This document provides an overview and summary of a presentation by Adrian and James, hospitality digital marketing experts. The presentation covers topics such as optimizing websites for mobile users, using digital marketing to attract Chinese travelers, best practices for hotel distribution, and how peers are allocating their marketing budgets. Key points discussed include the growth of mobile bookings, challenges of mobile-friendly websites, tips for Chinese SEO and imagery, maintaining rate parity across booking channels, and allocating over 30% of budgets to website redesign and SEO.

2. Adrian
Who are
Adrian &
James?
James

4.  Established since 2002 – 11 years
 Australasia’s leading hospitality digital
marketing and business improvement firm
 Offices in Sydney, Brisbane & Auckland
 Services:
o Hotel Consulting & Strategy
o Web Design & Development
o Search Marketing
o Email Strategy
o Social Media
o Branding
o PR
 Over 150 years of combined experience
Our key client
services team

5. Some of our clients....

6. 1. How to cash in on the increase in
mobile & tablet bookings
2. Using your website to target
Chinese travellers
3. Do’s & Don’ts of Hotel
Distribution
4. Social Media – Everyone has got
it wrong!
5. Pre and post stay contact for
marketing and customer service
6. How your competitors have
allocated their marketing budgets
for this FY.
7. Q&A session

7. Let’s see a raise of hands
Who tracks every $$$ they
are spending on marketing
and its success?
http://www.flickr.com/photos/whatleydude/6205610856/

8. Search
Website
Mobile
Social
Media
Email
Print
3rd Party
OTA

9. How to cash in on the
increase in mobile bookings

10. By 2015 smartphone
sales will reach 982
million
Research points that
mobile will surpass
desktop use within the
next 18 months

11. Let’s see a raise of hands
How many of you:
1. Searched for a business’
info number on your
phone or tablet device?
2. Use your phone for
directions when out and
about?
3. Have used their mobile
when on holiday?
http://www.flickr.com/photos/whatleydude/6205610856/

12. • 7% Tablets
• 14% Mobile
• 79% Desktops
Bad mobile websites are
the #1 deterrent to
booking travel on phones.
21% of all hotel searches are now
conducted on mobile devices!

15. The results are in
Q1 2013 vs. Q1 2012

16. The truth is in the numbers
Q1 2013 vs. Q1 2012

17. Is your website optimised for Mobile?
of web traffic will
come through mobile devices by 2014
Image: http://www.bravenewcode.com/product/wptouch-pro/?utm_campaign=wptouch-home-top&utm_medium=web&utm_source=bravenewcode

18. How is your site working?
Do you see broken images or missing
content?
Can you read the text without zooming or
scrolling?
Can links and buttons be clicked with a
thumb?
Are navigations options obvious?
Is search functionality easily accessible?

19. What about your booking engine?
Do you see broken images or missing
content?
Can you read the text without zooming or
scrolling?
Can links and buttons be clicked with a
thumb?
Are navigations options obvious?
How quick can a user make a purchase?

20. Mobile
Compatible
Booking
Engine

21. Analyze your mobile visitors

22. Desktop

23. Mobile

24. Desktop
During the day
(office)
Tablet
Evening –
Lounging around
Mobile
Lunch break –
Happy Hour
On-the-Go

25. Desktop
Full-Website Content
Tablet
Full-website content,
presented in a highly-visual
format, enabled for touch
screen navigation
Mobile
Specialised content for the
mobile traveller on the go,
enabled for touch-screen
navigation

26. Fully Responsive Website Design

27. Responsive Website Design Demo

28. Using your website to attract
Chinese travellers

29. Chinese Arrivals
Australia – 670,000
NZ – 200,600
Largest growing arrival nationality in both countries
If you make the effort, you are in the minority!

30. Chinese Websites
• English sites are not well ranked on Chinese search engines.
• Good English language is the exception not the rule
• Do not directly translate your site
• Chinese imagery
• Consider your logo
• Importance of colours
• Do not have parts of
the site in English
#1 – Host your
website
in China

31. A website is not a marketing strategy. Consider
SEO in China & your third party listings.

32. Beyond the web, consider internal information in Simplified
Chinese, employing Chinese speaking staff & accepting
Chinese payment methods.

33. Do’s & Don’t of
Hotel Distribution

34. 1. Focus on the Direct Online Channel
• Independent hotels are overly OTA-dependent
• 76% of online bookings from non-branded
hotels came from OTA’s
• 24% from hotel’s own website
• Branded hotels are
overly brand-dependent

36. Research has shown that the
average cost per booking via
OTAs is in average 8-10 times
higher than via the hotel website!
Research has shown that 75% of all hotel bookings will be online
Across the industry, Direct Online
Channel sales (via the hotel website) will
exceed 62% of total online hotel
bookings
The direct online channel is by far the most cost-effective distribution
channel and provides hoteliers with excellent ROIs, immediate results
and long-term competitive advantages
In the first quarter of 2012, 81.7% of online bookings for the top 30
hotel brands were direct via the brand website, while only 28.3% were via
the indirect online channel (e.g online travel agencies like Wotif,
Hotelbeds.com etc).
“
Hotel Website NEEDS TO BE The Main Revenue Driver

37. 2. Maintain Rate Parity
Between January – June 2013
• 60-87% of 3-star hotels were cheaper on OTA sites
• 75-93% of 4-star hotel were cheaper on OTA sites
• 69-86% of 5-star hotels were cheaper on OTA sites
• Include a BEST RATE GUARANTEE

38. 3. Market to International Visitors
4. Use the OTA Channel Correctly
• Focus on the ones that are providing you with most
bookings
• Include in all contracts that neither OTAs nor their
affiliates may bid on branded keywords in SEM
campaigns

39. Brand Hijacking

40. 1. Don’t participate in Flash
Sales/Social Buying Sites
2. Don’t Do Last-Minute Discounts via
OTAs
3. Don’t Manage Promotions Via the
OTA’s in isolation

41. 1. Don’t participate in Flash
Sales/Social Buying Sites
2. Don’t Do Last-Minute Discounts via
OTAs
3. Don’t Manage Promotions Via the
OTA’s in isolation

42. GIVEAWAY TIME!

43. Attracting more direct
bookings with paid advertising

45. http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709
Growth of Google Queries 2007-2012
Number of Searches/Day on Google
3 Billion Searches/Day
(announced Aug. 2012)

50. While we’re on the subject of search
Google Penguin Update 2.0

51. Social Media:
Why everyone’s got it wrong

53. 1) Make friends first. Fill the Room.
2) Join the conversation. Socialize.
3) Get involved in the community

55. Pre & Post Contact:
For marketing & customer service

57. 31

58. Definition of customer service
I CARE, I CAN DO and I WANT YOU BACK
AGAIN
The hotel solved my problem!
Trend: Customer service goes public and global
(You’re not serving one guest; you’re defining your brand globally)

59. • Confirmation Emails: more than just the facts,
helpful tips – what to bring, local tips etc.
• Pre-arrival email responders; think like an airline.
Local information, upgrades & activities.
• Follow-up emails: one for each action required.
Reviews, repeat offer, social likes.

60. Reservation
Hotel Stay
Check-out
Post Stay
Marketing
1. Pre-stay
• Book activities
• 7 day arrival email
• Other Pre-stay Marketing
• Guest Loyalty
• Arrival SMS
2. During-stay
• Profile Updates
• Arrival Notes
• Transaction data modelling
• Incident tracking
3. Post-stay
• Thank you email
• Real-time survey
• TripAdvisor Link
• Return offer
• Guest Loyalty
4. Further Marketing
• Post stay Marketing
• Loyalty Programs
• Trigger Campaigns
• Birthday
• Frequency
• Interests
• Special Event

63. • Popularity
• Found on search engines
• Dialogue
• Ranking
• Competitive Research
• One Stop Shop

64. • Offer services and amenities above
customer expectations
• Monitor and respond to hotel guest
reviews
• Be honest and forthright with responses
• Suggest to customers that they post a
review on TripAdvisor

65. How Are Your Peers Allocating
Their Budgets?

66.  33% Website re-design – Fully responsive
 27.2% SEO
 26.0% SEM (paid search)
 24.3% Email Marketing
 15.7% Display Advertising (banners)

67.  15.6% Mobile Marketing
 14.0% Local Search
 13.4% Social Media
 12.3% Retargeting/Remarketing
Advertising
 12.0% Online Video

68. Image: flickr/A wild question/[f]oxymoron
Do you have any
questions?

69. 2 months FREE for
Any SEO program
Any SEM program
Any Social Media program
&
Free mobile website with
any new website

70. Where to start?
Services:
• Full Service Marketing
Agency
• Hotel / Mobile Websites
• SEO/SEM
• Email
• Social Media
• Branding / Design
email@fastrackg.com
Call
AUS 1300 659 289