Webinar on April 17, 2018. Video available at https://youtu.be/fXNHRBMX2Fo ---- When it comes to your hotel website, how do you make sense of the hundreds of points of data coming through your analytics dashboard? What numbers give you insightful information, and which ones are mainly vanity metrics? In this webinar, experts from Travel Tripper’s digital agency and digital marketing teams discuss the most important metrics in website engagement, conversion optimization, and attribution that hotel marketers need to know to make informed decisions about their direct web channel. Our experts will discuss: Website engagement tracking - Understanding Google Behavior Flow, organic sessions, and referrals - Measuring early and mid-funnel user engagement - Optimizing marketing and revenue management strategies based on website engagement Conversion optimization - How mobile and desktop conversions differ and the impact of source, location, ADR and rate strategy - The importance of calculating conversion rates in the context of revenue - Optimizing your website for mobile bookings Attribution and ROI - Understanding the multiple touchpoints prior to conversion - How to fairly and realistically assign attributions - Determining overall channel performance

1. HOTEL MARKETING
ANALYTICS
April 17, 2018

2. Speakers
Nate Lane
Senior Director of
Digital Platforms
Sumit Mate
Web Analytics &
Reporting Lead
Tris Heaword
Director of Digital
Marketing

3. Agenda
Website Engagement Tracking
● Google Behavior Flow, organic sessions, and referrals
● Early and mid-funnel user engagement
● Optimizing marketing and revenue management strategies
Conversion Optimization
● Difference between mobile and desktop conversions
● Calculating conversion rates in the context of revenue
● Optimizing your website for mobile bookings
Attribution & ROI
● Understanding the multiple touchpoints prior to conversion
● How to fairly and realistically assign attributions
● Determining overall channel performance

4. USER
ENGAGEMENT
Nate Lane
Senior Director
Digital Platforms
Travel Tripper

5. Questions:
Why is a user coming to a
hotel’s website?
What drives a positive user
experience?
What drives a negative
user experience?
5

6. Find the best rate
6
Book a Room
Find the best offer
Primary Objectives

7. Rooms
7
Location Gallery
Secondary Objectives
Specials

8. 8
Google Behavior Flow

9. 9
Google Behavior Flow

10. 10
Google Behavior Flow

11. 11
Google Behavior Flow

12. 12
Google Behavior Flow

13. 13
Google Behavior Flow

14. 14
Google Behavior Flow

15. 15
Engagement Metrics
Clicks to Conversion, Pages to Conversion, Drop-offs

16. 16
Understanding Organic and Referral Traffic
Organic = SERP (Search Engine Results Pages)
Referral = 3rd party websites that drive traffic

17. 17
Growing Organic and Referral Channels
Growing these channels is a long-play game that requires diversification
and technical know-how.
Organic Growth:
○ Mobile-first, responsive website design (especially in 2018 and
beyond)
○ Branded and non-branded content strategies
○ Technical SEO activities to ensure successful crawling and indexing
Referral Growth:
○ Local and relevant and high traffic (high authority) links and coverage
○ Mass influencers and micro influencers to reach audiences

18. 18
Data Driven Revenue Management
Now that you know how to analyze website behavior flow, how do you
turn knowledge into action?
Best practices derived from behavior flow data:
○ Focus on special offers that drive the user to convert
○ Optimize room images and descriptions
○ Cross-sell between rooms and specials on landing pages
○ Respect primary and secondary objectives of the user
○ Make your hotel easy to book with little to no distractions

19. CONVERSION
OPTIMIZATION
19
Sumit Mate
Web Analytics &
Reporting Lead

20. Industry’s
average
hotel
website
conversion
rate is 2.2 %
including the
Top and
Bottom 20%
hotels.
20
Source: FastBooking

21. Conversion rate and share by device
21
*Source: FastBooking, Travel Tripper

22. The
conversion
rate of a hotel
website is
determined
by so many
factors!
Key
Factors
LOCATION
ADR
TRAFFIC
SOURCE
RATE
STRATEGY
WIDGETS
22

23. Sources of the traffic seems to play a major
role in Hotel Conversion Rate.
23
Source: Google, Trivago, FastBooking
Takeaway:
Effective way to
generate better
ROI for your
property could be
social ads along
with shifting some
advertising budget
from classic search
engine advertising
to metasearch.

24. Location
● When looking at location,
the study shows rather
predictable results:
properties in capital cities
get on the podium (2.56%
conversion rate), almost one
point more than seasonal
touristic destinations (1.78%).
24

25. What highly affects the conversion rate:
ADR & rate strategy
25
*Source: Travel Tripper consistent with other prominent players in the industry.
The study points out that
hotels can increase their
conversion up to 67% by
simply offering the best
available rate on the official
website. - Occam’s Razor

26. Looking at conversion rate in isolation isn’t the key to profitability.
Conversion rates up. Revenue down.
26
Average Order Value (AOV) = Total Revenue / Number of Reservations
Revenue per Visitor (RPV) = Total Revenue / Total Number of Visitors

27. HOTEL SITES ARE APPROACHING
THE SECOND MOBILE TIPPING
POINT (by Q2 -2020)
1st
Traffic
2nd
Bookings / Conversions
3rd
Revenue
27
And most hoteliers are not ready.

28. No matter what,
faster is better
and less is more.
28
- Google

29. #1.
Travelers
are on
the go:
Make it
fast
29

30. #2. Travelers sometimes need to book last
minute and they prefer booking it on mobile
the most.
30
Responsive or
Mobile-Friendly
Design
Booking
Experience and
Secure Booking
Engine
Help them
contact you
easily.
Mobile Lead
capture.

31. Up to 80% of
last-minute
bookings are made
on mobile.
- CRITEO 31

32. They want better, more personalized
experiences!
32
Source: Google

33. #3. Make it short, simple, and visual
33
The number of
elements—text,
titles, pages—on
a page goes from
400 to 6,000, the
probability of
conversion drops
95%.
-Google

34. 34
Optimize: Avg Request Count
The number of individual pieces of
content needed to display the
entire page.
Source: Google 2017

35. 35
Identify areas
on your mobile
site that are
causing friction
for users and
take steps to
simplify
considering
the key factors
outlined above.
IN CONCLUSION:

36. Forbes estimated last year that “Alipay, developed by e-commerce giant Alibaba’s
affiliate Ant Financial, already boasts 520 million users, while Tencent’s TenPay counts
400 million.”
Source: Business Traveller
36
The lack of a centralized, user-friendly and standardized
mobile payment system is one of the crucial industry knots.
China is 2-3 years
ahead than the rest
of the world, using
Alipay and Tencent.
36

37. ATTRIBUTION
& ROI
37
Tristan Heaword
Director of Digital
Marketing

38. Attribution is the
rule, or set of
rules, that
determines how
credit for sales
and conversions
is assigned to
touchpoints in
conversion paths.
38
Source: FastBooking

39. Where can I find it?
39
*Source: FastBooking, Travel Tripper

40. Why is it important? The marriage model
40
1 2 3 4 END
Swipe Right - Tinder Coffee Date Live together Proposal Conversion
x1
0
x.3
0
0
x.2
0
0
x.2
0
x1
x.3
First Click
Last Click
Data
Driven

41. Some live examples
41
Hotel 1
Hotel 2
Hotel 3
Hotel 4
$209,000
$58,500
$25,500
$8,000
$184,500
$52,500
$21,500
$7,000
Last Click First Click
Q1
Metasearch
Revenue
Results

42. Sales Funnel
● A customer journey from
initial touchpoint to
conversion can take up to 2
months and include over 400
digital moments before a
booking is made.
42
*Source: Google Travel trends: 4 mobile moments changing the consumer journey

43. View Through Conversion Attribution
43
View-through
conversions are
conversions where a
customer saw—but didn’t
click— a display ad on
the display network
before completing a
conversion.

44. What’s important about View Through?
44
Viewed ad with no click
1 x Ad view
$0 Direct booking
Ad clicked and website visited
1 x Conversion
1 x View through conversion
$100 Direct booking
User visits weather.com
2 days later
User searches Google
So how much direct revenue has been made?

45. How the reports compare
45
AdWords 1 booking $100
Banner Ads 1 booking $100
Direct
Revenue
Total
2 bookings $200
PMS Report 1 booking $100
Direct
Revenue
Total
1 bookings $100
Digital Marketing Agency Report Property PMS Report

46. 46
Audience Q&A

47. THANK YOU!
Please send all follow up questions to
marketing@traveltripper.com.