#WIHPAcademy: 4 Pillars of Hotel Marketing (English)
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#WIHPAcademy: 4 Pillars of Hotel Marketing (English)

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#WIHPAcademy: 4 Pillars of Hotel Marketing (English) #WIHPAcademy: 4 Pillars of Hotel Marketing (English) Presentation Transcript

  • THE 4 PILLARS OF HOTEL MARKETING WIHP Academy • Barcelona • February 2014
  • THE 4 PILLARS SHARE CONVERT CAPTURE POPULARIZE WIHPHOTELS.COM #WIHPACADEMY
  • THE FOUR PILLARS OF HOTEL MARKETING How do your guests book? •  Search for a location •  Make a short-list •  Compare their options •  Get the best deal WIHPHOTELS.COM #WIHPACADEMY
  • THE FOUR PILLARS OF HOTEL MARKETING How should hotels market themselves? •  Be on every list for that destination •  Promote your USP •  Promote your USP clearly •  Give the best deal WIHPHOTELS.COM #WIHPACADEMY
  • 1. Popularize 2. Capture 3. Convert 4. Share THE FOUR PILLARS OF HOTEL MARKETING POPULARIZE The goal of popularizing your hotel is to make potential guests aware of it’s existence. WIHPHOTELS.COM #WIHPACADEMY
  • 1. Popularize 2. Capture 3. Convert 4. Share THE FOUR PILLARS OF HOTEL MARKETING SOURCE OF DIRECT BOOKINGS 1.  2.  3.  4.  5.  6.  7.  8.  Word of mouth Tripadvisor OTAs Repeating clients Social Media Press and Magazines Search engines Blogs WIHPHOTELS.COM #WIHPACADEMY
  • 1. Popularize 2. Capture 3. Convert 4. Share THE FOUR PILLARS OF HOTEL MARKETING 27% WIHPHOTELS.COM of hotel guests discovered the hotel through friends or family. #WIHPACADEMY
  • 1. Popularize 2. Capture 3. Convert 4. Share THE FOUR PILLARS OF HOTEL MARKETING Your “free” publicity comes from TripAdvisor. If you’re good you will get bookings. WIHPHOTELS.COM #WIHPACADEMY
  • 1. Popularize 2. Capture 3. Convert 4. Share THE FOUR PILLARS OF HOTEL MARKETING Expedia Tripadvisor Booking.com H WIHPHOTELS.COM OTAs #WIHPACADEMY
  • 2. Capture 1. Popularize 3. Convert 4. Share THE FOUR PILLARS OF HOTEL MARKETING Expedia H Tripadvisor H Booking.com H WIHPHOTELS.COM H H OTAs #WIHPACADEMY
  • 1. Popularize 2. Capture 3. Convert 4. Share THE FOUR PILLARS OF HOTEL MARKETING 20% WIHPHOTELS.COM of direct bookings come from guests who first heard of the hotel on an OTA. #WIHPACADEMY
  • 2. Capture 1. Popularize 3. Convert 4. Share THE FOUR PILLARS OF HOTEL MARKETING People trust “professionals”. They want selections. It reduces the amount of decisions they need to make. WIHPHOTELS.COM #WIHPACADEMY
  • 1. Popularize 2. Capture 3. Convert 4. Share THE FOUR PILLARS OF HOTEL MARKETING WIHPHOTELS.COM Fitt’s Law re-worked The bigger the target, the easier it is for people to reach it. #WIHPACADEMY
  • 2. Capture 1. Popularize 3. Convert 4. Share THE FOUR PILLARS OF HOTEL MARKETING THE FIRST PILLAR Google Hotel Finder Others Facebook H H H Friends H H Emailings Yahoo Tripadvisor H and HFamily Bing Expedia H Booking.com H Google H H H H H WIHPHOTELS.COM Groupon Blogs Autres OTAs Trivago Word to mouth Voyages Privés Travel Guides H H H H #WIHPACADEMY
  • THE FIRST PILLAR 87% of your future guests will have discovered your hotel before finding your website. Be everywhere. #wihpacademy WIHPHOTELS.COM #WIHPACADEMY
  • 1. Popularize 2. Capture 3. Convert 4. Share THE FOUR PILLARS OF HOTEL MARKETING CAPTURE Capturing the potential guests means being at the right place at the right time. WIHPHOTELS.COM #WIHPACADEMY
  • 1. Popularize 2. Capture 3. Convert 4. Share THE FOUR PILLARS OF HOTEL MARKETING Brandjacking The activity of using someone’s online identity to acquire that business’ sale. WIHPHOTELS.COM 82% of ads for searches on hotel’s name go to OTAs or competitors #WIHPACADEMY
  • 1. Popularize 2. Capture 3. Convert 4. Share THE FOUR PILLARS OF HOTEL MARKETING WIHPHOTELS.COM #WIHPACADEMY
  • 1. Popularize 2. Capture 3. Convert 4. Share THE FOUR PILLARS OF HOTEL MARKETING WIHPHOTELS.COM #WIHPACADEMY
  • 1. Popularize 2. Capture 3. Convert 4. Share THE FOUR PILLARS OF HOTEL MARKETING Search volume for “Hotels in Barcelona” Search volume for Booking.com and TripAdvisor WIHPHOTELS.COM #WIHPACADEMY
  • THE SECOND PILLAR Capture your clients, or 50% of them will divert back to OTAs before finding your website #wihpacademy WIHPHOTELS.COM #WIHPACADEMY
  • 1. Popularize 2. Capture 3. Convert 4. Share THE FOUR PILLARS OF HOTEL MARKETING CONVERT Know your USP and make sure it’s what you are selling. Your USP is never what you think it is, it’s what your guests think it is. WIHPHOTELS.COM #WIHPACADEMY
  • 1. Popularize 2. Capture 3. Convert 4. Share THE FOUR PILLARS OF HOTEL MARKETING A hotel’s website has 3 seconds to sell, in those 3 seconds it must show: • Location • Comfort • Value WIHPHOTELS.COM #WIHPACADEMY
  • 1. Popularize 2. Capture 3. Convert 4. Share THE FOUR PILLARS OF HOTEL MARKETING EMOTION SELLS 9
  • 1. Popularize 2. Capture 3. Convert 4. Share THE FOUR PILLARS OF HOTEL MARKETING EMOTION SELLS
  • 1. Popularize 2. Capture 3. Convert 4. Share THE FOUR PILLARS OF HOTEL MARKETING 1 OUT OF 10 WIHPHOTELS.COM #WIHPACADEMY
  • 1. Popularize 2. Capture 3. Convert 4. Share THE FOUR PILLARS OF HOTEL MARKETING 9 WIHPHOTELS.COM #WIHPACADEMY
  • 1. Popularize 2. Capture 3. Convert 4. Share THE FOUR PILLARS OF HOTEL MARKETING 9 WIHPHOTELS.COM #WIHPACADEMY
  • 1. Popularize 2. Capture 3. Convert 4. Share THE FOUR PILLARS OF HOTEL MARKETING WIHPHOTELS.COM #WIHPACADEMY
  • 1. Popularize 2. Capture 3. Convert 4. Share THE FOUR PILLARS OF HOTEL MARKETING WIHPHOTELS.COM #WIHPACADEMY
  • A clear navigation on a well presented USP generates 40% of clicks on the BOOK button #WIHPTIP Share Wihp Tip on Twitter!
  • 1. Popularize 2. Capture 3. Convert 4. Share THE FOUR PILLARS OF HOTEL MARKETING The average guest spends 14 minutes on your website and 11 minutes on the booking engine. WIHPHOTELS.COM #WIHPACADEMY
  • 1. Popularize 2. Capture 3. Convert 4. Share THE FOUR PILLARS OF HOTEL MARKETING 57% of Internet users will visit the hotel website before making their booking. Make sure your website has « THE » best offers. #wihpacademy Source Google Insights WIHPHOTELS.COM #WIHPACADEMY
  • 1. Popularize 2. Capture 3. Convert 4. Share THE FOUR PILLARS OF HOTEL MARKETING Competitivity Price Service Trust WIHPHOTELS.COM #WIHPACADEMY
  • THE THIRD PILLAR Convert Demand: an emotional impact, a simple navigation and a benefit or added value to the customer purchasing on your website. #wihpacademy WIHPHOTELS.COM #WIHPACADEMY
  • 1. Popularize 2. Capture 3. Convert 4. Share THE FOUR PILLARS OF HOTEL MARKETING SHARE If you want to increase the number of shares on TripAdvisor and Social Media the only solution is to always give more than what the customer expected. WIHPHOTELS.COM #WIHPACADEMY
  • 1. Popularize 2. Capture 3. Convert 4. Share THE FOUR PILLARS OF HOTEL MARKETING The second most searched keyword after the name of your hotel is the name of your hotel followed by the word "review" WIHPHOTELS.COM #WIHPACADEMY
  • 1. Popularize 2. Capture 3. Convert 4. Share THE FOUR PILLARS OF HOTEL MARKETING A user shares the “very good” experiences and of course the “very bad” ones. “OK” experiences will almost never leave a share. WIHPHOTELS.COM #WIHPACADEMY
  • THE FOURTH PILLAR 1.) Always over deliver 2.) Always make sure they know about it 3.) Ask them to spread the word 4.) If you mess up, admit it 5.) Always over deliver #Wihpacademy WIHPHOTELS.COM #WIHPACADEMY
  • THE 4 PILLARS Popularize Share WIHPHOTELS.COM Capture Convert #WIHPACADEMY
  • THE FOUR PILLARS OF HOTEL MARKETING THE 4 PILLARS 1. Popularize: “Distribution is being seen and it’s about being everywhere and anywhere to take advantage of the billboard effect.” 2. Capture: “Less is more, you want the visitors that will book. Protect your brand at all costs.” 3. Convert: “Build sites for guests, not Google. Emotion sells and speed stuns.” 4. Share: “Always over deliver and always make sure guests know about it.” WIHPHOTELS.COM #WIHPACADEMY