Webinar - Drive Direct Bookings with a Killer Mobile Website

transcript

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Drive Direct Bookings with a Killer Mobile Website

March 23, 2017Darlene Rondeau, VP, Best Practices, Online Merchandising, LeonardoCatlyn Origitano, Senior Content Marketing Manager, Sojern

Technical Difficulties?Contact

Citrix GoToWebinar1-800-263-6317

support@citrixonline.com

Darlene RondeauVice-PresidentBest Practices, Online MerchandisingLeonardo

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@darlenerondeau

Follow:

@VFMLeonardo

Tweets & Questions:

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Catlyn OrigitanoSenior Content Marketing ManagerSojern

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@catlyno @sojern linkedin.com/in/catlynorigitano

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Google will crawl your mobile website first for information

Being “mobile-friendly” will be rewarded with higher search rankings

Not being so will impact organic traffic

Google is Switching to a Mobile-First Index

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Catlyn OrigitanoSenior Content Marketing ManagerSojern

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@catlyno @sojern linkedin.com/in/catlynorigitano

From Search Engine to Booking Engine: Sojern’s 2017 Hotel

Report

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The Share of Mobile Hotel Queries

Source: Google Internal Data. US. July 2015 to December 2016.

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The Growth of Mobile Hotel Queries

14% 14% 13%

19% 18%

Source: Google Internal Data. US. July 2015 to December 2016.

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Day of Week Hotel Searching Trends by Desktop and Mobile

Source: Sojern Internal Data. US Domestic Travel Data. January to December 2016.

Desktop Mobile

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Day of Week Hotel Booking Trends by Desktop and Mobile

Source: Sojern Internal Data. US Domestic Travel Data. January to December 2016.

Desktop Mobile

Offer a full-funnel mobile experience

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67%of all hotel searches starton Google.IBC Hospitality Technologies Report: Independent Hotelier’s Guide to Google

Search is a primary channel for hotel discovery.

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Set a strong search strategy.

SEO & SEM are increasingly important, especially for independent hotels.

Discover

Many third parties bid on your brand terms, driving your in-market traveler elsewhere.

But “set it and forget it” isn’t the most strategic option as Google & Bing are constantly updating their algorithms.

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Target long-tail keywords in your SEO strategy Search terms comprising of 4, 5 or more words Specific, less competitive, transaction-based in nature Drive qualified traffic with an intent to purchase Long-tail keywords convert 2.5x better than head terms

Go Long

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Reach mobile users.

Your ads shouldn’t only live on desktops since your travelers don’t either.

Make mobile booking friction-free.

Every part of your website needs to be mobile-friendly so guests can get the info they need and book all on one device.

Elements of a Great Mobile Website Provides a positive user

experience on mobile “Mobile-Friendly”

according to Google:

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Content renders on mobile (no zooming, pinching or scrolling)

Avoids software not compatible with mobile (e.g. Flash)

Avoids intrusive pop-ups between Google search results page & webpage

Loadsquickly

Caters to touch (e.g. links spaced out)

Google, 2017

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Visually Engaging Simple Navigation

Integrates with Booking Engine Simple Booking Process

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Click-to-Call functionality & Google Maps integration

Mobile-specific special offers

Local insights / Things to Do

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www.vizlly.com

Questions & Discussion

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Recording of this webinar. Share it with your colleagues

Leonardo Blog: blog.leonardo.com

Next webinar: May

It’s a Wrap

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Connect With Us!

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leonardo.com1.877.593.6634@darlenerondeau blog.leonardo.com

Darlene Rondeau Catlyn Origitanosojern.comlinkedin.com/in/catlynorigitano@catlyno & @sojernsojern.com/blog