how to prepare your 2014 hotel marketing budget

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How to Prepare Your 2014 Hotel Marketing Budget for Maximum ROI

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Adrian Caruso, James Hacon and Ken Jones from Fastrack Group share their tips for planning your marketing budget for 2014. Together they cover the best ways to leverage your brand, build your reputation on social media and how to make the most of SEO and PPC Marketing in the year ahead.

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Page 1: How To Prepare Your 2014 Hotel Marketing Budget

How to Prepare Your 2014 Hotel Marketing

Budget for Maximum ROI

Page 2: How To Prepare Your 2014 Hotel Marketing Budget

Your Webinar Presenters

Adrian CarusoCEO

James HaconDirector of

Digital Marketing

Ken JonesHead of Search

Marketing

Page 3: How To Prepare Your 2014 Hotel Marketing Budget

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

Page 4: How To Prepare Your 2014 Hotel Marketing Budget

INTEGRATEDMARKETING

WEBSITEDEVELOPMENT

SOCIALMEDIA

DESIGN &BRANDING

PUBLICRELATIONS

EMAIL &DIRECT

CONSULTING MOBILE

Travel, Tourism & Hospitality Digital Marketing & Communications Agency

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Some of our clients

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Webinar Media Sponsor

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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

Page 8: How To Prepare Your 2014 Hotel Marketing Budget

What is the most important strategy in marketing?

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

Page 9: How To Prepare Your 2014 Hotel Marketing Budget

Let’s see a raise of hands

Who has a month by month marketing plan?

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

Page 10: How To Prepare Your 2014 Hotel Marketing Budget

The mathematics of

hospitality

Experience + Brand = Revenue

Page 11: How To Prepare Your 2014 Hotel Marketing Budget

Concentrate on your brand

we put our rates up again?

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Best way of getting great

reviews?

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Pre-arrival magazine

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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.

Page 15: How To Prepare Your 2014 Hotel Marketing Budget
Page 16: How To Prepare Your 2014 Hotel Marketing Budget

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.

Page 17: How To Prepare Your 2014 Hotel Marketing Budget

The two biggest mistakes

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What is the most important website analytic?

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Search

Website

Mobile

Social Media

Email

Print

3rd PartyOTA

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Google Analytic

s

Track every

telephone call

Track every enquiry form

Guest Registration Cards

Reservation Analysis

Follow-up

surveys

Conversion Tracking Codes

Page 21: How To Prepare Your 2014 Hotel Marketing Budget

Booking Goal Funnel

Page 22: How To Prepare Your 2014 Hotel Marketing Budget

Booking Goal Flow by Source

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Booking Goal Flow by Location

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What is the biggest

trend affecting the

travel industry?

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

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By 2015 smartphone

sales will reach 982 million.

Research points that mobile will

surpass desktop use within the

next 18 months

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• 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!

Page 27: How To Prepare Your 2014 Hotel Marketing Budget
Page 28: How To Prepare Your 2014 Hotel Marketing Budget

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

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The results are in

Q3 2013 vs. Q1 2012

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Q3 2013 vs. Q1 2012

The 3 Screens

Results

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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

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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?

Page 33: How To Prepare Your 2014 Hotel Marketing Budget

Make sure you have a

Mobile Compatible

Booking Engine

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Desktop

During the day (office)

TabletEvening – Lounging around

MobileLunch break – Happy HourOn-the-Go

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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

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Fully Responsive Website

Solution

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Responsive Website Design Demo

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How to get the best return from your hotel website

Page 39: How To Prepare Your 2014 Hotel Marketing Budget

F F FHow people read a website

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What’s the most important part of your website?

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What’s the most important part of your website?

Page 42: How To Prepare Your 2014 Hotel Marketing Budget

Big picture format

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Use the best photos

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Use Video

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Do’s & Don’t of Hotel Distribution

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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

Page 47: How To Prepare Your 2014 Hotel Marketing Budget
Page 48: How To Prepare Your 2014 Hotel Marketing Budget

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

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New Search Ranking Algorithm

Launched September 2013

Google

Hummingbird

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Type Your Search Keywords

Click (or tap) the Search Button

Before

Hummingbird

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“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

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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?

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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?

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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

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New Campaign TypeSearch Network With Display Select

Changes To AdRank Scoring SystemNow Factors In Ad Extensions

Latest Changes In

Google Adwords

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Don’t Use Mixed Campaign Types

You Get Better Performance By Separating Search & Display Campaigns

Search Network with

Display Select

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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

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Discover Your Most Valuable & Best Converting Keywords With PPC

Then Focus Your Organic SEO On High ROI Terms

Integrate Your

SEO + PPC Marketing

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Where to spend your $$ in 2014

Page 60: How To Prepare Your 2014 Hotel Marketing Budget

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

Page 61: How To Prepare Your 2014 Hotel Marketing Budget

How to contact us

[email protected]

[email protected]

[email protected]

Call

AUS 1300 659 289NZ 0800 823 278