4 Hotel Marketing Trends for 2017

transcript

Technical Difficulties?Contact

Citrix GoToWebinar1-800-263-6317

support@citrixonline.com

November 17, 2016

Darlene Rondeau, VP, Best Practices, Online Merchandising, LeonardoTim Peter, President, Tim Peter & Associates

Technical Difficulties?Contact

Citrix GoToWebinar1-800-263-6317

support@citrixonline.com

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)

of all hotel bookings in

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

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Tim’s Slides

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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

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Which Is Better?

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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

Content Is Still The King, Context Is Queen

#LeoWebinar

Questions & Discussion

#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