How digital marketing will help you rebound from covid 19
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Many hotels have had to make urgent changes in their strategies to shore up their bottom-line profits. At the same time, they are finding it hard to know where to make those changes without jeopardizing top-line revenue. Join our webinar for expert advice on how to address your short-term and long-term needs as you look to rebound from COVID-19. Learn about: --- The changes in travel trends --- Tips on how to reach new travelers --- What your vendor should be doing to help you rebound
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How digital marketing will help you rebound from covid 19
- 2. Agenda • About rezStream • Changes in Travel Trends • Tips to Reach New Travelers • What Your Vender Should Be Doing
- 3. • Founded 2005 • Service independently owned hotels • Software-as-a-Service technology • Primarily in North America • Private ownership • 20 professionals • Denver, CO AboutrezStream Team | Care | Knowledge | Passion | Trust Proven ROI | Superior Service | Ecosystem of Lodging Tools
- 6. Safety is the #1 priority • Mask, hand sanitizer, and social distancing • No buffets, no minibars • Noninvasive temperature check • Contactless check-in Cancellation policies overhauled • Move reservation to later date • Refund via gift cards • Cancel up to 24 hours before arrival • Waive cancellation fees ChangesinTravelTrends
- 7. International travel at all time low • 83% preferred to travel within the U.S. for their first trip post-COVID • 56% will spend the same on a trip as they would have before COVID Road trips over airline travel • 57% are planning to drive for their first trip post COVID • 35% are likely to take a short-haul flight (3 hours or less) ChangesinTravelTrends
- 8. Last minute bookings are up • Concerns with booking too far in advance • Prevent the need to cancel or change plans OTAs have lost some traction • OTAs are playing hardball with cancellations • Lack direct communication between brand and guests • Hotel owners are protesting commission rates • Safety is more important than price ChangesinTravelTrends
- 9. Tips to Reach New Travelers
- 10. Tipsto ReachNewTravelers Invest Differently 1. Implement an SEO strategy to grow your organic reach and direct bookings. 2. Adjust Google Ads ad copy to include safety measures and flexible cancellation policies. 3. Beef up your promotions to offer more amenities and services OR implement a loyalty program.
- 11. Refine your target audience 1. Focus on your local market as travelers target drivable locations to get out of the house. 2. Attract younger generation of travelers as they’re less concerned with the risk of traveling. 3. Offer housing for healthcare workers to show your support for the community. Tipsto ReachNewTravelers
- 12. Stay connected and engaged 1. Use all channels to promote safety measures, cancelation policies, and availability. 2. Email your past guests to encourage future stays and reward them with loyalty points. 3. Update OTA listings to communicate book direct benefits and safety measures. Tipsto ReachNewTravelers
- 13. What Your Vender Should Be Doing
- 14. Focus on the ENTIRE guest journey 1. How and where people search 2. What they need to buy into the brand 3. What’s necessary for a guest to book direct 4. How to manage the guest pre and post stay WhatYourVendorShouldBeDoing
- 15. Make search engine optimization (SEO) foundational 53% of all traffic to website comes from organic search • Create unique title tags, description tags and content • Optimize Google My Business listing • Address site speed issues • Perform backlink audits WhatYourVendorShouldBeDoing
- 16. Optimize your pay-per-click (PPC) strategy Gain the competitive advantage. • Refresh ad copy • Enable ad extensions • Implement negative keywords • Adjust bids at least once a week WhatYourVendorShouldBeDoing Image provided by Bookassist.
- 17. Leverage Metasearch channels for direct bookings 72% of travelers regularly use metasearch engines when they are searching for a hotel. • Enable location targeting • Address rate disparity • Adjust bids* at least once a week WhatYourVendorShouldBeDoing Image provided by businessblog.trivago.
- 18. Blog & post on social media to stay in front of guests • Follow 80/20 rule, i.e. non-promotional vs. promotional content • Feature real-time images • Research popular local questions and topics for content opportunities WhatYourVendorShouldBeDoing
- 19. Send email blasts to past guests and website visitors • Authenticate domain • Monitor unsubscribe rates • Update contact list before each send • Use A/B testing WhatYourVendorShouldBeDoing
- 20. Introduce remarketing to those leaving your website • Refresh ad copy • Test win-back offers • Refresh privacy policy • Utilize frequency capping WhatYourVendorShouldBeDoing
- 21. Implement a booking engine abandonment campaign More than 75% of visitors leave before completing their booking. • Utilize branded template • Only send up to three emails • Feature large Book Online call to action WhatYourVendorShouldBeDoing Image provided by SaleCycle.
Editor's Notes
- Thank you for joining! Today’s webinar will be recorded and will be emailed out to you within 24 hours.
- Superior Service: With 120 years of combined industry experience. Several tools used to capture client feedback; Zendesk Delighted NPS UserVoice Usability webinars
- A better way, might be to say we fill in the blanks by offering hotels an Ecosystem of Lodging Tools that cover the entire guest journey.
- Here we’ll take a look as a survey that was conducted by Zapwater Communications - a leading communications agency specializing in travel and lifestyle. https://www.zapwater.com/zapwater-whats-new/2020/5/20/zap-wanderlust-zapwaters-post-covid-19-travel-survey-results
- OTAs bid on hotel brand names taking business from you
- https://www.travelagentcentral.com/your-business/virtuoso-how-covid-19-changing-travel-trends-2020
- 7 tactics with best practices for dominating your online competition.
- Search engine optimization (SEO) is the process of improving the quality and quantity of website traffic to a website or a web page from search engines. This tactic takes 3-6 months before you can see the benefits and is considered something you should always have in place and update on a monthly basis. All focused on Increase online visibility Finding quality website visitors Driving revenue Notes: Backlink audits are the evaluation of all links pointing to your website https://revenue-hub.com/digital-marketing-action-plan-hotels-during-covid-19/ https://www.searchenginewatch.com/2020/04/14/10-ways-seo-will-lead-companies-through-covid-19-business-recovery/
- The natural reaction during a crisis like this is to pull back on all marketing investment while waiting to see how things develop. While this may produce a small saving in the short term, it will have negative impacts in the long term and will slow down the return to success when business picks up again. Refresh ad copy Share COVID-19 safety information and cancellation policies Enable ad extensions Allows you to shows extra business information with your ad, like an address, phone number, hotel rating, or more webpage links. Implement negative keywords The process of adding keyword that prevents your ad from being triggered. Adjust bids Considering targeting different locations, devices, and keywords
- Hotel metasearch is a place where travelers go to compare rates between your website and OTA channels. When used correctly metasearch can increase direct booking share up to 13%. Enable location targeting Address rate disparity Rate disparity occurs when lower rates are being offered on OTAs. If this occurs, it needs to be addressed. Otherwise, it’s going to negatively impact in acquiring more direct bookings. Adjust bids *At least once a week https://www.sojern.com/blog/covid-19-recovery-toolkit-drive-direct-bookings-with-metasearch/
- Authenticate domain Improve security and deliverability (is this email address legitim or not) coming from a trusted sender Use A/B testing Test subject lines, send days/times, copy, templates and more
- Like PPC the ads you use for remarketing should be updated on a regular basis. Test win-back offers For example, 10% off featured in the third campaign vs. complimentary bottle of wine to see what works best in capturing conversions. Utilize frequency capping For example, setting a frequency cap of 3 impressions every 24 hours means that a member of your audience can only see your advertisement a maximum of three times every day.
- Do you need to implement a new SEO Plan, or will you be able to survive with just some minor tweaks to what you already do?