Adrian

Who are Adrian & James?

James

Established since 2002 – 11 years

Australasia’s leading hospitality digital marketing and business improvement firm

Offices in Sydney, Brisbane & Auckland

Services: o Hotel Consulting & Strategy o Web Design & Development o Search Marketing o Email Strategy o Social Media o Branding o PR

Over 150 years of combined experience

Our key client services team

Some of our clients....

1. How to cash in on the increase in mobile & tablet bookings

2. Using your website to target Chinese travellers

3. Do’s & Don’ts of Hotel Distribution

4. Social Media – Everyone has got it wrong!

5. Pre and post stay contact for marketing and customer service

6. How your competitors have allocated their marketing budgets for this FY.

7. Q&A session

Let’s see a raise of hands

Who tracks every $$$ they

are spending on marketing

and its success?

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

Search

Website

Mobile

Social Media

Email

Print

3rd Party OTA

How to cash in on the increase in mobile bookings

By 2015 smartphone sales will reach 982

million

Research points that mobile will surpass

desktop use within the next 18 months

Let’s see a raise of hands

How many of you: 1. Searched for a business’

info number on your phone or tablet device?

2. Use your phone for directions when out and about?

3. Have used their mobile when on holiday?

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

• 7% Tablets • 14% Mobile • 79% Desktops Bad mobile websites are the #1 deterrent to booking travel on phones.

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

The results are in

Q1 2013 vs. Q1 2012

The truth is in the numbers

Q1 2013 vs. Q1 2012

Is your website optimised for Mobile?

of web traffic will

come through mobile devices by 2014 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?

What about your booking engine?

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?

How quick can a user make a purchase?

Mobile Compatible

Booking Engine

Analyze your mobile visitors

Desktop

Mobile

Desktop During the day

(office) Tablet Evening –

Lounging around

Mobile Lunch break – Happy Hour On-the-Go

Desktop Full-Website Content

Tablet Full-website content,

presented in a highly-visual format, enabled for touch

screen navigation

Mobile Specialised content for the mobile traveller on the go, enabled for touch-screen

navigation

Fully Responsive Website Design

Responsive Website Design Demo

Using your website to attract Chinese travellers

Chinese Arrivals Australia – 670,000

NZ – 200,600

Largest growing arrival nationality in both countries If you make the effort, you are in the minority!

Chinese Websites • English sites are not well ranked on Chinese search engines. • Good English language is the exception not the rule • Do not directly translate your site • Chinese imagery • Consider your logo • Importance of colours • Do not have parts of the site in English #1 – Host your website in China

A website is not a marketing strategy. Consider SEO in China & your third party listings.

Beyond the web, consider internal information in Simplified Chinese, employing Chinese speaking staff & accepting

Chinese payment methods.

Do’s & Don’t of Hotel Distribution

1. Focus on the Direct Online Channel

• Independent hotels are overly OTA-dependent

• 76% of online bookings from non-branded hotels came from OTA’s

• 24% from hotel’s own website

• Branded hotels are overly brand-dependent

Research has shown that the average cost per booking via OTAs is in average 8-10 times higher than via the hotel website!

Research has shown that 75% of all hotel bookings will be online

Across the industry, Direct Online Channel sales (via the hotel website) will

exceed 62% of total online hotel bookings

The direct online channel is by far the most cost-effective distribution channel and provides hoteliers with excellent ROIs, immediate results

and long-term competitive advantages

In the first quarter of 2012, 81.7% of online bookings for the top 30

hotel brands were direct via the brand website, while only 28.3% were via the indirect online channel (e.g online travel agencies like Wotif, Hotelbeds.com etc).

“ ”

Hotel Website NEEDS TO BE The Main Revenue Driver

2. Maintain Rate Parity Between January – June 2013

• 60-87% of 3-star hotels were cheaper on OTA sites

• 75-93% of 4-star hotel were cheaper on OTA sites

• 69-86% of 5-star hotels were cheaper on OTA sites

• Include a BEST RATE GUARANTEE

3. Market to International Visitors

4. Use the OTA Channel Correctly • Focus on the ones that are providing you with most

bookings

• Include in all contracts that neither OTAs nor their affiliates may bid on branded keywords in SEM campaigns

Brand Hijacking

1. Don’t participate in Flash Sales/Social Buying Sites

2. Don’t Do Last-Minute Discounts via OTAs

3. Don’t Manage Promotions Via the OTA’s in isolation

1. Don’t participate in Flash Sales/Social Buying Sites

2. Don’t Do Last-Minute Discounts via OTAs

3. Don’t Manage Promotions Via the OTA’s in isolation

GIVEAWAY TIME!

Attracting more direct bookings with paid advertising

http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709

Growth of Google Queries 2007-2012 Number of Searches/Day on Google

3 Billion Searches/Day (announced Aug. 2012)

While we’re on the subject of search Google Penguin Update 2.0

Social Media: Why everyone’s got it wrong

1) Make friends first. Fill the Room.

2) Join the conversation. Socialize.

3) Get involved in the community

Pre & Post Contact: For marketing & customer service

31

Definition of customer service

I CARE, I CAN DO and I WANT YOU BACK AGAIN

The hotel solved my problem!

Trend: Customer service goes public and global (You’re not serving one guest; you’re defining your brand globally)

• Confirmation Emails: more than just the facts, helpful tips – what to bring, local tips etc.

• Pre-arrival email responders; think like an airline. Local information, upgrades & activities.

• Follow-up emails: one for each action required. Reviews, repeat offer, social likes.

Reservation

Hotel Stay

Check-out

Post Stay Marketing

1. Pre-stay • Book activities • 7 day arrival email • Other Pre-stay Marketing • Guest Loyalty • Arrival SMS

2. During-stay • Profile Updates • Arrival Notes • Transaction data modelling • Incident tracking

3. Post-stay • Thank you email • Real-time survey • TripAdvisor Link • Return offer • Guest Loyalty

4. Further Marketing • Post stay Marketing • Loyalty Programs • Trigger Campaigns

• Birthday • Frequency • Interests • Special Event

• Popularity • Found on search engines • Dialogue • Ranking • Competitive Research • One Stop Shop

• Offer services and amenities above customer expectations

• Monitor and respond to hotel guest reviews

• Be honest and forthright with responses • Suggest to customers that they post a

review on TripAdvisor

How Are Your Peers Allocating Their Budgets?

33% Website re-design – Fully responsive

27.2% SEO

26.0% SEM (paid search)

24.3% Email Marketing

15.7% Display Advertising (banners)

15.6% Mobile Marketing

14.0% Local Search

13.4% Social Media

12.3% Retargeting/Remarketing Advertising

12.0% Online Video

Image: flickr/A wild question/[f]oxymoron

Do you have any questions?

2 months FREE for Any SEO program Any SEM program Any Social Media program & Free mobile website with any new website

Where to start?

Services: • Full Service Marketing

Agency • Hotel / Mobile Websites • SEO/SEM • Email • Social Media • Branding / Design

email@fastrackg.com

Call

AUS 1300 659 289