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TRANSCRIPT
Webinar: Preparing Your Hotel’s 2013
Digital Marketing Budget
www.hebsdigital.com
Introduction: Your Speakers
Mariana Mechoso Safer Oversees all HeBS Digital marketing,
advertising & PR
Published author
Heads Las Vegas office
Over 6 years with HeBS Digital
Margaret Mastrogiacomo Heads Interactive Media & Creative
Strategy Department
Published author
Guest speaker at major industry events
Over 3 years with HeBS Digital
www.hebsdigital.com
Agenda
About HeBS Digital
State of the Industry
The Three-Silo Approach
Core Marketing Initiatives
Business-Needs Campaigns
Capital Investments, Consulting & Operations
Putting it All Together
www.hebsdigital.com
Introduction: Q&A
Have a question?
Ask us!
www.hebsdigital.com www.hebsdigital.com
Direct Online Channel Strategy Firm
Hotel Website Design & Digital Technology
Full Service Digital Marketing
Since 2001, thousands of hotels have benefited from HeBS
Digital’s expertise.
Introduction: About HeBS Digital
www.hebsdigital.com
The State of the Industry
The Good News:
• This year, the industry has been enjoying a period of growth in all three key performance metrics.
• Overall in 2012, STR predicts occupancy to rise 1.5% to 60.9%, ADR to be up 4% to US$105.74 and RevPAR to increase 5.5% to US $64.43.
The Bad News:
• At a time when travel demand is growing and hoteliers should be in more control than ever of their distribution strategies, we are seeing the opposite. Independent hotels are OTA-dependent.
• 42% of bookings for independent hotels came from the Internet:
• Hotel Websites: 24%
• OTAs:76%
Digital marketing budgets for 2013 should be increased by 10% and be direct online channel-centric.
www.hebsdigital.com
State of the Industry: Growth in Digital Marketing
• According to a recent study published by eMarketer, US online spending will grow 23.3% in 2012 to reach $39.5 billion by the end of the year.
Social Media
Email Marketing
Search Marketing
The greatest increases in ad spending are for social media, email, and search marketing.
www.hebsdigital.com
Online Travel: Hotel Distribution Shifts
CRS Bookings
Top 46 Hotel Chains 2011 2010 2009 2008 2007
Internet Bookings 53.5% 52.3% 50.4% 47.6% 42.0%
GDS Travel Agent
Bookings 21.7% 22.1% 21.3% 27.3% 29.3%
Voice Bookings 24.8% 25.6% 28.3% 25.1% 28.8%
(2012 eTRAK Report, HeBS Research)
The State of the Industry
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Independent Hotels + Resorts: Overly Dependent on OTAs
True Cost of OTA
distribution: $2.5 billion in
merchant commissions
(STR)
Room Demand Share - as % of Total Room nights
Independents U.S. 2009 2010 2011
OTA 14.2 15.7 17.3
Brand.com 11.0 12.6 13.8
CRS/Voice 13.9 13.6 17.0
GDS 6.9 6.6 8.3
Property Direct 53.9 51.5 43.7
Time Period: YTD June 09,10,11 2011 STR
The State of the Industry
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Which Channel is Best?
The State of the Industry
A Full-Service Hotel in Atlanta
Flash Sales OTA GDS Hotel Website
BAR (Best Available Rate) - 2 nights $400 $400 $400 $400
Deal Face Value $200 $400 $400 $400
Third-Party Commission 35% 25% 12.5% 0%
Net to Hotel $130 $300 $350 $390
Cost of Reservation $270 $100 $50 $12
Overall Discount 67.50% 25% 12.50% 0%
www.hebsdigital.com
The Three-Silo Approach
Your 2013 budget should take a three-silo approach and include:
Core Marketing Initiatives
Business-Need Campaigns
Capital Investments,
Consulting &
Operations
The Core Marketing Initiatives: tried and true, and/or initiatives that have quickly proven to drive high ROIs. Business-Needs: based on concrete business needs for the property, not advertising driven. Focused on a theme. Capital Investments, Consulting & Operations • Strategy & Consulting: focused on strategy and branding
initiatives such as social media audits and strategies, social media profile development and branding, TripAdvisor optimization, etc.
• Website Enhancements: focuses on website
enhancement products. • Website Operations: necessary to keep your website
functioning, such as hosting.
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Core Marketing Initiatives
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Core Marketing:SEM
Search Engine Marketing: 25-30%
• With the search engines maintaining such an important role in the direct online channel, Search Engine Marketing (SEM) continues to be the most efficient means of delivering a targeted marketing message via the online channel, in terms of both traffic generation and revenue production.
SEM averages 660% ROAS across HeBS Digital’s client portfolio.
www.hebsdigital.com
Core Marketing: SEO
Search Engine Optimization: 8-10%
• Hoteliers are challenged to keep their hotel website
consistently updated with fresh content to ensure SEO efforts are impactful.
• Budget dollars need to be allocated to keeping the website current, or investing in a tool such as the HeBS Digital CMS Premium.
• The Google Venice update had a heavy impact on the localization of search. Investing in local content optimization is essential to high search engine rankings in 2013.
Across the HeBS Digital client portfolio, organic search revenue accounts for 32% of all booking revenue.
www.hebsdigital.com
Example: Perform a “Mandatory” SEO Optimization of Core Hotel Website Content (Top 25 Pages)
• Refresh your site’s overall SEO strategy for their
top 25 core pages:
• Selecting new keywords based on existing analytics, current market data and keyword research
• New metadata to ensure the content follows best practices
• Optimized on-page copy
With Google Panda 3.9 recently released, and more updates surely on the way, an annual re-optimization is critical.
Core Marketing: SEO
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Inbound Linking
• Inbound Linking must be part of a successful SEO
strategy:
• Audit existing inbound links
• Analyze your competitors’ linking strategy
• Reach out to relevant, high-quality sites for links
• Redirect existing links to new URL for re-brand or new site launch
• Google’s recent WebSpam update places even more importance on high-quality links. A well-rounded link profile can have just as much of an impact on your organic performance as on-page optimizations.
Core Marketing: SEO
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Local Listings
With mobile searches increasing and local results
taking up more room on the SERPs, it is important to clean up all local-centric listings
Local listings now appear above the fold in conjunction with the map, making them equally as important as organic listings
Claim, enhance and optimize search listings on Google+ Local, Yahoo Local and Bing Local
Listing and optimization of property profiles on main data providers:
• InfoUSA
• Localeze
• Acxiom
• Submission and verification to relevant local business directories
Core Marketing: SEO
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Core Marketing: Email Marketing
Email Marketing: 2-3%
Email marketing is still an essential component of
the hotelier’s direct online channel strategy, and an easy and affordable way to send messages to your key customer segments.
HeBS Digital recommends moving away from lengthy e-newsletters and progressing towards shorter email spotlight promos, friendlier to the on-the-go travel consumer.
Email marketing generates 3-5 percent of total website revenues across HeBS Digital’s client portfolio.
www.hebsdigital.com
Core Marketing: Remarketing & Retargeting
Retargeting & Remarketing: 5-10%
Target users after they leave your website
Messages may be customized based on which part of the site users visited and whether or not they made a booking
Google Display Network is an affordable option for retargeting and comprises millions of websites, news pages, and blogs that partner with Google to display targeted ads
www.hebsdigital.com 20
Be aware of a New Channel: Tablets
Tablets are a separate device category from desktop and mobile:
Users searching Google use:
Desktop during the day (office)
Mobile during lunch break + happy hour
Tablet later in the evening when lounging i.e. the tablet is a “lounging” device
WW global tablet sales:
232 million 2016 vs. 64 million 2011
U.S. tablet users:
75.6 million 2013 vs. 13 million in 2010 (eMarketer)
Core Marketing: Tablet Website Design
www.hebsdigital.com 21
Mobile Devices Underperform Tablets
Tablets vs. Mobile Devices 300% more room nights
520% more revenues Source: HeBS Digital Client portfolio Jan-Jul 2012
Core Marketing: Tablet Website Design
Source Page
Views
Mobile
Visits Bookings Nights Revenue
Mobile (Excl. Tablets) 9.66% 13.57% 2.59% 1.74% 1.10%
Tablet 8.34% 8.12% 5.68% 5.23% 5.71%
iPad 7.56% 7.39% 5.45% 5.06% 5.60%
iPad as % of Tablet 90.62% 91.05% 96.02% 96.69% 98.16%
Desktop 81.99% 78.31% 91.74% 93.03% 93.20%
www.hebsdigital.com
Tablet Website Design: 3-5%
Automated script for iPad detection
iPad customized rich media presentation of the look-and-feel design:
Hardware acceleration and optimization for iPad
Full-screen, thumb and swipe optimized booking widget
Swipe-enabled main images
Full-screen, swipe-enabled Photo Gallery
Tap-to-expand navigation menus
Swipe-enabled top photos
Swipe-enabled featured tiles
7 % of all searches already come from tablets, vs. 14% from mobile and 79% via desktops (Q1, 2012)
Core Marketing: Tablet Website Design
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The Mobile Channel is Exploding
Core Marketing: Mobile Website
Hospitality: • $1.4 Billion in Direct Mobile
bookings in 2012 • $2.2 Billion in 2013 • 63 % year-over-year growth
(PhoCusWright 2012)
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Core Marketing: Reputation Management
Reputation Management: 2-3%
User-friendly, web-based online reputation and
social media management tool, designed to meet the needs of single-property and multi-property hotel brands.
In 2013, there must be room in the budget for managing the property’s online reputation and presence in leading social media and review sites.
With Google+ Local now utilizing Zagat reviews, and Bing now incorporating Yelp reviews, online customer reviews and social media have reached an unprecedented level of awareness within the hotel industry.
www.hebsdigital.com
Core Marketing: TripAdvisor
TripAdvisor Initiatives: 5-10%
Drive direct bookings with TripAdvisor:
“Show Prices CPC Program
Adding a property listing in the “Show Prices” functionality on the hotel pages on TripAdvisor serves a dual role:
1. Brings highly qualified online travel consumers directly to the property’s booking engine.
2. Levels the playing field with the OTAs and provides a direct booking option to the site’s users.
Business Listing
Increase direct bookings to your website with a TripAdvisor Business Listing.
The Business Listing generates 1400% ROAS across HeBS Digital’s client portfolio.
www.hebsdigital.com
Business-Need Campaigns
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Business-Need Campaigns: An Integrated Approach
Decide which key customer segment you would like to
target.
Outline the appropriate initiatives
and channels to target this segment
and achieve the campaign goal.
Determine the right time to launch the
campaign for greatest traction and impact.
Who? What? When?
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Business-Need Campaigns: Customer Segment
Customer Segment Campaigns
Target your main customer segments with effective, multi-channel campaigns.
Establish one campaign theme to ensure there is one powerful message across channels for greater impact and ROI.
From mobile to social media to SEM, only use
the right channels for each customer segment
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Business-Need Campaigns: Seasonal
Seasonal/Holiday Campaigns
Boost room nights and revenue with seasonal/holiday campaigns.
Build seasonal campaigns with the channels that are the most effective to increase reach and awareness.
Establish one campaign theme to ensure there is one powerful message across channels for greater impact and ROI.
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Business-Need Campaign Examples
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Business-Needs Campaigns: Family Travel
Family Travel
SEM
Promo Tile
Facebook Offer
Limited Time Offer
eBlast
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Labor Day
eBlast
Promo Tile
Limited Time Offer
Google Display Network
SMS Mobile
Campaign
SEM
Business-Needs Campaigns: Labor Day
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Business-Needs Campaigns: Website Promo Slide
Website Promo Slide:
A custom designed promotional slide can
be a great way to highlight a special package, upcoming event, hotel feature, or recent happenings at your property.
Utilize this important real estate on your website to make a high impact.
www.hebsdigital.com
Content Creation is Key
• Create additional landing pages for your site that target individual, highly-specific keywords. When partnered with a laser-focused SEM campaign, these landing pages raise quality scores and decrease CPC. Plan for 5 or 10 additional pages per quarter.
• Speaking to dedicated customer segments, such as parents traveling for a college graduation, drives a higher conversion rate.
Business-Needs Campaigns: Landing Page
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Business-Needs Campaigns: Special Package
Special Package
To target customer segments or promote
seasonal campaigns, you can create special packages to be booked on your hotel website.
Developing packages tailored to your campaign reinforces a cohesive, multi-channel marketing plan and provides incentive to book on the direct online channel.
Special packages may include:
1. A complimentary hotel amenity such as Wi-Fi or a bottle of champagne
2. A discount or credit to be redeemed at the on-site restaurant or spa
3. An exclusive service or amenity such as late check-out or room service
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Business-Needs Campaigns: Facebook
Facebook Custom Tabs
Facebook Sweepstakes &
Interactive Applications
Facebook Mini-Site
Facebook Offers
Case Study Results Tranquility Bay Resort wanted to build its Facebook fan base and increase conversions HeBS Digital designed a custom Facebook tab with the reveal functionality, where users had to become a fan of the page to gain access to the offer’s booking link. Initiative resulted in 610% ROAS.
www.hebsdigital.com
Business-Needs Campaigns: SMS Mobile Marketing
SMS Mobile Marketing
SMS mobile marketing is a great way to reach
your customer segments in real time. By integrating mobile with your existing marketing strategy, a mobile campaign can effectively promote hotel specials, amenities, and ultimately generate revenue.
To expand the reach of your mobile marketing campaign, we can create and implement a promotional slide or tile on the website homepage.
Case Study
In Harborfront Inn’s mobile promotion, participants were asked to text HARBORFRONT to 55958 to receive 10% off their next stay and unlock a special secret ingredient add-on to the special deal. This multi-channel marketing initiative generated 23 room nights for $5,337 in revenue and 636% ROI.
www.hebsdigital.com
Online Consumer Travel Deal Alerts: Portion of Business-Needs Driven Campaign
• Highlight an event, special, or exciting news onsite
• Increases high-quality backlinks to your site
• Adds citations
• Targeted by region and customer segment/industry
• Should be a part of a business-needs driven campaign highlighting a new offer, upcoming event, or news on property
Business-Needs Campaigns: Deal Alerts
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Business-Needs Campaigns: Limited-Time Offer
Build your Email opt-in list, generate campaign buzz, and increase bookings during slow seasons.
A Limited-Time Offer is a great way to build the email
opt-in list, drive traffic to the hotel website, and
increase revenue (especially during slow seasons).
1. Similar to a sweepstakes, users will be directed to
a landing page
2. Once users sign up, they will receive a
confirmation with the promo code and a PDF
coupon to book later.
3. During the coupon redemption period, the
property can send email reminders to customers
who signed up but have not yet redeemed the
deal.
4. Unless the user un-checks the opt-in box, he or
she will be added to the email list.
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Business-Needs Campaigns: Customer Segment Listings
Customer Segment Listings: 5-10%
Customer Segment Listings are a great way to target key segments and enhance customer segment marketing campaigns.
Customer Segment listings can include city guides, wedding venue guides, pet-friendly guides, spa directories, gay-friendly guides, etc.
Budget dollars need to be allocated to keep websites visible throughout the digital space.
Average CTR can increase nearly 75% with more link placements geared towards a more specific demographic.
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Business-Needs Campaigns: Media Plan
Media Plan: 15.7%
Media plans can drive ROI and increase bookings on the property’s website
A property that is highly targeted to a particular local attraction, corporation, or establishment may pursue advertising on those sites.
Media Plan can include:
Listings
Google Display Network
Media Buys within budget
Ad Sponsorships
Editorial Mentions
Mobile Advertising
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Business-Needs Campaigns: Sample
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Capital Investments, Consulting & Operations
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The Hotel Website & CMS Technology Upgrade: 15-25%
Capital Investments, Consulting & Operations
Today the hotel website MUST:
-Accommodate new travel
purchasing behavior
-Employ the latest website and digital marketing technology
-Handle stringent new demands imposed by the search engines
(e.g. Google Panda Update)
-Generate maximum revenues from the direct online channel
-Act as the hub of the hotel’s
multi-channel digital marketing efforts
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HeBS Digital CMS Premium
The HeBS Digital CMS Premium allows hoteliers to add and edit both textual and visual content on a 24/7 basis
Publish/un-publish new special offers
Create packages and promotions
Control the featured special promo tile on the Home Page
Manage the photo selection on the website
Automatically push new specials and promotions to the hotel social media profiles and mobile website.
A typical single-property website has 40-60 pages of content indexed by Google.
A HeBS Digital CMS Premium website typically has over 2,500 -4,500 pages of relevant and deep content indexed by the search engines.
Capital Investments, Consulting & Operations
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Capital Investments, Consulting & Operations
Consulting & Campaign Management: 8-10%
Gain insights from online channel consultants and marketing and distribution strategists.
Recommendations should include:
Action Plan to improve online channel utilization and business need resolution
Advice on marketing initiatives and direction for upcoming months or quarter
Recommendations for new revenue-generating marketing initiatives, campaigns, and/or products and services
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Website Analytics & Conversion Tracking: 2-3%
Capital Investments, Consulting & Operations
How are you measuring results?
There’s no such thing as a free
lunch.
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Website Operations: 2-3%
Should include the following:
Website Hosting
Customer Email Capture, Email Database + Delivery Technology
Website Maintenance (if no CMS)
Capital Investments, Consulting & Operations
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Putting It All Together
Important Points to Remember…
-Core initiatives = main revenue drivers -Business-need campaigns = based on concrete business needs for the property, not advertising driven. -Capital Investments, Strategy & Consulting = necessary to keep your website “healthy,” such as website re-designs, enhancements and technology upgrades as well as initiatives that don’t produce direct revenue yet are essential to the success of your property, such as consulting, analytics and hosting Additionally: -Initiatives may overlap -Requires planning ahead -More strategic means more likely to launch campaigns -Be flexible!
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Putting It All Together Budget Line Item % of Budget to Allocate
Core Initiatives
SEM 25%-30%
SEO 8%-10%
“Show Prices” CPC Program on TripAdvisor 5%-10%
Mobile Website & Marketing 5%-8%
Tablet Website 2%-3%
Email Marketing 2%-4%
Online Video 2%-4%
Remarketing & Retargeting 4%-8%
Reputation Management 2%-3%
Business-Needs Driven Campaigns
Multichannel Initiatives to Tackle Concrete
Business Needs
15%-25%
Capital Investments, Consulting & Operations
Website Re-Design + CMS Technology Upgrade 15-25%
Consulting & Campaign Management 8%-10%
Web Analytics & Campaign Tracking 2%-3%
Website Operations 2%-3%
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Questions?