In this webinar, Milestone experts Tammie Carlisle and Keith Brophy discussed key trends impacting travel consumers and the opportunities which still exists for a hotels. 2020 has been challenging yet offers opportunities to attract local business, staycations, or leisure travelers. With the right cleaning protocols in place you can still communicate your value and attract travelers to your hotel. Hotel budgeting for 2021 offers opportunities to enhance your digital presence, show case new experiences and become technologically savy Key topics in this recap video: • Key trends and review industry stats through the summer season • Digital transformation and rebuilding your foundation and creative tuning • Digital storytelling and enhanced customer communication opportunities • Advanced digital techniques that can give you advantage: Local, AMP, voice search, schemas • Case studies of hotels doing it right

1. MilestoneInternet.com | +1 408-200-2211
Be everywhere your
customers are
Hotel Budget Planning
During a Pandemic
September 2020
Do More with Less

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Presenters

3. Agenda
1. Do More with Less
2. Digital Transformation
3. Content and Messaging
4. Location Strategies
5. Legal Conformance
6. Making the Case
7. Other Questions

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About Milestone
CMS
Schemas
AMP
FAQ Manager & Voice Search
Local &
Reviews
Insights
Analytics
Milestone Presence Cloud
Design & UI
Content
Marketing
SEO
Paid Media
Local
Analytics & BI
Omnichannel Services
We help you organize and amplify your digital information to reach the right audience
Hospitality • Restaurants • Retail • Finance • Automotive • Healthcare • Technology

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Poll Question #1 – Is your hotel currently open?
• A. Yes
• B. No
• C. Multiple Properties – Yes
• D. Multiple Properties – Some
• E. Multiple Properties - No

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2021 Resources Will Be Tight – Do More With Less
• Fewer people
• More automation
• Improve efficiency and yield
• Generate ROI
• Legal compliance

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Digital Transformation Accelerated by COVID
• Digital interaction increased while in-
person exposure decreased
• Enable customers to self-educate and
self-sell, especially events
• Digital will continue to be a large
revenue generator

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Poll Question #2 – Has your budget process changed for 2021?
• A. No. We are going through the same process as previous years
• B. Yes – we are starting the process earlier than previous years
• C. Yes – we are starting the process later than previous years
• D. Yes – we are skipping the process all together

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Trending Data from Think With Google
https://www.thinkwithgoogle.com/consumer-insights/trending-data-shorts/travel-in-2020-trends

10. Tactics

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Website Content
• Put dollars aside for content creation
• New offers based on current and future
audiences
• Safety messaging
• Updated images
• Updated videos
Budget for content updates as needed

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Zero-Click Is a Major Trend
Budget for FAQs & Voice Search to Increase Visibility
Crisis-stage FAQs complement evergreen FAQs
Use online and offline sources to identify
questionsyour customers have

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Mobile Strategy
Consider dollars towards technologies like AMP to improve site speed
• Check your score and get above 90
• Optimize speed and content stability
https://developers.google.com/speed/pagespeed/insights/

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New Website?
Should you budget for a new website?

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Conformance

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Local Performance
• Google My Business
• Bing Local
• Maps
• Location pages and hyperlocal
Budget to optimize profiles and listings and make updates as needed

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Email / CRM Platform
Invest in CRM, database and hygiene
1
• Acquire new names​
• Review audiences​
• Clean out old and bad ones​
• Segment and tag w personas​
• Improve compliance​
• Plan email strategy​
• Ensure using all features in
CRM

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Bring Back Paid Campaigns that Were Paused
• Efficiently regain digital presence
• Prioritize lower-funnel channels to capture to highest
return and likeliest chance of full SOV
• Scale with control and optimize based on targeting,
devices, audiences, seasonality and business insights
• Review ROAS and ROI numbers both pre and post
COVID to build a business case
• Align with USP, Content and Local strategies
• Monitor competitor presence
Begin rebuilding digital presence with targeted strategies
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Display& Social
Prospect & Lookalike
Targeting
Paid Search
Non-brand
Paid Search Brand
Remarketing
All channels

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Example: Unique Ideas
How can you get creative to bring groups and business in general back
Website Content
Social Media Content
Partnership
Email List

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Poll Question #3 – Where are you focusing your dollars in 2021?
• A. Content
• B. Social Media
• C. New Website
• D. SEO
• E. Digital Marketing
• F. CRM/email Marketing
• G. Technology
• H. Reputation Management
Select all that apply

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Make a Plan, Make a Budget, Make the Case
How do I get my
plan approved?

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Additional Things to Think About
• What does your market look like?
• San Diego and Maui are both beach markets with very different trends
• Monitor STR for trends in market
• Good, better, best budgeting
• Should you create multiple versions of your 2021 budget
• Timelines
• When should you start the process?

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Pitfalls to Avoid
1. Burying your head in the
sand. This year will be
different.
2. Stopping all marketing
and not having a strategy
to be nimble to restart
3. Waiting for your hotel to
open before starting to
market.

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Takeaways
• Double down on digital
• Make content current and budget to continue to update
• Get local right
• Make mobile fast and stable
• Make all marketing elements ADA-accessible
• Anticipate and answer questions with FAQs
• Look for high ROAS digital media strategies
• Secure budget by focusing on revenue generation

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Sign up for a free budget planning consultation
First 10 attendees* to register will
get a complimentary budget
recommendation session
• Content
• Technical
• ROI
https://go.milestoneinternet.com/audit
* Available to first 10 to respond, not available to
agencies, consultants, or individuals

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