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Content Sells Nights

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“Content is the mother of all traveling.” If we would’ve asked Barack Obama to sum up the message of this slide show, that might very well have been his concise answer. Content is sine qua non ...

“Content is the mother of all traveling.” If we would’ve asked Barack Obama to sum up the message of this slide show, that might very well have been his concise answer. Content is sine qua non throughout Google’s ‘Five Stages of Travel’. Hotel marketers, may we have your attention?

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Content Sells Nights Content Sells Nights Presentation Transcript

  • CONTENTSELLSNIGHTSGoogle’s 5 Rock Solid Reasonsfor Hotel Content Marketing Showcases Series, Frank Delmelle, Content Strategist sQills.be
  • ’s 5 rock solid reasons forHOTEL CONTENT MARKETING
  • "From New Zealand to South Africa, throughout Europeand across the Atlantic, the global travel industry needs help.With airfares and accommodation prices increasing,people are becoming more savvy about how they’re spendingtheir travel money.Gone are the days where you simply sawa few images of a place in a travel magazine,only to quickly make your booking and jump on the next planewith packed luggage and high expectations."http://deegeedeeconsulting.com/why-the-travel-industry-needs-content-marketing/ View slide
  • Content is the triggerthroughout the travelerscustomer journeyThe Traveler’s Road to Decision,Google & Ipsos MediaCT July 2012 View slide
  • Source visual: The Traveler’s Road to Decision,Google & Ipsos MediaCT July 20121. Dreaming
  • 62% of travelers watch videos from hotels,airlines, cruises, tours etc.http://www.google.com/think/research-studies/the-2012-traveler.htmlMore than 1⁄2 of travelers brainstormedor started thinking about a trip onlineSource: The Traveler’s Road to Decision, Google and Ipsos MediaCT July 2012, http://ssl.gstatic.com/think/docs/the-2012-traveler_research-studies.pdf“ALMOST HALF OF TRAVELLERS AREINFLUENCED BY TRAVEL PROVIDERS’ CONTENT.”http://infographicsmania.com/content-marketing-in-travel-industry/
  • Travel query volumeon tablet will haveincreased 180%by the end of 2013Source: Google Data, https://docs.google.com/viewer?url=http://ssl.gstatic.com/think/docs/the-2012-traveler_research-studies.pdf&chrome=true
  • MARRIOTT HOTEL,AUTOGRAPHCOLLECTIONHOTEL MAGAZINE“It’s as if Murphy and AmExcrew had been handed ariddle: A brand that’s not abrand; hotel customers whodon’t need to be remindedthat they’re customers in ahotel; and a hotel magazinewithout a whiff of hotelmagazine elements.”http://autographhotelmagazine.com; http://blog.customcontentcouncil.com/?p=3107Dreaming content benchmark case
  • Source visual: The Traveler’s Road to Decision,Google & Ipsos MediaCT July 20122. Planning
  • 83% of leisure travelersand 76% of business travelers plan onlinehttp://ssl.gstatic.com/think/docs/the-2012-traveler_research-studies.pdf96% OF LEISURE TRAVELERS HAVE STARTEDTHEIR HOTEL PLANNING WITH SEARCHhttp://ssl.gstatic.com/think/docs/the-2012-traveler_research-studies.pdf55 percent are influenced by contentthey find through internet search…http://info.text100.com/Portals/162056/docs/Text100DigitalIndexTravelTourismStudTOP10Final.pdfWhen planning trips, 68% of travelersuse social media for inspiration on hotels.http://infographicsmania.com/content-marketing-in-travel-industry/Half of travellers download travel appsbefore jetting off.http://infographicsmania.com/content-marketing-in-travel-industry/
  • https://itunes.apple.com/us/app/concierge-insider-guides/id403370724?mt=8&affId=1736887Features:- view personal local concierge recommendations for over 120 destinations- see video tours hosted by the concierge for each destination- see an interactive map of recommended shops, restaurants and local attractions- see a concierge’s perfect day (morning, afternoon and evening) for each location- see insider tips (local culture, what to pack and interesting facts)- select your destination from an interactive globe- view details and book rooms at the nearest InterContinental hotel or resortINTERCONTINENTAL®CONCIERGEINSIDER GUIDESIPAD APP“From the finestrestaurants, chicestshops and trendiestnightspots to insidertips on local culture,attractions and events,plan your trip withRecommendationsfrom theInterContinentalConcierges.”Planning content benchmark case:
  • Source visual: The Traveler’s Road to Decision,Google & Ipsos MediaCT July 20123. Booking
  • 56% of travelers say “always start my travel bookingand shopping process with search”http://ssl.gstatic.com/think/docs/the-2012-traveler_research-studies.pdf49 PERCENT OF PEOPLE BOOKING HOTELS AREINFLUENCED BY THE CONTENT THEY READ ONA HOTEL’S OR TRAVEL AGENCY’S WEBSITE…http://deegeedeeconsulting.com/why-the-travel-industry-needs-content-marketing/By 2016, 72m Americans will research traveland 36m will book travel on smartphonesSources: Google Internal data, IpsosMediaCT 2012, MediaPost August 2012, TravelWeekly 2012, eMarketer Aug 2012,http://ssl.gstatic.com/think/docs/think-travel-mobile-one-sheet_research-studies.pdf
  • 66% of leisure travelers plan to spend more time shoppingaround/researching before booking travel because “findingvalue for my money is important to me” (vs. 59% in 2011)http://ssl.gstatic.com/think/docs/the-2012-traveler_research-studies.pdf42% OF LEISURE TRAVELERSENROLLED IN HOTEL LOYALTY PROGRAMS(BUSINESS TRAVELERS: 68%)http://www.google.com/think/research-studies/the-2012-traveler.htmlOnline shoppers viewing virtual toursand videos are 115% more likely to book.http://vfmleonardo.com/hotel-giraffe-success-story
  • HOTEL GIRAFFE’SMULTIPLATFORM VISUAL& VIRTUAL TOUR“From TripAdvisor to Yahoo!Travel, Hotel Giraffe consistentlydisplays a combination of richvisual and written content (…)The content that used to only beavailable on hotelgiraffe.com,is now communicated acrossthousands of online channels –travel research sites, media sites,OTAs etc. to countless travelshoppers every day.At a time when travelers areparticularly value-conscious,the (AV) content can be whatwins you the bookings!”http://vfmleonardo.com/hotel-giraffe-success-story; http://www.hotelgiraffe.com/virtual-tour.htmlBooking content benchmark case:
  • Source visual: The Traveler’s Road to Decision,Google & Ipsos MediaCT July 20124. Experiencing
  • 33% of traveller’s surf the (mobile) web for research purposeseven when on holiday.http://infographicsmania.com/content-marketing-in-travel-industry/38% of leisure travelers and 57% of business travelers use amobile device to access internet for travel information.http://www.google.com/think/research-studies/the-2012-traveler.html38% OF TRAVELERS USE CITY GUIDE APPSDURING VACATION (#2 BEHIND GOOGLE MAPS / GPS 40%)http://info.text100.com/Portals/162056/docs/Text100DigitalIndexTravelTourismStudTOP10Final.pdfOver 40% of travelers globally chose a vacation activity basedon how fun it looked.http://info.text100.com/Portals/162056/docs/Text100DigitalIndexTravelTourismStudTOP10Final.pdf
  • http://renaissance-hotels.marriott.com/r-lifeRENAISSANCEHOTELS (MARRIOTT),RLIVE LIVE“Emerging artists.Unique events.Surprising discoveriesin your hotel.”“Link up with us onFacebook and hearabout all upcomingevents.”Experiencing contentbenchmark case:
  • Source visual: The Traveler’s Road to Decision,Google & Ipsos MediaCT July 20125. Sharing
  • 63 PERCENT OF PEOPLE ARE INFLUENCED BYRECOMMENDATIONS / OTHERS TESTIMONIALShttp://deegeedeeconsulting.com/why-the-travel-industry-needs-content-marketing/; http://infographicsmania.com/content-marketing-in-travel-industry/40% of leisure travelers read reviews from other travelers.http://www.google.com/think/research-studies/the-2012-traveler.html48% of travelers watch videos "made by people like me"http://www.google.com/think/research-studies/the-2012-traveler.html82% of hotel brands have created a presence on Instagram.Leading hotel brands’ presence on Instagram has increasedby more than fourfold since last yearhttp://blog.revinate.com/2013/03/announcing-instagram-integration-in-revinate.html; http://brand-e.biz/leading-hotel-brands-up-presence-on-instagram_25984.html34% of travel apps are downloadedfollowing referral from friendshttp://ssl.gstatic.com/think/docs/the-2012-traveler_research-studies.pdf
  • 47% of travelers share videosor photos during their vacation,52% after their vacation.http://info.text100.com/Portals/162056/docs/Text100DigitalIndexTravelTourismStudTOP10Final.pdf
  • http://info.text100.com/Portals/162056/docs/Text100DigitalIndexTravelTourismStudTOP10Final.pdf
  • http://instagram.com/fourseasons/http://magazine.fourseasons.com/; http://gb.zinio.com/www/browse/product.jsp?rf=sch&productId=500727928FOUR SEASONSON INSTAGRAM*Sharing content benchmark case 1
  • http://www.citizenmag.com/CITIZEN M’SCITIZENMAGSharing contentbenchmark case 2
  • More inspiring hotel content marketing cases?RADISSON BLU EDWARDIAN, LONDON GUIDENH HOTELES, BEDSIDE STORIES@SHANGRILAHOTELS ON INSTAGRAMRENAISSANCE HOTELS, RNAVIGATORSGRAND VELAS RIVIERA MAYA ON PINTERESTATLANTIS/THE PALM, DUBAI ON FACEBOOK…http://renaissance-hotels.marriott.com/; http://www.radissonblu-edwardian.com/feature.do?feature=london-guides;http://www.socialwatchlist.com/category/hotel/
  • Content is the triggerthroughout the travelerscustomer journeyThe Traveler’s Road to Decision,Google & Ipsos MediaCT July 2012
  • Convertyour audienceinto smarter,more loyaland MOREPROFITABLECUSTOMERS.Get content.GetsQills, part of Sanoma0032 (0)15 67 83 77info@sqills.be Source visual: The Traveler’s Road to Decision,Google & Ipsos MediaCT July 2012