Q2 2016 Hospitality Technology and Marketing Strategy Action Plan@hebs_nyc #q2hoteltrends

HELLO, THERE!

Margaret MastrogiacomoSenior Director, Creative Strategy

Mariana SaferSVP, Marketing

Sara O’BrienAssociate Director, Marketing

#q2hoteltrends

Agenda:

Q2 Trends: Summer Travel, Mobile Top of Mind, Google Updates, Airbnb

Multichannel Campaigns: Father’s Day, Ferris Bueller’s Day

Off, and More

Book Direct ProgramsCase Studies, How to Add Value

for Booking Direct

#q2hoteltrends

Q2: Trends & Action Plan

Trend: Less Americans Traveling Abroad this Summer

This Summer: Consumers to Spend 20% Less

Source: Adobe Digital Index's "2016 Travel Report

Take Action: Create a Holiday Package

This Summer: Less Americans Traveling Abroad

Source: Adobe Digital Index's "2016 Travel Report

Take Action: Personalize & Target Drive-In Markets

#q2hoteltrends

This Summer: Less Americans Traveling Abroad

Source: Adobe Digital Index's "2016 Travel Report

#q2hoteltrends

Take Action: Packages for the Beach

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Take Action: Packages Highlighting Nearby Attractions

Chicago City PassGarrett Popcorn Welcome Amenity

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Take Action: Invest in Technology to Personalize Content

GEO TARGETING

CUST SEGMENT | NEW VS. RETURNING | DEMO | GEO | PAST STAYS | OCCUPANCY NEEDS | LOYALTY MEMBERS

#q2hoteltrends

Trend: Google Making Moves

Google Removes Right Rail Ads

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Take Action: “Close the Loop” with Paid Placements

RESULTS

Total ROAS748%

Bookings187

Room Nights306

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Take Action: Increase Brand Exposure with Gmail Ads

RESULTS

Avg CPC$0.24

Impressions583,366CTR8.52%

Time Frame: 8 months

Google Unveils “Destinations” Search

Includes links to flights, hotels, and restaurants in the destination.

Displays a collection of destinations within the region the user is searching.

#q2hoteltrends

Take Action: Go Beyond “Hotel Website Copy”Make content easier to access on the go, in the 'micro-moment.'

Take Action: Create Robust Area Content

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Case Study: Destination-Focused StrategyMulti-property brand increases organic search revenue by 40%+ YOY

Valuable area-focused content positions the properties as the best in their markets.

REVENUE VIA ORGANIC SEARCH40.4% +TRAFFIC VIA ORGANIC SEARCH35.6%+

GOOGLE 3-PACK VISIBILITY145.9%+

CASE STUDY:

Trend: Mobile Top of Mind

% CHANGE FROM 2014 TO 2015

BOOKINGS

2%

46%

PAGE VIEWS

8%

31%

8.5% 12.6%

Source: HeBS Digital Portfolio Statistics

Desktop on the Decline; Mobile on the Rise

Source: HeBS Digital Portfolio Statistics

Over a Quarter of Bookings From Non-DesktopMobile

10%Tablet10%

Desktop80%

BOOKINGS

Mobile30%

Tablet13%

Desktop56%

PAGE VIEWS

2015 Usage

50%increase in mobile searches in the Travel category year-over-year.-Google

Almost 2x increase in mobile conversion rates on the Travel mobile web year-over-year. -Google

Data Confirms Mobile Increases:

More than half…Of people who research travel online will do so on a mobile device (2016) - eMarketer

Take Action: Implement a “Mobile-First” Strategy

Mobile-centric hotel search themes:• near me (like "pet friendly

hotels near me")• cheap (like "cheap hotels

in Myrtle Beach")• price (like “hotel prices")

74% of mobile bookings are made for same-day check-in.

Source: Think With Google

#q2hoteltrends

Take Action: Launch Campaigns with Mobile in Mind

67% Time Spent on Social Media is on a Smartphone -comcast

Case Study:

96% of reach and 99% of website clicks came from mobile placements.

(Mobile News Feed and Facebook’s Audience Network)

Trend: Airbnb Heavy on the Scene

Travelers Choose Airbnb to ‘Live like a Local’

74%of Airbnb are properties outside the main hotel

districts

91%of travelers want to

“live like a local”-Stats on Airbnb.com

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Take Action: Showcase ‘Hotel’ Experience

Multichannel Campaigns

&Idea Shop

Path-to-Purchase More and More Complex

• Decision Making Time: 17 Days

• Number of Sites Visited: 18

• Sessions: 8• Clicks: 6

Dreaming Phase

Planning Phase Experiencing Phase

Sharing PhaseBooking Phase

The Answer: Multichannel Marketing to reach the right traveller at the right place at the right time

SEO & SEM

DisplayInteractive

App

Social Media

Email

REVIEWS

SEO & SEM

REVIEWS

Social Media

Multichannel CampaignsBest Practices

SOCIAL MEDIA (PAID &

ORGANIC)

SEM, GMAIL ADS, YOUTUBE

TRUEVIEW

GOOGLE DISPLAY & TRAVEL AD NETWORKS

OWNED MEDIA (EMAIL

MARKETING & WEBSITE

PROMO SLIDE)

Map the Path to Purchase

Determine the target audience and deep dive into their online behavior in order to reach more qualified audiences.

Build Customer Personas

Based on marketing insights, map the path to purchase and determine key micro moments to reach customers at each touchpoint throughout the travel planning process.

Brainstorm and promote a cohesive campaign theme that will resonate with the audience and align with the brand voice.

Campaign Messaging

Utilize multi-channel, cross-device initiatives in tandem and determine initiative timing to reach and engage audiences across multiple touchpoints.

Campaign Initiatives

Incorporate Initiatives Such as:

ENGAGING LANDING PAGE & INTERACTIVE APPLICATIONS

Spring or Summer Weekday NeedLow Mid-Week Occupancy

The Action Plan:Promote a special package to encourage business travelers to stay during the week or Sunday nights. Include:

20% off weekday discount Welcome cocktail $50 spa or dining credit Free parking + Wi-Fi

Utilize email marketing to promote the campaign to your loyalty member business travelers.

Have a Business Affair with Pleasure Business Meets Pleasure

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Spring or Summer Weekend NeedLow Weekend Occupancy

The Action Plan:Encourage leisure travelers and couples to book a weekend getaway. Include:

$50 dining credit $50 shopping credit Late check out

Highlight weekend events in your destination on the website, Calendar of Events, blog, and social media channels.

Set Your Stress Free This Saturday & Sunday

Reset + Recharge this Weekend

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Last-Minute BookingsImmediate Need to Fill Rooms

The Action Plan:Highlight a special offer to drive last-minute Spring bookings. Include:

Book within 10 days of your stay and receive 30% off

Surprise welcome amenity Complimentary Wi-Fi

Utilize a Limited-Time Offer to build a sense of urgency and boost bookings for a specific need period.

Have a Spontaneous Fling with Spring

We’ve Got the Cure for Cabin Fever

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Advanced BookingsNeed Advanced Bookings for Summer

The Action Plan:Promote a special package to encourage leisure travelers to book their stay in advance this Summer. Include:

Book three nights and get the fourth night free Free parking + Wi-Fi

Utilize in-market targeting in ad campaigns to target travel consumers during the travel planning process.

Savings in Your Summer Forecast Ready, Set, Summer

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Father’s DayTreat Dad to a Vacation

The Action Plan:Create a special package for Father’s Day. Include:

Complimentary room service breakfast Welcome treat: local beer for Dad $50 dining credit Late checkout

In addition to core marketing, utilize aFacebook Promoted Post and emailmarketing to generate awareness. Dad’s Day Off

#q2hoteltrends

Graduation SeasonGraduation Season is Here

The Action Plan:Create a Graduation Day special package. Include:

20% off $50 F+B credit Flowers for your graduate

In addition to campaign marketing, launch a graduation Instagram contest where students can share a photo representing what they dream to do after graduation with the hashtag #hotelnamedreambig.

Turn a Milestone into a Memory

Graduate in Style

#q2hoteltrends

Ferris Bueller AnniversaryCapitalize on Ferris Bueller 30th Anniversary Buzz

The Action Plan:Promote a special package to encourage potential guests to stay Monday-Friday. Include:

30% off midweek stays Late checkout

Use a cute promo code like SAVEFERRIS for the special package. Cure for a Case of the

Mondays

Honor Ferris. Play Hooky.

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The News: Major Hotel Brands Prioritize Direct Bookings

Hilton: Stop Clicking Around

Members earn HHonors Points for complimentary room nights, free Wi-Fi, digital check-in with room selection, digital room keys, and exclusive events.

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Marriott: #itpaystobookdirect

Rewards members receive the lowest-possible rate, access to mobile check-in, free Wi-Fi, and the ability to earn points toward free stays

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Every hotel should have book direct initiatives

Who “owns” the website and its results and

performance?

Whose salaries and bonuses are tied to the

website’s revenue?

Who is incentivized when you lower your distribution

costs?

Direct Is Better: Top Down Strategy

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Take Action: “Why Book Direct Next Time” Program

Early Check in/Late Check Out

Free Breakfast/Dining CreditComplimentary Wi-FiRoom Upgrades

#q2hoteltrends

THANK YOU