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Digital Advertising
Driving Demand That Leads to Direct Bookings:
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CompetitorAnalysis
Pricing
MarketOverview
Functions & Events
Sales
Food &Beverage
Housekeeping
Corporate RFPs
Distribution
Finance
Staffing
What do I do?
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Today’s traveler is undecided at the start
KNOW WHICH BRAND TO BOOK WITH
CONSIDERING MULTIPLE BRANDS TOTALLY UNDECIDED
Leisure Travelers 16% 65% 20%
28% 60% 12%Business Travelers
Google/Ipsos Traveler’s Road to Decision 2014
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Today’s traveler researches on all devices but prefers to book on desktop
Research Book
Q. What devices do you use to research and book your hotel?
Desktop or Laptop 53% ( + 4.5/-4.8)
Smartphone 40% ( + 4.5/-4.8)
Tablet 7% ( + 4.5/-4.8)
Desktop or Laptop 70% ( + 6.6/-7.4)
Tablet 15% ( + 6.6/-4.8)
Smartphone 15% ( + 6.5/-4.8)
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Let's Keep it Simple
Past Present
Hotel Brochure Website
Yellow Pages/
Directories OTAs/Meta
Reservations
Agents Booking Engine
Postage & Sales Online Marketing
Distribution
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Paid Search
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Search ads: the best usage of Extensions
Extended Site LinksGoogle Places Plugin
Review Plugins Call out Extensions
Extended Headline
Standard Site Links
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Follow travellers across channels by delivering to their needs
SERVE DISPLAY
ADS TO THE SAME
VISITOR ON
SOCIAL MEDIA,
WEB AND SEARCH
TO DRIVE THEM
BACK TO YOUR
WEBSITE TO BOOK
TRAVELLER VISITS YOUR HOTEL WEBSITE
Multi-channel Remarketing allows you to serve ads to the same traveller across different channels like social media, web and search after they have visited your website.
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Display marketing
RemarketingTargets users who have visited your website or booking engine
Travel Intent Targets users who are
likely to travel to your area
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The funky stuff: Targeting Travel Intenders
A TRAVELER BOOKS A FLIGHT TO CHICAGO
A CHICAGO HOTEL SERVES ADS TO THAT TRAVELER AS THEY BROWSE THE WEB
Target people who are traveling to your destination before your competition and OTA’s can
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How to allocate Budget – Paid Media?
Ideal Budget
20%
Note: Actual budget may vary based
on brand volume, website data
20%
60%
Heavily ROIFocused
0%
20%
80%
ROI Focus on DriveNew Traffic
0%
20%
80%
RESEARCH
SHOP
BUY
Booking Journey
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QUESTIONS?