simple booking | sergio farinelli | bto 2016
TRANSCRIPT
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simple BookingSergioFarinelli
Tecnologia,BigData,UserIntent epersonalizzazione
Larivoluzionedelmarketingallaportatadeglihotelindipendenti.
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DICOSAPARLEREMO?
Unnuovomododifaremarketing• Loscenarioattualedelladistribuzionediretta
• PerchéleOTAstannocrescendosemprepiù
• GlistrumentidivisibilitàutilizzatidalleOTA
• Cosapuò(edovrebbe)farel’hotelindipendente
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LAVENDITADIRETTAOGGI
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LavenditadirettanelTravelNel2015calanolevenditedaisitiufficialiinfavoredelleOTA
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VenditaDirettaLeggera crescita nel 2016 a livello mondialegrazie alle iniziative messe in atto dai Big Brands
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Soloil 21% delleprenotazionearriva dalsitodell’hotel,il 70%arrivadalle OTA
HotelIndipendenti /Europa
Fonte:STR,HSMAIFoundation2015
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1. Crescita dell’uso delle APP2. Miglior capacità delle OTA
difidelizzare il cliente3. Gli utenti credono che sulle OTAsi RISPARMI4. Advertisingubiquo basato su BigData&
personalizzazione
Why?
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GLIUTENTICREDONOCHESULLEOTASIRISPARMI
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OTA più
economiche nel 33% dei casi
Parity performance- ITALIA (Ago-Ott 2016)
Source: Simple Booking, internal data, 06 Nov. 2016
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Directcheaper
Inparity
OTAcheaper
28,3%
34,4%
37,3%
44,6%
15,7%
39,8%
66,5%
13,4%
20,1%
53,9%
22,1%
24,0%
75,6%
12,2%
12,2%
Datipercittà
Source: Simple Booking, internal data, 06 Nov. 2016
35.8%
24.5%
43.7%
23.8%
13.5%
62.7%
27.8%
10.6%
61.6%
28.5%
14.6%
56.8%
25.7%
15.8%
58.5%
24.1%
22.3%
56.6%
20.4%
11.8%
67.8%
Parity performance- ITALIA (Ago-Ott 2016)
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• On average, a direct hotel price is undercut by an OTA one in four times (25%).
• It can be estimated that this level of undercutting is costing hotels over$1Bn a year in direct bookings*.
• Despite this, the direct price is on average $10.27 cheaper whencompared across all searches
Source:
Parity performancealivellomondiale
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• Tasso di conversioneraddoppiato quandol’undercut ratedelle OTA si riduce dal 20% al 10%.
Source:
Impattodeiprezzisullaconversione
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COMEGLIINTERMEDIARIRAGGIUNGONOPIU’CLIENTIONLINEPRESIDIANDO(BENE)TUTTIICANALI
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Ricerche Generiche
MOTORIDIRICERCA
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Ricerche Branded
MOTORIDIRICERCA
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sulle risorse più utilizzate
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Gli intermediari comunicanoIn maniera capillare, ovunque
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E Quando l’utente atterra sul loro sito….
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Registrano i loro intenti
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Li ritarghettizano sui network pubblicitari Display.
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Innescando una comunicazione persuasiva,onnipresentee fortemente personalizzata
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Attraverso un Remarketingmirato nel Placement, Interessi, Keys
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In tutti i formatidisponibili nei network pubblicitari
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EGLIHOTELINDIPENDENTICOSAFANNO?
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SEOLaSEOèancoraimportante
maèassolutamenteinsufficientecomeunicaattivitàdimarketing
Soloil40%deltrafficooggiarrivadaricercheorganiche
COSAFANNOGLIHOTEL
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COSAFANNOGLIHOTEL
ADWORDSProtezionedelBrand
Soloil20%deglihotelindipendentiproteggeilpropriobrand
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ADWORDSRicerchegenericheUnbrandedConlongtail keyword
COSAFANNOGLIHOTEL
Soloil5%deglihotelindipendenti fakeywordadvertisingunbranded
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MetasearchSoloil12%deglihotelindipendentifacampagnemetasearch
COSAFANNOGLIHOTEL
SemprepiùspessoacommissioneinvecechePPC
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Glihotelconcentranole(poche)attivitàmarketingsolonellafasediricerca
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Lepersonespendonolamaggiorpartedellorotempoon-linesusitidicontenutieNONricercandoinformazioni
HotelOnlineMarketingComegliutentispendonoiltempoon-line
Source: Nielsen – «State of the Media: The Social Media Report»
Timespent on-line
4% Searching information96%Engaging withContentemail,newssite,blogs,videos,socialnetworks
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HotelOnlineMarketingComegliutentispendonoiltempoon-line
Source: Nielsen – «State of the Media: The Social Media Report»
MarketingOTAeBigChains
Marketingdeglihotelindipendenti
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LafasediispirazionesempretrascurataÈfondamentaleperraggiungerenuoviclienti
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• Remarketing• SocialMediaMarketing• DisplayAdvertising
INSPIRATIONAttivitàdimarketingpossibili
Soloil3%deglihotelindipendentiinvesteinquesteattività
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DisplayAdvertisingPerchéinvestireinReal-TimeDisplay
lapubblicitàDisplayaiutaaraggiungeregliutentisututtoilciclodiacquisto
Anchequandononvistannocercando
• Portanuoviprospect
• Ritarghettizza ivisitatoricheabbandonano
• Allargamoltoleaudience
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DisplayAdvertising
lapubblicitàDisplaySièevolutadatempo
Adessogliannuncisonodinamiciedaltamentepersonalizzati
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DisplayAdvertisingComeerauntempo:IBANNER
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DisplayAdvertisingPerchéèdiversarispettoalpassato?BigData+MachineLearning+Remarketing +Purchase Intent =Programmatic Display
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DisplayAdvertisingEvoluzioneneltravel
Programmatic Display+TravelIntent (destinazione+date)+Dynamic Rates =
Dynamic RateMarketing
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Programmatic Display&Dynamic RateMarketingHotelindipendenti
• Mancanzadiconsapevolezza• MancanzadiTecnologiadisponibile• Arretratezzadeipartner• Sensazionechecostitroppo
Perchéglihotelindipendentihannoignoratoquestepossibilità:
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Programmatic Display&Dynamic RateMarketingHotelindipendenti
OGGIANCHEGLIHOTELINDIPENDENTIHANNOACCESSOAQUESTETECNOLOGIE
ACOSTIACCESSIBILI
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Programmatic Display&Dynamic RateMarketingHotelindipendenti
DisplayNetwork
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Programmatic Display&Dynamic RateMarketingHotelindipendenti
Display Network
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Programmatic Display&Dynamic RateMarketingHotelindipendenti
su Facebook
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Programmatic Display&Dynamic RateMarketingHotelindipendenti
su Mobile Web
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Programmatic Display&Dynamic RateMarketingHotelindipendenti
su Mobile APPs
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Programmatic Display&Dynamic RateMarketingHotelindipendenti
MANONE’SOLOREMARKETINGAVANZATO?
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Programmatic Display&Dynamic RateMarketingHotelindipendenti
IlRemarketing raggiungegliutentichetihannogiàvisitatomahannoabbandonato
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Programmatic Display&Dynamic RateMarketingHotelindipendenti
ConilDynamic DisplaybasatosuintentiSipossonoraggiungereMOLTIPIU’CLIENTI
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Intent Marketing+Extendend Audience
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Programmatic Display&Dynamic RateMarketingHotelindipendenti
MATUTTOQUESTOQUANTOCOSTA?
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Scenario1#Camere 24TariffaMedia 146€%Occupazione 80%CommissioniOTA 20%%venditaOTA 80%%venditaDirettasitoufficiale
20%
Portandolevenditediretteal30%Aumentofatturatodiretto ~102.000 €Costipubblicitari% 7%Costipubblicitari ~7.150€RisparmioCommissioni ~20.450€Risparmionetto ~13.300 €
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Scenario2#Camere 60TariffaMedia 130€%Occupazione 75%CommissioniOTA 20%%venditaOTA 70%%venditaDirettasitoufficiale
30%
Portandolevenditediretteal40%Aumentofatturatodiretto ~213.525 €Costipubblicitari% 8%Costipubblicitari ~17.080€RisparmioCommissioni ~42.705€Risparmionetto ~25.625 €
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Scenario#3#Camere 90TariffaMedia 185€%Occupazione 85%CommissioniOTA 20%%venditaOTA 70%%venditaDirettasitoufficiale
20%
Portandolevenditediretteal30%Aumentofatturatodiretto ~516.560 €Costipubblicitari% 9%Costipubblicitari ~46.500€RisparmioCommissioni ~103.300€Risparmionetto ~56.800 €
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UNACASEHISTORY
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PiccoloBoutiqueHotelCittàd’Arte11Camere
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Risultatidopo31/2mesi
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MISURABILITA’DEIRISULTATI
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OnlineMarketingMisurareirisultati• Misurareirisultatidellecampagne ed
ottimizzarleinbaseaidatifornitidallawebanalytics edallepiattaformepubblicitarieèfondamentale
• NONE’POSSIBLEMIGLIORARECIO’CHENONE’MISURABILE
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OnlineMarketingMisurareirisultati
• Glistrumentidiwebanalytics eireportdisponibilinellevariepiattaformepubblicitariesonoessenzialimaspessononsufficientiperavereunquadroesatto
E’moltofacilemonitorareirisultaticomplessividivenditaE’semprepiùdifficileunacorrettaattribuzioneallesingoleiniziative
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OnlineMarketingMisurareirisultati– Modellidiattribuzione
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Multi-touch
Last-touch
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BIGPROBLEM:Attribuzione
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Viewconversionpossonoesserefinoad80voltesuperiorialleclickconversion(inmedia20x)
Source:Quantcast – Advertiser panel2015
Conversions
Programmatic DisplayCosamisurare
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CLICKCONVERSION
VIEWCONVERSION
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DOMANDE?Meet us @our booth
Takeatourofour brandnewDynamic RateADS technologyandboost your onlineexposure anddirect reservation
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