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THE 4 PILLARS OF HOTEL
MARKETING
WIHP Academy • Paris, Hotel Bel Ami • Feb the 19th, 2015
#WIHPAcademy
wifi : Hotel Bel Ami
password: hotel
THE 4 PILLARS
POPULARISE
CAPTURE
CONVERT
SHARE
#WIHPACADEMYWIHPHOTELS.COM
#WIHPACADEMY
HOW DO YOUR GUESTS BOOK?
They:
- choose a destination
- create a list of hotels (avg 10)
- compare
- choose the “best deal” (not necessarily the lowest price)
WIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
#WIHPACADEMY
HOW DO YOU ADVERTISE YOUR HOTEL?
You have to:
- get listed on every travel directory for your destination
- promote your USP
- promote your USP properly
- offer the “best deal” (again, not necessarily the lowest price)
WIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
#WIHPACADEMY
Booking.com
Tripadvisor
MetaSearch
OTAs
WIHPHOTELS.COM
H
THE 4 PILLARS OF HOTEL MARKETING
Booking.com
Tripadvisor
MetaSearch
OTAs
H
H
H
H
#WIHPACADEMYWIHPHOTELS.COM
H
THE 4 PILLARS OF HOTEL MARKETING
#WIHPACADEMY
1.POPULARISE
the goal of “popularizing”
is to make potential guests aware
of your existence.
1. Popularise
WIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
#WIHPACADEMY
LEISURE BOOKING SOURCES
1. Word of Mouth
2. TripAdvisor / ReviewSites
3. OTAs / MetaSearch
4. Returning Guests
5. Social Networks
6. Offline Advertising (magazines, radio ads, etc.)
7. Search Engines (Google, Bing, Yahoo, etc.)
8. Blogs
1. Popularise
WIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
#WIHPACADEMY
1. Popularise
WIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
27%of your guests first heard
about you from friends
and/or relatives
W.O.M.: IT’S ALL ABOUT REPUTATION
#WIHPACADEMY
1. Popularise
WIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
Friends & Family2
#WIHPACADEMY
1. Popularise
WIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
Friends & Family2
=
TripAdvisor
(300 M visitors/month)
#WIHPACADEMY
TripAdvisor is
“free” advertising.
but only if you exceed
guest expectations
1. Popularise
WIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
#WIHPACADEMY
1. Popularise
WIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
#WIHPACADEMY
1. Popularise
WIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
20%of your direct bookings
come from users who
discovered you on an OTA
AT WAR WITH BKG.com? THINK AGAIN…
87% of guests will discover
your hotel BEFORE
visiting your official website
#wihpacademy
THE FIRST PILLAR
#WIHPACADEMYWIHPHOTELS.COM
“capturing” means being
in the right place,
at the right time,
for the right guest
CAPTURE
2. Capture
THE 4 PILLARS OF HOTEL MARKETING
#WIHPACADEMYWIHPHOTELS.COM
#WIHPACADEMYWIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
THE VERTICAL SEARCH PARADOX
2. Capture
hotels in paris
#WIHPACADEMYWIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
THE VERTICAL SEARCH PARADOX
2. Capture
booking.com
#WIHPACADEMYWIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
2. Capture
#WIHPACADEMY
taking decisions is stressful.
travel aggregators such as OTAs
and metasearch reduce the number
of decisions guests must take.
WIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
2. Capture
Brandjacking
is the activity
whereby someone
else acquires your
online identity to
drive traffic to their
own sales channels
82%ofadvertisementson hotelbrandnamequeries
areproducedbyOTAsorcompetitors
2. Capture
#WIHPACADEMYWIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
#WIHPACADEMYWIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
2. Capture
#WIHPACADEMYWIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
2. Capture
BKG.com
Apple
AdWords
2. Capture
#WIHPACADEMYWIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
#WIHPACADEMYWIHPHOTELS.COM
$1.8 M
$ 564 M
$800 M
$167 M
2. Capture
THE 4 PILLARS OF HOTEL MARKETING
METASEARCH ACQUISITIONS
FROM POP-UP/POP-UNDER…
2. Capture
THE 4 PILLARS OF HOTEL MARKETING
#WIHPACADEMYWIHPHOTELS.COM
…TO CORE PAGE RESULTS
2. Capture
THE 4 PILLARS OF HOTEL MARKETING
#WIHPACADEMYWIHPHOTELS.COM
BRAND-PROTECT ON METASEARCH
2. Capture
THE 4 PILLARS OF HOTEL MARKETING
#WIHPACADEMYWIHPHOTELS.COM
2. Capture
THE 4 PILLARS OF HOTEL MARKETING
#WIHPACADEMYWIHPHOTELS.COM
Meta I/O
Capture your clients when and where
it really matters, otherwise 50% of
them will book on an OTA before even
finding your official website
#wihpacademy
THE SECOND PILLAR
#WIHPACADEMYWIHPHOTELS.COM
your USP is never what you think it is.
it’s what your guests think it is.
if you don’t know where to start,
just… listen
CONVERT
3. Convert
#WIHPACADEMYWIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
Positive Context:
Staff
Service
Value for Money
free wifi
Parking
SENTIMENT ANALYSIS:
3. Convert
#WIHPACADEMYWIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
Negative Context:
Dark
Small Room
Location
Cleanliness
Facilities
You only have 3 seconds to sell:
1. Location
2. Comfort
3. Price
3. Convert
#WIHPACADEMYWIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
an average person can
read 5 words per second.
can you describe your hotel
in just 15 words?
3. Convert
#WIHPACADEMYWIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
#WIHPACADEMY
PROFESSIONAL DESIGN IS KEY: AVOID D.I.Y.
WIHPHOTELS.COM
58%
Source: Google Travel Study
ofleisuretravelers
reliesonhotel
websitesfortravel
information.
vs. 47% on OTAs
3. Convert
THE 4 PILLARS OF HOTEL MARKETING
9
EMOTION SELLS
WIHPHOTELS.COM @wihphotel
EMOTION SELLS
WIHPHOTELS.COM @wihphotel
“Emotion is the key.
It should be at the center of any marketing
because everything people do (getting into
and out of relationships, buying a product,
taking one job over another) is ultimately
based on feelings.
The stronger the feelings you evoke,
the more you draw people to you”
(Erik Sherman)
3. Convert
#WIHPACADEMYWIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
3. Convert
#WIHPACADEMYWIHPHOTELS.COM
1 SUR 10
THE 4 PILLARS OF HOTEL MARKETING
1 out of 10
9
3. Convert
#WIHPACADEMYWIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
IT’S EASY TO OVERCOMPLICATE
9
3. Convert
#WIHPACADEMYWIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
IT’S EASY TO OVERCOMPLICATE
3. Convert
#WIHPACADEMYWIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
Clear navigation + clear USP
=
+40% of clicks on “Book Now” button
#WIHPACADEMYWIHPHOTELS.COM
LES 4 PILIERS DU MARKETING HÔTELIER
Price
Service
Trust
3. Convert
#WIHPACADEMYWIHPHOTELS.COM
“Best Deal” is a combination of:
THE 4 PILLARS OF HOTEL MARKETING
1. Page load speed
2. Enticing offers
3. Emotional design
4. Clear call-to-action
5. Simple navigation
6. Cross-device compatibility
7. Booking analytics
8. Easy-to-use CMS
9. Frictionless booking engine
10. Multiple contact methods
1
2
3
4
5
6
8
7
10
9
WIHPHOTELS.COM #WIHPACADEMY
3. Convert
Converting means:
1. Emotional impact
2. Simple navigation
3. Best deal for guest
#wihpacademy
THE THIRD PILLAR
#WIHPACADEMYWIHPHOTELS.COM
4. Share
#WIHPACADEMYWIHPHOTELS.COM
SHARE
If you want to increase volume on
review sites and social media
always exceed clients’ expectations.
happy guests are the best advertising ever
THE 4 PILLARS OF HOTEL MARKETING
do you know what is, statistically, the
second most searched keyword after the
hotel brand?
4. Share
#WIHPACADEMYWIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
4. Share
#WIHPACADEMYWIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
hotel brand +
reviews
4. Share
#WIHPACADEMYWIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
4. Share
#WIHPACADEMYWIHPHOTELS.COM
users share very good
and very bad experiences.
“ok” experiences are rarely shared.
you cannot oversell,
you can only underdeliver
THE 4 PILLARS OF HOTEL MARKETING
4. Share
#WIHPACADEMYWIHPHOTELS.COM
more contents means more value
invite your guests to share their experience
THE 4 PILLARS OF HOTEL MARKETING
INVITE YOUR GUEST TO SHARE
4. Share
#WIHPACADEMYWIHPHOTELS.COM
“content is fire
social media is gasoline”
(jay bayer)
THE 4 PILLARS OF HOTEL MARKETING
4. Share
#WIHPACADEMYWIHPHOTELS.COM
According to Cornell Center for
Hospitality Research,
for any 1% increase in
reputation you get a 1,42%
increase in RevPAR
THE 4 PILLARS OF HOTEL MARKETING
CHOOSE YOUR SOCIAL WISELY
4. Share
#WIHPACADEMYWIHPHOTELS.COM
According to PhocusWright
hotels are reclutant to disclose
facebook conversion rate
because data are irrelevant
THE 4 PILLARS OF HOTEL MARKETING
START WITH TRIPADVISOR
1. Always offer more than promised
2. Make sure your clients know it
3. Invite them toshare
4. Drive User Generated Contents tohigh ROI channels
#Wihpacademy
THE FOURTH PILLAR
#WIHPACADEMYWIHPHOTELS.COM
#WIHPACADEMY
AMT HOTELS CASE STUDY: before
WIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
#WIHPACADEMY
AMT HOTELS CASE STUDY: after
WIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
#WIHPACADEMY
AMT HOTELS CASE STUDY: results
WIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
New website +
online rebranding +
correct USP =
+180% direct bookings
#WIHPACADEMY
WELLINGTON NYC: before
WIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
#WIHPACADEMYWIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
WELLINGTON NYC: after
#WIHPACADEMYWIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
WELLINGTON NYC: results
THE 4 PILLARS
#WIHPACADEMYWIHPHOTELS.COM
Capture
ConvertShare
Popularise

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WIHP: The 4 pillars of Hotel Marketing

Editor's Notes

  1. BRIEF: Internet users firstly search for more information on their future destination. It is impossible to fight against OTAs, guides and review sites, etc. You are too small to fight back. You must abandon the idea that internet users should find you directly.
  2. BRIEF: Internet users firstly search for more information on their future destination. It is impossible to fight against OTAs, guides and review sites, etc. You are too small to fight back. You must abandon the idea that internet users should find you directly.
  3. It is impossible to fight against OTAs, guides and review sites, etc. You are too small to fight back. You must abandon the idea that internet users should find you directly.
  4. However, it is possible to use them so that people discover you. This way, you become more visible on the internet than before.
  5. Potential clients – come to Paris, budget for your hotel, hotel type
  6. BRIEF: Internet users firstly search for more information on their future destination. It is impossible to fight against OTAs, guides and review sites, etc. You are too small to fight back. You must abandon the idea that internet users should find you directly.
  7. However, it is possible to use them so that people discover you. This way, you become more visible on the internet than before.
  8. However, it is possible to use them so that people discover you. This way, you become more visible on the internet than before.
  9. However, it is possible to use them so that people discover you. This way, you become more visible on the internet than before.
  10. However, it is possible to use them so that people discover you. This way, you become more visible on the internet than before.
  11. However, it is possible to use them so that people discover you. This way, you become more visible on the internet than before.
  12. However, it is possible to use them so that people discover you. This way, you become more visible on the internet than before.
  13. However, it is possible to use them so that people discover you. This way, you become more visible on the internet than before.
  14. However, it is possible to use them so that people discover you. This way, you become more visible on the internet than before.
  15. However, it is possible to use them so that people discover you. This way, you become more visible on the internet than before.
  16. However, it is possible to use them so that people discover you. This way, you become more visible on the internet than before.
  17. BRIEFING : Qu’est ce que font les internautes en premier, ils cherchent à trouver plus d’information sur sa futur destination Il est impossible de se battre contre les OTAs, Guide, Review Site etc, vous êtes trop petit pour prétendre à un combat. Abandonnez l’idée que les internautes doivent vous trouver en direct
  18. BRIEF: Internet users firstly search for more information on their future destination. It is impossible to fight against OTAs, guides and review sites, etc. You are too small to fight back. You must abandon the idea that internet users should find you directly.
  19. BRIEF: Internet users firstly search for more information on their future destination. It is impossible to fight against OTAs, guides and review sites, etc. You are too small to fight back. You must abandon the idea that internet users should find you directly.
  20. BRIEF: Internet users firstly search for more information on their future destination. It is impossible to fight against OTAs, guides and review sites, etc. You are too small to fight back. You must abandon the idea that internet users should find you directly.
  21. BRIEF: Internet users firstly search for more information on their future destination. It is impossible to fight against OTAs, guides and review sites, etc. You are too small to fight back. You must abandon the idea that internet users should find you directly.
  22. BRIEFING : Qu’est ce que font les internautes en premier, ils cherchent à trouver plus d’information sur sa futur destination Il est impossible de se battre contre les OTAs, Guide, Review Site etc, vous êtes trop petit pour prétendre à un combat. Abandonnez l’idée que les internautes doivent vous trouver en direct
  23. 31 messages on the site shown on the screen
  24. Taylor story with romantic history and change of staff/ We cannot over oversell, we can only under deliver
  25. BRIEF: Internet users firstly search for more information on their future destination. It is impossible to fight against OTAs, guides and review sites, etc. You are too small to fight back. You must abandon the idea that internet users should find you directly.
  26. When an internet user searches, they will compare on average 10 hotels. Be the clearest.
  27. 37 messages on the site pointed out on the screen. Imagine you are about to buy a dress and we offer you 37 options for it (color, size, cut, material, lining, outer material, sewing, etc.).
  28. 10 messages on the site pointed out on the screen, 3 times less messages
  29. An internet user will purposely search for the best offer, we are all buyers and no one likes paying more than the fair price for a product. However, there is is not just the price: price, services, payment and security, trust, benefits for loyal clients, etc. Here is a list we often use.
  30. Internet users therefore turn to TripAdviser. This is crucial for your conversion rates.
  31. Internet users therefore turn to TripAdviser. This is crucial for your conversion rates.
  32. Internet users therefore turn to TripAdviser. This is crucial for your conversion rates.
  33. Internet users therefore turn to TripAdviser. This is crucial for your conversion rates.
  34. Internet users therefore turn to TripAdviser. This is crucial for your conversion rates.
  35. Internet users therefore turn to TripAdviser. This is crucial for your conversion rates.
  36. Internet users therefore turn to TripAdviser. This is crucial for your conversion rates.
  37. Internet users therefore turn to TripAdviser. This is crucial for your conversion rates.
  38. Internet users therefore turn to TripAdviser. This is crucial for your conversion rates.