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Copyright © 2016 Leonardo Worldwide Corporation
Technical Difficulties?Contact
Citrix GoToWebinar1-800-263-6317
4 Hotel Marketing Trends for 2017
November 17, 2016
Darlene Rondeau, VP, Best Practices, Online Merchandising, LeonardoTim Peter, President, Tim Peter & Associates
Technical Difficulties?Contact
Citrix GoToWebinar1-800-263-6317
Copyright © 2016 Leonardo Worldwide Corporation
Darlene RondeauVice-President, Best Practices, Online MerchandisingLeonardo
@darlenerondeau
Follow:
@VFMLeonardo
Tweets & Questions:
#LeoWebinar
PresidentTim Peter & Associates
@tcpeter
linkedin.com/in/timpeter
timpeter.com
Tim Peter
Trend 1: Fundamentals
The Competition is FierceExpedia acquires Trover
TripAdvisor’s Instant Booking functionality now available in Australia, Canada, India, Ireland, Malaysia, New Zealand, Philippines, Singapore and South Africa
Google launches Book on Google, Google Trips & revamps Hotel Ads website
#LeoWebinar
Example of Google Hotel Ad
unit with paid ads for the Lotte New York Palace from Booking.com and
Hotwire.com
The Competition is Fierce
#LeoWebinar
OTA Woes Continue
64%Asia
Pacific
In 2016, OTA bookings accounted for:
(Skift, 2016)
41%
of all hotel bookings in
USA
Europe69%
#LeoWebinar
Over 3 billion ”loyalty” memberships in the United States alone
A country with a population of roughly
~350 million
Loyalty Ain’t All It’s Cracked Up to Be
#LeoWebinar
Airbnb City Hosts
#LeoWebinar#LeoWebinar
Content Is Still The King, Context Is Queen
#LeoWebinar
Trend 2: Mobile
Mobile travel searches up 25% YoY from 2015 – 2016 (Google, 2016)
Conversion rates on mobile travel sites up 88% (Google, 2015)
Google Announcements April 2016: Rewarding mobile-friendly
websites with higher rankings October 2016: Moving to mobile-first index
in the coming months
Mobile is Mandatory
#LeoWebinar
More Mobile Changes ComingJanuary 2017: Inaccessible mobile content will be penalized
More info at blog.leonardo.com
#LeoWebinar
Google’s example of inaccessible contentGoogle’s examples of pages that would not be
affected with accessible content
Who Owns the Guest Experience?
“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
#LeoWebinar
Tim’s Slides
#LeoWebinar
Trend 3: Search
Paid Search – A State of Decline?
#LeoWebinar(Christian Kameir, noGDS) (Tnooz, 2016)
Average cost of travel-related click
on Google AdWords
Average Conversion rate
total spent by Priceline on online advertising 2015
total spent by Expedia on online advertising 2015
$2.18 1.45% $2.8 Billion $3.3 Billion
Search Engine Optimization has evolved 2016: Google Penguin update Quality content wins over keyword stuffing
Organic Search / SEO
#LeoWebinar
Which Is Better?
#LeoWebinar
Scenario A Scenario B
Cost-per-click €0.10 €1.00
Conversion rate 1% 10%
Scenario A Scenario B
Cost-per-click €0.10 €1.00
Conversion rate 1% 10%
Cost-per-conversion €10.00 €10.00
Which Is Better?
#LeoWebinar
They’re exactly the same Focus on cost-per-conversion, not just cost-per-click
Trend 4: Social
Is It Time to Unfriend Facebook?
#LeoWebinar
2016: Facebook updated newsfeed algorithm
(Skift, 2017)
(Paul Adams, VP of Intercom, formerly from Facebook & Google)
(Internet Marketing Inc., 2015)
One PostShared Three Times =
10,000 Views
Facebook Custom Audiences
#LeoWebinar
Store Visits
© 2016 Tim Peter & Associates#LeoWebinar
Content Is Still The King, Context Is Queen
#LeoWebinar
Questions & Discussion
#LeoWebinar
#LeoWebinar
Recording of this webinar. Share it with your colleagues
The Science Behind a High-Performing Hotel Website (December 8, 2016)
It’s a Wrap
#LeoWebinar
Connect With Us!
#LeoWebinar
leonardo.com1.877.593.6634@VFMLeonardo blog.leonardo.com
timpeter.com1.201.305.0055
Tim PeterDarlene Rondeau
@tcpetertimpeter.com/blog
