2016 hospitality digital marketing predictions
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2016 Hospitality Digital MarketingPredictionsOctober 9, 2015Darlene Rondeau, VP, Best Practices, Online Merchandising, Leonardo
Tim Peter, Digital Marketing E-Commerce Expert, President, Tim Peter & Associates
Charlie Osmond, Chief Tease, Triptease
Kinnari Desai, Area General Manager, Desai Hospitality Group
Technical Difficulties?ContactCitrix [email protected]
Copyright 2014 Leonardo Worldwide CorporationTechnical Difficulties?ContactCitrix [email protected]
Darlene RondeauVice-President, Best Practices, Online MerchandisingLeonardo
@darlenerondeau
Follow:@VFMLeonardo
Tweets & Questions: #LeoWebinar
Tim PeterDigital Marketing Expert & PresidentTim Peter & Associates
@tcpeter
Charlie OsmondChief TeaseTriptease
@cosmond
Kinnari DesaiArea General ManagerDesai Hospitality Group
I hope we stop calling mobile a trend
Make a decision about your mobile website one way or the other, but do something!
Custom websites for the masses
2016 Trends to Look Forward to
#LeoWebinar
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Tim PeterDigital Marketing Expert & PresidentTim Peter & Associates
@tcpeter
We always overestimate the change that will occur in the next two years and underestimate the change that will occur in the next ten.
RevPAR forecast strong through 2016
PKF, STR, Tourism Economics, and PwC all have forecast big numbers for next year anywhere between 5.5% and 7% growth and some expect global events like the Olympics to possibly push those numbers even higher.
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17million
17 million guests used AirBnB this summer, up from just 47,000 5 years ago. 11
Mobile isnt a trend. Its a way of life
2/3rds US population own smartphones
Meet the Net SetLargest demographic or will be by end of this yearNatively mobile: 86% of consumers aged 25-32 own smartphones More smartphone-owning Millennials expect brands to have a mobile-friendly website or app (55%) than a social media presence (39%)
The Net Set travels32% of US travelers Business travel, too: largest share of workforce (34%)Approximately 20 million (~45%) still to enter workforce over next 3-4 years49% plan/book on mobile devicesHalf of Millennials travel with children
50% of 65+ own smartphones
The Net Set travels32% of US travelers Business travel, too: largest share of workforce (34%)Approximately 20 million (~45%) still to enter workforce over next 3-4 years49% plan/book on mobile devicesHalf of Millennials travel with children
More people own mobile phones than own toothbrushes
You host more devices than guests
a
Makes instant gratification real
Whos meeting those expectations?
Mark Schaefer: Content shockCustomers consume 10+ hours of content dailyCompeting with 5,000 marketing messages per dayCost of production growing
Much more importantly than a source of transactions, mobile is a chance to plumb the end-to-end user experience Say you are looking for an accommodation on an iPad but then you book on a PC. But, then you show up at the hotel with your iPhone. All of that is plumbed to [a Booking.com] account... Darren Huston, Priceline CEO
Content is, was, and always shall be king
Context is Queen
Context is queen
Data is the crown jewels
Two goals:Content qualityContent velocity
SnackableSharpShareable 2015 Tim Peter & Associates, LLC
Sights, sound and motion get attention and inspires. A product manager for a prominent OTA told me that despite all the conversion testing they run, the one universal truth is pretty pictures sell hotels. - Robert Cole
Mobile-only world: Learn from the leaders
Why not put them to work for you?100 room hotel60% occupancy1.4 guests/room31,000 annual storytellersTreat each one like a VIP travel writer. because they are Adele Gutman, Vice President Sales, Marketing,& Revenue at Library Hotel Collection
Pricing Power (ADR)Demand (Occupancy)Performance (RevPAR)All+0.8%+0.2%+0.96%Upscale+0.67%+0.19%+0.83%Upper Midscale+0.74%+0.42%+1.13%Midscale+0.89%+0.54%+1.42%
Measured change in pricing power, demand, and performance given a 1% change in online reputationSource: Cornell Center for Hospitality ResearchReview quality leads to increased RevPAR
Real-world says so tooAchieved top positions in TripAdvisor, Yelp, social channels for multiple hotel clientsOccupancy index improved to 95-105ADR index improved to 107-180RevPAR index improved to 109-169Growth above comp setReduced or held OTA share below 10%
Key takeaways:Invest in content quality and velocity: Snackable, shareable, sharpGrow your reach beyond Google and metasearch theyre the same thingUse data to learn and growGuest experience drives rate and return
Charlie OsmondChief TeaseTriptease
@cosmond
Trends in perspective
Early MajorityLate MajorityEarly AdoptersLaggards
Innovators
Simple segmentation
Big brands as agents
Marketing automation
Game changer?
Better booking direct
Real-time messaging
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Kinnari DesaiArea General ManagerDesai Hospitality Group
Creating Visually Compelling Stories That Convert
BW Glendale uses compelling visual stories that move visitors through the shopping journey
Homepage offers high resolution visuals of accommodations
Unique & helpful tab descriptions
Explore tab tells a local story
Business tab targets corporate travelers (Key Segment)
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Consistency in Storytelling
Vizlly helps me maintain consistent visual stories across all platforms
Smartphone/Tablet
Website
3rd Party Travel Sites
Use of Facebook Apps Apps allow Redondo Pier Inn to keep their Facebook property story consistent
Booking widgets on every page provides visitors with an easy path to purchase
Rooms App allows visitors to explore accommodations
Special Offers App gives shoppers access to discounts
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Gallery Video ClipMoving media makes more of an emotional connectionSnackable @50 secondsMoves visitors through the shopping journeyHelps convert shoppers into guests
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Be where your guests are socially and then integrate offers and booking capability
Update your images & be sure you have enough to tell a complete and interesting visual story
Create a gallery video clip the 30 second story of why the shopper should choose you
Tips/Recommendations on Getting Started
Adding/Editing Stories on Vizlly
RevPar and ADR on the rise, time to revv up your digital storytelling
Remodeling means adapting your story to maximize the investment
Next 18 months is critical; make sure your websites are modern and competitive
Whats Coming..
RevPar and ADR on the rise, time to revv up your digital storytelling to take advantage of this market opportunityAfter your physical remodeling investment, make sure you remodel your story and stay ahead of the competitionNext 18 months are crucial to gain your market share and increasing your revenues. Create a contemporary website that tells a great story on desktops and mobile sites to beat our your competition
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About Leonardo
Invitations to upcoming webinars
Recording of this webinarShare it with your colleagues
Its a Wrap
Connect With Us!
[email protected]@cosmond
www.timpeter.com(201) 305.0055@tcpeter
Tim PeterCharlie OsmondKinnari [email protected](323) 256.7711
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