Hotel Marketing Trends Visual Storytelling Content
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This document summarizes a webinar about hotel marketing trends in 2015. It discusses three major trends: the importance of visual content and storytelling across devices, the rise of content marketing, and using customer data insights. Speakers from Leonardo and Marcus Hotels provide tips on developing visual and mobile-friendly content that aligns with a hotel's brand identity. They emphasize finding the core story, crafting engaging content, and sharing it across multiple online channels to differentiate hotels and drive customer loyalty.
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Hotel Marketing Trends Visual Storytelling Content
- 1. Technical Difficulties? Contact Citrix GoToWebinar 1-800-263-6317 support@citrixonline.com Copyright © 2014 Leonardo Worldwide Corporation Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015 Thursday October 23rd 2014 Speakers: Darlene Rondeau, VP, Best Practices, Online Merchandising, Leonardo Tim Peter, Digital Marketing E-Commerce Expert and President, Tim Peter & Associates Christine Beuchert, Senior Director, Marketing and Ecommerce Strategy, Marcus Hotels
- 2. Darlene Rondeau Vice-President, Best Practices, Online Merchandising Leonardo @darlenerondeau
- 3. Follow: @VFMLeonardo Tweets & Questions: #LeoWebinar
- 4. Tim Peter Digital Marketing E-Commerce Expert and President Tim Peter & Associates
- 5. Christine Beuchert Senior Director, Marketing and Ecommerce Strategy Marcus Hotels
- 6. The Most Important Hotel Marketing Trends of 2015 ► The importance of visual storytelling in the online shopping journey ► The rise of content marketing ► The power of video ► Multi-screen, multi-device connectivity
- 7. Tim Peter Digital Marketing E-Commerce Expert and President Tim Peter & Associates
- 8. Digital Marketing Directions 2015 Three Key Trends Driving Your Hotel Marketing Next Year
- 9. These are “the good ol’ days” • Occupancies and rates at record highs (STR) • New inventory lagging demand (STR) • 2015 presents the opportunity to be a great year • But only if you take advantage of trends
- 10. It’s All E-commerce Internet, Everywhere We’re All Publishers Now Radical Transparency Deep Customer Insights Disruption & Disinter-mediation Changing of the Guard
- 11. Internet, Everywhere Mobiles Wearables Usables Invisibles
- 12. Source: http://blogs.cisco.com/news/cisco-connections-counter/ • Almost 13.4 billion Internet-connected devices in the world • Roughly 2 Internet-connected devices for every man, woman, and child on the planet
- 13. More people own mobile phones than own toothbrushes Internet, Everywhere
- 14. “The web is like electricity. It’s just there.” Eric Schmidt
- 15. Context is Queen • Segment customer behaviors by context • Observe, measure, and learn your customer’s pain points in each • Improve by aligning customer experience with context Internet, Everywhere
- 16. And if context is queen, guess what that makes content
- 17. We’re All Publishers Now
- 18. 204,000,000 emails sent Source: Intel We’re All Publishers Now
- 19. 90+ reviews We’re All Publishers Now
- 20. 100,000 Tweets We’re All Publishers Now
- 21. 28,000 photos We’re All Publishers Now
- 22. 208,000 photo uploads We’re All Publishers Now
- 23. We’re All Publishers Now 30 hours of video uploaded
- 24. 2+ million search queries We’re All Publishers Now
- 26. Content is King • Cut through the clutter • Create content that is: – Snackable – Sharable – Sharp We’re All Publishers Now
- 31. Images sell
- 32. Next 5-10 years We’re All Publishers Now • 2+ million search queries • 204,000,000 emails • 30 hours of YouTube video • 90+ reviews • 104,000 Tweets • 208,000 photo uploads
- 33. Internet, Everywhere Mobiles Wearables Usables Invisibles
- 34. Data is the Crown Jewels • Highlights customer behaviors, wants, and desires • Leads product, promotion, placement and pricing decisions • Cannot be easily duplicated by competition Deep Customer Insights
- 36. Disney MyMagic+ RFID “tickets” and purchasing
- 37. Data is the Crown Jewels • Be willing to start small • Anticipate, analyze, and adapt to changing customer needs • Protect the crown jewels: Privacy and security matter; Protect your customers’ information like your business depends on it Deep Customer Insights
- 38. Keys to Your Kingdom Next Year It’s All E-commerce Deep Customer Insights Internet, Everywhere We’re All Publishers Now
- 39. Key Takeaways Content is king Use snackable, sharable, and sharp content to attract interest and action Context is queen Help your customers meet their needs where they are, not just on which device Data is the crown jewels Use it to gain a competitive advantage, and to rule next year!
- 40. Christine Beuchert Senior Director, Marketing and Ecommerce Strategy Marcus Hotels
- 41. Why is Content Marketing Important? The hotel industry is changing faster than ever. Keeping up is a matter of survival. • Avoid commoditization of our product • Combat trend of declining organic search • Customers expect readily available product information Content Marketing can help hoteliers thrive, not just survive. Great content leads to: • Product differentiation • More inbound website links • Websites that are sticky and convert at a higher rate • Engaged customers and an increase in customer loyalty • Ability to leverage social media channels
- 43. How-to of Visual Storytelling • Sell the experience with a consistent story • Segment customers • Make pictures easily viewable across different devices • Incorporate video to engage customers (keep it short for mobile users) • Facebook, Instagram and Pinterest are terrific channels for photos. Create a YouTube channel
- 44. What is Your Instagram-able Moment? Cosmopolitan Hotel, Las Vegas Photo source: fabhousewife.com
- 45. Content Marketing: Hotelier Tips Find Your Story • Make it authentic • “Lean In” to your DNA • Experiential service and programming Craft Your Story • Develop content strategies by customer segment • Create engaging and useful content • Plan for how and when to create content Share Your Story • Deploy across many channels • Keep visual content updated across the web • Encourage interaction and social sharing
- 46. The Pfister Hotel – Case Study Unique Selling Point: Historical hotel with a large collection of Victorian era art • Found their story • Built on it • Played a part of the community • Got internal team excited • Involved the Audience early on • Distributed everywhere • Expanded on the story again and again • Found new angles
- 47. Importance of Mobile and Tablets Mobile users… • Frequently use tablets to plan their travel • Often abandon non-mobile optimized websites (61%) • Frequently use their smartphone for last-minute bookings • Include business travelers (32% book via mobile) Which is why it is important to design for mobile and tablets • Leverage unique capabilities – swipe, zoom and pinch features • Make it easy with features like click to call and interactive maps • Mobile-optimized booking engine is mandatory
- 48. Key Takeaways Lean in to your DNA Buy-in and help to create stories Use many pictures and video Develop plans for content creation & distribution Optimize for mobile; go responsive if possible
- 49. The Ultimate Visual Storytelling Solution for Hotels VBrochure BestSTART + + + + + VScape Media Publishing VNetwork Analytics Customer Success Online Players Mobile Web Gallery Facebook
- 50. ► About Leonardo ► Invitations to upcoming webinars ● November’s topic is What Every Smart Marketer Must Know About Hotel Web Marketing ► Recording of this webinar ● Share it with your colleagues It’s a Wrap
- 51. Copyright © 2014 Leonardo Worldwide Corporation
Editor's Notes
- Sell the experience with a consistent story. Start with your website and pull through the same story everywhere. Segment customers. Brides and meeting planners expect very different experiences Proactively manage your hotel digital assets across the web
- Craft your story Enlist a support team Strategize for the long-term Make it fun Create engaging and useful content. Visitors will stay on your site longer, visit fewer additional sites, and convert at a higher rate Plan for how and when to create content, with calendar for deployment Share your story Deploy across many channels: website, email, social media, PR and advertising
- Which is why it is important to design for mobile and tablets Make photos and full site content available to mobile users