ONLINE MARKETING FOR HOSPITALITY

HOW MAY WE HELP YOU?

Hello

WHY WE EXIST

• Increasing complexity of selling rooms today

• More distribution channels e.g. Web, OTA, Voucher deals

• Big changes to personal behaviour and advertising techniques

• Although these changes offer benefits to smaller organisations, Independent properties do not have the resources to benefit

• Working with Hotel Kungfu allows independent properties to focus on operations. (making the customer experience perfect)

INCREASE OCCUPANCY

PAY LESS COMMISSION

ESPECIALLY OTA

Expedia Priceline

Priceline and Expedia Revenues since 2006

We rely on online marketing channels to enhance our brand awareness and to generate a significant amount of

traffic to our websitesPriceline Annual Report 2013

OTA ONLINE AD SPEND

Expedia Priceline

Priceline and Expedia Recent Ad Spend

OTA AD SPEND IN CONTEXT

• For every room night booked Expedia spend 750 THB, Priceline spend 370 THB

OTA'S STEAL YOUR GUESTS!

• Hotel Kungfu help hotels ensure that they protect their brand from the dubious ethical practices of OTA's.

• Our online marketing experts will help you drive online bookings to your website.

LET'S TALK RESULTSThe Passage Samui Story 2010-2012

TOTAL REVENUE (M THB)

OCCUPANCY

NON-ROOM REVENUE (M THB)

REVPAR

TREVPAR

DISTRIBUTION CHANNEL TRENDS THE LAST 3 YEARSThe Passage Samui now has a balanced channel portfolio

DISTRIBUTION CHANNEL DEFINITIONS AN ONLINE PERSPECTIVE

• OTA - Expedia, Agoda, booking.com and the rest

• ONLINE - Website and email direct bookings

• VOUCHER - Groupon, Ensogo, Living Social et al

• OFFLINE - Travel Agents, Wholesalers, Local & Domestic Agents

• Other - The rest, walk-in, corporate, etc

CHANNEL BREAKDOWN 2010ONLINE OFFLINE OTA VOUCHER DEAL OTHER

CHANNEL BREAKDOWN 2011ONLINE OFFLINE OTA VOUCHER DEAL OTHER

ONLINE OFFLINE OTA VOUCHER DEAL OTHER

CHANNEL BREAKDOWN 2012ONLINE OFFLINE OTA VOUCHER DEAL OTHER

BUSINESS SUMMARY

HOW WE AFFECT YOUR BOTTOM LINE

• Reduce guest acquisition costs

• Increase market share

• Increase market size

• Allow small price (rate) increases due to improved branding

ROI MODEL

• We estimate a ROI of between of 300% to 600% depending on resort size, Room rate and current occupancy

• Give us your current numbers and we can give you a projected revenue forecast.

HOW WE DELIVER

STEPS TO SUCCESS

1. Build/update website

2. Drive potential guests to visit

3. Measure and refine

STEPS TO SUCCESS

1. Build/update website

GRAPHIC & WEBSITE DESIGN• Nowadays, your website is the first touch point you have with your guests.

• First impressions matter.

• If your website is poorly designed, hard to navigate and has errors. Guests will assume your property is the same.

• Telling a compelling story about what makes your property unique and special will turn your rooms into a luxury rather than a commodity which means higher room rates

DEMOSITE: HTTP://RESORT.HOTEL-KUNGFU.COM

DEMOSITE: HTTP://HOTEL.HOTEL-KUNGFU.COM

DEMOSITE: HTTP://BOUTIQUE.HOTEL-KUNGFU.COM

SAMPLE GRAPHIC DESIGN

CONTENT AND WRITING• The words on your website are very important. They can show people where to find what they are looking for – or leave them completely lost.

• They can make people fall hopelessly in love with you – or head directly for your competitors.

• Our expert writers will ensure your property is presented to potential guests in keeping with your brand.

COPYWRITING SAMPLES SEE OUR SAMPLE WEBSITES FOR MANY MORE!

Love at fir! sightDelight in Koh Samui's  magical skies, breathtaking sunsets and crystal clear seas that secure our position as one of the premier romantic resorts in this holiday paradise.

Our Koh Samui resort chef will

take your palate on a culinary

journey through the progressive

twists of hot, sweet, tangy and tart

flavors that resonate in Thai

fusion cooking.

Elevate yourself

PHOTOGRAPHY • Professional photography is the foundation stone of your media assets

• High resolution images are essential. 10MPixel min.

• We provide room, resort and aerial photography.

• If you have amazing sunset/sunrise view time lapse movies can capture it for your properties YouTube channel and viral sharing on social media.

SAMPLE PHOTOGRAPHY

TIME LAPSE PHOTOGRAPHY

BOOKING ENGINE

• Critical functionality. Turns lookers into bookers.

• We have worked with more than 5 of the most popular booking engines, doing initial setup and ongoing optimisation and management.

• If you don't have an existing contract we can recommend the best fit for your property.

LIVE CHAT• Think "online concierge"

• View who is on your website and where they are from, then offer to assist them.

• Allows reservations/front office to stay active during idle times.

WEBSITE HOSTING

• It's no use having a great website if no one can reach it because the servers are down.

• Speed is also important as research shows that for every half second a visitor has to wait for your website to appear leads to a 5% drop in visitors

• Our fast, reliable, secure hosting has been proven to work under heavy load spikes (Groupon USA deal traffic)

• Premium option available to receive Text message in the event of outage.

STEPS TO SUCCESS

2. Drive potential guests to visit

SEARCH ENGINE OPTIMISATION

• Search engine optimization (SEO) is affecting the visibility of your properties website in a search engine's "natural" or un-paid ("organic") search results.

• Higher ranked websites receive more clicks from potential guests.

• On of the most important ways to get your property noticed

RESEARCH FROM GOOGLE

• This data shows the importance of SEO and ranking highly on the page.

• Chitika insights June 2013

• US data

• http://searchenginewatch.com/article/2276184/No.-1-Position-in-Google-Gets-33-of-Search-Traffic-Study

SOCIAL MEDIA

• Facebook has changed the way people live forever.

• With 1 billion users now sharing their lives online; Facebook and other social media offer a unique opportunity for resorts to generate word of mouth referrals from your guests.

• Facebook users love to share their holiday experiences, encourage them to do so by publishing great images, videos and running competitions on your Facebook page.

REPUTATION MANAGEMENT 2012 SURVEY FROM PHOCUSWRIGHT

• 57% of users agree that seeing hotel management responses to reviews generally "makes me more likely to book it (versus a comparable hotel that didn't respond to travellers)."

• 84% of users agree that an appropriate management response to a bad review "improves my impression of the hotel."

• 78% of users agree that seeing a hotel management response to reviews "makes me believe that it cares more about its guests."

• 64% of users agree that an aggressive/defensive management response to a bad review "makes me less likely to book that hotel.

REPUTATION MANAGEMENT HOW WE HELP

• Monitoring guest comments.

• Preparing management responses for your approval

• Analysing activity, performance, competitor results and trends. 

• Developing strategies to increase reviews and boost ranking.

NEWSLETTER AND EMAIL

• Stay in touch with guests after they leave with a monthly newsletter.

• Share great stories from guests and staff, good reviews and the latest offers and promotions

• For guests researching vacations ensure they can sign up on your website.

• After sign up, send a series of timed emails to entice the guest to book.

SAMPLE NEWSLETTER

POST CAMPAIGN ANALYSIS

LOCAL LISTINGS• Local listings are becoming more important as smartphone usage increases.

• Essentially, local listings are shown when the query has a place in it e.g. Koh Samui resort or the device used for the search is location aware e.g. A smartphone.

• We ensure your property is setup on all important local listings so your property is easily findable.

• This also helps guests find you when they use services like Google Maps.

ONLINE ADVERTISING• Promote your property to potential guests searching on Google or Bing (PPC text ad)

• Show images and animations to capture users attention whilst browsing websites on their computer or mobile (PPC display ad)

PPC TEXT ADVERTISING SAMPLES

Branded Property Keyword Targeted Searches

DISPLAY ADVERTISING SAMPLES

ANIMATED ADS

BANGKOK POST CASE STUDY

• In 2011, we compared Google Adwords with a direct media buy from the Bangkok Post Sales team

• 10,000 THB was spent on both campaigns which showed ads on the Bangkok Post website

• The Google ads proved six times more effective.

VOUCHER DEAL MANAGEMENT

• Not for everyone!

• If your average occupancy is below 60%, highly recommended!

• We have worked with voucher deal companies globally from USA to Europe to South Africa to Australia.

REVENUE, RATE, CHANNEL MANAGEMENT

• Rate parity headaches?

• Too many channels to manage?

• A channel manager can save many hours of time each week, as well as reduce manual errors that can cause your property to be removed from OTA distribution channels

• Also allows management more flexibility on pricing.

STEPS TO SUCCESS

3. Measure and refine

ANALYTICS AND REPORTING• Measuring your websites performance is one of the most important tasks.

• Unfortunately, it's often the most overlooked. Usually this is because of a lack of technical/analytical skills on the part of the persons responsible for the website.

ANALYTICS AND REPORTING• We provide a understandable weekly and monthly report that show metrics covering online outcomes, acquisitions and behaviours:

• The value of bookings generated.

• How much you spend on advertising

• The total business value generated by website

• Depending on your preference we can compare weekly data with previous week, or previous year for an instant indicator of how you are doing.

• See which markets delivered visitors and which are under performing. This is extremely useful when meeting foreign partners and agents

SAMPLE WEEKLY REPORT SIMPLE

SAMPLE WEEKLY REPORT COMPARISON WITH PREVIOUS WEEK

SAMPLE WEEKLY REPORT COMPARISON WITH PREVIOUS YEAR

PROPERTY MANAGEMENT SYSTEMS

• Is your PMS holding you back?

• Too much manual entry for front office?

• Is it connected to your distribution channels and website?

• Our 40 years IT experience can recommend a modern system that will streamline your operations

CASE STUDYThe Passage Samui

SERVICE SUMMARY • Manage online distribution channels to meet your goals: Website, OTA, voucher deals.

• Build brand awareness in your key markets through advertising campaigns (and make recommendations for new markets to target) and content marketing.

• Online reputation management: Facebook, Tripadvisor, Twitter, YouTube social media management and management feedback into strengths and weaknesses.

• Competitive analysis, pricing and revenue management consulting.

• Recommend best practices for sales connected operations e.g. Reservation Email Enquiry Management, CRM, Pre & Post stay emails, Front Office, Spa, F&B cross/up selling

OUR PRICES

• Websites from 40,000

• Management Services from 10,000 / month

• All in retainer for properties of 50 rooms or more where we become part of the management team 2500/room/month (min 18 months)

NEXT STEPSTime waits for no man!

WHAT'S YOUR BIGGEST PAIN?

SEAPINE HUA HIN

• Flash banners, not viewable on iPad or iPhones. ( high revenue guests that make up 20 % of traffic share )

• English language selected still only changes menu, the main body text is still Thai

• Ugly popup greets visitors to the site... Reminding them of checkin checkout times.

TANAWIT HOTEL & SPA• Color scheme does not fit with logo and branding

• Reservation links are broken

• Contact us link is broken

• Gallery link broken

• Facilities link broken

CHOM VIEW HOTEL• Promotion page empty

• News releases on right is eyesore

• Have newsletter sign up... Hw many subscribers? When was it last sent?

• Lack of compelling story and feel for the copy

• Using one of the best booking engines... Travelclick... But cannot be reaching their potential with existing website

TRAVELCLICK V HOTEL KUNGFU• Travelclick marketing team optimise for conversion rate.

• That's bad business for most mid market properties because they pay high prices for ads with your budget.

• A more balanced approached with lower priced ads will give your property a bigger boost in visibility and brand awareness

• Result: online revenue fell from 3.2M THB to 1.6M THB even though their conversion rate increased.

Data from Google Analytics

• Contract: MOI, Partnership, min 12 months.

• Credit card detail and budget for online PPC advertising campaigns

• Upfront payment (3 months in advance)

• Webmaster contact details

• Marketing Assets, Branding docs etc

ROADMAP

THANK YOU