services

Some of our clients:

Key Trends As we all know, things are tough and getting tougher Europe, occupancy down 0.7% for the first half of 2008 (Smith Travel Research) However, there is one light at the end of the tunnel The internet is still “perceived” as the “best deal” channel by customers Direct internet distribution will win User Generated Content will continue to prosper Now more than ever, your online marketing strategy is of paramount importance

As we all know, things are tough and getting tougher

Europe, occupancy down 0.7% for the first half of 2008 (Smith Travel Research)

However, there is one light at the end of the tunnel

The internet is still “perceived” as the “best deal” channel by customers

Direct internet distribution will win

User Generated Content will continue to prosper

Now more than ever, your online marketing strategy is of paramount importance

So, how can you increase your share? Know your portion Tracking of Website KPIs Tracking of online marketing spend and activities Choose the best toppings Check out the cost per slice

Know your portion

Tracking of Website KPIs

Tracking of online marketing spend and activities

Choose the best toppings

Check out the cost per slice

Know your online customer Where are they finding your website? Direct Search (Paid, organic), most popular search terms Customer Review sites: which ones? What are they looking at once they find you? Most visited pages Exit pages

Where are they finding your website?

Direct

Search (Paid, organic), most popular search terms

Customer Review sites: which ones?

What are they looking at once they find you?

Most visited pages

Exit pages

PhocusWright 2008 The NEXTGen Traveler What are the Top 5 Influencers for Travel Website Users? 1. Lowest available fares or rates 2. Photos 3. Lowest Rate Guarantee 4. Easy to use booking engine 5. Virtual tours and videos . . . . 11. User Generated Reviews 11

It’s back to the basics Key Influencers are Price , photos and lowest rate guarantee Its time to review: Rate Strategy Booking Engine Clear pricing policy on your site Photos

Key Influencers are Price , photos and lowest rate guarantee

Its time to review:

Rate Strategy

Booking Engine

Clear pricing policy on your site

Photos

Focus on ROI, Do what works for you Adopt an ROI-centric approach to online marketing Stick to proven tactics Concentrate on business driving initiatives Track, review and track again Find out what works and spend more, not less!

Adopt an ROI-centric approach to online marketing

Stick to proven tactics

Concentrate on business driving initiatives

Track, review and track again

Find out what works and spend more, not less!

User Generated Content Almost half of the Top 200 websites in the Travel category are non-transactional- i.e.: Travel 2.0 type sites dedicated to customer reviews, networking, meta-search and rich media (PhocusWright, Feb 08) And for hotels, one of the most important animals in this increasingly popular pack is the customer review site

Almost half of the Top 200 websites in the Travel category are non-transactional- i.e.: Travel 2.0 type sites dedicated to customer reviews, networking, meta-search and rich media (PhocusWright, Feb 08)

And for hotels, one of the most important animals in this increasingly popular pack is the customer review site

But how can you make it work to your advantage? While this trend may seem very unappealing, there are a number of ways that you can harness this trend, by decreasing the amount of visitors leaving your site and providing ways for that visitor to get back to the hotel website, quickly and easily : Consider adding customer reviews to your site or trial it. Make sure you appoint a monitor to scan all reviews Advertise on Customer Review Sites and Make sure your ad stands out!

While this trend may seem very unappealing, there are a number of ways that you can harness this trend, by decreasing the amount of visitors leaving your site and providing ways for that visitor to get back to the hotel website, quickly and easily :

Consider adding customer reviews to your site or trial it.

Make sure you appoint a monitor to scan all reviews

Advertise on Customer Review Sites and Make sure your ad stands out!

Some tips for web success in 2009 & Beyond Know your share and your online customer Concentrate and spend more on what works Focus on direct distribution and costs Don’t ignore the power of Web 2.0 ________________________________________________ Thank You for listening! Laura Greally p3 Technology| [email_address] | www.p3.ie

Know your share and your online customer

Concentrate and spend more on what works

Focus on direct distribution and costs

Don’t ignore the power of Web 2.0

________________________________________________ Thank You for listening! Laura Greally

p3 Technology| [email_address] | www.p3.ie