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Digital Marketing Directions
The Key Trends Driving Your
Hotel Marketing Next Year
Tim Peter (@tcpeter)
President, Tim Peter & Associates
“We always
overestimate the
change that will
occur in the next
two years and
underestimate the
change that will
occur in the next
ten.”
These are “the good ol’ days”
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
9.0%
PKF-HR STR/Tourism Economics PwC
2016 RevPAR Growth
RevPAR forecast strong through 2016
So why aren’t we all happier?
17
million
Mobile isn’t a trend
Trend #1:
It’s a way of life
2/3rds US population own smartphones
•  Meet the “Net Set”
–  Largest demographic… or
will be by end of this year
–  Natively mobile: 86% of
consumers aged 25-32
own smartphones
–  More smartphone-owning
Millennials expect brands
to have a mobile-friendly
website or app (55%)
than a social media
presence (39%)
•  The “Net Set” travels
–  32% of US travelers
–  Business travel, too: largest
share of workforce (34%)
–  Approximately 20 million
(~45%) still to enter
workforce over next 3-4
years
–  49% “plan/book” on
mobile devices
–  Half of Millennials travel
with children
50% of 65+ own smartphones
More people own mobile phones than own toothbrushes
You host more devices than guests
0
2
4
6
8
10
12
$0.00
$100.00
$200.00
$300.00
$400.00
$500.00
$600.00
$700.00
$800.00
2014 2015 2016 2017 2018 2019
"Price for iPhone 6 Plus" Relative Computing Power
5 year old phone worth around 1/10th its original price
0
20
40
60
80
100
120
$0.00
$100.00
$200.00
$300.00
$400.00
$500.00
$600.00
$700.00
$800.00
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024
iPhone 6 Plus Price Relative Computing Power
Verizon testing 5G in 2016 (30-50x faster than 4G)
Makes instant gratification real
Driving huge shift in guest expectations
Who’s meeting those expecations?
Drowning in content
Trend #2:
2+ million search queries
204,000,000 e-mails sent
120+ reviews
28,000 photos
30 hours of video uploaded
100,000 tweets
208,000 photo uploads
Competing in the age of the selfie
We’re all publishers now
Disruptive distribution
Trend #3:
Predic've	
  
“Much more importantly than a
source of transactions, mobile is a
chance to plumb the end-to-end
user experience… Say you are
looking for an accommodation
on an iPad but then you book on
a PC. But, then you show up at
the hotel with your iPhone. All of
that is plumbed to an account...” –
Darren Huston, Priceline CEO
“I think of mobile in the short
term as a positive to drive
some bookings, but really in
the longer term it is
increasing our value to the
customer that would be very
difficult for an independent
hotel to do.” – Darren Huston,
Priceline CEO
Priceline activity
•  BookingSuite
–  Buuteeq (hotel websites and booking
engines)
–  HotelNinjas (PMS)
–  Pricematch (RMS)
•  Rocketmiles (Loyalty)
•  OpenTable
•  Kayak
•  AS Digital (restaurant booking)
•  Marriott white-label booking engine (ar, it,
pt-br, ru)
Amazon Local Offers to Prime members
•  What	
  is	
  your	
  company	
  truly	
  be7er	
  at?	
  	
  
42	
  
Google	
  has	
  rich	
  data	
  sets	
  about	
  
guests	
  	
  
Who else has lots of data?
And	
  growing…	
  
But, Google feeling pressure too
Happy yet?
“Your margin is my opportunity.”
– Jeff Bezos, CEO, Amazon
Your response
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
9.0%
PKF-HR STR/Tourism Economics PwC
2016 RevPAR Growth
Drive rate, control costs
Content is, was, and always shall be king
Context	
  is	
  Queen	
  
Context is queen
Data is the crown jewels
• Two goals:
– Content
quality
– Content
velocity
Snackable
Sharp
Shareable
© 2015 Tim Peter & Associates, LLC
“Sights, sound and
motion get attention
and inspires. A product
manager for a
prominent OTA told me
that despite all the
conversion testing they
run, the one universal
truth is ‘pretty pictures
sell hotels.’” - Robert
Cole
Action Yes/No?
Media channels selected?
Media channels align with target customer?
Image? Is it shareable?
Headline? Is it shareable? Will it fit in a tweet?
Copy? Snackable? Sharp?
Hashtag? Shareable?
Can hashtag be turned against us? (“Bashtag”)
Mobile?
Which social channels are used by target customer?
Monitoring in-place?
Tracking in-place?
URL shortener?
Social integration scorecard
“Mobile-only” world: Learn from the leaders
•  Why not put them to work for
you?
–  100 room hotel
–  60% occupancy
–  1.4 guests/room
–  31,000 annual “storytellers”
•  “Treat each one like a VIP
travel writer…. because they
are” – Adele Gutman, Vice
President Sales, Marketing,&
Revenue at Library Hotel
Collection
Pricing Power
(ADR)
Demand
(Occupancy)
Performance
(RevPAR)
All +0.8% +0.2% +0.96%
Upscale +0.67% +0.19% +0.83%
Upper Midscale +0.74% +0.42% +1.13%
Midscale +0.89% +0.54% +1.42%
Measured change in pricing power, demand, and performance given a 1% change in online reputation
Source: Cornell Center for Hospitality Research
Review quality leads to increased RevPAR
•  Real-world says so too
–  Achieved top positions in
TripAdvisor, Yelp, social
channels for multiple hotel
clients
–  Occupancy index improved to
95-105
–  ADR index improved to
107-180
–  RevPAR index improved to
109-169
–  Growth above comp set
–  Reduced or held OTA share
below 10%
Visual	
  Informa'on	
  Specialist	
  Jason	
  Johnston/U.S.	
  Army	
  
•  Key takeaways:
–  Invest in content quality
and velocity: Snackable,
shareable, sharp
–  Grow your reach beyond
Google and metasearch –
they’re the same thing
–  Use data to learn and
grow
–  Guest experience drives
rate and return
Make these truly “the good ol’ days”
Thank
You
Web: timpeter.com
Phone: 201-305-0055
Email: tim@timpeter.com
Twitter: twitter.com/tcpeter

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