The June 2015 Hotel Marketing Benchmark reviews emerging trends and technologies in hotel marketing, emphasizing the need for better data integration and the viability of DIY website tools for hotels. It discusses innovations like Starwood's SPG app for wearables and Marriott's content marketing campaign while highlighting the power of visual storytelling through platforms like Instagram. Additionally, it introduces Facebook's local awareness ads as a tool for attracting nearby customers to hotels and restaurants.

1. June 2015
HOTEL
MARKETING
BENCHMARK
Compiled by Sebastien Felix @fleexit & Martin Soler @martinsoler

2. As the hotel marketing landscape adapts, changes and innovates with technology we thought it
would be great to create a monthly review of what we’ve found on the market, how they compare
with each other and to present some of those new technologies we think may be interesting for
the future of hotel marketing.
This isn’t another article or magazine, we just wanted to create something that was easy to read
and would keep hoteliers and hotel marketing people up to date with what is on the market and
what is coming out next.
We wanted to create something to keep you up-to-date in the least time possible.
We hope you enjoy reading this as much as we enjoyed writing it.
- Sebastien Felix @fleexit and Martin Soler @martinsoler -
HOTEL MARKETING BENCHMARK Sebastien Felix @fleexit • Martin Soler @martinsolerJune 2015 Page 2
INTRODUCTION

3. TOP
INSPIRATION,
TRENDS & TOOLS
HOTEL MARKETING BENCHMARK Sebastien Felix @fleexit • Martin Soler @martinsolerJune 2015 Page 3

4. With BookingSuite came the less controversial InstaSite by Sabre and less hyped Vizlly by Leonardo all
targeting the same market of hoteliers wanting a site they build themselves based on templates and
promising lower costs plus faster delivery.
Our verdict; while there is a market for such products expecting a hotel to build their own website is a
hard sell since hotels typically lack the time and expertise to go out and build their own website. A
serviced build with a manage it yourself solution would maybe be the perfect mix. But the promise of
cheaper is rarely accomplished when platforms like Squarespace deliver amazing design for $16 a month.
BOOKING SUITE AND THE DIY WEBSITE#tools
HOTEL MARKETING BENCHMARK Sebastien Felix @fleexit • Martin Soler @martinsolerJune 2015 Page 4

5. HOTELS AND THEIR NOT SO BIG DATA
Hotel’s have a data problem. Fragmentation of their data, silo’d into repositories they can’t access
without prohibitive costs is slowing down the adoption of proper large scale data analytics. PMS data
can’t be compared to reputation data that can’t be compared to OTA conversion data which in turn can’t
be compared to website data to mention a few.
Our verdict: Open APIs must become the norm on the hotel industry just like it is in other tech
companies, APIs that charge based on data usage similar to Google Maps or other tech industry
standards thus fueling proper Big Data analytics and servicing the guests creating unique experiences.
#opinion
HOTEL MARKETING BENCHMARK Sebastien Felix @fleexit • Martin Soler @martinsolerJune 2015 Page 5

6. With the launch of the new Apple Watch, Starwood took the shift pretty fast and already proposed the
SPG app dedicated wearables. The app offers everything that Starwood can offer: last minute bookings,
check-ins and bookings information, integrated room key, hotel address notification and even direct
contact with the hotel or concierge.
Our verdict: as usual, Starwood is trying to conserve their innovative asset and awareness by always
offering the best of the technology. We are really curious about what wearables will bring to the future of
hospitality and how the next generation of travellers will use it.
STARWOOD SPG ON THE APPLE WATCH#tech
HOTEL MARKETING BENCHMARK Sebastien Felix @fleexit • Martin Soler @martinsolerJune 2015 Page 6

7. Mariott just launched its new content marketing campaign for one of its prestigious brand: the Autograph
Collection Hotels. The campaign, entitled “The Individualists”, was created in partnership with the Variety
magazine’s Actors on Actors video series. The aim behind this innovative content is to generate travelers
about the unique concept of the hotel collection and provide fun but glassy content hosted by the
famous platform Tumblr.
Our verdict: we really appreciate the type of message sent by this type of content, high quality with a
good use of videos. We will see the evolution and the real impact with the time.
CONTENT MARKETING BY MARIOTT#inspiration
HOTEL MARKETING BENCHMARK Sebastien Felix @fleexit • Martin Soler @martinsolerJune 2015 Page 7

8. #CANNES2015 just finished and like almost every year, it made people dream of travelling in the luxury
world. At this occasion, the Hyatt Martinez Cannes enjoyed the festival by taking amazing pictures via
their Instagram account. Sun, cocktail and stars… everything to re-live this amazing event.
Our verdict: pictures are the perfect support for this kind of event. We think hotels should take more
advantage of this new media. We hope Hyatt will launch soon their SnapChat campaign (like Mariott did
few weeks ago). More than any social platform we find Instagram’s visual and linear story telling to be a
great platform for great hotels.
HYATT MARTINEZ LOVES #CANNES2015#inspiration
HOTEL MARKETING BENCHMARK Sebastien Felix @fleexit • Martin Soler @martinsolerJune 2015 Page 8

9. Many hotels have an Instagram account. Pictures are indeed the best way to convey an emotion. And
this emotion has the power to convert your potentiel lead into a real loyal customer.
For hotels who already have a strong strategy via this channel, lot of them are asking: but how do I know
who my followers are? Are they corresponding to my customers target?
SocialRank has just released their last version, which include the possibility to analyse your Instagram
account. Simple, isn’t it? Try it now, it is amazing!
ANALYSE YOUR INSTAGRAM ACCOUNT#tools
HOTEL MARKETING BENCHMARK Sebastien Felix @fleexit • Martin Soler @martinsolerJune 2015 Page 9

10. “It’s the best way to reach people when they’re near your business,
whether that means walking distance or a few miles.” -Facebook
The new Facebook Ad feature called Local Awareness allows any brands to easily reach people
around a business. In few minutes you can launch an ad and every one around the area can
receive a notification via their Facebook profile.
It is a powerful tool for restaurants inside resort particularly if you want to attract outside
customers! More information on: https://www.facebook.com/business/a/local-awareness
REACH LOCAL PEOPLE WITH FACEBOOK#advertising
HOTEL MARKETING BENCHMARK Sebastien Felix @fleexit • Martin Soler @martinsolerJune 2015 Page 10

11. About us
Martin Soler
Passionate marketing guy with a focus on hospitality. Currently the Chief Marketing
Officer of Snapshot.travel a hotel data and analytics platform. I was recently the SVP
Sales and Marketing at an international hotel marketing company, prior to that I
was a hotel GM and even before that a Marketing Manager in the off-line world of
publishing, paper and all that. I’m reachable on twitter at @martinsoler or on my
About.me/martinsoler page.
Sebastien Felix
Driven by new technologies, always ready to try out the latest innovations. Formerly
head of online marketing for a luxury hotel group then ran the e-commerce division
of a hotel marketing agency where I created the first influencer marketing platform
for hospitality. I am currently working on a new venture Influtravel.com that is
coming soon. Reachable on Twitter at @fleexit or on my About.me/sebastien-felix
page.
HOTEL MARKETING BENCHMARK Sebastien Felix @fleexit • Martin Soler @martinsolerJune 2015 Page 11