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Hotel Budget Planning During a Pandemic
The document discusses hotel budget planning during the pandemic, emphasizing the need for efficiency and digital transformation. It outlines strategies for improving ROI, optimizing content, and leveraging digital platforms while adapting to changing circumstances. Key recommendations include investing in technology, refining mobile strategies, and ensuring legal compliance in marketing efforts.
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Hotel Budget Planning During a Pandemic
- 1. MilestoneInternet.com | +1408-200-2211 Be everywhere your customers are Hotel Budget Planning During a Pandemic September 2020 Do More with Less
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- 3. Agenda 1. Do Morewith Less 2. Digital Transformation 3. Content and Messaging 4. Location Strategies 5. Legal Conformance 6. Making the Case 7. Other Questions
- 4. Confidential4 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
- 5. Confidential5 Poll Question #1– Is your hotel currently open? • A. Yes • B. No • C. Multiple Properties – Yes • D. Multiple Properties – Some • E. Multiple Properties - No
- 6. Confidential6 2021 Resources WillBe Tight – Do More With Less • Fewer people • More automation • Improve efficiency and yield • Generate ROI • Legal compliance
- 7. Confidential7 Digital Transformation Acceleratedby 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
- 8. Confidential8 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
- 9. Confidential9 Trending Data fromThink With Google https://www.thinkwithgoogle.com/consumer-insights/trending-data-shorts/travel-in-2020-trends
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- 11. Confidential11 Website Content • Putdollars aside for content creation • New offers based on current and future audiences • Safety messaging • Updated images • Updated videos Budget for content updates as needed
- 12. Confidential12 Zero-Click Is aMajor 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
- 13. Confidential13 Mobile Strategy Consider dollarstowards 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/
- 14. Confidential14 New Website? Should youbudget for a new website?
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- 16. Confidential16 Local Performance • GoogleMy Business • Bing Local • Maps • Location pages and hyperlocal Budget to optimize profiles and listings and make updates as needed
- 17. Confidential17 Email / CRMPlatform 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
- 18. Confidential18 Bring Back PaidCampaigns 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 1 Display& Social Prospect & Lookalike Targeting Paid Search Non-brand Paid Search Brand Remarketing All channels
- 19. Confidential19 Example: Unique Ideas Howcan you get creative to bring groups and business in general back Website Content Social Media Content Partnership Email List
- 20. Confidential20 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
- 21. Confidential21 Make a Plan,Make a Budget, Make the Case How do I get my plan approved?
- 22. Confidential22 Additional Things toThink 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?
- 23. Confidential23 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.
- 24. Confidential24 Takeaways • Double downon 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
- 25. Confidential25 Sign up fora 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
- 26. +1 408-200-2211 MilestoneInternet.com Silicon Valley| Chicago | Washington D.C. | Bangalore | Ahmedabad Thank You