The Next Five Years: Focus on the Hotel,
Resort and Vacation Rental Market.
By Trent Blizzard, President
Blizzard Internet Marketing, Inc
www.blizzardinternet.com
5/6/2009

 Growth of online revenue slows
 Decreasing visitors, increasing research
 Depth of interaction with buyer deepens
 Online competition increases
 Increased barriers to entry
 Savvier consumer behavior:
 Researching multiple websites
 Social Internet new Word of Mouth
5/6/2009

 #1 Organic’s power stolen by:
 PPC
 Fresh content
 Personalized content
 Video
 Local search
 Mobile
 News
 Reviews
 Social Search
 Not Stolen by Yahoo or MSN
5/6/2009

 High quality referrer links
 Good content / Fresh content
 Good user experience
 Broad presence (local, video, news, etc)
 Future Predictions: websites with high CTR,
low bounce rates, broad web-presence, niche
web-presence and original content will
outperform.
 Expect barrier to entry for new sites.
 Microsites out
 Quality listings on other sites, in.
5/6/2009

 Sites that refer qualified visitors are growing in
numbers
 Portals
 Destination Guides
 Niche Resources
 Consumers are researching in more places
 These sites are growing much faster than direct
competitors
 Human and financial resources increasing required
to manage this powerful area.
 Search engines will continue to reward sites that
are represented in quality resources

5/6/2009

 Growing component of online marketing
 Will grow bigger than manageable by most
businesses
 Give an advantage to businesses that please
their guests
 Customer support may move into this area
 Increasingly OK to “reach out” to potential
customers
 Single biggest area of Risk in the future
5/6/2009

It is rapidly becoming more cost effective to
convert a current visitor to a customer than
bring new visitors.
New online marketing language will include:
 Landing pages
 A/B testing
 ROI
 Conversion ratios
 Permission marketing
 Call to action
5/6/2009

 Email marketing will become more important.
 Very cost effective
 Turns visitors into bookers
 Effective for maintaining relationships
 Scales efficiently
 Becoming more sophisticated
 Segmentation
 Deeper integrations with web visitors, CRM,
Direct/Tele marketing
 Watch out for SMS
5/6/2009

 Greater focus on measuring ROI
 Developing in-house marketing specialist
 Training an internal DIY team to handle many
tasks:
 Email marketing
 Social internet / Reputation management
 Content creation
 Data / CRM integrity
 Greater focus on reaching out to guests via
telephone, email, twitter, etc.
5/6/2009

 Email marketing
 Stay in touch with your guests… Deepen the
relationship through email, social networking, etc.
 Increase conversion rate of your web visitors
 Manage your reputation
 Develop in-house talent
 Feed Google’s many algorithms with good
content
5/6/2009

 Webinars:
◦ All About Google: Google and its Many Algorithms
June 10th, 2009 12:00 PM - 1:00 PM MDT
◦ All About Google II: Local Search
June 17th, 2009 11:00 AM - 12:00 PM MDT
◦ All About Google III: Keyword Research
June 24, 2009 11:00 AM - 12:00 PM MDT
◦ All About Google IV: How to Track your Search Engine Rankings
July 8, 2009 11:00 AM - 12:00 PM MDT
 Workshops:
◦ All About Google
July 14th, Las Vegas, NV
◦ Listings and Link Building Workshop
July 15th, Las Vegas, NV
◦ Google and Foundations
September 9-10th, Glenwood Springs CO
◦ Listings and Link Building Workshop
September 30th – Oct 1st, Glenwood Springs
5/6/2009

 Website: www.blizzardinternet.com
 Blog: newsletter.blizzardinternet.com
 Email: info@blizzardinternet.com
 Phone: 888-840-5893
 Address:
Blizzard Internet Marketing, Inc
1001 Grand Avenue
Suite 203
Glenwood Springs, CO 81601
5/6/2009