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KRISTIAN VALK, MARCH 2017
The Future of Direct Revenue
Established to
Increase Direct Bookings &
Build Guest Relations
1.
4 out of 5 online
bookings are claimed
by Booking & Expedia
Biggest Trends Hotel Industry
2. 3.
Legal action by
authorities
Industry focus on direct
revenue
Why is direct revenue
so important?
1.
Optimize pricing
strategy (market)
First: Fix the basics
2. 3.
Best rate guarantee on
direct channels
Optimize website user
experience
(also mobile!)
Insight 1
On average, people check out
… websites
before making a choice
Understanding how people search online
Insight 1
On average, people check out
22 websites
before making a choice
Understanding how people search online
Insight 2
Up to 75% of users have
visited the hotel’s website
before making a booking
Understanding how people search online
Analyzing the user journey
Most people search
online for hotels
Global giants dominate
online travel traffic
75% visit the hotel website
after finding the hotel
Convince to
book direct
PERSONALIZATION
HOW TO MAKE IT RELEVANT?
Let’s Follow the Customer’s Journey PERSONALIZATION
Let’s Follow the Customer’s Journey
Big Data Analysis to improve your offering
Personalized hotel website for every visitor
Visitor Characteristics & Behavior Personalized Journey
PERSUASION
HOW TO CONVINCE VISITORS?
The 7 key principles of influence: (by Robert Cialdini)
1. Reciprocity
2. Commitment & Consistency
3. Social Proof
4. Liking
5. Authority
6. Scarcity
7. Unity (NEW!)
Understanding the Principles of Influence
Re-use towels: Message to the guest in the bathroom
✓ Help the hotel save energy
✓ Partner with us to help the environment
✓ Almost 75% of guests reuse towels
✓ 75% of the guests who stayed in this room reuse towels
Avg increase re-use
+16%
+31%
+44%
+49%
Meet our product
An extended package of advanced and powerful tools
PERSONALIZATION & PERSUASION
WINNING COMBINATION
Key Solution to Boost Direct Bookings and Build Guest Relations
Visitor identified
Unique Customer Journey Example
Unique Customer Journey Example
Hurry up! Rooms go fast
during Christmas!
We love Christmas, our hotel will be
completely decorated!
Unique Customer Journey Example
BOOST DIRECT REVENUE
BUILD GUEST RELATIONS
Gift voucher for EHMA participants
Thank you!
Questions?
Hotelchamp Offices
Amsterdam, NL (HQ)
Groningen, NL (Dev center)
Berlin, DE
Barcelona, ES
Contact
+31 20 26 13 844
www.hotelchamp.com
Kristian Valk
Founder & CEO
+31 6 50 24 74 61
Social Media
linkedin.com/company/hotelchamp
facebook.com/hotelchamp
twitter.com/hotelchamp_com
Contact
