Drive Revenue By Optimizing the Traveler Planning Journey Pt 2


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The average traveler visits over 20 websites before they make a booking.

Mariana Mechoso Safer of HeBS Digital and Shalini Jariwala of Google will take you through a typical traveler’s journey to booking and what strategies play the largest role through the entire buying funnel.

You’ll get inside strategies on:
· How to boost revenues in Q2 through multichannel marketing
· Where and how different marketing channels reach the consumer
· How many steps it takes a consumer to make a booking
· The customer perspective (i.e. a mom planning family travel or a family reunion)
· Ways to recover abandoned bookings
· Case studies to support recommendations

Mariana Mechoso Safer is Senior Vice President, Marketing at HeBS Digital, overseeing advertising, marketing and public relations. Mariana heads the Las Vegas office, developing and implementing digital marketing strategies for HeBS Digital’s West Coast partners. She frequently conducts industry research and publishes her major travel and hospitality publications, and is also a guest speaker and presenter at hospitality events and conferences.

Shalini Jariwala is Strategic Partner Manager of Channel Sales at Google. Shalini has been working in high tech for the past 10 years. She has held various marketing, sales enablement, and business development roles at companies such as Google, Ooyala, and Evernote. Currently she is a Strategic Partner Manager on the Channel Sales Team based out of the Google NYC office.

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Drive Revenue By Optimizing the Traveler Planning Journey Pt 2

  1. 1. 1 2 3 21.6 Touch points The average traveler researches 21.6 websites before making a booking. Search & Display Together increase purchase intent 43% 24 Days Average length in days before purchase Important Stats
  2. 2. Initiatives that Drive a Purchase: Final Stages
  3. 3. Last Touch Point-Interaction Initiatives Organic Search Paid Search Meta Search (DRM) Direct
  4. 4. Organic Search (SEO) Google updates its algorithm up to 500 times per year. Google officially announced Page Centric SEO Approach vs. Keyword Centric Approach in 2013. Google Panda (2011) Valuing rich, engaging, editorial content over keyword- stuffed content. Google Venice (2012) Focus on local search results, made local search indispensable. Google Penguin 2.0 (2013) Eradicate link farms and poor-quality reciprocal links, placed a premium on high-quality links. Google Hummingbird (2013): Gather better, more intuitive results via conversational search.
  5. 5. Quality/Updated/Relevant Content Build packages around attractions Add pages on your destination Maintain a blog
  6. 6. 1 2 3 Claim listings on Google, Yahoo!, and Bing. Requires on-property verification. Standardize information on main data providers. Search engines often pull information from data providers. Establish listings on local business directories. Develops a presence in prominent local business listings. Keep these updated! Optimize for Local Search As local listings take a more prominent position on search engine results pages – such as Google Carousel – it is important to fully optimize local listing profiles. Claim and optimize local listing profiles, standardize property information across the Internet, and cover more SERP real estate.
  7. 7. 1 2 3 Audit existing links Disavow in compliance with Google Penguin updates Devise action plan for main data providers and reputable directories Feed information to local listing profiles Reach out to local bloggers, colleges, CVBs, etc. Long-term plan to acquire more local links Quality Inbound Linking Strategy Off-page factors such as the quality of inbound links to the website are nearly as important as on-page optimizations. Increase page rank, avoid algorithm penalties, and remove potentially harmful links.
  8. 8. Paid Search Marketing SEM and location extensions
  9. 9. Account Structure Branded Keywords (hotel name) Highly Relevant Location Keywords (lower nob hill hotel)  Broader Destination Keywords (san Francisco boutique hotel) Paid Search Engine Marketing Process: Market level & demand keyword research Compelling ad copy  Desktop, mobile & tablet Geo-target campaigns to focus on feeder markets Launch on Google, Yahoo/Bing Branded Keywords Highly Relevant Location Keywords Broader Destination Keywords C o n v e r s i o n s Impressions/Search Volume 30% oftheBudget
  10. 10. More than one keyword? Bid on brand terms, don’t rely on them 100%. 01 02 03 A common mistake is to stop bidding on keywords that are important in the research process. Keyword: Location & ‘Hotel’ Keyword: Location & ‘Hotel’ & ‘Nearby Attraction’ Keyword: Branded Term (name of hotel). Book Now
  11. 11. GAME-CHANGING: Dynamic Rate Marketing
  12. 12. Dynamic Rate Marketing (DRM) Real Time Availability & Pricing = Higher Relevancy • Meta Search • Banner advertising • Retargeting 20 • Google AdWords (in beta) • Email marketing • Promos on the hotel website
  13. 13. 1 2 3 Displays real-time rates User will choose dates and rates/availability will update automatically User chooses hotel website User clicks on the property’s logo and is directed to the property’s booking engine Increase direct booking opportunities Option to include direct links to website with ‘Hotel Amenities’ and ‘Professional Photos’ links MetaSearch Marketing:TripAdvisor From October 2012 – May 2013, a Boston hotel saw a 1554% ROAS from this initiative. Firmly being established in last booking stage.
  14. 14. Meta Search: Google Hotel Finder (HPA) Appears within: 1 Google Maps 2 Google Hotel Finder Beta Google Search Results Pages 3
  15. 15. DRM: Banner Advertising Will this move display further up in planning journey?
  16. 16. Direct: The Website & Three Screens
  17. 17. Adaptive Design TheThreeScreens Consumers use each device differently to research and book travel.
  18. 18. Serve the right content on the right device while ensuring the maximum user experience, relevancy and conversions.
  19. 19. Make phone numbers and maps easily accessible. Accommodates touch- screen navigation. Slim down content. The Smartphone is a last-minute device. Should be simple and booker-friendly.
  20. 20. Tablets ideal for browsing, research and even booking! Used similarly to desktop.
  21. 21. The Last Mile of the Hotel Booking Process OTAs Hotel Websites Search Engines Travel Research/Planning Decision Verification Booking Friends & Family Facebook, etc TripAdvisor OTAs Hotel Websites Voice Case Study: TripAdvisor is establishing itself firmly as part of each of the three steps in the last mile of the hotel booking process Meta Meta Social Media
  22. 22. Initiatives that Drive a Purchase: Assist Stages
  23. 23. Assist or ‘Planning Stage’ Interaction Initiatives Social Media Display Email Reservation Reminder
  24. 24. How Can Social Media Drive Engagement? Focus on building buzz and increasing brand awareness. 01 02 03 Prompt users to “like” your Facebook Fan Page, follow the Twitter handle, and follow the Google+ Page. Increase fan base. Prompt people to become a fan on Facebook, a follower on Twitter on Google+. Brand your Presence Facebook Cover Page, Twitter & Google Header Image, etc. Customer Service 04 Run Contests & Incentives Offer a free welcome amenity for next stays or a chance to win a free stay. Book Now
  25. 25. DISPLAY is one of the first steps in the path to purchase, SEARCH acts as a last ‘push’to conversion.
  26. 26. Online Display Campaigns Smart targeting drives ROI. Today can target the travel segment using first-party data from airlines, hotels, and travel planning sources. No longer need big budgets! Targeting includes:  Destination  Feeder markets  Customer segment  Retargeting Client Portfolio HeBS Digital 750% Average ROAS The Google Display Network (GDN) offers in-depth travel targeting and is comprised of millions of websites.
  27. 27. Email Marketing Email content can include: Monthly Offers Thank You for Signing Up Real-time Availability & Rates Countdown Clock
  28. 28. A branded reminder email featuring a booking link back to the hotel website with a special rate or incentive. Capture visitors in the dream stage of planning. Reservation Reminder Remind me to book: Guests request a reminder within a certain number of days.
  29. 29. Scenario: Mom Planning Travel
  30. 30. Focus on these stages: Dreaming: Social Media, Mommy Blogs, Videos Planning: Online Research, Search Engines Where does she begin?
  31. 31. Dreaming Stage: Social Media There are 27 million U.S. women who identify as mothers on Facebook. (Time)
  32. 32. Dreaming Stage: Social Media Moms are 61% more likely to visit Pinterest than the average American. (Nielsen)
  33. 33. Dreaming Stage: Blogs 14% of all American mothers with at least one child in their household blog about parenting or turn to blogs for advice (Scarborough Research)
  34. 34. Search for “Four Seasons Prague” (mommy suggestion) with hotel on top of results page. Search for ‘Prague Family Hotel’ Results: TripAdvisor, Hotels in the Carousel, OTAs Planning Stage: Search Engines Organic Search Paid Search
  35. 35. See how easy it is to reach 21.6?  Facebook  Organic Search  Pinterest  Paid Search  Blog  Expedia  Paid Search  Orbitz  Kayak  TripAdvisor  Paid Search  Organic Search   Twitter  Organic Search  Pinterest  Paid Search  Blog  TripAdvisor  Hotel Website
  36. 36. Scenario: Planning a Group Getaway or Reunion
  37. 37. Focus on these stages: Dreaming: Social Media Planning: Online Research, Search Engines Booking: Hotel Website Where do we begin?
  38. 38. Dreaming Stage: Social Media
  39. 39. Planning Stage: Search
  40. 40. Booking Stage: Website SPEAK To our key customer segments on your website OFFER Planning tools & packages
  41. 41. Putting it All Together
  42. 42. 1 2 3 WHO? Who is the target customer segment? WHAT? What campaign message will resound with the target segment and what channels will effectively reach this audience? WHEN? When is the best time to reach this target segment for the greatest impact and ROI. Multichannel Campaigns Reach travel consumers at multiple touch points with one cohesive message across the web. Build stickiness and traction across channels and dramatically increase revenue. The whole is greater than the sum of its parts.
  43. 43. THE MULTICHANNEL CAMPAIGN Campaign Google SEM Bing SEM Google Display Network Promo Hero Slide Flash Banners TripAdvisor Special Offer Facebook Promoted Post Email Limited Time Offer
  44. 44. Multichannel Campaigns Case Study: “Suite Yourself” Black Friday Travel Sale for a Multi- Property Resort This Black Friday Travel Sale website, incorporates interactive parallax scrolling that takes users through a day in the life of a stay in one of the family- friendly resorts that feature condo-style suites. Campaign ROI: 1048%
  45. 45. Multichannel Campaigns CaseStudy:DaylightSavings
  46. 46. Bonus: Bring People Back to the Booking
  47. 47. Reservation Recovery Bring guests back to complete the booking. Why should you try to recover abandoned bookings? • Typical conversion rates on hotel websites are 2 – 3% • Approximately 1/3 of website visitors initiate a booking • Only 5% of website visitors actually complete the booking 251 7,272% Recovered Room Nights ROI Case Study: 30 Days
  48. 48. Capture guest booking details, send ‘recovery’ email with a link back into the booking process, and recapture that booking! Only 5% of initiated bookings are completed. Email Retargeting
  49. 49. 1 2 3 Understand Last vs. Assist Interactions Know how budget line items can work together in the path to a booking. Multichannel Marketing Campaigns will reach consumers at all these touch points. Don’t underestimate The path to purchase includes multiple touch points. Don’t review analytics in silos. KeyTakeaways
  50. 50. Questions?