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BOOKING.com - BTO 2014 - The World of Bookig.com - Andrea d'Amico

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BTO 2014
2 e 3 dicembre, a Firenze in Fortezza da Basso
Booking.com
Andrea D’Amico
Regional Director Italia booking.com
Rob Ransom
Director Hotel Marketing e membro del Leadership Team di booking.com
The World of Booking.com
Day TWO | Emirate Hall [VISIONI] | 17.10 - 18.00
http://www.buytourismonline.com/eventi/booking-com/

Chiusura con il botto: in Emirates Hall [VISIONI] e per la prima volta in BTO, dopo un infinito corteggiamento, finalmente booking.com.

Al termine del keynote, Giancarlo Carniani con le Q & A.

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BOOKING.com - BTO 2014 - The World of Bookig.com - Andrea d'Amico

  1. 1. BTO 2014 Florence, 3rd December 2014
  2. 2. Facts & Figures Founded in 1996 in Amsterdam Part of the Priceline Group (PCLN) since 2005 550,000+ properties in 200+ countries 8,500+ dedicated employees 135+ offices in 50 countries 33+ million reviews from real guests 4.5 million room nights sold every week
  3. 3. Our Model HR, Finance, Legal Customer Service, Content Demand Marketing IT Store Properties Supply
  4. 4. Delight of Right
  5. 5. ● The moment of pure joy when people realize how great their trip is going to be because they found the perfect accommodation ● We have organized our entire company around our 100% commitment to getting it right for the customer ● Roll out ● United States: January 2013 ● Australia: September 2013 ● Canada: January 2014 ● UK: February 2014 ● Germany: May 2014 Delight of Right
  6. 6. Social Media
  7. 7. Meta Search
  8. 8. Paid Search
  9. 9. In 43 Languages
  10. 10. 12 customer service call-centers 42 languages support around the world 24/7 customer support
  11. 11. Across Devices 43% of all travelers go between devices when planning travel Multiscreen usage is the new norm
  12. 12. Source: Google Our Mobile Planet, May 2013
  13. 13. 19% of all travelers book their vacation on mobile 30% of 25-35 year old currently use mobile to book holiday 50% of all hotel bookings will be made on a mobile device by 2017
  14. 14. Front End Demand Supply “Market” Best customer experience across all touchpoints
  15. 15. We experiment!
  16. 16. Test ● A: “Free cancellation, pay when you stay” ● B: “Free cancellation – PAY LATER” ● No difference
  17. 17. Round 1: Tabs Test ● A: No tabs opened from search results ● B: New tab opened for each hotel clicked ● No difference
  18. 18. Many Ranking Games: Filtering
  19. 19. Many Ranking Games: Sorting 64% 18% 12% 6%
  20. 20. How do I get the highest ranking?
  21. 21. What can I do?
  22. 22. Long Term Availability Last Minute Availability Auto replanishment Room Types Last minute booking without credit card
  23. 23. What story are your property photos telling? High-resolution photos. Relevant photos showcase your unique features and selling point Guest reviews help identify what customers enjoy about your property Show potential guests what they can expect
  24. 24. Why photos? 24 photos Landscape 2048 x 1536 pixels 10 photos per room Natural light 92% Visitors are more likely to book with photos Positive impact on conversion Manage guest expectations Justify the higher rate
  25. 25. Hotel Marketing Services Rob Ransom
  26. 26. Accommodation partners World-class Marketplace
  27. 27. Accommodation partners World-class Marketplace Innovative Property Solutions Booking HMS
  28. 28. Hotels, We Have A Problem Confidential ̶̶ All Rights Reserved | Copyright 2014- Hudson Crossing LLC Hotel Distribution And Technology Map 1414 TMCs & Travel agents e.g. Amex GBT, BCD, Carlson, etc Search, Metas & OTAs e.g. Google, Kayak, Booking, Ctrip, Expedia, PCLN, TripAdvisor Hotel Web e.g. TC, Sabre, TIG, Open Hospitality Offline • Call center • Walk-in • Large group Leisure traveler GDS - Global Distrib. Sys. e.g. Amadeus, Sabre, Travelport CRS e.g. Sabre, Trust, Pegs, Genares, TravelClick, TravelTripper Corporate traveler –Managed –Unmanaged Primary Secondary GDS Switch i.e. Pegs UltraSwitch UltraDirect (GDS) Channel Mgrs e.g. EZYield, SiteMinder, RateGain, HBSi PMS e.g. Micros, Sabre, Agilysys, RoomKey, Atrio/SMS, Indra Revenue Mgt. e.g. IDeaS, Duetto, ORMS, easyRMS, PROS Hotelier B.I. • Rate Shopping • Demand • CRM/Loyalty Connectors e.g. Derbysoft Switchfly Wholesalers e.g. GTA, EAN, HotelBeds, Tourico, PCLN Main channel Secondary channel Media Bins e.g. Leonardo, IcePortal, CMSs, manual Backoffice and POS (n/a here) e.g. Micros and PAR Tech for POS, HotSOS, CRM, Campaigns, Loyalty. Financials, etc Figure A: Hudson Crossing’s overview of distribution and
  29. 29. Three keys to a successful property website  Great branded experience for online guests  Easy to use on all devices  Seamless booking process
  30. 30. 97 unique screen resolutions in 2010 232 in 2013
  31. 31. Property Websites for Accommodation Providers • Content Management • SEO optimized • Up to 42 languages • Design options • Support for all devices • Integrated Booking Engine • Performance reporting and ROI analysis
  32. 32. Pineapple Group – 6 Hotel Group on the West Coast - USA
  33. 33.  Great online experience for your guests  Easy to manage  More direct bookings
  34. 34. Grazie!

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