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Hotel Digital Marketing Trends

The purpose of this presentation is to present the major industry and consumer trends affecting the hotel industry, specifically with respect to the digital evolution and online booking.

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Hotel Digital Marketing Trends

  1. 1. Hotel Digital Marketing Trends Hamutal Schieber | October 2015
  2. 2. Introduction • The purpose of this presentation is to present the major industry and consumer trends affecting the hotel industry, specifically with respect to the digital evolution and online booking. • Main subjects that are covered on this presentation: 1. Consumer trends 2. Competitor strategies / Innovations 3. Industry Trends 4. Competitor Mapping – OTA / Booking, Hotels.
  3. 3. Competition Segments Type of Competitor Examples OTA (online travel agencies), Meta-Search - leverage their search technology to aggregate travel search results for the consumer's specific itinerary across travel service provider (e.g., accommodations, rental car companies or airlines) Expedia (inc. Hotels.com, Hotwire, Travelocity, Venere, and others), Orbitz.com (which has agreed to be acquired by Expedia), laterooms and asiarooms, which are owned by Tui Travel, Priceline etc. TripAdvisor, Trivago (Expedia) Direct Booking: travel service providers such as accommodation providers, rental car companies and airlines, many of which have their own branded websites to which they drive business Travel companies, inc. Hotels / Hotel Chains, Airline companies such as - Carlson, Best Western, Starwood, Accor etc. including joint efforts by travel service providers such as Room Key, an online hotel reservation service owned by several major hotel companies Vacation Rentals - focuses on vacation rental properties, including individually owned properties Airbnb, HomeAway Online / e-commerce Google, Apple, Facebook, Alibaba, Amazon and Groupon
  4. 4. Trend Mapping
  5. 5. What’s New in Digital Travel? • The biggest trend in the hotel, accommodation and travel industry for 2015 - 2016 is Consumer Centricity • Competitors in are increasingly focusing on putting the consumer in the center of their offering • While new technology is enabling these changes, the main driver is change in attitude: Brand Centricity Consumer Centricity
  6. 6. Consumer Centricity: Traveler’s Journey According to the Think with Google Path to Purchase tool, consumers use different tools, and are affected by different triggers, not only according to their stage in the Traveler Journey – but also according to the size of Hotel and the traveler’s country. Understanding the Path to Purchase and the triggers affecting each stage Image: Schieber Research
  7. 7. Enabling Technologies • Mobile is key in responding to consumers’ needs throughout the entire travel journey. • However, consumers’ mobile behavior differs from online behavior - For example, accommodation reservations made on a mobile device typically are for shorter lengths of stay and are not made as far in advance.
  8. 8. What are the Main Consumer Trends? • To offer value to consumers, travel industry competitors must understand what is driving consumers: Personal Social Value For Money Convenient The travel consumers are increasingly searching for a tailored, personal experience they rely on their social network and friends – as a result, we are witnessing a booming “sharing economy” they are looking for the most convenient, instant experience, straight from their mobile, seamlessly moving between channels they are looking for the best offer that would maximize the value they are getting for their money.
  9. 9. What are the Main Competitor Strategies? • Competitors are increasingly responding to consumer needs via the following strategies: Personal Social Value For Money Convenient • Using big data for personalization – “Just for You” • Social Log-in • Special offers per segment – including content, commerce, experience • Competitors seek a share of the Sharing Economy with new models • Emphasizing reviews to support the consumer decision process • Focus on mobile strategy: pre-stay, on-stay, post-stay apps and concierge services • Focus on location based & connected offers • Competitors respond with loyalty programs • cross-services that enhance the customer experience
  10. 10. Trend Map - Roundup • Loyalty • Entertainment • Luxury • New Price Paradigms • Mobile + omni-channel • Instant • Concierge • Cross-services • Self Service • IoT & Wearables • Reviews • Sharing Economy • Referrals • Segmentation • Customization • Personalization • Big Data • Content Personal Social Value For Money Convenient Circle: Main consumer trends, Rectangles: respective strategies
  11. 11. Integration along the Path to Purchase • The Consumer-Centric approach drove many competitors to offer “end-to-end experiences”, realizing that the consumers don’t want “a hotel”, “a flight” or “tickets”: they want a great experience. • The most prominent instruments we have noticed for creating such experience are: – Content - ideas, inspiration, reviews which pertain to the entire trip (including dining, tickets and even social acquaintances) – Mobile – self service, concierge apps, digital wallet etc.
  12. 12. Integration along the Path to Purchase We believe that offering consumers an outstanding online experience is essential for our future success. To accomplish this, we focus on providing consumers with a variety of intuitive, easy-to-use online travel and restaurant reservation and search services, a continually increasing number, location and variety of accommodations available through our services, informative and useful content, such as pictures, accommodation details and reviews, and excellent customer service. Priceline / Booking.com, 2014 Company Report
  13. 13. Integration along the Path to Purchase Source: 2014 Accor Hotel Group company report Accor Hotel Group focuses on tailoring a solution per each stage throughout the travel journey.
  14. 14. Trends & Innovations
  15. 15. Trend #1: Personalization • Personalization = better conversion. The more relevant the content / offer to the consumer, the more he/she are likely to make a purchase. • Today, Personalization is enabled by mobile, but it also stems from the rise in “big data” and the ability to analyze the data, reaching “micro segments”. • Industry competitors are also targeting consumer segments, and this is increasingly based on data analysis. Example: Holiday Inn, the hotel chain, conducted a TNS study of 10,000 frequent travelers. Holiday Inn identified 2,000 consumers who were the most likely to spend more with the company in the future. A specialist data firm was able to extrapolate information about these shoppers outwards and identify some 15 million potential "lookalikes". Targeted media buying then helped Holiday Inn engage these consumers with minimal wastage, driving up key brand metrics.
  16. 16. Personalization | Marketing • Most consumers consider the web to be important for travel research and planning – but the web is also a fundamental source of inspiration for new travel. • Our research shows that the main tools used to inspire consumers by booking competitors and hotel brands, are Social Media and email marketing. TripWatch – Offers customized e-mail alerts on the specific hotels, attractions and destinations requested by the traveler, in the first personalized, time-sensitive e-mail newsletter for trip planners.
  17. 17. Personalization | Special Offers • Enabling Technology: Big data • TripAdvisor’s Just For You personalization feature gives users personalized recommendations based on friends’ reviews and ratings as well as information collected about user preferences in selecting hotels.
  18. 18. Personalization | Content • TripAdvisor uses content to drive traffic to its site. • Since personalization is one of the key success factors in content strategy (see the Carmelon & Schieber Research report on the subject), the company manages and operates 24 other travel media brands, connected by the common goal of providing users the most comprehensive planning and booking resources in the travel industry.
  19. 19. Personalization | Content http://cruisecritic.com - A TripAdvisor community of avid and first-time cruisers who enjoy the fun of planning, researching and sharing their passion for cruising. http://everytrail.com - Mobile application and website for collecting and sharing geo-tagged user-generated travel content, such as walking tours, road trips, sight-seeing tours.
  20. 20. Personalization | Content http://familyvacationcritic.com - Reviews of family-friendly hotels, resorts, destinations and attractions, written by experienced family travel experts. Leads to TripAdvisor reviews and ordering.
  21. 21. Personalization | Segmentation • “Luxury” Airbnb – “One Fine Stay” (UK): adaptation of the Airbnb model, targeting a specific client segment. http://www.onefinestay.com
  22. 22. Personalization | Segmentation • Many competitors are now offering different tools for private / business travelers, recognizing the different parameters affecting the purchase decision. • Booking.com for Business: Selection of properties for business travelers • Airbnb business
  23. 23. Trend #2: Convenience • The need for extra convenience is a mega-trend concerning any industry • This stems from lack of time on the one hand – and the consumers’ growing reliance on technology to make their life easier • Common strategies include: – Omni-Channel – creating a transparent channel switch via single log-in (such as social identity log-in), “all in one place” – Mobile – creating a multitude of service offers and actions which can be performed easily and instantly via mobile, “wherever / whenever” – Cross-services – offering a complete leisure experience, “one stop shop” – Instant offers – concierge apps and services, immediate & location- based offers (sometimes based on Internet of Things/ beacons) Anxiety relief: research show that consumers’ pre-travel experience is stressful, and companies try to make this experience easier and more fun
  24. 24. Convenience | Cross-Services • Enabling Technology: Online + Mobile • Many competitors have expanded into online restaurant reservation services: Priceline’s OpenTable, TripAdvisor's LaFourchette and Yelp's SeatMe.
  25. 25. Convenience | Cross-Services • TripAdvisor acquired Viator – a global leader in online tours and attractions bookings. Viator has listings in more than 1,500 destinations and in 10 different languages, and this acquisition allows users to find and book more things to do on their trip.
  26. 26. Convenience | Cross-Services TripAdvisor Flights with Fees Estimator – Offers travelers the largest inventory of flights with the best deals available and a first-of-its-kind fees estimator that helps travelers understand the true cost of a flight in a single display.
  27. 27. Convenience | Instant In 2014 TripAdvisor introduced “Instant Booking,” a new feature that enables users to book directly on TripAdvisor. Users can move seamlessly from room selection, to credit card entry, to booking confirmation, all without leaving the TripAdvisor experience.
  28. 28. Convenience | Instant • Booking Now is a last minute app from Booking.com. • The app shows the best nearby properties with immediate availability in a single page, personalized experience. • Available for mobile and Apple watch.
  29. 29. Convenience | Instant Pay with Google Wallet Priceline.com and other OTAs now enable mobile wallet payment
  30. 30. Convenience | Service Innovation • Enabling Technology: Mobile • Mobile room keys are allowing guests to use their smartphones to open room doors and pay via an app and this is increasingly expanding to Apple Watch Source: PwC Since August 2014, ‘Botlers’ are already used by Starwood at their Aloft Hotel in Cupertino to fetch and carry for guests.
  31. 31. Convenience | Service Innovation Enabling Technology: Mobile • Through the Hilton HHonors app, guests can plan their trip, reserve and choose their room, order in-room items and check out. • Digital Key enables frequent guests the option to bypass the hotel check-in counter and access their rooms, as well as any other area of the hotel that requires a key, directly via the Hilton HHonors app. Hilton Digital Key is currently available at 17 property hotels. “A new era of digital-driven hospitality where the smartphone becomes the "remote control" for consumers' entire travel experience.” the HHonors App has already been downloaded more than 584,000 times, according to the company (Oct. 2015)
  32. 32. Convenience | Service Innovation IHG Mobile Room Key Technology: gives guests the opportunity to bypass the front desk when checking into their room. IHG Guest Request: A service which allows guests to make a request instantly through the IHG® App. iBeacon technology: Beacons placed in the lobbies and restaurants of our hotels recognize IHG Rewards Club members using the IHG App in close proximity. They then send information to the guest’s smartphone, including personalized notifications and offers relevant to their stay. The pilot is being implemented in a selection of hotels in China. IHG Mobile Solutions – Examples:
  33. 33. Convenience | Service Innovation The Intercontinental (IHG) mobile app caters to the travelers’ different needs across their journey
  34. 34. Convenience | Self Service • According to Hospitality Industry Self Service Tech Trends study, check-in / check- out & room selection applications lead the way for hotel self-service kiosks.
  35. 35. Convenience | Multi-Channel • While digital channels aim to offer extra convenience, consumer centricity suggests looking at additional, brick and mortar channels. • Airbnb has partnered with STA Travel to make its rooms available to book through STA both online and through an in-store referral program in the UK.
  36. 36. Convenience | Omni-Channel Accor “Mobile First” initiative features a single mobile app incorporating all of Accor's services before, during and after the stay, and will act as the customer's primary point of contact with both the property and the chain. The "Seamless Journey" initiative takes this idea a step further by enhancing customer convenience, for example with electronic payment, one-click booking, and online check-in. Lastly our "Customer Centric" initiative focuses on leveraging customer data to ensure highly personalized service and follow-up, as well as centralizing feedback into a single platform called "Voice of the Guests". Vivek Badrinath, Accor’s Deputy Chief Executive Officer in charge of marketing, digital solutions, distribution, and information systems (Hospitality Net, Dec. 2014) Enabling Technology: Mobile
  37. 37. Convenience | Omni-Channel • Creating a single log-in for a transparent experience
  38. 38. Convenience | Omni-Channel • According to Expedia CEO Dara Khosrowshahi, “a user who’s doing a flight search will be doing over 40 flight searches before booking a flight and we are seeing users shop across multiple devices.” Enabling Technology: Social To facilitate this process, Expedia developed ScratchPad to track a logged-in user’s searches regardless of device, so users can continue their search activity seamlessly even if they switch devices partway through the process. Once the user indicates a destination preference, Expedia pushes relevant content including daily price changes and relevant offers. Source: e3 Whitepaper, 2015, Expedia
  39. 39. Convenience | Omni-Channel • Enabling Technology: Virtual Reality • Marriott has used Virtual Reality campaign via Oculus Rift in booths.
  40. 40. Convenience | Omni-Channel • Airbnb offers tools on mobile & Apple Watch for travelers – as well as for hosts. Similarly, HomeAway offers innovative tools for hosts, recognizing that apartment sharing success depends on the quality and variety of rentals.
  41. 41. Trend #3: Social • The rise in social networks has created a new sharing economy, where people are interested in, and in buying from, other people whom they don’t necessarily know. • Consumer also trust other consumers’ opinions, more than they trust brands. • Finally, using social media is an effective way to drive word of mouth and referrals. • Therefore, competitors increasingly turn to incorporate social media in their tactics, whether by managing platforms or by incorporating the reviews into the site (so that the consumer will not look elsewhere).
  42. 42. Social | Reviews • Hotel reviews are tremendously important when it comes to choosing a hotel. • According to TrustYou (“The Effect of Reviews on Hotel Conversion Rates and Pricing”), Travelers are 3.9 times more likely to choose a hotel with higher review scores when the prices are the same • When hotel prices are increased for hotels with better review scores, travelers are more likely to book the hotel with the higher score even when it costs more • 76% of travelers were willing to pay more for a hotel with higher review scores, when asked explicitly. • A 2013 PhoCusWright poll, conducted on behalf of TripAdvisor, found that more than half of consumers do not make a booking decision without reading reviews from others (source: Skyft, 2015)
  43. 43. Social | Reviews Online reputation management provider TrustYou published a new research in conjunction with the school of hospitality management at Pennsylvania State University, revealing the attributes at the heart of decision making by leisure and business travelers. Cleanliness is apparently the most important factor when choosing a hotel for leisure.
  44. 44. Social | Meta-Reviews • Innovative tools offer companies to monitor reviews from all over the web, while providing meta-data which analyzes authentic reviews, for the end-user. • According to TrustYou, “Meta-Reviews are a trusted summary of relevant reviews worldwide, showing the most talked about and most relevant attributes of a particular hotel, along with some special, important-to- know ‘nuggets’ of information that are unique to the particular hotel.” TrustYou offers a structured review data API that allows travelers to make “the best possible informed decisions based on a summary of all verified reviews across the web”.
  45. 45. Social | Embracing Reviews • Hotels today embrace customer reviews, recognizing their importance to the customers, and thus enabling the customer to complete its journey without leaving the site. • Marriott displays “Marriott Verified Reviews”, ratings and reviews from confirmed “stayed and paid” guests for a hotel as long as there are a minimum of five reviews.
  46. 46. Social | Sharing Economy • Airbnb had changed the accommodation industry, and is a symbol of the “sharing economy” – peer to peer accommodation. • The company reports 353X growth in summer travel, in 5 years. • The company’s main marketing assets are: content (including photos, videos and stories) on its website and social media, and a referral program. • Business-wise, the company has expanded its reach beyond accommodation providing end- to-end experiences for travelers (source).
  47. 47. Social | Sharing Economy • According to a report by car-sharing service Zipcar, 47% of UK consumers rent or share goods / services. LobbyFriend, an app that for the length of a hotel stay will enable users to to get information on events near and at the property, as well as send messages to other guests.
  48. 48. Social | Sharing Economy • Booking.com increasingly provides reservation services for accommodations other than hotels. • TripAdvisor ended the year with more than 650,000 vacation rental listings, driven by its free-to-list business.
  49. 49. Social | Site Integration • More and more websites offer a personalized experience to users who are logged-in through their Facebook or other Social media profile. • Tripadvisor had spent a fair amount with Facebook to promote the “Cities I’ve Visited” application and get Facebook-connected users because that fuels its personalization effort and the “Wisdom of Friends” initiative, so that if you’re signed in through Facebook, you get a lot better experience on TripAdvisor “and that proved its worth in terms of better engagement, better monetization, and just a better, more sticky experience for that Facebook connected user.”
  50. 50. Social | Video Content • YouTube data shows that travelers are spending more time watching online videos than ever before, with views of travel-related content up 118% year over year (YoY). According to the data, travelers are increasingly using mobile devices to consume travel-related videos anytime and anywhere; in 2013, mobile devices accounted for roughly 30% of all travel video views, with mobile viewing up 97% on smartphones and 205% on tablets, YoY. • Youtube searches are dominated by destination name search – unlike travel brands on Google. That might suggest, in our opinion, that video content provides more of an inspiration to consumers; or, it is triggered earlier in the path to purchase. Top 1,000 Travel Queries Source: Google Data, March 2013– €“March 2014, Search Query Volume, United States.
  51. 51. Trend #4: Better Value for Money • “Loyalty” is not a consumer centric term. It is the company’s interest to achieve loyalty. • In order to achieve loyalty, the company must go back to the parameters that drive consumer decisions – and offer an added value for at least some of them: – Better value for money – additional night for free, free upgrades etc. – Personal, outstanding service – self service, concierge, personalized perks, customized offers etc. – Convenience throughout the travel lifecycle – order, check-in via app, ordering via mobile, etc.
  52. 52. VFM | New Price Paradigm • HotelTonight, an app launched in 2011, today has 11 million users in almost 30 countries. The app helps cover for hotel vacancies – while saving consumers money. • same-day bookings – this activity equates to roughly 15% of all hotel reservations, and was originally the app's sole focus, with fresh deals unveiled every day and running until 2am; • "rate-drop" reservations – announced in early 2015, this feature lets hotels reduce prices for same-day stays from 3pm onwards; • "bonus rates" – introduced recently, this tool means rooms can now be secured up to seven days in advance, when an estimated 50% of industry- wide reservations are made.
  53. 53. VFM | New Price Paradigm • Low-cost airline transavia.com teamed up with eBay France to create Byebye: the first object-flight converter. • A tool hosted for two weeks on Ebay's homepage that allowed people to select a departing city and destination. Get a suggestion of what they could sell to get there. Sell and transform their old objects into tickets to go on holiday, using Paypal. • Reportedly, the converter generated an unprecedented attention: – Media impressions: 330 million (only 76 million paid) – Clicks: 217 652 – Google request: +54% – Visit/converter: 126 593 – Visit/website (vs week before) : +45% – Booking (vs 2013) : +45%
  54. 54. VFM | “Opaque” Pricing • In the “opaque" model, certain elements of the service, including the identity of the travel service provider, are not disclosed to the consumer prior to making a reservation. • Priceline.com is a leader in the "opaque" travel reservation business through its pioneering Name Your Own Price and Express Deals hotel, rental car and airline reservation services. • "Name Your Own Price," which collects consumer demand (in the form of individual customer offers guaranteed by a credit card) for a particular product or service at a price set by the customer.
  55. 55. VFM | “Opaque” Pricing • Expedia makes opaque accommodation room reservations available on its principal website under the name "Expedia Unpublished Rates"
  56. 56. VFM | New Loyalty Programs To drive direct booking, hoteliers are upping their loyalty game. Recently, Marriott announced a new Fab Four program with 4 elements: 1. Points Advance will allow Marriott and Ritz-Carlton Rewards members to book stays before they have enough points to fully cover them. 2. Points Sharing will allow sharing up to 50,000 points a year with friends and family members. 3. Redemption Stay Credits will grant customers Elite night credit for nights they pay for with points. 4. Cash + Points will give Rewards members the flexibility to use a mix of cash and points to cover single or multi-night redemption stays.
  57. 57. VFM | New Loyalty Programs • Enabling Technology: Mobile • Starwood has integrated Apple's Passbook – a system for storing boarding passes, flights tickets, loyalty cards and similar offerings – on the iPhone, and has reported to have a million users already. The tool dynamically adapts when users are booked into the firm's hotels, depending on their exact need at the time: • Pre-stay: photos, hotel address, confirmation number • Upon arrival: notification upon check-in with the room number • Upon departure: survey.
  58. 58. VFM | Loyalty Perks • Members of the Marriott Rewards loyalty program are now able to request a range of services or amenities from their smartphones via “Mobile Request”. Matthew Carroll, vice president of Marriott Hotels “Some 75% of people travel with one or more mobile devices and the percentage is higher for younger travelers. We know today’s travellers want a mobile experience built around their changing needs and desire to communicate on their terms. Mobile Request is the brand’s next evolution since our introduction of mobile check- in, checkout and room ready alerts worldwide.”
  59. 59. VFM | Useful Content IHG Translator • Over 50 phrases in 12 languages, including slang (2,000 phrases available on paid version) • A voice-to-voice translator with access to 10 translations • A 10,000 word offline dictionary • Live Translator for 180 languages (for a fee) • IHG Rewards Club discounts • 50% discount for premium content to Club and Gold Elite • Complimentary access to all Platinum, Spire and Ambassador members
  60. 60. VFM | Useful Content • Enabling technology: Mobile • Guests booking with IHG in one of more than 50 key destinations across the globe will be able to use Stay.com to research and plan their travel, and create personalised travel guides to share with friends. The guides can be downloaded to Stay.com's mobile App, for use both on and offline. They include access to tips, insights and recommendations from hundreds of local influencers around the world.
  61. 61. VFM | Crowdsourcing • Marriott Hotels created a co- creation platform, under the name “Travel Brilliantly”, in collaboration with content platforms such as Fast Company, Mashable and Wired. • The company invested in high-quality content by professional writers, without emphasizing the brand. • http://travel- brilliantly.marriott.com/
  62. 62. VFM | Best Price Guarantee • Best Price Guarantees are common on OTA and Meta-Search engines; but they are now also penetrating the direct sales channel (by hotels). • Agoda’s Best Price Guarantee - If you have reserved a hotel room through Agoda and show that you could book the same room for the same dates at a lower rate, Agoda will either match that rate or beat it.
  63. 63. VFM | Referrals & Loyalty • Orbitz: Refer a friend - When friends join, they'll get a $25 promo code for their first hotel stay. • You'll get $25 in Orbucks once they complete their first hotel stay of $50 or more.
  64. 64. Industry Trends
  65. 65. Metasearch / OTAs • TOP GLOBAL ONLINE TRAVEL AGENCIES BY VALUE SALES: 2013-2014 • A metasearch display is an interface that shows hotel or flight availability and pricing information from multiple sources, without requiring the user to visit another website. • Travel metasearch engines and online travel agencies (OTAs) are becoming more popular, as travel consumers seek out one-stop shops to compare different brands, products, packages and prices early in the purchase funnel. • To compete with the growing success of booking sites, OTAs created or bought back many of the currently existing booking sites. Source: Euromonitor, 2015
  66. 66. OTAs Vs. Hotels • The relationship between the OTAs and hotel operators has been the subject of wide debate in the industry. • OTAs have aggressively focused on hotels to provide a higher share of their revenues as the commission from selling flights has declined, and they have tried to attract consumers by reducing the cost of booking as much as possible. • However, industry regulation (including self-regulation) has leveled the playground for hotels, and they are now free to offer best price guarantees via their websites. • In addition, hotels are imitating OTAs and are offering more cross-services, such as car rentals and airline tickets. Source: Schieber Research, Deloitte, Google Trends
  67. 67. OTAs Vs. Hotels Independent hotels are much more impacted by OTAs than are Chain Hotels. While Chain Hotels have a balanced percentage of reservations made from OTAs and their website, the reservations for Independent Hotels through OTAs are higher than the ones made through their website.
  68. 68. OTAs Vs. Hotels • In Sep. 2015, Google announced some changes to how it markets and distributes hotel inventory, making it easier for hotels to list their properties directly on its site — and to collect leads seamlessly on mobile devices — while skipping middlemen like online travel agencies (OTAs) and other metasearch sites. http://www.google.com/ads/hotels/getstarted/index.html
  69. 69. Hotel Strategies • Analysts expect to see the development of a more collaborative approach: hospitality companies can take advantage of large OTA investments in technology and marketing to achieve common benefits for both. • Roomkey.com is a direct booking hotel search engine – an initiative of global hotel chains in response to the increasingly stronger role of electronic distributers. • Roomkey.com was founded by large hotel companies (Choice Hotels International, Hilton Worldwide, Hyatt Hotels Corporation, InterContinental Hotels Group, Marriott International, Wyndham Hotel and Best Western International) with the aim of cutting down distribution costs and as a counter to Google. On this Website, travelers can search for, book and compare hotel room prices of leading hotel brands.
  70. 70. OTAs Vs. Hotels | Case Study: Accor • The foundation of Accor's distribution is TARS (The Accor Reservation System), which drove 59% of total sales in 2014. • In terms of pure web distribution, over 35% of sales were made online during 2014, and Accor plans to increase this to over 50% in the medium term, mostly due to its investment in its own state of the art tools, in particular the multi-brand portal Accorhotels.com. • Currently this is already available in 32 local versions and 16 languages (18 planned by 2015), in effect localizing the experience in every market in which it operates, resulting in an average of 45,000 reservations per day. Accor has incorporated a new trip planning service, “My Trip Planner”, that enables customers to prepare their stays in 70 destinations around the world, enriching the preparation step of the customer journey
  71. 71. OTAs Vs. Hotels | Case Study: Accor • “Inspire me”: the company aims to deliver the same level of valuable information as OTAs
  72. 72. OTAs Vs. Hotels | Case Study: Accor • Prepare for your trip: Destination guides, Car rental, Booking activities, Magazine.
  73. 73. Thank You The research was conducted by: Hamutal Schieber Schieber Research | Market Research & Competitive Intelligence www.researchci.com | hamutal@researchci.com Executive Summary. For the full research - please contact Carmelon Digital Marketing http://www.carmelon-digital.com

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