APPYHOTEL.com

Guest Touch

Points in the

Digital Age

Traditionally

we think of the buying

process

like this:

But Travel in the

Digital Age rarely has

a single linear path

from Awareness to

Purchase

All these sites are

Information sources.

Many have Evaluation

of Alternatives

as a UVP!

For the large part

OTAs and brand

websites are still

where Purchases

happen

Increasingly this

is happening

“On The Go”

Hotels are

magnificent

beasts that

reign supreme

at the top of

the tourism

food-chain

Google search trends reveal how interest in brands has shifted since 2004

...And what happened with the advent of OTAs about about 8 years ago

OTAs took ownership

of bookings from

hotels in the time it

takes to launch a

single property

We’re witnessing

the extinction of

Direct Booking

What’s

Next

???

Doing the same thing

over and over and

expecting different

results is the definition

of INSANITY Albert Einstein

RevPAR

in a post

OTA world

The signs of change are indeed everywhere

If billboards are your

idea of effective

advertising you’re

looking in the

wrong place...

As of Dec 2013 US web engagement is mobile 1st

Travel content is consumed on Mobile

about 1/3 of the time - regardless of age

Can you afford

to miss

the train?

These folks are researching a vacation.

Can they book your hotel?

Maximum Visibility =

Maximum Opportunity

To win direct bookings you

MUST maintain an effective

presence EVERYWHERE

and ESPECIALLY ON MOBILE

RevPOR

is imperative

Hotels must offset margins lost to OTAs and

basic marketing wisdom teaches that

it’s far easier to create revenue

from existing clients than from new ones

And yet when we

look at how hotels

advertise upsell of

F&B and services to

staying guests.

Fancy fliers are

pretty much the

norm.

PRINT?

REALLY?!?

Guests in 4-5 stars

have smartphones.

Wouldn’t you rather

be in their pocket

than on the bedside

table?

Loyalty apps go

beyond simply

enhancing the brand.

They create a real

opportunity to boost

RevPOR

Loyalty apps provide

opportunities for

consumer insights

and service levels

that were simply

unavailable before.

THIS IS THE

FUTURE OF

HOSPITALITY

Can you afford

to ignore it?

THANKS!JP Dumasjp@appyhotel.com

APPYHOTEL.com