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Hotel Marketing Analytics

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Webinar on April 17, 2018. Video available at https://youtu.be/fXNHRBMX2Fo

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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

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Hotel Marketing Analytics

  1. 1. HOTEL MARKETING ANALYTICS April 17, 2018
  2. 2. Speakers Nate Lane Senior Director of Digital Platforms Sumit Mate Web Analytics & Reporting Lead Tris Heaword Director of Digital Marketing
  3. 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. 4. USER ENGAGEMENT Nate Lane Senior Director Digital Platforms Travel Tripper
  5. 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. 6. Find the best rate 6 Book a Room Find the best offer Primary Objectives
  7. 7. Rooms 7 Location Gallery Secondary Objectives Specials
  8. 8. 8 Google Behavior Flow
  9. 9. 9 Google Behavior Flow
  10. 10. 10 Google Behavior Flow
  11. 11. 11 Google Behavior Flow
  12. 12. 12 Google Behavior Flow
  13. 13. 13 Google Behavior Flow
  14. 14. 14 Google Behavior Flow
  15. 15. 15 Engagement Metrics Clicks to Conversion, Pages to Conversion, Drop-offs
  16. 16. 16 Understanding Organic and Referral Traffic Organic = SERP (Search Engine Results Pages) Referral = 3rd party websites that drive traffic
  17. 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. 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. 19. CONVERSION OPTIMIZATION 19 Sumit Mate Web Analytics & Reporting Lead
  20. 20. Industry’s average hotel website conversion rate is 2.2 % including the Top and Bottom 20% hotels. 20 Source: FastBooking
  21. 21. Conversion rate and share by device 21 *Source: FastBooking, Travel Tripper
  22. 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. 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. 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. 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. 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. 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. 28. No matter what, faster is better and less is more. 28 - Google
  29. 29. #1. Travelers are on the go: Make it fast 29
  30. 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. 31. Up to 80% of last-minute bookings are made on mobile. - CRITEO 31
  32. 32. They want better, more personalized experiences! 32 Source: Google
  33. 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. 34 Optimize: Avg Request Count The number of individual pieces of content needed to display the entire page. Source: Google 2017
  35. 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. 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. 37. ATTRIBUTION & ROI 37 Tristan Heaword Director of Digital Marketing
  38. 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. 39. Where can I find it? 39 *Source: FastBooking, Travel Tripper
  40. 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. 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. 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. 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. 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. 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. 46 Audience Q&A
  47. 47. THANK YOU! Please send all follow up questions to marketing@traveltripper.com.

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