navigang digital marke/ng disrup/on in...

hospitalitysales&marke0ngassocia0oninterna0onal(HSMAI)|bostonchapter #HSMAIBOS

hospitality sales & marke0ng associa0on interna0onal (HSMAI) | boston chapter

Naviga/ngDigitalMarke/ngDisrup/oninHospitality

What we’re going to cover today:

Changesinthebroaderdigitalmarke0nglandscapeacrossPPC,SEOandwebsitedesign

Improvingconversionrateina0mewhencompe00onforvisitorsisasfierceasever

Toolsandtac0cstogettherightad,totherightperson,attheright0me

Contentmarke0nginhospitality:storytellingwithaconversion-mindedapproach

Crea0nglocal,authen0cofflineexperiences–andtheonlineimpact

Today’s Co-Presenter

Brian Fitzgerald VP, Digital Strategy at O’Rourke

Hospitality Marke0ng www.orourkehospitality.com/

@ORHospitality

Email Marke0ng Trends

OVERVIEWDELAMARHOTELS 4

Email Marke0ng Trends

Emailhasbeenalongtrustedmarke0ngvehicleandisprimedforsomemajorimprovementsThe“batchandblast”methodcanbeimprovedSomeofthetrendsweareseeinginemailmarke0ng:• Responsiveness•  Targe0ng• Automa0on

Mobile Email Trends

Email Marke0ng Examples

OVERVIEWFORTHEINNATHASTINGSPARK 7

Responsive Email Design

Email Targe0ng Emailtarge0ngusessegmenta0ontodelivermoreofa“onetoone”messagetoconsumers

Email Targe0ng UsepastguestdatatodevelopsegmentsSegmentscouldinclude:•  Drivemarket• Weekdayvs.weekend•  Bookedacertainrate/packageinthepast

•  Engagedwithcertaincontent

•  PreviouslybookedthroughanOTA

Email Automa0on Emailautoma0ondeliversoneormoreemailsthataretriggeredbasedoffofac0onsthataconsumerhastakenItisawaytoremaintopofmindwithconsumersthatareclosetoconver0ngThisiswhereahotel’songoingcontentandmarke0ngstrategycanplayabigrole

Reserva0on Recovery

Concept:•  80-90%ofhotelbookersabandontheonlinebookingprocess

Method:•  Targettheseabandonerswithtargetedmessaging,encouragingthemtoreturnandcompletetheirbooking

Reserva0on Recovery Manyusersentertheirinforma0onands0lldon’tcompletethebooking

Inthesesitua0onstheemailaddresscanbecapturedandthenconsumersaremessagedtocompletetheirreserva0on

Reserva0on Recovery Email

WemessageabandonedbookingswithinthefirsthourThensubsequentmessagescangooutaier

PPC Trends

PPC Trend #1

Travel-relatedsearchesinGooglearebecomingmoreandmorecluleredandthereislessrealestatetogoaround

Less real estate to go around

GoogleHotelPriceAds(HPA)3-PackLis0ng

Right-HandSidePPCAds

SitelinksExtension

YourAd

Even Less Real Estate Now

GooglehasremovedtherighthandadsBefore Aier

PPC Trend #2

Averagecostsperclick(CPC)haveincreased30%+duetoOTAaggressivenessTherearemanybestprac0cesthatcanbeemployedtohelpmakeeveryadver0singspenddollargoalillefurther

Best Prac0ce: Non-Brand Campaigns Are S0ll Valuable

Non-Brandcampaignsoienfallvic0mtotheguestbuyingcycleanddon’tcapturedirectbookedrevenue.

However,Non-BrandcampaignscontributeheavilytoAssistedBookings&Revenue.

$1.5Million+inPPCSpendOverVariousPropertyTypes&Markets

OVERVIEWFORFILAMENTHOSPITALITY 21

AssistedBookings AssistedRevenue

Non-Brand

Best Prac0ce: Achieve the #1 Ad Spot

Guestsaremorelikelytobookwhentheadisinahigherposi0on,especiallyforBrandcampaigns.

We’vefound95%+ofDirectPPCRevenueComesfromwhenthePPCadisinthe#1posi0on.

Best Prac0ce: Limit Ads to Certain Hours to Maximize Budget Iden0fywhichhoursofthedaycapturethemostrevenueinyouranaly0cs

IfaPPCbudgetisrunningoutearlyintheday&there’saclearjumpinrevenueproduc0onlaterintheday,setadstoonlybeginshowingaierthat0me.

Thistac0ccanhelpmakesurethateverydollarspentisaseffec0veaspossible.

Best Prac0ce: Ad Copy Best Prac0ces

UseRates&PackagesinPPCAdText

UseallavailableadfeaturesandextensionsCalloutExtension

SitelinksExtension

ReviewExtension

Best Prac0ce: Measure Organic vs. Paid Performance

Usethe“Paid&organic”reportinAdwordstogetanideaofhoworganicperformancestacksupagainstPPCperformance.

Ourstudiessuggestthatthereisastrongsynergycreatedwhenahotelhasbothanorganicandpaidlis0ng.

Thisanalysiscanalsoleadtoinsightsonwhichkeywordstotargetinaddi0onalPPCcampaigns.

Today’s Co-Presenter

Greg Bodenlos Brand Marke0ng Manager

The Charles Hotel @GregBodenlos @CharlesHotel

A few ques0ons I ask myself daily…

What’sourteam’sroleinenhancingtheguestexperience?•  pre-,during-,post-stay

Howcanwedrivemoredirectbookingsandreducethecostofacquisi0on?

HowdoesXYZnewtechnologyintegratewithourcurrentsystems?• What’stheactualvalueproposi0on?•  Howwillwemakeitworkforourproperty?

Howcanweachievemoreimpactwithsocialmedia?•  Howcanwemakemarke0ngdecisionsthatimpactallareasofthebusiness?(social,corporate,&group!)

Howcanourstorytellinghaveaconversion-mindedapproach?

Digital Marke0ng Investments

Hotelmarketerdevelopsstrategies/tac/csaround:•  SEO•  SEM/PaidSearch•  Dynamicratemarke0ng•  Onlinemediaandretarge0ng•  Recoveringabandonedreserva0ons

•  Dynamiccontentpersonaliza0on

•  Emailmarke0ng•  Socialmedia

Hotelproperty/groupinvestsinDigitalAssets,WebsiteRevenueOp/miza/onConsul/ng,StrategyandOpera/ons:•  PropertyWebsiteRedesign&CMS

TechnologyUpgrade•  WebsiteEnhancements:Restaurantor

SpaMini-Site,SmartBookingWidget,RoomsShowcaseModule,GuestPortal,etc.

•  Interac0veMarke0ngApplica0ons•  CampaignTracking&WebsiteAnaly0cs•  CloudWebsiteHos0ngandContent

DeliveryNetwork(CDN)•  WebsiteRevenueOp0miza0onStrategy

&Consul0ng

Engage travelers across the lifecycle

Traveler A_ribu0on Study

bit.ly/traveleral

Traveler A_ribu0on Study

bit.ly/traveleral

Key Findings & Insights

•  Considerafull-funnelmediaapproachthroughOTAs.

•  Createpartnershipsthattouchpointsbutmetaprovideefficientandscalablereachonthetopchannels.

•  Bringthemback–givethemareasontorememberandreturn.

bit.ly/traveleral

Therearetwowaysthatmarketerscangetoff-coursewhenitcomestoROI:

1.  Theyover-simplifyROI,thinkingthatbuyersinteractinalinearfashion

2.  Theyover-complicateROI,crea0ngcomplexalgorithmsthatassignnumbers,butdolilletoexpressvalue

A_ribu0on has to Come Before ROI

ALribu/onisanissuefortworeasons:•  ALribu/onIssue#1:ComplexInterac/ons

•  Morecomplicatedthanconnec0ngonechanneltoonepurchase

•  Needtohelpusunderstandwhichac0onsfacilitatedifferentpartsofthecustomer’sjourney

•  ALribu/onIssue#2:DarkSocial

•  “Whatisthismassivesegmentofwebsitetrafficcalleddirect?”

•  Wedon’tevenknowwhichtrafficcomesfromsocial,sohowcanweprovetheROIofoursocialmediaprograms?

How Do We Fix A_ribu0on Issues?

•  Iden0fica0on•  Developanalribu0onmodeltoiden0fydirecttrafficanddarksharingofyourwebcontentandsitetraffic

•  LinkshortenersandGoogleAnaly0csUTMsshortenthegap•  Par0alalribu0onisgoingtobeacri0calcomponentofsocialac0vityintheyearstocome

•  Communica0onandIntegra0on•  Socialmarke0ngprogramsarenotalignedwithotherdigitalmarke0ngfunc0ons

•  Workwithyourwebteamtoiden0fythedarktraffic.

•  Alignment•  Onceyou’reabletoalributesocial’sfullimpactonyourbusiness,youcanalignwiththerestofthemarke0ngteam,andfocuseffortsontheareasyouhavethegreatestimpact.

Feature social prominently on website

Keep your storytelling highly visual

Know and emphasize your strengths

Encourage guests to interact

Respond to guests on-property

Promote your local des0na0on

Greg’s Top Social Storytelling Tips

Featuresocialprominentlyonwebsite

Keepyourstorytellinghighlyvisual

Knowandemphasizeyourstrengths

Encourageyourgueststointeractwithyou

Respondtoguestson-property

Promoteyourlocaldes0na0on

hospitality sales & marke0ng associa0on interna0onal (HSMAI) | boston chapter

QUESTIONS?Reachouttous:GregBodenlos(@gregbodenlos)

gbodenlos@charleshotel.com

linkedin.com/in/gregbodenlos

BrianFitzgerald

bfitzgerald@orourkehospitality.com

linkedin.com/in/brianpfitzgerald

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