Digital Marketing Directions 2016: HSMAI NYC

1. Digital Marketing Directions The Key Trends Driving Your Hotel Marketing Next Year Tim Peter (@tcpeter) President, Tim Peter & Associates

2. “We always overestimate the change that will occur in the next two years and underestimate the change that will occur in the next ten.”

3. These are “the good ol’ days”

4. 0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0% 8.0% 9.0% PKF-HR STR/Tourism Economics PwC 2016 RevPAR Growth RevPAR forecast strong through 2016

5. So why aren’t we all happier?

6. 17 million

7. Mobile isn’t a trend Trend #1:

8. It’s a way of life

9. 2/3rds US population own smartphones

10. •  Meet the “Net Set” –  Largest demographic… or will be by end of this year –  Natively mobile: 86% of consumers aged 25-32 own smartphones –  More smartphone-owning Millennials expect brands to have a mobile-friendly website or app (55%) than a social media presence (39%)

11. •  The “Net Set” travels –  32% of US travelers –  Business travel, too: largest share of workforce (34%) –  Approximately 20 million (~45%) still to enter workforce over next 3-4 years –  49% “plan/book” on mobile devices –  Half of Millennials travel with children

12. 50% of 65+ own smartphones

13. More people own mobile phones than own toothbrushes

14. You host more devices than guests

15. 0 2 4 6 8 10 12 $0.00 $100.00 $200.00 $300.00 $400.00 $500.00 $600.00 $700.00 $800.00 2014 2015 2016 2017 2018 2019 "Price for iPhone 6 Plus" Relative Computing Power

16. 5 year old phone worth around 1/10th its original price

17. 0 20 40 60 80 100 120 $0.00 $100.00 $200.00 $300.00 $400.00 $500.00 $600.00 $700.00 $800.00 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 iPhone 6 Plus Price Relative Computing Power

18. Verizon testing 5G in 2016 (30-50x faster than 4G)

19. Makes instant gratification real

20. Driving huge shift in guest expectations

21. Who’s meeting those expecations?

22. Drowning in content Trend #2:

23. 2+ million search queries

24. 204,000,000 e-mails sent

25. 120+ reviews

26. 28,000 photos

27. 30 hours of video uploaded

28. 100,000 tweets

29. 208,000 photo uploads

30. Competing in the age of the selfie

31. We’re all publishers now

32. Disruptive distribution Trend #3:

33. Predic've

34. “Much more importantly than a source of transactions, mobile is a chance to plumb the end-to-end user experience… Say you are looking for an accommodation on an iPad but then you book on a PC. But, then you show up at the hotel with your iPhone. All of that is plumbed to an account...” – Darren Huston, Priceline CEO

35. “I think of mobile in the short term as a positive to drive some bookings, but really in the longer term it is increasing our value to the customer that would be very difficult for an independent hotel to do.” – Darren Huston, Priceline CEO

36. Priceline activity •  BookingSuite –  Buuteeq (hotel websites and booking engines) –  HotelNinjas (PMS) –  Pricematch (RMS) •  Rocketmiles (Loyalty) •  OpenTable •  Kayak •  AS Digital (restaurant booking) •  Marriott white-label booking engine (ar, it, pt-br, ru)

37. Amazon Local Offers to Prime members

38. •  What is your company truly be7er at? 42

39. Google has rich data sets about guests Who else has lots of data?

40. And growing… But, Google feeling pressure too

41. Happy yet?

42. “Your margin is my opportunity.” – Jeff Bezos, CEO, Amazon

43. Your response

44. 0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0% 8.0% 9.0% PKF-HR STR/Tourism Economics PwC 2016 RevPAR Growth Drive rate, control costs

45. Content is, was, and always shall be king

46. Context is Queen Context is queen

47. Data is the crown jewels

48. • Two goals: – Content quality – Content velocity

50. “Sights, sound and motion get attention and inspires. A product manager for a prominent OTA told me that despite all the conversion testing they run, the one universal truth is ‘pretty pictures sell hotels.’” - Robert Cole

51. Action Yes/No? Media channels selected? Media channels align with target customer? Image? Is it shareable? Headline? Is it shareable? Will it fit in a tweet? Copy? Snackable? Sharp? Hashtag? Shareable? Can hashtag be turned against us? (“Bashtag”) Mobile? Which social channels are used by target customer? Monitoring in-place? Tracking in-place? URL shortener? Social integration scorecard

52. “Mobile-only” world: Learn from the leaders

53. •  Why not put them to work for you? –  100 room hotel –  60% occupancy –  1.4 guests/room –  31,000 annual “storytellers” •  “Treat each one like a VIP travel writer…. because they are” – Adele Gutman, Vice President Sales, Marketing,& Revenue at Library Hotel Collection

54. Pricing Power (ADR) Demand (Occupancy) Performance (RevPAR) All +0.8% +0.2% +0.96% Upscale +0.67% +0.19% +0.83% Upper Midscale +0.74% +0.42% +1.13% Midscale +0.89% +0.54% +1.42% Measured change in pricing power, demand, and performance given a 1% change in online reputation Source: Cornell Center for Hospitality Research Review quality leads to increased RevPAR

55. •  Real-world says so too –  Achieved top positions in TripAdvisor, Yelp, social channels for multiple hotel clients –  Occupancy index improved to 95-105 –  ADR index improved to 107-180 –  RevPAR index improved to 109-169 –  Growth above comp set –  Reduced or held OTA share below 10%

56. Visual Informa'on Specialist Jason Johnston/U.S. Army

57. •  Key takeaways: –  Invest in content quality and velocity: Snackable, shareable, sharp –  Grow your reach beyond Google and metasearch – they’re the same thing –  Use data to learn and grow –  Guest experience drives rate and return

58. Make these truly “the good ol’ days”

59. Thank You Web: timpeter.com Phone: 201-305-0055 Email: tim@timpeter.com Twitter: twitter.com/tcpeter