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HOW THE COMMUNICATION REVOLUTION
HAS CHANGED THE HOTEL SALES FUNNEL
YOU ARE IN A SAFE PLACE
#EHMAGeneva
20
Years
What is the average number of years EHMA
members have been Hotel Managers?
20
Years
What is the average number of years EHMA
members have been Hotel Managers?
Source: http://blogs.microsoft.com/firehose/2014/08/07/throwback-thursday-
microsoft-com-among-the-earliest-commercial-web...
Source: http://en.wikipedia.org/wiki/Windows_3.1x
YOUR DESKTOP IN 1994
YOUR SMARTPHONE IN 1994
Source: http://www.businessinsider.com/henry-blodget-15-
years-of-yahoo-home-pages-1994-2009-2009-7?op=1&IR=T
HOW YOU SEAR...
Source: https://www.flickr.com/photos/the-difference/
THE CLOUD IN 1994
Source: Kenneth Allen, McKelvey Travel, Omagh - geograph.org.uk
BOOKING.COM IN 1994
Source: by Orlando Uy
TODAY LOOKS VERY DIFFERENT
“Every morning when you wake up
you’re a little bit more stupid.”
Dr. Kjell Nordstrom
Source: Dr. Kjell Nordstrom: Interna...
Source: EHMA 2014 Members Survey
71% of EHMA Members
wanted to learn
more about
website
sales funnels
STRATEGY TO DECREASE...
Browsing
Comparing
Confirming
Booking
HOTEL GUEST SALES FUNNEL
Source: http://www.netaffinity.com/netaffinity_news.html/15-hotel-marketing-trends-
for-2015
HOTEL GUEST SALES FUNNEL
Brow...
Source: http://www.tnooz.com/article/travel-booking-abandon-infographic/
of website visitors abandon
the hotel sales funnel
USER BEHAVIOR USING HEATMAPS
Source: http://answerlab.com/services/websites
IN PERSON TESTING
Source: SMI Eye Tracking, www.smivision.com/egts
WHERE DOES THE EYE LOOK?
Source: Using Eye Tracking to Obtain a Deeper Understanding of What Drives
Online Hotel Choice - Vol. 14, No. 518 FSepbrte...
Source: Using Eye Tracking to Obtain a Deeper Understanding of What Drives
Online Hotel Choice - Vol. 14, No. 518 FSepbrte...
QUANTITY & QUALITY
• Properties with at least one photo see an increase of +138% in travel
engagement
• Properties with mo...
HOTEL GUEST SALES FUNNEL
Browsing
Comparing
Confirming
Booking
Source: http://www.tnooz.com/article/travel-booking-abandon-infographic/
of website visitors abandon
the hotel sales funnel
According to Google, the average
length in days before a purchase is
24, and visits 21.6 websites before
making a decision...
Your Online Presence
98.8% of
EHMA
Hotels are
using
Facebook
53% of
EHMA
Hotels have
a defined
strategy or
goals for
Faceb...
HAVE YOUR OWN PERSONALITY
“Best is not the name of the game anymore, because
the standards have reached a point that you c...
Source; The Smart Hotelier’s Guide to 2015 Digital Marketing Budget Planning, HeBS Dig
Your
Website
• Is your traffic funn...
Source: Booking.com and Expedia.com
BROWSING. PRICING STRATEGY
HOTEL GUEST SALES FUNNEL
Browsing
Comparing
Confirming
Booking
Source: http://www.tnooz.com/article/travel-booking-abandon-infographic/
of website visitors abandon
the hotel sales funnel
Source: Booking.com and Expedia.com
CONFIRMING. EASE AND URGENCY
Source: Booking.com and Expedia.com
CONFIRMING. EASE AND URGENCY
Source: http://www.moevenpick-hotels.com/ https://reservations.roccofortehotels.com,
http://www.aqualuxhotel.com/en/
CONFI...
HOTEL GUEST SALES FUNNEL
Browsing
Comparing
Confirming
Booking
Booking Process Too Long
Complicated Checkout
Source: http://www.tnooz.com/article/travel-booking-abandon-infographic/
Web...
Technical Issues
Lost Connection
Source: http://www.tnooz.com/article/travel-booking-abandon-infographic/
Website Visitors...
Payment Issues
Lack of Options
Source: http://www.tnooz.com/article/travel-booking-abandon-infographic/
Website Visitors A...
Source: http://www.tnooz.com/article/travel-booking-abandon-infographic/
Website Visitors Abandon
the Hotel Sales Funnel
Source: Source: Expedia’s CEO defends commission structure, December 16 2013
http://www.hotelnewsnow.com - By Jeff Higley
...
Source: Source: Expedia’s CEO defends commission structure, December 16 2013
http://www.hotelnewsnow.com - By Jeff Higley
...
Define Goals
Review Competitors
Audit Website
Audit Online
Presence
Analyze Data
Create
Strategy
SALES FUNNEL OPTIMIZATION...
WE CAN HELP
Monika Moser
Director of Rooms & Spa
Hotel Fouquet's Barrière Paris
"Last year Fouquet's Barrière
worked with ...
JASON McDONALD
Director of StringCan Europe
that win!
@StringCanEU
stringcaninteractive.fr
jason@stringcaninteractive.com
...
Q&A
THANK YOU!
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How the Communication Revolution Has Changed the Hotel Sales Funnel

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The Communication Revolution has changed the hotel sales funnel, Jason McDonald and Jay Feitlinger review the four stages of a hotel sales funnel and how hotel managers can optimize their hotel websites and presences to increase onsite bookings.

Published in: Travel
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How the Communication Revolution Has Changed the Hotel Sales Funnel

  1. 1. HOW THE COMMUNICATION REVOLUTION HAS CHANGED THE HOTEL SALES FUNNEL
  2. 2. YOU ARE IN A SAFE PLACE #EHMAGeneva
  3. 3. 20 Years What is the average number of years EHMA members have been Hotel Managers?
  4. 4. 20 Years What is the average number of years EHMA members have been Hotel Managers?
  5. 5. Source: http://blogs.microsoft.com/firehose/2014/08/07/throwback-thursday- microsoft-com-among-the-earliest-commercial-websites-has-been-on-the-web-for- 20-years/ HOW YOU BROWSED IN 1994
  6. 6. Source: http://en.wikipedia.org/wiki/Windows_3.1x YOUR DESKTOP IN 1994
  7. 7. YOUR SMARTPHONE IN 1994
  8. 8. Source: http://www.businessinsider.com/henry-blodget-15- years-of-yahoo-home-pages-1994-2009-2009-7?op=1&IR=T HOW YOU SEARCHED IN 1994
  9. 9. Source: https://www.flickr.com/photos/the-difference/ THE CLOUD IN 1994
  10. 10. Source: Kenneth Allen, McKelvey Travel, Omagh - geograph.org.uk BOOKING.COM IN 1994
  11. 11. Source: by Orlando Uy TODAY LOOKS VERY DIFFERENT
  12. 12. “Every morning when you wake up you’re a little bit more stupid.” Dr. Kjell Nordstrom Source: Dr. Kjell Nordstrom: International Business Thought-Leader, Best Selling Author, Keynote Speaker HOW DO YOU KEEP UP?
  13. 13. Source: EHMA 2014 Members Survey 71% of EHMA Members wanted to learn more about website sales funnels STRATEGY TO DECREASE THE GAP
  14. 14. Browsing Comparing Confirming Booking HOTEL GUEST SALES FUNNEL
  15. 15. Source: http://www.netaffinity.com/netaffinity_news.html/15-hotel-marketing-trends- for-2015 HOTEL GUEST SALES FUNNEL Browsing Comparing Confirming Booking
  16. 16. Source: http://www.tnooz.com/article/travel-booking-abandon-infographic/ of website visitors abandon the hotel sales funnel
  17. 17. USER BEHAVIOR USING HEATMAPS
  18. 18. Source: http://answerlab.com/services/websites IN PERSON TESTING
  19. 19. Source: SMI Eye Tracking, www.smivision.com/egts WHERE DOES THE EYE LOOK?
  20. 20. Source: Using Eye Tracking to Obtain a Deeper Understanding of What Drives Online Hotel Choice - Vol. 14, No. 518 FSepbrteumarbye2r0210414 IMPORTANT DURING BROWSING
  21. 21. Source: Using Eye Tracking to Obtain a Deeper Understanding of What Drives Online Hotel Choice - Vol. 14, No. 518 FSepbrteumarbye2r0210414 IMPORTANT DURING BROWSING
  22. 22. QUANTITY & QUALITY • Properties with at least one photo see an increase of +138% in travel engagement • Properties with more than 1,000 photos see an increase of +203% in travel engagement Source: http://fredericgonzalo.com/en/2014/12/23/why-visuals-are-key-in-travel- marketing/
  23. 23. HOTEL GUEST SALES FUNNEL Browsing Comparing Confirming Booking
  24. 24. Source: http://www.tnooz.com/article/travel-booking-abandon-infographic/ of website visitors abandon the hotel sales funnel
  25. 25. According to Google, the average length in days before a purchase is 24, and visits 21.6 websites before making a decision Source; The Smart Hotelier’s Guide to 2015 Digital Marketing Budget Planning, HeBS Digital COMPARING. NO BAD DECISIONS
  26. 26. Your Online Presence 98.8% of EHMA Hotels are using Facebook 53% of EHMA Hotels have a defined strategy or goals for Facebook 100% of hotel managers know the power of online reviews 84% of EHMA Hotels have NO digital review strategy Source: EHMA 2014 Members Survey COMPARING. ONLINE PRESENCE
  27. 27. HAVE YOUR OWN PERSONALITY “Best is not the name of the game anymore, because the standards have reached a point that you can not easily make them higher, but I think we’re back to basics…every hotel…has to show their real nature…[because] people are searching for something very specific. So you have to have your own personality.” Jacques Mayer Beau Rivage Hotel Source: Source: The McKay Interview: Jacques Mayer, Michael McKay is talking to Jacques Mayer, the fourth generation of his family to run the famous Beau Rivage Hotel in Geneva. 09 December 2013
  28. 28. Source; The Smart Hotelier’s Guide to 2015 Digital Marketing Budget Planning, HeBS Dig Your Website • Is your traffic funnel optimized? • Are you bringing visitors back to your site? • Do you have a review strategy? OPTIMIZED TO SELL
  29. 29. Source: Booking.com and Expedia.com BROWSING. PRICING STRATEGY
  30. 30. HOTEL GUEST SALES FUNNEL Browsing Comparing Confirming Booking
  31. 31. Source: http://www.tnooz.com/article/travel-booking-abandon-infographic/ of website visitors abandon the hotel sales funnel
  32. 32. Source: Booking.com and Expedia.com CONFIRMING. EASE AND URGENCY
  33. 33. Source: Booking.com and Expedia.com CONFIRMING. EASE AND URGENCY
  34. 34. Source: http://www.moevenpick-hotels.com/ https://reservations.roccofortehotels.com, http://www.aqualuxhotel.com/en/ CONFIRMING. EASE. URGENCY. VALUE.
  35. 35. HOTEL GUEST SALES FUNNEL Browsing Comparing Confirming Booking
  36. 36. Booking Process Too Long Complicated Checkout Source: http://www.tnooz.com/article/travel-booking-abandon-infographic/ Website Visitors Abandon the Hotel Sales Funnel
  37. 37. Technical Issues Lost Connection Source: http://www.tnooz.com/article/travel-booking-abandon-infographic/ Website Visitors Abandon the Hotel Sales Funnel
  38. 38. Payment Issues Lack of Options Source: http://www.tnooz.com/article/travel-booking-abandon-infographic/ Website Visitors Abandon the Hotel Sales Funnel
  39. 39. Source: http://www.tnooz.com/article/travel-booking-abandon-infographic/ Website Visitors Abandon the Hotel Sales Funnel
  40. 40. Source: Source: Expedia’s CEO defends commission structure, December 16 2013 http://www.hotelnewsnow.com - By Jeff Higley What would a 29% increase in online bookings mean to your bottom line? FIXING ISSUES. WORTH THE EFFORT
  41. 41. Source: Source: Expedia’s CEO defends commission structure, December 16 2013 http://www.hotelnewsnow.com - By Jeff Higley • User experience testing ongoing • Right tools to determine the opportunity • Someone on your team reading the data • Booking system should always be improving BOOKING. ALWAYS IMPROVING
  42. 42. Define Goals Review Competitors Audit Website Audit Online Presence Analyze Data Create Strategy SALES FUNNEL OPTIMIZATION PROCESS
  43. 43. WE CAN HELP Monika Moser Director of Rooms & Spa Hotel Fouquet's Barrière Paris "Last year Fouquet's Barrière worked with StringCan Interactive to look at our online obstacles and opportunities, the audit StringCan provided was very in-depth, actionable and insightful generating real results."
  44. 44. JASON McDONALD Director of StringCan Europe that win! @StringCanEU stringcaninteractive.fr jason@stringcaninteractive.com CEO / Founder that win! @StringCanAgency stringcaninteractive.com jay@stringcaninteractive.com JAY FEITLINGER LET’S CONNECT
  45. 45. Q&A THANK YOU!

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