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How To Prepare Your 2014 Hotel Marketing Budget

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Adrian Caruso, James Hacon and Ken Jones from Fastrack Group share their tips for planning your marketing budget for 2014. Together they cover the best ways to leverage your brand, build your reputation on social media and how to make the most of SEO and PPC Marketing in the year ahead.

Published in: Marketing, Business, Technology
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How To Prepare Your 2014 Hotel Marketing Budget

  1. 1. How to Prepare Your 2014 Hotel Marketing Budget for Maximum ROI
  2. 2. Adrian Caruso CEO James Hacon Director of Digital Marketing Ken Jones Head of Search Marketing
  3. 3.  Established in 2002  Australasia’s leading hospitality, travel and tourism digital marketing and communications agency  Offices in Sydney, Brisbane & Auckland  Over 150 years of combined experience Our key client services team
  4. 4. Travel, Tourism & Hospitality Digital Marketing & Communications Agency INTEGRATED MARKETING SOCIAL MEDIA WEBSITE DEVELOPMENT DESIGN & BRANDING PUBLIC RELATIONS EMAIL & DIRECT CONSULTING MOBILE
  5. 5. 1. Back to basics 2. Experience and Customer Service 3. Social Media Slow Down 4. Monitoring Your Spend 5. The biggest trend affecting the industry 6. Do’s & Don’ts of Distribution 7. Search Marketing – The Year Ahead 7. Where to spend your marketing $$$ in 2014 for the best return 8. Q&A session
  6. 6. What is the most important strategy in marketing? http://www.flickr.com/photos/whatleydude/6205610856/
  7. 7. Let’s see a raise of hands Who has a month by month marketing plan? http://www.flickr.com/photos/whatleydude/6205610856/
  8. 8. Experience + Brand = Revenue
  9. 9. - Provide training on the importance of customer service - Training all team members on how their individual roles help towards an overall experience and reflects in reviews. - Incentivise for good reviews at an individual and team level. - Celebrate success and good feedback. - Don’t ever underestimate the importance of individuals effect on the experience and in turn your marketing.
  10. 10. - Create an authentic feel through operations management of social. - Share the love, get wider team involved. - Encourage sharing during and after the experience by guests and visitors. - Curate, don’t just create. - Build custom audiences and encourage interaction.
  11. 11. Website Mobile Search 3rd Party OTA Email Print Social Media
  12. 12. Track every telephone call Reservatio n Analysis Track every enquiry form Followup surveys Google Analytics Conversion Tracking Codes Guest Registration Cards
  13. 13. What is the biggest trend affecting the travel industry? http://www.flickr.com/photos/whatleydude/6205610856/
  14. 14. By 2015 smartphone sales will reach 982 million. Research points that mobile will surpass desktop use within the next
  15. 15. 21% of all hotel searches are now conducted on mobile devices! • 7% Tablets • 14% Mobile • 79% Desktops Bad mobile websites are the #1 deterrent to booking
  16. 16. Where people are using their mobiles in relation to travel + the outcome
  17. 17. The results are in Q3 2013 vs. Q1 2012
  18. 18. Q3 2013 vs. Q1 2012
  19. 19. 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
  20. 20. 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?
  21. 21. Make sure you have a Mobile Compatible Booking Engine
  22. 22. Deskto p Tablet During the day (office) Evening – Lounging around Mobile Lunch break – Happy Hour On-the-Go
  23. 23. Tablet Desktop Full-website content, presented in a highlyvisual format, enabled for touch screen navigation Full-Website Content Mobile Specialised content for the mobile traveller on the go, enabled for touch-screen navigation
  24. 24. Fully Responsive Website
  25. 25. Responsive Website Design Demo
  26. 26. FF F
  27. 27. Do’s & Don’t of Hotel Distribution
  28. 28. 1. Focus on the Direct Online Channel – Your Hotel Website! 2. Maintain Rate Parity 3. Attack Brand Hijacking Head On
  29. 29.  Google Hummingbird  Voice Search  AdWords Changes  New Campaign Management Systems & Quality Scoring Mechanisms  Integrate Both Together For Best Results SEO + PPC
  30. 30.  New Search Ranking Algorithm  Launched September 2013
  31. 31.  Type Your Search Keywords  Click (or tap) the Search Button
  32. 32. “Okay Google. What’s a good place to stay in Brisbane City?” Greater Emphasis on Encouraging Voice Search & Better Handling of Complex, Conve rsational Queries
  33. 33.  Start Thinking “Beyond Keywords”  Make Your Website A “Topical Authority”  Don’t Be Tempted By Short Cuts  Focus On Long Term Quality For Your Website
  34. 34.  Consider The Intent Behind The Search Query  Just Because Thousands Of People Search For “accommodation” In Your Area, Doesn’t Mean They’re Looking For Your Kind Of Accommodation  Focus On Searches With Clear Intent
  35. 35.  Target The Right Searchers At The Right Time  Don’t Just “Set It & Forget It”  Refine  Test  Refine Some More
  36. 36.  New Campaign Type Search Network With Display Select  Changes To AdRank Scoring System Now Factors In Ad Extensions
  37. 37. Don’t Use Mixed Campaign Types You Get Better Performance By Separating Search & Display Campaigns
  38. 38. Changed In October 2013 AdRank Now Factors in Your Ad Extensions As Well As Quality Score & Max. CPC Bids
  39. 39. Discover Your Most Valuable & Best Converting Keywords With PPC Then Focus Your Organic SEO On High ROI Terms
  40. 40. Where to spend your $$ in 2014
  41. 41. 1. Website re-design – Fully responsive 2. Training / Incentives 3. SEO 4. SEM (paid search) 5. Brand Asset Development 6. Email Marketing 7. Social Media
  42. 42. How to contact us adrian.caruso@fastrackg.com ken.jones@fastrackg.com james.hacon@fastrackg.com Call AUS NZ 1300 659 289 0800 823 278

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