Date post: | 24-Jan-2015 |
Category: |
Travel |
Upload: | joel-brandon-bravo |
View: | 267 times |
Download: | 3 times |
www.travelzoo.co.uk 1
The Deal Experts. Over 26 Million Subscribers Worldwide.
Leisure Hotel Booking Preferences & Deals
Joel Brandon-Bravo, UK MD
National Hotel Marketing Conference, June 2014
www.travelzoo.co.uk 2
What do I know?
What do people think they want?
What do they actually want?
When are doughnuts useful?
www.travelzoo.co.uk 3
What do I know?
www.travelzoo.co.uk 4
What do I know?
What do people think they want? – Survey Results
What do they want?
When are donuts useful?
www.travelzoo.co.uk 5
How many times have you booked a hotel in the past 12 months for leisure?
None 1 2 3 4 5 6 7 8 9 10+0%
5%
10%
15%
20%
25%
6%
9%
17%
20%
16%
10%
8%
3%3%
1%
7%
• 2-4 breaks 52%• 5 or more 32%
www.travelzoo.co.uk 6
Who did you book with? (tick all that apply)
Travelocity
Mr&Mrs Smith
Travelsupermarket
Trivago
Expedia
Lastminute.com
Hotels.com
Laterooms.com
Booking.com
Other
Direct with the hotel
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0%
0.3%
0.3%
2.1%
4.0%
6.1%
6.2%
6.5%
6.8%
14.7%
18.5%
32.1%
www.travelzoo.co.uk 7
Who did you book with? (tick all that apply) – those who answered other
www.travelzoo.co.uk 8
What types of hotel do you generally prefer? (select up to three)
Other
Business
Hip Hotels
Family Friendly
An International Chain
Budget friendly
Boutique (stylish, smaller hotels)
Luxury
0% 10% 20% 30% 40% 50% 60%
6%
6%
8%
21%
32%
47%
51%
52%
www.travelzoo.co.uk 9
What value do you place on the following when it comes to choosing hotels?
Free Wi-Fi
Discounts on golf/spa/restaurant
Vouchers for nearby attractions
Parking
Transfers to/from the airport
Full breakfast
Early check-in or late checkout
Room upgrade
0% 20% 40% 60% 80% 100% 120%
65%
44%
43%
76%
79%
84%
79%
79%
22%
34%
39%
16%
17%
13%
17%
19%
13%
22%
18%
8%
4%
3%
4%
2%
Important
Neither Impor-tant or Unimpor-tant
Unimportant
www.travelzoo.co.uk 10
What value do you place on the following when it comes to choosing hotels?
Kids' club/children's activities
Chocolates in the room
Afternoon tea
Free movie package
Free massage
Bottle of wine in the room
Welcome drink
Continental breakfast
0% 20% 40% 60% 80% 100% 120%
10%
14%
20%
24%
29%
28%
28%
36%
26%
60%
55%
47%
44%
54%
52%
46%
65%
26%
25%
30%
27%
18%
20%
18%
Important
Neither Impor-tant or Unim-portant
Unimportant
www.travelzoo.co.uk 11
Extremely last minute
Quite last minute
1-2 weeks 2-4 weeks 4-8 weeks Two months or more
0%
5%
10%
15%
20%
25%
30%
35%
40%
1%
7%
13%
21%
33%
24%
How far in advance do you generally book a hotel?
www.travelzoo.co.uk 12
What value do you place on the following when it comes to choosing hotels? -Ratings
Accreditation schemes
Star ratings
Tripadvisor ratings
0% 20% 40% 60% 80% 100% 120%
55%
86%
81%
38%
11%
15%
7%
3%
4%
Important Neither Important or Unimportant Unimportant
*Conde Nast Traveller’s Gold List or other magazine and newspaper awards
www.travelzoo.co.uk 13
What value do you place on the following when it comes to choosing hotels? Coverage
Awards
Positive press article
Recommendations in travel guides
0% 20% 40% 60% 80% 100% 120%
42%
63%
57%
44%
30%
36%
14%
7%
7%
Important Neither Important or Unimportant Unimportant
www.travelzoo.co.uk 14
What value do you place on the following when it comes to choosing hotels? Endorsement
Celebrity endorsement
Positive endorsement in social media
Positive endorsement from a friend or family
0% 20% 40% 60% 80% 100% 120%
10%
31%
91%
42%
43%
7%
48%
26%
2%
Important Neither Important or Unimportant Unimportant
www.travelzoo.co.uk 15
Full board Set menu Half board A la carte Michelin-starred
restaurant
AA Rosette
restaurant
Table d'hôte
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
92% 91% 91% 90%84%
72%
61%
Do you know what the following terms refer to? (Please tick all that you fully understand)
www.travelzoo.co.uk 16
When it comes to hotel deals do you prefer the price to be expressed as per person or for the room per night?
81%
18%
1%
Total per night
Per person
I don't understand the difference
www.travelzoo.co.uk 17
Do you prefer a short description of what is included or do you prefer to be briefed on a full list of details?
57%
37%
6%
Short description of the deal with links to websites with further information
Full description with all details ex-plained on the same page as the deal
Short description of the deal
www.travelzoo.co.uk 18
What do I know?
What do people think they want? – Survey Results
What do they want?
When are donuts useful?
www.travelzoo.co.uk 19
What do they actually buy?
The presentation then showed a series of case studies of campaigns for hotel clients which illustrated
the impact of changes in price pint, deal structure and headline copy. As the hotels in these case studies
have not expressly chosen to have the data distributed these have been removed. Case studies can be
supplied on request.
The results shown illustrated
• Three night stay promotion did less than half the total room nights as a 2 night stay.
• Most promotions offering one night with an upsell of additional nights had 60% of people purchase a
2 night stay.
• A £20 increase in the price point reduced the room nights sold by 90%
• A £10 increase halved the room nights sold on a like for like promotion
• A £6 reduction in price (and removing £6 value from the deal) at £59 doubled the performance
• Properties with multiple facilities, such as golf, spa, dining mean a credit for use across them can be
the best way of driving volume and in-hotel spend.
Those case studies which can be circulated, either because the information was in the public domain, or
because the hotel gave permission, follow.
www.travelzoo.co.uk 20
£20 makes a huge difference
Local Deals
42 sold at £119 504 sold at £99
1st send of the Getaway 2nd send of the Getaway
www.travelzoo.co.uk 21
Local Deals
349 sold at £89Includes a 3-course à la carte dinner
& a glass of bubbly
647 sold at £79 Includes a 3-course à la carte dinner
1st send of the Getaway 2nd send of the Getaway
£10 makes a big difference
£10 - Typically halves performance
www.travelzoo.co.uk 22
Local Deals
1st send of the Getaway 2nd send of the Getaway
170 sold at £109762 sold at £99
Especially £109 vs £99
£10 pushing it over £100 reduces performance by 75%+
www.travelzoo.co.uk 23
Don’t take out the dinner if it’s miles from alternatives
Local Deals
1st send of the Getaway 2nd send of the Getaway
212 sold at £99534 sold at £159
www.travelzoo.co.uk 24
But don’t force people if it’s in a city
Result: 355 RM
Can always use a 2-4-1 or wine with dinner offer to keep people in if they choose
www.travelzoo.co.uk 25
Talk about why people visit
The Manor Hotel
Distribution: 1m
Results:
• “West Yorkshire “Bronte Country” outperformed “Leeds Hotel Stay”
www.travelzoo.co.uk 26
Headlines do matter – Spot the difference
Formby Hall
Results:
• “Northwest: Deluxe Resort” outperformed “Merseyside 4 Star Stay”
www.travelzoo.co.uk 27
Afternoon Tea - Consider groups in the up sells
Add groups to up-sell.
Multiple group bookingsBigger additional spend when in groups.
A glass of Procecco.
Often drives additional alcohol spend
www.travelzoo.co.uk 28
Spa
“The volume is most unexpected...”
“...the clientele are of high calibre and 95% new customers and at least 20% are buying extra treatments”.
Adam BellBusiness Development Manager Macdonald Manchester Hotel Spa
“We do see this type of tactical marketing taking over from our more conventional marketing spending. We see this working especially well for us as our business remains stubbornly 'seasonal’ ”
Peter LavinGeneral ManagerConway Castle
www.travelzoo.co.uk 29
Lunch and Dinner
Fixed menus allow cost control
Tasting menus enable cross sell of taster
wines to complement
www.travelzoo.co.uk 30
Promote the hotels wider offerings, subtly
Plas Maenan Country House
Results:
• Sold 680 £89 1-night packages
• 86% were first time guests of property; 92% of guests plan to return
• The hotel booked three wedding with subscribers who stayed at the hotel
I have also noticed that the restaurant enjoyed a real ‘buzz’ during the first two months of Travelzoo redemptions. Busy restaurants have a vibe and the E&O was very busy thanks to the hundreds of redemptions that hit in the first sixty days. We then booked a lot of banquet business for subsequent months during this window, which likely ensued as a result of this hot vibe. After all, people what to hold large events at hot spots not dead restaurants. The really nice thing was that the demographic of the patrons Travelzoo sent us fit perfectly with our core business, so the place felt good, not down market. This is an important attribute of the Travelzoo program vis-à-vis Groupon and others. Chris Hemmeter, Owner E&O restaurant
www.travelzoo.co.uk 31
Ultimate booze cross sell
The Marquis at Alkham
Need: Superior rooms
Lead deal:
£135 -- Luxury Kent Downs Stay w/Upgrade &
Gourmet Menu
Cross sell:Luxury Room with the same extras for £115 per night
Results:
• 82 Standard/Luxury room nights• 207 Superior rooms sold
• 4 course tasting menu had cross sold wine for each course
“We made more money in alcohol sales of the wines to complement the tasting menu, than we paid in commission for the promotion.”
www.travelzoo.co.uk 32
As long as your happy with what they are cross selling!
www.travelzoo.co.uk 33
When can doughnuts help your business?
www.travelzoo.co.uk 34
The doughnut
Spa Day deal sent to local market (offering overnight) and Overnight DB&B offering spa day
Local Deals
Hotel packagesLocal Deals
www.travelzoo.co.uk 35
When can doughnut help you?
www.travelzoo.co.uk 36
Thank You!
36
Joel Brandon-BravoCountry Manager, UK
+44 (0) 20 7420 [email protected]
@joelbrandonbrav