is your hotel website leaking direct online bookings?
TRANSCRIPT
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42nd EHMA Annual General Meeting
REVOLUTIONGeneva 17-19 April 2015
Geneva 2015COMMUNICATION
The 4 Phase in the Online Hotel Booking Cycle and How You Can
Leverage Each Phase to Increase Your Top Line
Is Your Hotel Website Leaking Direct Online Bookings?
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20Years
What is the average number of years EHMA members have been Hotel Managers?
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20Years
What is the average number of years EHMA members have been Hotel Managers?
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20Years
What did the world look like 20 years ago?
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Source: http://blogs.microsoft.com/firehose/2014/08/07/throwback-thursday-microsoft-com-
among-the-earliest-commercial-websites-has-been-on-the-web-for-20-years/
HOW YOU BROWSED IN 1994
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Source: http://en.wikipedia.org/wiki/Windows_3.1x
YOUR DESKTOP IN 1994
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YOUR SMARTPHONE IN 1994
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Source: http://www.businessinsider.com/henry-blodget-15-years-of-
yahoo-home-pages-1994-2009-2009-7?op=1&IR=T
HOW YOU SEARCHED IN 1994
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Source: https://www.flickr.com/photos/the-difference/
THE CLOUD IN 1994
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Source: Kenneth Allen, McKelvey Travel, Omagh -‐ geograph.org.uk
BOOKING.COM IN 1994
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Source: by Orlando Uy
TODAY LOOKS VERY DIFFERENT
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The amount of data and information created each day makes it impossible to keep up
Source: Dr. Kjell Nordstrom: International Business Thought-Leader, Best Selling Author, Keynote Speaker
HOW DO YOU KEEP UP?
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“Every morning when you wake up you’re a little bit more stupid.”
Dr. Kjell Nordstrom
Source: Dr. Kjell Nordstrom: International Business Thought-Leader, Best Selling Author, Keynote Speaker
HOW DO YOU KEEP UP?
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Source: EHMA 2014 Members Survey
71% of EHMA Members
wanted to learn more about
website sales funnels
STRATEGY TO DECREASE THE GAP
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Phase 1 Phase 2 Phase 3
Phase 4
Browsing
Comparing
Confirming
Booking
HOTEL GUEST SALES FUNNEL
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Phase 1 Phase 2 Phase 3
Phase 4
Browsing
Comparing
Confirming
Booking
HOTEL GUEST SALES FUNNEL
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Source: http://www.tnooz.com/article/travel-booking-abandon-infographic/
39% of website visitors abandon the hotel sales funnel during
the browsing phase
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USER BEHAVIOR USING HEATMAPS
Heat mapping helps you find how your users are moving around your website.
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Source: http://answerlab.com/services/websites/
IN PERSON TESTING
In person testing is a valuable way to understand your users and find weaknesses
on your site.
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Source: SMI Eye Tracking, www.smivision.com/egts
WHERE DOES THE EYE LOOK?
Eye tracking follows users eyes on your site and helps your web team design a high
preforming website.
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Source: Using Eye Tracking to Obtain a Deeper Understanding of What Drives Online Hotel
Choice - Vol. 14, No. 518 FSepbrteumarbye2r0210414
IMPORTANT DURING BROWSING
Cornell University used eye tracking
to study hotel websites – what
were the top factors during the browsing phase?
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Source: Using Eye Tracking to Obtain a Deeper Understanding of What Drives Online Hotel
Choice - Vol. 14, No. 518 FSepbrteumarbye2r0210414
IMPORTANT DURING BROWSING
Are these optimized on your
site?
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QUANTITY & QUALITY
• Properties with at least one photo see an increase of +138% in travel engagement
• Properties with more than 1,000 photos see an increase of +203% in travel engagement
• Expedia does a great job of this – does your site?
Source: http://fredericgonzalo.com/en/2014/12/23/why-visuals-are-key-in-travel-marketing/
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Phase 1 Phase 2 Phase 3
Phase 4
Browsing
Comparing
Confirming
Booking
HOTEL GUEST SALES FUNNEL
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Source: http://www.tnooz.com/article/travel-booking-abandon-infographic/
37% of website visitors abandon
the hotel sales funnel during the comparing phase
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According to Google, the average length in days before a purchase is 24, and visits 21.6 websites before making a decision
Source; The Smart Hotelier’s Guide to 2015 Digital Marketing Budget Planning, HeBS Digital
COMPARING. NO BAD DECISIONS
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How often does your browser have this many tabs open? It’s easy to have 21 touch points today – has your team
optimized all of them?
Source; The Smart Hotelier’s Guide to 2015 Digital Marketing Budget Planning, HeBS Digital
COMPARING. NO BAD DECISIONS
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Your Online Presence 98.8% of
EHMA Hotels are
using Facebook
Source: EHMA 2014 Members Survey
COMPARING. ONLINE PRESENCE
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Your Online Presence 98.8% of
EHMA Hotels are
using Facebook
53% of EHMA Hotels have a
defined strategy or goals for Facebook
Source: EHMA 2014 Members Survey
COMPARING. ONLINE PRESENCE
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Your Online Presence 98.8% of
EHMA Hotels are
using Facebook
53% of EHMA Hotels have a
defined strategy or goals for Facebook
Source: EHMA 2014 Members Survey
COMPARING. ONLINE PRESENCE
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Your Online Presence 98.8% of
EHMA Hotels are
using Facebook
53% of EHMA Hotels have a
defined strategy or goals for Facebook
100% of hotel managers know the power of
online reviews
Source: EHMA 2014 Members Survey
COMPARING. ONLINE PRESENCE
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Your Online Presence 98.8% of
EHMA Hotels are
using Facebook
53% of EHMA Hotels have a
defined strategy or goals for Facebook
100% of hotel managers know the power of
online reviews
84% of EHMA Hotels have NO digital
review strategy
Source: EHMA 2014 Members Survey
COMPARING. ONLINE PRESENCE
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HAVE YOUR OWN PERSONALITY
“Best is not the name of the game anymore, because the standards have reached a point that you can not easily make
them higher, but I think we’re back to basics…every hotel…has to show their real nature…[because] people are searching for
something very specific. So you have to have your own personality.”
Jacques MayerBeau Rivage Hotel
Source: Source: The McKay Interview: Jacques Mayer, Michael McKay is talking to Jacques Mayer, the fourth generation of his family to run the famous Beau Rivage Hotel in Geneva. 09 December 2013
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Source; The Smart Hotelier’s Guide to 2015 Digital Marketing Budget Planning, HeBS Digital
Your Website
• Is your traffic funnel optimized?• Are you bringing visitors back to your site?• Do you have a review strategy?
OPTIMIZED TO SELL
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Source: Booking.com and Expedia.com
BROWSING. PRICING STRATEGY
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Phase 1 Phase 2 Phase 3
Phase 4
Browsing
Comparing
Confirming
Booking
HOTEL GUEST SALES FUNNEL
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Source: http://www.tnooz.com/article/travel-booking-abandon-infographic/
21% of website visitors abandon
the hotel sales funnel
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Source: Booking.com and Expedia.com
CONFIRMING. EASE AND URGENCY
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Source: Booking.com and Expedia.com
CONFIRMING. EASE AND URGENCY
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Source: http://www.moevenpick-hotels.com/ https://reservations.roccofortehotels.com, http://
www.aqualuxhotel.com/en/
CONFIRMING. EASE. URGENCY. VALUE.
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Phase 1 Phase 2 Phase 3
Phase 4
Browsing
Comparing
Confirming
Booking
HOTEL GUEST SALES FUNNEL
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13%
Booking Process Too LongComplicated Checkout
Source: http://www.tnooz.com/article/travel-booking-abandon-infographic/
Website Visitors Abandon the Hotel Sales Funnel During
the Booking Phase
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9%
Technical IssuesLost Connection
Source: http://www.tnooz.com/article/travel-booking-abandon-infographic/
Website Visitors Abandon the Hotel Sales Funnel During
the Booking Phase
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7%
Payment IssuesLack of Options
Source: http://www.tnooz.com/article/travel-booking-abandon-infographic/
Website Visitors Abandon the Hotel Sales Funnel During
the Booking Phase
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29%
Source: http://www.tnooz.com/article/travel-booking-abandon-infographic/
Website Visitors Abandon the Hotel Sales Funnel During
the Booking Phase
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Source: Source: Expedia’s CEO defends commission structure, December 16 2013, http://www.hotelnewsnow.com - By Jeff Higley
What would a 29% increase in online
bookings mean to your bottom line?
FIXING ISSUES. WORTH THE EFFORT
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Source: Source: Expedia’s CEO defends commission structure, December 16 2013, http://www.hotelnewsnow.com - By Jeff Higley
• User experience testing ongoing
• Right tools to determine the opportunity
• Someone on your team reading the data
• Booking system should always be improving
BOOKING. ALWAYS IMPROVING
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Define Goals
Review Competitors
Audit Website
Audit Online Presence
Analyze Data
Create Strategy
SALES FUNNEL OPTIMIZATION PROCESS
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WE CAN HELP
Monika MoserDirector of Rooms & Spa
Hotel Fouquet's Barrière Paris
"Last year Fouquet's Barrière worked with StringCan Interactive to look at our online obstacles and opportunities, the audit StringCan provided was very in-
depth, actionable and insightful generating real results."
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JASON McDONALDDirector of StringCan Europe
that win!
@StringCanEU
stringcaninteractive.fr
CEO / Founder
that win!
@StringCanAgency
stringcaninteractive.com
JAY FEITLINGER
LET’S CONNECT
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Q&ATHANK YOU!