WIHP: The 4 pillars of Hotel Marketing
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#wihpacademy at Hotel Bel Ami Popularize, Capture, Convert and Share Undestands how guests book How do you advertise your hotel? It's all about reputation! The Vertical Search Paradox Brandprotection on search engines and metasearch Design basics
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WIHP: The 4 pillars of Hotel Marketing
- 1. THE 4 PILLARS OF HOTEL MARKETING WIHP Academy • Paris, Hotel Bel Ami • Feb the 19th, 2015 #WIHPAcademy wifi : Hotel Bel Ami password: hotel
- 3. #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
- 4. #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
- 5. #WIHPACADEMY Booking.com Tripadvisor MetaSearch OTAs WIHPHOTELS.COM H THE 4 PILLARS OF HOTEL MARKETING
- 6. Booking.com Tripadvisor MetaSearch OTAs H H H H #WIHPACADEMYWIHPHOTELS.COM H THE 4 PILLARS OF HOTEL MARKETING
- 7. #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
- 8. #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
- 9. #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
- 10. #WIHPACADEMY 1. Popularise WIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING Friends & Family2
- 11. #WIHPACADEMY 1. Popularise WIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING Friends & Family2 = TripAdvisor (300 M visitors/month)
- 12. #WIHPACADEMY TripAdvisor is “free” advertising. but only if you exceed guest expectations 1. Popularise WIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING
- 13. #WIHPACADEMY 1. Popularise WIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING
- 14. #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…
- 15. 87% of guests will discover your hotel BEFORE visiting your official website #wihpacademy THE FIRST PILLAR #WIHPACADEMYWIHPHOTELS.COM
- 16. “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
- 17. #WIHPACADEMYWIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING THE VERTICAL SEARCH PARADOX 2. Capture hotels in paris
- 18. #WIHPACADEMYWIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING THE VERTICAL SEARCH PARADOX 2. Capture booking.com
- 19. #WIHPACADEMYWIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING 2. Capture
- 20. #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
- 21. 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
- 22. #WIHPACADEMYWIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING 2. Capture
- 23. #WIHPACADEMYWIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING 2. Capture BKG.com Apple AdWords
- 24. 2. Capture #WIHPACADEMYWIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING
- 25. #WIHPACADEMYWIHPHOTELS.COM $1.8 M $ 564 M $800 M $167 M 2. Capture THE 4 PILLARS OF HOTEL MARKETING METASEARCH ACQUISITIONS
- 26. FROM POP-UP/POP-UNDER… 2. Capture THE 4 PILLARS OF HOTEL MARKETING #WIHPACADEMYWIHPHOTELS.COM
- 27. …TO CORE PAGE RESULTS 2. Capture THE 4 PILLARS OF HOTEL MARKETING #WIHPACADEMYWIHPHOTELS.COM
- 28. BRAND-PROTECT ON METASEARCH 2. Capture THE 4 PILLARS OF HOTEL MARKETING #WIHPACADEMYWIHPHOTELS.COM
- 29. 2. Capture THE 4 PILLARS OF HOTEL MARKETING #WIHPACADEMYWIHPHOTELS.COM Meta I/O
- 30. 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
- 31. 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
- 32. 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
- 33. You only have 3 seconds to sell: 1. Location 2. Comfort 3. Price 3. Convert #WIHPACADEMYWIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING
- 34. 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
- 35. #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
- 38. “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
- 39. 3. Convert #WIHPACADEMYWIHPHOTELS.COM 1 SUR 10 THE 4 PILLARS OF HOTEL MARKETING 1 out of 10
- 40. 9 3. Convert #WIHPACADEMYWIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING IT’S EASY TO OVERCOMPLICATE
- 41. 9 3. Convert #WIHPACADEMYWIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING IT’S EASY TO OVERCOMPLICATE
- 42. 3. Convert #WIHPACADEMYWIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING
- 43. Clear navigation + clear USP = +40% of clicks on “Book Now” button #WIHPACADEMYWIHPHOTELS.COM LES 4 PILIERS DU MARKETING HÔTELIER
- 44. Price Service Trust 3. Convert #WIHPACADEMYWIHPHOTELS.COM “Best Deal” is a combination of: THE 4 PILLARS OF HOTEL MARKETING
- 45. 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
- 46. Converting means: 1. Emotional impact 2. Simple navigation 3. Best deal for guest #wihpacademy THE THIRD PILLAR #WIHPACADEMYWIHPHOTELS.COM
- 47. 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
- 48. 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
- 49. 4. Share #WIHPACADEMYWIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING
- 50. hotel brand + reviews 4. Share #WIHPACADEMYWIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING
- 51. 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
- 52. 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
- 53. 4. Share #WIHPACADEMYWIHPHOTELS.COM “content is fire social media is gasoline” (jay bayer) THE 4 PILLARS OF HOTEL MARKETING
- 54. 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
- 55. 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
- 56. 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
- 57. #WIHPACADEMY AMT HOTELS CASE STUDY: before WIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING
- 58. #WIHPACADEMY AMT HOTELS CASE STUDY: after WIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING
- 59. #WIHPACADEMY AMT HOTELS CASE STUDY: results WIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING New website + online rebranding + correct USP = +180% direct bookings
- 60. #WIHPACADEMY WELLINGTON NYC: before WIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING
- 61. #WIHPACADEMYWIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING WELLINGTON NYC: after
- 62. #WIHPACADEMYWIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING WELLINGTON NYC: results
Editor's Notes
- 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.
- 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.
- 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.
- However, it is possible to use them so that people discover you. This way, you become more visible on the internet than before.
- Potential clients – come to Paris, budget for your hotel, hotel type
- 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.
- However, it is possible to use them so that people discover you. This way, you become more visible on the internet than before.
- However, it is possible to use them so that people discover you. This way, you become more visible on the internet than before.
- However, it is possible to use them so that people discover you. This way, you become more visible on the internet than before.
- However, it is possible to use them so that people discover you. This way, you become more visible on the internet than before.
- However, it is possible to use them so that people discover you. This way, you become more visible on the internet than before.
- However, it is possible to use them so that people discover you. This way, you become more visible on the internet than before.
- However, it is possible to use them so that people discover you. This way, you become more visible on the internet than before.
- However, it is possible to use them so that people discover you. This way, you become more visible on the internet than before.
- However, it is possible to use them so that people discover you. This way, you become more visible on the internet than before.
- However, it is possible to use them so that people discover you. This way, you become more visible on the internet than before.
- 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
- 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.
- 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.
- 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.
- 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.
- 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
- 31 messages on the site shown on the screen
- Taylor story with romantic history and change of staff/ We cannot over oversell, we can only under deliver
- 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.
- When an internet user searches, they will compare on average 10 hotels. Be the clearest.
- 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.).
- 10 messages on the site pointed out on the screen, 3 times less messages
- 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.
- Internet users therefore turn to TripAdviser. This is crucial for your conversion rates.
- Internet users therefore turn to TripAdviser. This is crucial for your conversion rates.
- Internet users therefore turn to TripAdviser. This is crucial for your conversion rates.
- Internet users therefore turn to TripAdviser. This is crucial for your conversion rates.
- Internet users therefore turn to TripAdviser. This is crucial for your conversion rates.
- Internet users therefore turn to TripAdviser. This is crucial for your conversion rates.
- Internet users therefore turn to TripAdviser. This is crucial for your conversion rates.
- Internet users therefore turn to TripAdviser. This is crucial for your conversion rates.
- Internet users therefore turn to TripAdviser. This is crucial for your conversion rates.