We need to know:ONE. Who is the consumer? How are they currently arriving at the Holiday TWO. Inn site? THREE. Why are they choosing Holiday Inn? FOUR. What are their competitors doing to drive trafHic?
US online site visitors Source: Quantacast The average visitor to holidayinn.com is an afCluent, college-‐educated Caucasian female with no kids; the average user also overindexes for the age groups 35-‐44 and 55-‐64.
Facebook audience Source: Facebook Page Insights There is a large number of fans and fairly high engagement. Compared to some of the competitors such as Best Western, Hampton Inn and Embassy Suites Hotels, the Holiday Inn has a high engagement* rate of 2.74% compared to an average of 0.70%. Looking further into the most popular week, there was a Facebook giveaway posted during the week. *Calculated by dividing the number of fans by people talking about this
Online site traffic Source Compete According to compete.com, there was a spike in March and July. The spike in July corresponds to the high search volume for “holiday inn” in July (see slide 11). We can discuss with client if they know of possible reasons attributing to the March spike.
Search trends for “holiday inn” Source: Google Trends Over the years, there is a clear pattern for people searching for “holiday inn” with a spike in July, and a dip in December. Similarly, “cheap hotel” aligns with this pattern, while “luxury hotel” shows a much more erratic pattern. There are smaller spikes on Mondays and a small dip on Sunday for searches.
High mobile search traffic Source: Google 2012 Understanding the AfCluent Traveler Source: Google Ad Planner A 2012 Google report Understanding the Af/luent Traveler provides research that afCluent travelers often use their mobile device to both access information about planning their trip, as well to book a hotel stay. Google Ad Planner conCirms heavily mobile search trafCic for “holiday inn.”
Loyalty and social media reviews Source: Google 2012 Understanding the AfCluent Traveler Source: Google 2012 Traveler Loyalty Program Research Report According to Google’s recent report, almost all afCluent travelers belong to a loyalty program. (79% of inCluent travelers join loyalty programs for free perks.) Holiday Inn has one of the largest hotel loyalty programs: Priority Club Rewards. Additionally, over 50% of afCluent travelers read online reviews. A recent study by the Cornell School of Hotel Administration found a clear correlation between positive social media reviews and hotel reservations.
Social behavior Source: Google 2012 AfCluent Traveler Research Report A 2012 Google report Af/luent Traveler shows that afCluent travelers are comparison shopping. [The irony!-‐ or is it, those that save, have?] While comparison shopping, videos are often a key part of the process and guide their decision. 61% of afCluent travelers reported watching a video while determining which accommodation to book, after knowing the particular destination.
Best Western Source: MixRank Best Western serves ads on speciCic location based sites such as blogs around certain cities. Additionally, they are running display ads that emphasize the loyalty program and offers free perks for other industries, in return. Best Western was one of the Cirst to allow bookings through Facebook. They recently also held a Facebook promotion for loyalty members to win a dream vacation.
Hampton Inn Hampton Inn shows text ads on various location-‐speciCic sites, but no display ads are shown on MixRank. In addition, the Facebook cover includes a hashtag, #HamptonalityMoments to encourage social conversation. Yet, the brand misses out on an opportuniity to cross-‐platform by not including a link to Twitter. One bonus point? The Hampton Inn site is included in the “About” portion to drive trafCic and bookings.
Embassy Suites and Hotels Source: MixRank, Facebook, YouTube Embassy focuses on the loyalty program by including HiltonHonors in the display ads, and emphasizing the low price. Additionally, they are hosting a Facebook promotion to encourage new Facebook likes. Embassy hosts a social campaign focusing on a UCB and seemingly user-‐generated content to show his stays at Embassy over break. These videos are also hosted on the YouTube channel, encouraging users to visit their different properties.
Competitor SentimentBest Western Comfort Inn Embassy Suites Holiday Inn Reviewing the social landscape, Best Western is the only brand with positive sentiment rather than the overwhelmingly neutral conversation around the other brand mentions. Source: Socialmention
Strategy: Integrate loyalty program with socialEmphasize perks of loyalty program: Provide campaigns and perks only available to loyalty programs Give away loyalty member points to those who bring in new members Highlight loyalty members through social Provide unique giveaways during low-search volume months such as December to boost site trafHic Utilize a social media campaign that focuses on mobile: Host a contest that encourages people to submit entries including a photograph or video Place mobile ads on social platforms Provide extra perks for loyalty members that utilize mobile to check-in , “Ex. From @nmurakami20: Just checked into Dallas Holiday Inn & earned points toward a free night #PriorityRewardsClub Encourage users to share positive reviews, thus providing information for comparison shoppers: Create a social campaign around submitting a positive experience at at Holiday as an entry Engage with those those who write positive reviews on social Highlight user-generated videos on social networks