Hotel digital marketing across cultures

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This document discusses digital marketing strategies for hotels across different cultures. It begins with an introduction of the presenters and their company Devantum. The rest of the document analyzes tourists' behaviors and preferences from key countries/regions including the USA, China, Russia, Germany, and Gulf countries. For each market, it outlines popular digital channels and travel sites. The presentation concludes with a case study of a hotel group's digital strategy leveraging platforms like Google Ads, TripAdvisor, Trivago and Baidu.

Marketing

Deventum
A digital marketing agency offering 360o services
for all things digital!
Deventum was founded in 2009 with a mission to
help companies grow their business online by
providing high quality web solutions.

Culture is the collective
programming of the mind
distinguishing the members
of one group or category of
people from others.
GEERT HOFSTEDE

Culture
Language
Folk Art
Clothes &
Dressing
Jokes
Manners
Religion
Food
Celebrations

USA
Sociable
Independent
Open to New Adventures
Indulgent
High Spender
Plans & Books vacation in time
Makes on avg. 4 trips per year
Chooses at least 4-star hotels
Majority of travelers are Baby Boomers

Google
86.7%
Yahoo
6.7%
Bing
5.5%
MSN
0.2%
0% 25% 50% 75%
Facebook
Pinterest
Twitter
YouTube
Instagram
Tumblr
Tripadvisor
40.2%
Expedia
34.8%
Booking
25%
USA - Digital Channels
November 2018

CHINA
Travel in groups
Trust is of utmost importance
They choose Greece for its history
They choose luxury resorts
They travel off-season
They keep their habits wherever they go (i.e. tea, hot
water)
Language is a barrier
High spenders
Open to new cuisines, but they prefer familiar
cuisine
They research and plan their vacation in time

Baidu
68.6%
Shenma
16.3%
Sogou
6%
Haosou
4.6%
Bing
2%
0% 10% 20% 30% 40% 50%
Youku
Facebook
Pinterest
Twitter
YouTube
LinkedIn
China - Digital Channels
November 2018
Travel OTA’s (Online
Travel Agency) and
Metasearch Engines:
1. Ctrip
2. Qunar
3.Tripadvisor

RUSSIA
High-Spenders
Travel with family
Religious tourists - Greece is popular for Mount
Athos
They prefer all-inclusive packages with activities for
the family
They book 4 weeks prior to arrival
Prefer to pay in cash
They communicate in their language
They travel to places with beautiful beaches

Yandex
54.3%
Google.ru
42.5%
Mail.ru
2.3%
0% 10% 20% 30%
Facebook
Vkontakte
YouTube
Twitter
Pinterest
Instagram
Russia - Digital Channels
November 2018
Travel OTA’s (Online
Travel Agency) and
Metasearch Engines:
1. Booking
2. Tutu.ru
3. Tripadvisor
4. Tophotels.ru

GERMANY
They travel in the Summer
They love the Greek cuisine
Nature lovers
Open to meet new cultures
The elderly prefer to book with tour operators
They plan & book their vacation quite in time

Google
95.9%
Bing
2.4%
MSN
0.2%
0% 25% 50% 75%
Facebook
Pinterest
YouTube
Twitter
Tumblr
Instagram
Germany - Digital Channels
November 2018
Travel OTA’s (Online
Travel Agency) and
Metasearch Engines:
1. Booking
2. Holidaycheck.de
3. Trivago
4. Tripadvisor

GULF COUNTRIES
Wealthy travelers
Luxury resorts
Quality of Services
High-Spenders
Ares for pray in hotels
They prefer hotels offering halal
They communicate in their language

Google
97.3%
Bing
1.2%
0% 20% 40% 60% 80%
Facebook
YouTube
Twitter
Pinterest
Instagram
Tumblr
Gulf Countries - Digital Channels
November 2018
Travel OTA’s (Online
Travel Agency) and
Metasearch Engines:
1. Booking
2. Wego
3. Cleartrip.ae
4. Tripadvisor

Myconian
Collection Hotels &
Resorts
Group of 9 Luxury Hotels in Mykonos

HOTEL DIGITAL STRATEGY 2019
Websites
Social Media Content Management
Google Ads Campaigns
Tripadvisor – Sponsored Ads
Tripadvisor – TripConnect
Expedia – Travel Ads
Trivago – RateConnect
Hotel Ads
Facebook Ads
Baidu
Weibo
Wechat
Trip.com
Qunar

Trivago - Rate Connect | Expedia - Travelads

"If one is not open to
experience other countries'
culture, one might as well
stay at home."

Thank You!
Any Questions?
Contact:
Maria Kechagia : mmkechagia@gmail.com
Theodora Lalou : doralalou@gmail.com

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Hotel digital marketing across cultures

1. Hotel Digital Marketing Across Cultures

2. About us... MARIA KECHAGIA THEODORA LALOU Digital Marketing Specialist Hotel Account Manager

3. Deventum A digital marketing agency offering 360o services for all things digital! Deventum was founded in 2009 with a mission to help companies grow their business online by providing high quality web solutions.

4. Today's Agenda... TOURIST CULTURAL PROFILE HOTEL DIGITAL STRATEGY CASE STUDY

5. Culture is the collective programming of the mind distinguishing the members of one group or category of people from others. GEERT HOFSTEDE

6. Culture Language Folk Art Clothes & Dressing Jokes Manners Religion Food Celebrations

8. USA Sociable Independent Open to New Adventures Indulgent High Spender Plans & Books vacation in time Makes on avg. 4 trips per year Chooses at least 4-star hotels Majority of travelers are Baby Boomers

9. Google 86.7% Yahoo 6.7% Bing 5.5% MSN 0.2% 0% 25% 50% 75% Facebook Pinterest Twitter YouTube Instagram Tumblr Tripadvisor 40.2% Expedia 34.8% Booking 25% USA - Digital Channels November 2018

10. CHINA Travel in groups Trust is of utmost importance They choose Greece for its history They choose luxury resorts They travel off-season They keep their habits wherever they go (i.e. tea, hot water) Language is a barrier High spenders Open to new cuisines, but they prefer familiar cuisine They research and plan their vacation in time

11. Baidu 68.6% Shenma 16.3% Sogou 6% Haosou 4.6% Bing 2% 0% 10% 20% 30% 40% 50% Youku Facebook Pinterest Twitter YouTube LinkedIn China - Digital Channels November 2018 Travel OTA’s (Online Travel Agency) and Metasearch Engines: 1. Ctrip 2. Qunar 3.Tripadvisor

12. RUSSIA High-Spenders Travel with family Religious tourists - Greece is popular for Mount Athos They prefer all-inclusive packages with activities for the family They book 4 weeks prior to arrival Prefer to pay in cash They communicate in their language They travel to places with beautiful beaches

13. Yandex 54.3% Google.ru 42.5% Mail.ru 2.3% 0% 10% 20% 30% Facebook Vkontakte YouTube Twitter Pinterest Instagram Russia - Digital Channels November 2018 Travel OTA’s (Online Travel Agency) and Metasearch Engines: 1. Booking 2. Tutu.ru 3. Tripadvisor 4. Tophotels.ru

14. GERMANY They travel in the Summer They love the Greek cuisine Nature lovers Open to meet new cultures The elderly prefer to book with tour operators They plan & book their vacation quite in time

15. Google 95.9% Bing 2.4% MSN 0.2% 0% 25% 50% 75% Facebook Pinterest YouTube Twitter Tumblr Instagram Germany - Digital Channels November 2018 Travel OTA’s (Online Travel Agency) and Metasearch Engines: 1. Booking 2. Holidaycheck.de 3. Trivago 4. Tripadvisor

16. GULF COUNTRIES Wealthy travelers Luxury resorts Quality of Services High-Spenders Ares for pray in hotels They prefer hotels offering halal They communicate in their language

17. Google 97.3% Bing 1.2% 0% 20% 40% 60% 80% Facebook YouTube Twitter Pinterest Instagram Tumblr Gulf Countries - Digital Channels November 2018 Travel OTA’s (Online Travel Agency) and Metasearch Engines: 1. Booking 2. Wego 3. Cleartrip.ae 4. Tripadvisor

18. Myconian Collection Hotels & Resorts Group of 9 Luxury Hotels in Mykonos

19. HOTEL DIGITAL STRATEGY 2019 Websites Social Media Content Management Google Ads Campaigns Tripadvisor – Sponsored Ads Tripadvisor – TripConnect Expedia – Travel Ads Trivago – RateConnect Hotel Ads Facebook Ads Baidu Weibo Wechat Trip.com Qunar

20. Google Ads & Google Hotel Ads

21. Tripadvisor Sponsored Ad | Tripconnect

22. Trivago - Rate Connect | Expedia - Travelads

23. Baidu | Weibo | Wechat

24. "If one is not open to experience other countries' culture, one might as well stay at home."

25. Thank You! Any Questions? Contact: Maria Kechagia : mmkechagia@gmail.com Theodora Lalou : doralalou@gmail.com

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