The guest experience doesn’t begin when the traveller checks into their hotel - it begins the moment the inspiration to travel strikes. From there, the traveller’s online journey takes them through different customer stages, every one of which presents the hotelier with an opportunity to enhance the guest experience and encourage bookings. But many hoteliers are not capitalising on these opportunities and are missing out on bookings because of it. Why? Because they’re not leveraging the technology available to them to automate these stages and create a seamless guest experience. Hoteliers are overwhelmed with technology options that appear inaccessible, expensive, and difficult to adopt. But with the right technology and with real support on how to implement and utilise it, hoteliers can streamline their operations and enhance their online marketing activities; optimising the entire guest experience and drive more direct bookings as a result. Join trivago and Tnooz on June 8 for our FREE TLearn webinar on why hoteliers are losing out on bookings by not capitalising on technology at every stage of the traveller’s online journey, and how they can change this. Panellists for this TLearn Webinar on THURSDAY 8 JUNE 2017 are: Aly Thompson, industry manager for UK and Ireland, trivago Martin Cowen, moderator, Tnooz Kevin May, producer, Tnooz Register now to be able to participate and find out why embracing technology is not only possible, it’s absolutely indispensable if you want to succeed in a market that’s becoming more and more competitive and an industry that’s becoming increasingly digitalized. This TLearn Webinar took place on Thursday 8 June 2017.

1. Hoteliers Are Missing Out on
Bookings by Not Embracing
Technology – Here’s How
TLearn webinar – June 8, 2017

2. Producer, Tnooz
mcowen@tnooz.com
Moderator, Tnooz
Kevin May
Martin Cowen

3. aly.thompson@trivago.com
Industry Manager for UK and Ireland
Aly Thompson

4. 55 localized websites
33 languages
1.4 billion visits per year

5. Technology is
transforming the world

6. 6
Online bookings are overtaking offline bookings
Source: trivago Business Intelligence (2017)
2010 2015 2020 2025
Offline Bookings Online Bookings

7. 7
A growing number of travelers are already
booking online
*Source: Phocuswright (May 2017): The Role of Metasearch in the U.S. Travel Market – A U.S. Travel Technology Survey Report
Overall Age 18–34
Online hotel bookers using metasearch
when looking for hotels*
50%
63%

8. 8
The proportion of direct bookings is already
shrinking
Source: trivago Business Intelligence (2017)
2010 2015 2020 2025
Offline Bookings Online Bookings
Direct Bookings

9. What’s keeping hoteliers
from adopting technology

10. 10
The 3 technology obstacles hoteliers are
up against

11. 11
Technology is difficult to access
Too expensive
Not intuitive

12. 12
Hoteliers are not adopting technology
quickly enough
Source: Phocuswright (October 2015): “Independent Lodging Market: Marketing, Distribution and Technology Strategies for NonBranded Properties”
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Central reservation system
Mobile app
Property management system
Internet booking engine
Mobile website
US Europe

13. 13
Booking engines are not competitive
Not user
friendly
Filled with poor
content and
unattractive
rates

14. 14
Hoteliers aren’t empowered to optimize their
websites

15. 15
Direct marketing channels are too complex
Hoteliers lack
resources and
marketing
expertise
Not tailored to
hoteliers’
capabilities

16. 16
Hoteliers find marketing channels ineffective
Source: Phocuswright (October 2015): “Independent Lodging Market: Marketing, Distribution and Technology Strategies for NonBranded Properties”
Shown on graph: Percentage of all hoteliers surveyed who found these marketing channels to be effective
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
TV/radio
Printed advertising
Printed travel guidebooks/brochures
Email campaigns
Travel/tourism offices
Google Hotel Finder
Social media websites
SEO/ SEM
Travel review websites
US Europe
“Managing multiple
channels” “Keeping up with the
latest technology”
“Lacking qualified staff”

17. How to capitalize on the
traveler’s online journey

18. 18
Capitalize on every stage of the online journey
Search Book Stay
… findableMake your hotel … bookable … manageable

19. 19
Make your hotel findable
Traveler Hotelier
 Use metasearch as a
marketing channel

20. 20
Make your hotel bookable
Traveler Hotelier
Drive:
 direct bookings
 indirect bookings
Solutions:
 optimized website
 booking engine
 channel manager

21. 21
Make your hotel manageable
Traveler Hotelier
 Use a property
management system

22. 22
Streamline the guest experience
To make your hotel findable,
➔ trivago Hotel Manager
To make your hotel bookable,
➔ trivago Direct Connect,
for direct bookings
To make your hotel manageable,
➔ Base7booking, a cloud-based
property management system
Search Book Stay

23. www.trivago.com/hotelmanager

24. Thank you
aly.thompson@trivago.com
info@tnooz.com