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Similar to IOH Webinar sept 2014 complete for pdf
Similar to IOH Webinar sept 2014 complete for pdf (20)
IOH Webinar sept 2014 complete for pdf
- 1. Increasing Direct Bookings Tips & Best Practices Sept 16th 2014 Frank Reeves Founder, CEO @AvvioTweets
- 2. About Us +£10m p/m Hotel Direct Bookings 11 years In Partnership 350 Live Clients (UK, IRL) Our Mandate: DELIVER GROWTH IN DIRECT BOOKINGS FOR CLIENTS
- 4. Who do we work with?
- 5. The rising costs of customer acquisition ‘Since 2009, customer acquisition costs, i.e., all sales, marketing and distribution, have outpaced hotel revenue growth’ Hospitality Asset Managers Association, August 2014
- 6. The rising costs of customer acquisition • Distribution costs have risen twice as quickly as hotel revenue. • If current trends are maintained, the hotel industry is severely exposed if (or when) volumes slow down – so action needs to be taken now to reduce distribution costs. • Brands more reliant on commissionable/third-party bookings will struggle for profitability. • Funds should be spent on enhancing the direct brand.
- 7. How?
- 8. Agenda Part 1 Growing Direct Business Traffic Website Booking Engine Part 2 The Changing Landscape Mobile Payments Part 3 Tips, Takeaways, Q&A
- 9. Part 1 Growing Direct Business @AvvioTweets
- 10. Direct Business Traffic £ Booking Website Engine
- 11. Direct Business Traffic £ Booking Website Engine
- 12. Traffic What are the primary sources of traffic for hotels? Organic Traffic Unpaid search engine listings 40% Paid Traffic Google Ads, Meta Search etc. 30% Direct Direct browser, auto-complete etc. 15% Referral Listings, representation etc. 10% Other Email, Affiliate Campaign etc. 5%
- 13. Organic Traffic SEO Best Practices for Hotels Content is King • Content is main focus for SEO • Growing depth of relevant/interesting content key to online visibility • Social Sharing of Good Quality content Engagement – Healthy User Signals • High Click Through Rate (CTR) • Lower Bounce Rates • Longer Time On Site Technical Performance • Speed: fast load times essential • Content keywords: relevance and expansion • Presence of meta tags: such as <title> and <description>
- 14. Speed 57% of hotel shoppers will wait 3 seconds or less before abandoning because of speed alone Less than 1 second 1 second 2 seconds 3 seconds More than 4 seconds Expectation Abandonment Threshold 5% 2% 15% 8% 30% 16% 33% 31% 14% 43% PhoCusWright Travel Site Performance study
- 15. Paid Traffic Pay Per Click (PPC) Best Practices for Hotels Use Cost of Acquisition (COA) Approach • Understand total cost of direct bookings • Aim for 10% Cost of Acquisition from PPC Channel • Traffic Budget = Conversion Rate x ABV x COA - ie. 2% x £200 x 10% =£0.40 • Channels: Google, Bing, Facebook, Affiliate Marketing, Twitter etc. Meta Search • Cheaper than OTAs • Expensive traffic, Conversion is essential • Channels: Trivago, TripAdvisor, Google HPA, Kayak, Hotels Combined, Kelkoo etc. Mirror Marketing http://www.tnooz.com/article/online-travel-agencies-mirror-marketing-PPC/ • OTAs driving up cost of brand name traffic by 30%+ • Ensure position 1 for brand name • Use Book Direct & Promote Benefits
- 16. Direct Business Traffic £ Booking Website Engine
- 17. Website Is Booking.com the most persuasive Website in the World? April 10th 2014
- 18. Website Web Design Best Practices for Hotels Book Direct Benefits • Best Rate Guarantee, Benefits, Selling Techniques, Active not Passive Full Screen Imagery: focus on visual sell • Use TripAdvisor reviews to reinforce positives through images A/B Testing Responsive Design • Mobile first, Universal Analytics Special Offers that Deep-Link to improve conversion
- 20. A/B Testing
- 21. A/B Testing Goal Increase of 44.14%
- 22. Heatmap Testing
- 24. Direct Business Traffic £ Booking Website Engine
- 26. Selling Techniques & Book Direct Benefits Benefits – Guarantee – Urgency - Value
- 29. A/B Testing through Booking Engine Price Only Test
- 30. A/B Testing through Booking Engine Price + Value Test Goal Increase of 70.36%
- 31. Conversion Optimisation Multi-Variate Testing • A/B Testing • Heat-Mapping • Market Segmentation testing • Booking Engine Design • Rate Effectiveness & Optimization • Display: image size, book now etc. • Sales messaging • Personalisation • How many Rooms/Rates • Booking Path • Optimized Navigation
- 32. Direct Business Traffic £ Booking Website Engine
- 33. Part 2 The Changing Landscape @AvvioTweets
- 34. Mobile - Google Report Mobile is Growing, Desktop declining Growth on queries in Q4 2013 in the Hotels category 12% -6% Desktop Queries * +46% Smartphone Queries * +64% Tablet Searches * * Year on year within the same period
- 35. Mobile – Our Data Set 50% Traffic coming from Mobile Tablet traffic 30% higher than Smartphone 9am - 5pm 4x more bookings than 8pm-10pm pro-rata, overall traffic higher in evenings driven by mobile 46days Lead in on Mobile vs. 61 on desktop 69% Conversion on Tablet vs. 31% on Mobile compared to desktop conversion 87% Email now opened on Mobile overall open rates are definitely dropping
- 36. Payments
- 37. Part 3 Tips, Takeaways, Q&A @AvvioTweets
- 38. Tips and Take-Aways 1. Visitors • 40% Organic Traffic • 30% traffic from PPC • Cost of Acquisition approach to PPC. 10% Channel • MetaSearch Channels • Speed: Apdex.org or Pingdom) 2. Website • Book Direct Benefits & Selling Techniques • A/B Testing • Imagery & Responsive Design 3. Booking Engine • Conversion Optimisation • Conversion Funnel, KPIs & Abandonment • A/B Testing • Book Direct Benefits & Selling Techniques 4. Mobile • Now 50% of Traffic • Consider PPC & Email • Both a conversion and a research/influence channel • Payments
- 39. Thank You e frank@avvio.com t 078 24428400 w www.avvio.com @AvvioTweets