Navigang Digital Marke/ng Disrup/on in Hospitalitybostonhsmai.org/wp-content/uploads/2016/03/HSMAI... · Navigang Digital Marke/ng Disrup/on in Hospitality hospitality sales & marke0ng

hospitalitysales&marke0ngassocia0oninterna0onal(HSMAI)|bostonchapter #HSMAIBOS

hospitality sales & marke0ng associa0on interna0onal (HSMAI) | boston chapter

Naviga/ngDigitalMarke/ngDisrup/oninHospitality


What we’re going to cover today:

Changesinthebroaderdigitalmarke0nglandscapeacrossPPC,SEOandwebsitedesign

Improvingconversionrateina0mewhencompe00onforvisitorsisasfierceasever

Toolsandtac0cstogettherightad,totherightperson,attheright0me

Contentmarke0nginhospitality:storytellingwithaconversion-mindedapproach

Crea0nglocal,authen0cofflineexperiences–andtheonlineimpact


Today’s Co-Presenter

Brian Fitzgerald VP, Digital Strategy at O’Rourke

Hospitality Marke0ng www.orourkehospitality.com/

@ORHospitality


Email Marke0ng Trends

OVERVIEWDELAMARHOTELS 4


Email Marke0ng Trends

Emailhasbeenalongtrustedmarke0ngvehicleandisprimedforsomemajorimprovementsThe“batchandblast”methodcanbeimprovedSomeofthetrendsweareseeinginemailmarke0ng:• Responsiveness•  Targe0ng• Automa0on


Mobile Email Trends


Email Marke0ng Examples

OVERVIEWFORTHEINNATHASTINGSPARK 7


Responsive Email Design


Email Targe0ng Emailtarge0ngusessegmenta0ontodelivermoreofa“onetoone”messagetoconsumers


Email Targe0ng UsepastguestdatatodevelopsegmentsSegmentscouldinclude:•  Drivemarket• Weekdayvs.weekend•  Bookedacertainrate/packageinthepast

•  Engagedwithcertaincontent

•  PreviouslybookedthroughanOTA


Email Automa0on Emailautoma0ondeliversoneormoreemailsthataretriggeredbasedoffofac0onsthataconsumerhastakenItisawaytoremaintopofmindwithconsumersthatareclosetoconver0ngThisiswhereahotel’songoingcontentandmarke0ngstrategycanplayabigrole


Reserva0on Recovery



Reserva0on Recovery

Concept:•  80-90%ofhotelbookersabandontheonlinebookingprocess

Method:•  Targettheseabandonerswithtargetedmessaging,encouragingthemtoreturnandcompletetheirbooking


Reserva0on Recovery Manyusersentertheirinforma0onands0lldon’tcompletethebooking

Inthesesitua0onstheemailaddresscanbecapturedandthenconsumersaremessagedtocompletetheirreserva0on



Reserva0on Recovery Email

WemessageabandonedbookingswithinthefirsthourThensubsequentmessagescangooutaier



PPC Trends



PPC Trend #1

Travel-relatedsearchesinGooglearebecomingmoreandmorecluleredandthereislessrealestatetogoaround

Less real estate to go around

GoogleHotelPriceAds(HPA)3-PackLis0ng

Right-HandSidePPCAds

SitelinksExtension

SitelinksExtension

YourAd


Even Less Real Estate Now

GooglehasremovedtherighthandadsBefore Aier


PPC Trend #2

Averagecostsperclick(CPC)haveincreased30%+duetoOTAaggressivenessTherearemanybestprac0cesthatcanbeemployedtohelpmakeeveryadver0singspenddollargoalillefurther


Best Prac0ce: Non-Brand Campaigns Are S0ll Valuable

Non-Brandcampaignsoienfallvic0mtotheguestbuyingcycleanddon’tcapturedirectbookedrevenue.

However,Non-BrandcampaignscontributeheavilytoAssistedBookings&Revenue.

$1.5Million+inPPCSpendOverVariousPropertyTypes&Markets

OVERVIEWFORFILAMENTHOSPITALITY 21

75%

80%

85%

90%

95%

100%

AssistedBookings AssistedRevenue

Non-Brand

Brand


Best Prac0ce: Achieve the #1 Ad Spot

Guestsaremorelikelytobookwhentheadisinahigherposi0on,especiallyforBrandcampaigns.

We’vefound95%+ofDirectPPCRevenueComesfromwhenthePPCadisinthe#1posi0on.



Best Prac0ce: Limit Ads to Certain Hours to Maximize Budget Iden0fywhichhoursofthedaycapturethemostrevenueinyouranaly0cs

IfaPPCbudgetisrunningoutearlyintheday&there’saclearjumpinrevenueproduc0onlaterintheday,setadstoonlybeginshowingaierthat0me.

Thistac0ccanhelpmakesurethateverydollarspentisaseffec0veaspossible.



Best Prac0ce: Ad Copy Best Prac0ces

UseRates&PackagesinPPCAdText

UseallavailableadfeaturesandextensionsCalloutExtension

SitelinksExtension

ReviewExtension


Best Prac0ce: Measure Organic vs. Paid Performance

Usethe“Paid&organic”reportinAdwordstogetanideaofhoworganicperformancestacksupagainstPPCperformance.

Ourstudiessuggestthatthereisastrongsynergycreatedwhenahotelhasbothanorganicandpaidlis0ng.

Thisanalysiscanalsoleadtoinsightsonwhichkeywordstotargetinaddi0onalPPCcampaigns.


Today’s Co-Presenter

Greg Bodenlos Brand Marke0ng Manager

The Charles Hotel @GregBodenlos @CharlesHotel


A few ques0ons I ask myself daily…

What’sourteam’sroleinenhancingtheguestexperience?•  pre-,during-,post-stay

Howcanwedrivemoredirectbookingsandreducethecostofacquisi0on?

HowdoesXYZnewtechnologyintegratewithourcurrentsystems?• What’stheactualvalueproposi0on?•  Howwillwemakeitworkforourproperty?

Howcanweachievemoreimpactwithsocialmedia?•  Howcanwemakemarke0ngdecisionsthatimpactallareasofthebusiness?(social,corporate,&group!)

Howcanourstorytellinghaveaconversion-mindedapproach?


Digital Marke0ng Investments

Hotelmarketerdevelopsstrategies/tac/csaround:•  SEO•  SEM/PaidSearch•  Dynamicratemarke0ng•  Onlinemediaandretarge0ng•  Recoveringabandonedreserva0ons

•  Dynamiccontentpersonaliza0on

•  Emailmarke0ng•  Socialmedia

Hotelproperty/groupinvestsinDigitalAssets,WebsiteRevenueOp/miza/onConsul/ng,StrategyandOpera/ons:•  PropertyWebsiteRedesign&CMS

TechnologyUpgrade•  WebsiteEnhancements:Restaurantor

SpaMini-Site,SmartBookingWidget,RoomsShowcaseModule,GuestPortal,etc.

•  Interac0veMarke0ngApplica0ons•  CampaignTracking&WebsiteAnaly0cs•  CloudWebsiteHos0ngandContent

DeliveryNetwork(CDN)•  WebsiteRevenueOp0miza0onStrategy

&Consul0ng


Engage travelers across the lifecycle


Traveler A_ribu0on Study

bit.ly/traveleral

ribu0

on


Traveler A_ribu0on Study

bit.ly/traveleral

ribu0

on


Key Findings & Insights

•  Considerafull-funnelmediaapproachthroughOTAs.

•  Createpartnershipsthattouchpointsbutmetaprovideefficientandscalablereachonthetopchannels.

•  Bringthemback–givethemareasontorememberandreturn.

bit.ly/traveleral

ribu0

on


Therearetwowaysthatmarketerscangetoff-coursewhenitcomestoROI:

1.  Theyover-simplifyROI,thinkingthatbuyersinteractinalinearfashion

2.  Theyover-complicateROI,crea0ngcomplexalgorithmsthatassignnumbers,butdolilletoexpressvalue


A_ribu0on has to Come Before ROI

ALribu/onisanissuefortworeasons:•  ALribu/onIssue#1:ComplexInterac/ons

•  Morecomplicatedthanconnec0ngonechanneltoonepurchase

•  Needtohelpusunderstandwhichac0onsfacilitatedifferentpartsofthecustomer’sjourney

•  ALribu/onIssue#2:DarkSocial

•  “Whatisthismassivesegmentofwebsitetrafficcalleddirect?”

•  Wedon’tevenknowwhichtrafficcomesfromsocial,sohowcanweprovetheROIofoursocialmediaprograms?


How Do We Fix A_ribu0on Issues?

•  Iden0fica0on•  Developanalribu0onmodeltoiden0fydirecttrafficanddarksharingofyourwebcontentandsitetraffic

•  LinkshortenersandGoogleAnaly0csUTMsshortenthegap•  Par0alalribu0onisgoingtobeacri0calcomponentofsocialac0vityintheyearstocome

•  Communica0onandIntegra0on•  Socialmarke0ngprogramsarenotalignedwithotherdigitalmarke0ngfunc0ons

•  Workwithyourwebteamtoiden0fythedarktraffic.

•  Alignment•  Onceyou’reabletoalributesocial’sfullimpactonyourbusiness,youcanalignwiththerestofthemarke0ngteam,andfocuseffortsontheareasyouhavethegreatestimpact.



Feature social prominently on website


Keep your storytelling highly visual


Keep your storytelling highly visual


Know and emphasize your strengths


Know and emphasize your strengths


Encourage guests to interact


Respond to guests on-property


Promote your local des0na0on


Greg’s Top Social Storytelling Tips

Featuresocialprominentlyonwebsite

Keepyourstorytellinghighlyvisual

Knowandemphasizeyourstrengths

Encourageyourgueststointeractwithyou

Respondtoguestson-property

Promoteyourlocaldes0na0on


hospitality sales & marke0ng associa0on interna0onal (HSMAI) | boston chapter

QUESTIONS?Reachouttous:GregBodenlos(@gregbodenlos)

[email protected]

linkedin.com/in/gregbodenlos

BrianFitzgerald

[email protected]

linkedin.com/in/brianpfitzgerald

Documents

Navigang Digital Marke/ng Disrup/on in Hospitalitybostonhsmai.org/wp-content/uploads/2016/03/HSMAI... · Navigang Digital Marke/ng Disrup/on in Hospitality hospitality sales & marke0ng