webinar for hoteliers today's situation online strategy to preparing your … · 2020. 9....

WEBINAR FOR HOTELIERS

Preparing Your Hotel's Online Strategy to Today's Situation

Speakers

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An ecosystem of growth tools to power the direct relationship between hotel brands and their guests

Our mission is simple: strengthen the hotel’s own direct channel to get more bookings and higher ADR

We help attract, engage, and convert guests throughout the user journey

This is THN: Growth for your direct channel

4

• The importance of direct demand

post-COVID

• Case study with glh

• Tips to engage website visitors and

encourage direct bookings

• Live Q&A with our panelists

Today’s Topics

Let’s Make This Interactive

Ask questions or make comments anytime using the Q&A tab on your screen.

Poll 1

In light of COVID-19, how important will having an effective direct booking strategy be for your hotel brand moving forward?

☐ You will give more focus to your direct booking strategy.☐ You will give the same focus as before to your direct

booking strategy.☐ You will give less focus to your direct booking strategy.

Use the pop-up window on your screen to respond.

The COVID-19 Situation Is Changing Daily

Guest Speaker

Josh Beckwith

Senior Sales Director,Strategic Accounts

The Importance of Direct Demand, post-COVID

Confidential & Proprietary

Josh Beckwith

Confidential & Proprietary

$13BBookings

10,000Global Customers

350MIn-MarketTravelers

Sojern works for hotels, attractions,

tourism, and more.

We know travelers - and move them

from dream to destination.

Confidential & Proprietary

Industry commentary on OTA dominance post crisis

We Have Been Here Before

...Experts have warned that the struggling lodging industry is destined to repeat its post-9/11 practices of effectively turning over control of its room inventory to online

distributors”

Greg DuffJD Supra

“In 2009 after the financial crisis, we were hoping for the solution in variable commission costs with OTAs. Years later with a rising economy, we saw distribution

costs exploding and dependency on OTAs increasing.”

Ullrich Kastnermyhotelshop

“

Confidential & Proprietary

The rise of the book direct mantra

Viva La Revolution

In 2016 Hilton launched its stand for direct as a channel

27%YoY increase in direct website

revenue - EMEA

11%YoY increase in website visits

Confidential & Proprietary

Pre and post COVID-19 global travel intent to Europe

• Travel intent for EU is significantly down year-over-year

• Most markets bottomed out in April

• We are starting to see key EU markets generate some demand

Source: Sojern

Demand is on the Horizon

Confidential & Proprietary

Travel searches to France, Indexed to April 5th

Domestic, Regional, then International

Source: Sojern

Confidential & Proprietary

39% intend to shift more budget towards direct bookings during recovery

Why are Direct Bookings Important?

Confidential & Proprietary

How You Can Respond to the Ever-Evolving Landscape

You have a rare opportunity to go above and beyond to help ease your customers' fears, deliver fantastic service, and build strong relationships that will last

long after this threat has passed.

Invest in customer relationships that will last

beyond the crisis

Confidential & Proprietary

eMarketer and Nielsen reported that time spent online and with TV has increased dramatically with the rise

in self-quarantine. Consumers now spend 7.3 hours each day on mobile internet, up 20% since January.

Stay aware of trends and share your brand’s stories

Confidential & Proprietary

Analyse the data and be prepared to reallocate your budget and creatives.

Get creative and be ready for the recovery

Confidential & Proprietary

Guest Speaker

Jonathon Liu

Director of Revenue Strategy & Marketing Operations

Poll 2

In light of COVID-19, what actions have you taken on your hotel website? (tick all that apply)

☐ Communicating regular updates about COVID-19 situation☐ Promoting flexible rates & cancellation policy☐ Discounting rates☐ Promoting special deals / packages☐ Promoting gift vouchers☐ Have not made any specific changes to hotel website

Use the pop-up window on your screen to respond.

Guest Speaker

Sonia Merena

Senior Market Manager Nordics, Ireland & UK

Hotel Website Personalization Best Practices

Consumers Today Expect a Personalised Experience

Hospitality is personal.

Booking On Property Post Stay

Personalization Applies Throughout the Guest Journey

Smart NotesNudge users towards a booking with in-web notifications

LayersCreate a personal and engaging user experience

Exit IntentPersuade abandoning visitors to stay on your website

InlinersSeduce users with subtle messages without interrupting the UX

Choose the Best Combination of Message Formats

Use Targeting to Personalize Your Message

Day of week / time of day

User location

Traffic source

New / loyal customers

Retargeting

Booking search dates

Early bird / last-minute

Length of stay

Booking value

Availability / sold out

Mobile or desktop

Custom variable

Create a Sense of Excitement Around the Reopening

Show a clock counting down the days and even seconds until your reopening.

When you’re ready to showcase limited-time offers again, use this same feature to create urgency.

Countdown Clock

Visitors today are probably wary of their well-being.Let visitors know the various preventative measures being taken at your property and that guest safety is always a priority.

Communicate Safety Measures at Your Hotel

Safety first

Remain Flexible for Travelers in the Near Future

Consider waiving cancellation fees or offering more flexible rebooking policies to reassure guests and remove any hesitation they may have.

Flexible rates

Remind Users Again on the Rooms & Rates Page

Showcase Your Positive Reviews

In normal times, showcasing hand-picked reviews from trusted sources will keep people from leaving your site. 

In CURRENT times they are essential. Travelers want to know you take cleanliness seriously.

Reviews Summary

Grab the Attention of Users Who Are about to Leave

This Exit Intent example helps to reengage users by offering timely email updates. As well as highlighting the perks of booking direct, it gives a reassuring message by using an outdoor photo of nature.

Email capture

Target residents with enticing offers to kickstart demand for those who want to book a staycation. Let them know what special benefits they can enjoy with you!

Launch Offers Specifically for Your Domestic Market

Offers for residents

Showcasing attractive hotel voucher offers could be a good option to encourage impulse purchases. Vouchers help to remove any hesitations guests may have due to uncertainty around booking dates.

Hotels can use Vouchers to:- Discount future stays - Issue refunds- Grant rewards

Generate Immediate Revenue

Hotel vouchers

This hotel came up with the delightful idea of holding a private concert in their courtyard where people could purchase tickets to watch it from the bedrooms overlooking the show.

Think Outside the Box

A socially distant concert

Image courtesy of Zeitgeist Vienna

With more and more travelers searching on their mobile phones, don’t forget about your mobile visitors.Optimize your website messaging for these users and take it a step further by creating mobile-exclusive offers to engage with this audience.

Keep Mobile Visitors in Mind

Mobile exclusive offers

Leverage AI to reduce promotional spend

Avoid slashing rates for all users. Only offer a discount when needed such as for low purchase intent users.Reduce promotional spend while getting additional reservations from users who would otherwise have left the your website without booking.

Focus discounts on low-intent users

In Summary

Key Takeaways

✔ Use analytics to make better-informed decisions.

✔ Adapt your communication in real time to match the stage of your recovery plan.

✔ Reassure visitors & keep the message hyper-relevant using advanced targeting.

✔ Don’t forget other conversion opportunities such as selling vouchers or capturing emails.

✔ Try to think outside the box to offer experiences that will seduce visitors.

Q&A With Our Panelists

Free Educational Resources & Data Updated Daily

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