how to prepare your 2014 hotel marketing budget

How to Prepare Your 2014 Hotel Marketing

Budget for Maximum ROI

Your Webinar Presenters

Adrian CarusoCEO

James HaconDirector of

Digital Marketing

Ken JonesHead of Search

Marketing

Established in 2002

Australasia’s leading hospitality, travel and tourism digital marketing and communications agency

Offices in Sydney, Brisbane & Auckland

Over 150 years of combined experience

Who is Fastrack?

Our key client services team

INTEGRATEDMARKETING

WEBSITEDEVELOPMENT

SOCIALMEDIA

DESIGN &BRANDING

PUBLICRELATIONS

EMAIL &DIRECT

CONSULTING MOBILE

Travel, Tourism & Hospitality Digital Marketing & Communications Agency

Some of our clients

Webinar Media Sponsor

1. Back to basics

2. Experience and Customer Service

3. Social Media Slow Down

4. Monitoring Your Spend

5. The biggest trend affecting the industry

6. Do’s & Don’ts of Distribution

7. Search Marketing – The Year Ahead

7. Where to spend your marketing $$$ in 2014 for the best return

8. Q&A session

Today’s Agenda

What is the most important strategy in marketing?

http://www.flickr.com/photos/whatleydude/6205610856/

Let’s see a raise of hands

Who has a month by month marketing plan?

http://www.flickr.com/photos/whatleydude/6205610856/

The mathematics of

hospitality

Experience + Brand = Revenue

Concentrate on your brand

we put our rates up again?

Best way of getting great

reviews?

Pre-arrival magazine

Training & Incentives

- Provide training on the importance of customer service- Training all team members on how their individual roles

help towards an overall experience and reflects in reviews.

- Incentivise for good reviews at an individual and team level.

- Celebrate success and good feedback.- Don’t ever underestimate the importance of individuals

effect on the experience and in turn your marketing.

Social by nature not by

necessity- Create an authentic feel

through operations management of social.

- Share the love, get wider team involved.

- Encourage sharing during and after the experience by guests and visitors.

- Curate, don’t just create.- Build custom audiences and

encourage interaction.

The two biggest mistakes

What is the most important website analytic?

Search

Website

Mobile

Social Media

Email

Print

3rd PartyOTA

Google Analytic

s

Track every

telephone call

Track every enquiry form

Guest Registration Cards

Reservation Analysis

Follow-up

surveys

Conversion Tracking Codes

Booking Goal Funnel

Booking Goal Flow by Source

Booking Goal Flow by Location

What is the biggest

trend affecting the

travel industry?

http://www.flickr.com/photos/whatleydude/6205610856/

By 2015 smartphone

sales will reach 982 million.

Research points that mobile will

surpass desktop use within the

next 18 months

• 7% Tablets• 14% Mobile• 79% Desktops

Bad mobile websites are the #1 deterrent to booking travel.

21% of all hotel searches are now conducted on mobile devices!

Where people are using their mobiles in relation to travel + the outcome

The results are in

Q3 2013 vs. Q1 2012

Q3 2013 vs. Q1 2012

The 3 Screens

Results

Is your website optimised for Mobile?

of web traffic will

come through mobile devices by 2014

50% Image: http://www.bravenewcode.com/product/wptouch-pro/?utm_campaign=wptouch-home-top&utm_medium=web&utm_source=bravenewcode

How is your site working ?

Do you see broken images or missing

content?

Can you read the text without zooming

or scrolling?

Can links and buttons be clicked with a

thumb?

Are navigations options obvious?

Is search functionality easily accessible?

Make sure you have a

Mobile Compatible

Booking Engine

Desktop

During the day (office)

TabletEvening – Lounging around

MobileLunch break – Happy HourOn-the-Go

Desktop

Full-Website Content

TabletFull-website content,

presented in a highly-visual format,

enabled for touch screen navigation

MobileSpecialised content

for the mobile traveller on the go, enabled for touch-screen navigation

Fully Responsive Website

Solution

Responsive Website Design Demo

How to get the best return from your hotel website

F F FHow people read a website

What’s the most important part of your website?

What’s the most important part of your website?

Big picture format

Use the best photos

Use Video

Do’s & Don’t of Hotel Distribution

1. Focus on the Direct Online Channel – Your Hotel Website!

2. Maintain Rate Parity

3. Attack Brand Hijacking Head On

Do’s of Hotel Distribution

Google Hummingbird

Voice Search

AdWords Changes New Campaign Management

Systems& Quality Scoring Mechanisms

Integrate Both Together For Best Results

Search MarketingThe Year Ahead

SEO+

PPC

New Search Ranking Algorithm

Launched September 2013

Google

Hummingbird

Type Your Search Keywords

Click (or tap) the Search Button

Before

Hummingbird

“Okay Google.

What’s a good place to stay in Brisbane City?”

After

HummingbirdGreater Emphasis on Encouraging Voice Search

&Better Handling of Complex, Conversational Queries

Start Thinking “Beyond Keywords”

Make Your Website A “Topical Authority”

Don’t Be Tempted By Short Cuts

Focus On Long Term Quality For Your Website

What Does This

MeanFor Your Business?

Consider The Intent Behind The Search Query

Just Because Thousands Of People Search For “accommodation” In Your Area, Doesn’t Mean They’re Looking For Your Kind Of Accommodation

Focus On Searches With Clear Intent

What Does This

MeanFor Your Business?

Target The Right Searchers At The Right Time

Don’t Just “Set It & Forget It”

Refine

Test

Refine Some More

Pay Per Click

Search Marketing

New Campaign TypeSearch Network With Display Select

Changes To AdRank Scoring SystemNow Factors In Ad Extensions

Latest Changes In

Google Adwords

Don’t Use Mixed Campaign Types

You Get Better Performance By Separating Search & Display Campaigns

Search Network with

Display Select

Changed In October 2013

AdRank Now Factors in Your Ad Extensions As Well As Quality Score & Max. CPC Bids

AdWords Ad

ExtensionsNow Influence Your

AdRank

Discover Your Most Valuable & Best Converting Keywords With PPC

Then Focus Your Organic SEO On High ROI Terms

Integrate Your

SEO + PPC Marketing

Where to spend your $$ in 2014

Where to spend your $$$ in 2014 for maximum return!

1. Website re-design – Fully responsive

2. Training / Incentives

3. SEO

4. SEM (paid search)

5. Brand Asset Development

6. Email Marketing

7. Social Media

How to contact us

adrian.caruso@fastrackg.com

ken.jones@fastrackg.com

james.hacon@fastrackg.com

Call

AUS 1300 659 289NZ 0800 823 278