By Pedro Colaco<br />The social commerce revolution<br />
Agenda<br />
The opportunity<br />We have staff and money for sales, marketing and technology<br />My hotel is better. But how can I co...
Our vision<br />This social web thing is really great!!!<br />Change the World of travel by allowing independent hotels an...
Travel e-Commerce has changed forever<br />Look<br />Search more<br />Look<br />Search <br />Book<br />Select dates,rooms,...
Google restructuring the travel industry<br />Google Search changes to instant results<br />ITA acquisition for $700M<br /...
Top 5 social media for travel<br />The travel social network: ratings, reviews, pictures<br />#1 site for accommodation (2...
5 tools you should be using (they’re free!)<br />News in your inbox every day.<br />Like Google Alerts, but for social med...
Social consumers are different<br />Users looking for “experiences”<br />Search much more specific products<br />71% of US...
A new wave in distribution is starting<br />2020<br />2010<br />2000<br />1990<br />1980<br />SocialCommerce<br />Online T...
Social commerce = nightmare?<br />Tripadvisor was hard enough…<br />What to do with Facebook? Be on twitter 24x7?<br />New...
Social marketing can bridge the gap<br />400,000 smaller properties and brands<br /><ul><li>Mass distribution channels
Slow to adapt to changes </li></ul>60,000 largehotels<br /><ul><li>Strong sales & marketing
Ride market changes</li></li></ul><li>The opportunity and the need<br />Consumers have diminishing time, or patience for W...
Large OTAs spend $200M+in online advertising<br />Independents and smallerbrands will not be #1 in Google“Hotels New York”...
Modular approach for social consumer <br />Book<br />One-page booking Viral distribution<br />Look<br />Engaging web pages...
Listen and leverage user content<br />Scan millions of posts, but filter relevant information<br />Blogs, news, videos, ph...
Engage: be relevant<br />Engage with on-the-fly campaigns<br />Pictures, pictures, pictures<br />Highlight special offers,...
Book: drive incremental bookings<br />Innovate: Offer social exclusives<br />Easy, real-time booking<br />Filters and slid...
Measure, and do it all over again<br />Make decisions based on consumer behaviors<br />Measure everything<br />Integrate w...
Social marketing value proposition<br />Amplify positive reputation<br />Create community of brandembassadors<br />Get boo...
Hotel Aiken 68 economy rooms in Aiken, SC (USA)<br />Success:<br /><ul><li>4x more direct bookings in 1 month
Advance bookings for special events
Complete control over website</li></ul>“GuestCentric really understood the challenges that independent hotels like us face...
Base2Stay 106 boutique rooms in Liverpool (UK)<br />Success:<br /><ul><li>New property: from $0 to $45,000 per month in 5 ...
Site done in 2 weeks
Direct bookings #1 reservation source </li></ul>“GuestCentric’s system and staff are wonderful, I wish I could deal with m...
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GuestCentric: Social marketing for hotels

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This presentation presents 10 tips for independent hotels and smaller brands to leverage social media as a way to engage with customers and increase affinity and loyalty.

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  • Great vertical market opportunityHospitality going through restructuring and investmentDisruptive Internet solutionClear cost and operational advantageSolid go-to-market and revenue modelMitigates development and go-to-market risksTop-notch team in placeManagement and development
  • Expedia+Booking.com spend $300M in online marketingThey advertise on 400,000 keywordsHence, your hotel will never be #1 on Hotels New York, Hotels Paris, etc.But… You can get many eyeballs looking for your propertyLeverage expense by online travel agents - sign upLeverage Google tools and SEO techniques to rank high for property name ✔Most of it is setup not ongoing “service”
  • Listen in and monitor as many outlets as possible ✔Embrace established social media like Tripadvisor, YouTube ✔Capitalize Facebook fan pages and twitter ✔Offer social media exclusives ✔Reward Facebook, twitter followers
  • Provide real-time rates and availability and easy online booking ✔Minimize chance to abandon or continue shoppingHighlight your best rate for price shoppers ✔Simplify competitive shoppingEnsure rate parity with all online travel agentsNo one will buy direct if Expedia is cheaper…Innovate with promotions, restrictions ✔Don’t be cheap: create packages, e.g. with local activities
  • Provide real-time rates and availability and easy online booking ✔Minimize chance to abandon or continue shoppingHighlight your best rate for price shoppers ✔Simplify competitive shoppingEnsure rate parity with all online travel agentsNo one will buy direct if Expedia is cheaper…Innovate with promotions, restrictions ✔Don’t be cheap: create packages, e.g. with local activities
  • GuestCentric: Social marketing for hotels

    1. 1. By Pedro Colaco<br />The social commerce revolution<br />
    2. 2. Agenda<br />
    3. 3. The opportunity<br />We have staff and money for sales, marketing and technology<br />My hotel is better. But how can I compete?<br />
    4. 4. Our vision<br />This social web thing is really great!!!<br />Change the World of travel by allowing independent hotels and smaller brands to shine online.<br />
    5. 5. Travel e-Commerce has changed forever<br />Look<br />Search more<br />Look<br />Search <br />Book<br />Select dates,rooms,packages<br />Interact<br />Recommendations<br />Interact<br />User reviews<br />Interact<br />User photos,<br />videos<br />
    6. 6. Google restructuring the travel industry<br />Google Search changes to instant results<br />ITA acquisition for $700M<br />Google Maps promotes owner sites <br />Google Places includes reviews, social word-of-mouth <br />
    7. 7. Top 5 social media for travel<br />The travel social network: ratings, reviews, pictures<br />#1 site for accommodation (2x bigger than marriott.com)<br />#2 search engine for consumers. You may not be there,but your guests are searching there.<br />Pictures are #2 factor when deciding where to stay.<br />500M users and growing. Can’t ignore.<br />The best way of making money on social networks.<br />
    8. 8. 5 tools you should be using (they’re free!)<br />News in your inbox every day.<br />Like Google Alerts, but for social media.<br />Blog search made easy.<br />Measure the influence of your followers.<br />The ultimate twitter client.<br />
    9. 9. Social consumers are different<br />Users looking for “experiences”<br />Search much more specific products<br />71% of US internet users on Facebook*<br />60% trust social word-of-mouth for travel decisions**<br />82% prefer to book direct with suppliers***<br />Keeping up with change harder than ever<br />10M comments in Facebook every 20 minutes<br />Sources:<br />*onlineschools.org<br />** Forrester<br />*** Phocuswright<br />
    10. 10. A new wave in distribution is starting<br />2020<br />2010<br />2000<br />1990<br />1980<br />SocialCommerce<br />Online TravelAgents<br />TourOperators<br />GDS<br />
    11. 11. Social commerce = nightmare?<br />Tripadvisor was hard enough…<br />What to do with Facebook? Be on twitter 24x7?<br />New social networks emerging every day….<br />How to measure success?<br />And how to monetize on the effort?<br />
    12. 12. Social marketing can bridge the gap<br />400,000 smaller properties and brands<br /><ul><li>Mass distribution channels
    13. 13. Slow to adapt to changes </li></ul>60,000 largehotels<br /><ul><li>Strong sales & marketing
    14. 14. Ride market changes</li></li></ul><li>The opportunity and the need<br />Consumers have diminishing time, or patience for Web 1.0 solutions<br />Social consumer does not want to deal with mass distribution<br />Independent hotels and smaller brands need effective tools to deal with change<br />
    15. 15. Large OTAs spend $200M+in online advertising<br />Independents and smallerbrands will not be #1 in Google“Hotels New York”<br />But… many visitors can turnto guests<br />Promote experiences instead of regions<br />Independents must be realistic <br />
    16. 16. Modular approach for social consumer <br />Book<br />One-page booking Viral distribution<br />Look<br />Engaging web pages<br />Facebook fan page<br />Interact<br />Reputation management<br />Social CRM<br />
    17. 17. Listen and leverage user content<br />Scan millions of posts, but filter relevant information<br />Blogs, news, videos, photos<br />Social networks (TripAdvisor, Facebook, Twitter)<br />Integrate user content, manage reputation<br />Amplify positive user reviews<br />Respond to negative comments<br />
    18. 18. Engage: be relevant<br />Engage with on-the-fly campaigns<br />Pictures, pictures, pictures<br />Highlight special offers, innovative room types<br />Be local, useful and fun<br />Promote experiences<br />Blend official site and Facebook page<br />
    19. 19. Book: drive incremental bookings<br />Innovate: Offer social exclusives<br />Easy, real-time booking<br />Filters and sliders to speed up selection<br />Best rate highlighted on a calendar<br />Make booking a no-brainer: click-to-book<br />
    20. 20. Measure, and do it all over again<br />Make decisions based on consumer behaviors<br />Measure everything<br />Integrate with Google Analytics<br />Gain customer insight & develop loyalty<br />Learn needs of incoming guests<br />Monitor service requests during stay<br />Pinpoint opportunities for direct sales<br />
    21. 21. Social marketing value proposition<br />Amplify positive reputation<br />Create community of brandembassadors<br />Get bookings from socialexclusives<br />Compete today for futurecustomer intimacy<br />
    22. 22. Hotel Aiken 68 economy rooms in Aiken, SC (USA)<br />Success:<br /><ul><li>4x more direct bookings in 1 month
    23. 23. Advance bookings for special events
    24. 24. Complete control over website</li></ul>“GuestCentric really understood the challenges that independent hotels like us face. Now we can keep the hotel’s website looking fresh by updating content at anytime from anywhere” - Lindsey W., Customer Care Director<br />
    25. 25. Base2Stay 106 boutique rooms in Liverpool (UK)<br />Success:<br /><ul><li>New property: from $0 to $45,000 per month in 5 months
    26. 26. Site done in 2 weeks
    27. 27. Direct bookings #1 reservation source </li></ul>“GuestCentric’s system and staff are wonderful, I wish I could deal with more companies like them” - Alun H., Managing Director<br />
    28. 28. Casa de Madrid 7 luxury rooms in Madrid (Spain)<br />Success:<br /><ul><li>3x more direct bookings in 3 months
    29. 29. Lots of exposure due to WebAward
    30. 30. 40% of reservations from website</li></ul>“GuestCentric fully understands the needs and opportunities for a small boutique property. The technology has provided a perfect solution. Most importantly, online revenue has delivered a substantial ROI” - Ashley U., Business Consultant  <br />
    31. 31. GuestCentric: Smart, Social, Intuitive<br />One application, all killer features<br />Modular: no need to jump into all features day 1<br />Decision support data and performance indicators<br />Gets guest into the process<br />Incentives to shop, book and distribute virally<br />Instant-on<br />Intuitive interface<br />Projects are hours/days not months!<br />
    32. 32. Scan millions of posts, but filter relevant information<br />Integrate user content, manage reputation<br />Engage with on-the-fly campaigns<br />Be local, useful and fun<br />Blend official site and Facebook page<br />Innovate: Offer social exclusives<br />Make booking a no-brainer: click-to-book<br />Make decisions based on consumer behaviors<br />Gain customer insight & develop loyalty<br />Pinpoint opportunities for direct sales<br />Recap: 10 easy tips<br />
    33. 33. Why Social?<br />This social web thing is really great!!!<br /><ul><li>3x to 10x more direct bookings
    34. 34. 30% less distribution costs
    35. 35. Fuel viral business when you are ready</li></li></ul><li>GuestCentric is a fast, smart way for hotels to ride the social commerce wave and modernize their online marketing and sales. GuestCentric hotels increase direct bookings 3x to 10x, lower distribution costs and benefit from viral business.<br />Contact us:<br /> www.guestcentric.com<br />www.youtube.com/guestcentric<br />www.facebook.com/guestcentric<br />www.twitter.com/guestcentric<br /> US: (203) 517- 0720<br /> International: +351 21 036-0900<br />Contact GuestCentric<br />

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