![Page 1: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/1.jpg)
Q2 2016 Hospitality Technology and Marketing Strategy Action Plan@hebs_nyc #q2hoteltrends
![Page 2: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/2.jpg)
HELLO, THERE!
Margaret MastrogiacomoSenior Director, Creative Strategy
Mariana SaferSVP, Marketing
Sara O’BrienAssociate Director, Marketing
#q2hoteltrends
![Page 3: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/3.jpg)
Agenda:
Q2 Trends: Summer Travel, Mobile Top of Mind, Google Updates, Airbnb
Multichannel Campaigns: Father’s Day, Ferris Bueller’s Day
Off, and More
Book Direct ProgramsCase Studies, How to Add Value
for Booking Direct
#q2hoteltrends
![Page 4: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/4.jpg)
Q2: Trends & Action Plan
![Page 5: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/5.jpg)
Trend: Less Americans Traveling Abroad this Summer
![Page 6: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/6.jpg)
This Summer: Consumers to Spend 20% Less
Source: Adobe Digital Index's "2016 Travel Report
![Page 7: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/7.jpg)
Take Action: Create a Holiday Package
![Page 8: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/8.jpg)
This Summer: Less Americans Traveling Abroad
Source: Adobe Digital Index's "2016 Travel Report
![Page 9: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/9.jpg)
Take Action: Personalize & Target Drive-In Markets
#q2hoteltrends
![Page 10: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/10.jpg)
This Summer: Less Americans Traveling Abroad
Source: Adobe Digital Index's "2016 Travel Report
#q2hoteltrends
![Page 11: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/11.jpg)
Take Action: Packages for the Beach
#q2hoteltrends
![Page 12: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/12.jpg)
Take Action: Packages Highlighting Nearby Attractions
Chicago City PassGarrett Popcorn Welcome Amenity
#q2hoteltrends
![Page 13: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/13.jpg)
Take Action: Invest in Technology to Personalize Content
GEO TARGETING
CUST SEGMENT | NEW VS. RETURNING | DEMO | GEO | PAST STAYS | OCCUPANCY NEEDS | LOYALTY MEMBERS
#q2hoteltrends
![Page 14: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/14.jpg)
Trend: Google Making Moves
![Page 15: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/15.jpg)
Google Removes Right Rail Ads
#q2hoteltrends
![Page 16: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/16.jpg)
Take Action: “Close the Loop” with Paid Placements
RESULTS
Total ROAS748%
Bookings187
Room Nights306
#q2hoteltrends
![Page 17: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/17.jpg)
Take Action: Increase Brand Exposure with Gmail Ads
RESULTS
Avg CPC$0.24
Impressions583,366CTR8.52%
Time Frame: 8 months
![Page 18: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/18.jpg)
Google Unveils “Destinations” Search
Includes links to flights, hotels, and restaurants in the destination.
Displays a collection of destinations within the region the user is searching.
#q2hoteltrends
![Page 19: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/19.jpg)
Take Action: Go Beyond “Hotel Website Copy”Make content easier to access on the go, in the 'micro-moment.'
![Page 20: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/20.jpg)
Take Action: Create Robust Area Content
#q2hoteltrends
![Page 21: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/21.jpg)
Case Study: Destination-Focused StrategyMulti-property brand increases organic search revenue by 40%+ YOY
Valuable area-focused content positions the properties as the best in their markets.
REVENUE VIA ORGANIC SEARCH40.4% +TRAFFIC VIA ORGANIC SEARCH35.6%+
GOOGLE 3-PACK VISIBILITY145.9%+
CASE STUDY:
![Page 22: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/22.jpg)
Trend: Mobile Top of Mind
![Page 23: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/23.jpg)
% CHANGE FROM 2014 TO 2015
BOOKINGS
2%
46%
PAGE VIEWS
8%
31%
8.5% 12.6%
Source: HeBS Digital Portfolio Statistics
Desktop on the Decline; Mobile on the Rise
![Page 24: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/24.jpg)
Source: HeBS Digital Portfolio Statistics
Over a Quarter of Bookings From Non-DesktopMobile
10%Tablet10%
Desktop80%
BOOKINGS
Mobile30%
Tablet13%
Desktop56%
PAGE VIEWS
2015 Usage
![Page 25: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/25.jpg)
50%increase in mobile searches in the Travel category year-over-year.-Google
Almost 2x increase in mobile conversion rates on the Travel mobile web year-over-year. -Google
Data Confirms Mobile Increases:
More than half…Of people who research travel online will do so on a mobile device (2016) - eMarketer
![Page 26: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/26.jpg)
Take Action: Implement a “Mobile-First” Strategy
Mobile-centric hotel search themes:• near me (like "pet friendly
hotels near me")• cheap (like "cheap hotels
in Myrtle Beach")• price (like “hotel prices")
74% of mobile bookings are made for same-day check-in.
Source: Think With Google
#q2hoteltrends
![Page 27: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/27.jpg)
Take Action: Launch Campaigns with Mobile in Mind
67% Time Spent on Social Media is on a Smartphone -comcast
Case Study:
96% of reach and 99% of website clicks came from mobile placements.
(Mobile News Feed and Facebook’s Audience Network)
![Page 28: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/28.jpg)
Trend: Airbnb Heavy on the Scene
![Page 29: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/29.jpg)
Travelers Choose Airbnb to ‘Live like a Local’
74%of Airbnb are properties outside the main hotel
districts
91%of travelers want to
“live like a local”-Stats on Airbnb.com
#q2hoteltrends
![Page 30: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/30.jpg)
Take Action: Showcase ‘Hotel’ Experience
![Page 31: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/31.jpg)
Multichannel Campaigns
&Idea Shop
![Page 32: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/32.jpg)
Path-to-Purchase More and More Complex
• Decision Making Time: 17 Days
• Number of Sites Visited: 18
• Sessions: 8• Clicks: 6
![Page 33: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/33.jpg)
Dreaming Phase
Planning Phase Experiencing Phase
Sharing PhaseBooking Phase
The Answer: Multichannel Marketing to reach the right traveller at the right place at the right time
SEO & SEM
DisplayInteractive
App
Social Media
REVIEWS
SEO & SEM
REVIEWS
Social Media
![Page 34: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/34.jpg)
Multichannel CampaignsBest Practices
SOCIAL MEDIA (PAID &
ORGANIC)
SEM, GMAIL ADS, YOUTUBE
TRUEVIEW
GOOGLE DISPLAY & TRAVEL AD NETWORKS
OWNED MEDIA (EMAIL
MARKETING & WEBSITE
PROMO SLIDE)
Map the Path to Purchase
Determine the target audience and deep dive into their online behavior in order to reach more qualified audiences.
Build Customer Personas
Based on marketing insights, map the path to purchase and determine key micro moments to reach customers at each touchpoint throughout the travel planning process.
Brainstorm and promote a cohesive campaign theme that will resonate with the audience and align with the brand voice.
Campaign Messaging
Utilize multi-channel, cross-device initiatives in tandem and determine initiative timing to reach and engage audiences across multiple touchpoints.
Campaign Initiatives
Incorporate Initiatives Such as:
ENGAGING LANDING PAGE & INTERACTIVE APPLICATIONS
![Page 35: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/35.jpg)
Spring or Summer Weekday NeedLow Mid-Week Occupancy
The Action Plan:Promote a special package to encourage business travelers to stay during the week or Sunday nights. Include:
20% off weekday discount Welcome cocktail $50 spa or dining credit Free parking + Wi-Fi
Utilize email marketing to promote the campaign to your loyalty member business travelers.
Have a Business Affair with Pleasure Business Meets Pleasure
#q2hoteltrends
![Page 36: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/36.jpg)
Spring or Summer Weekend NeedLow Weekend Occupancy
The Action Plan:Encourage leisure travelers and couples to book a weekend getaway. Include:
$50 dining credit $50 shopping credit Late check out
Highlight weekend events in your destination on the website, Calendar of Events, blog, and social media channels.
Set Your Stress Free This Saturday & Sunday
Reset + Recharge this Weekend
#q2hoteltrends
![Page 37: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/37.jpg)
Last-Minute BookingsImmediate Need to Fill Rooms
The Action Plan:Highlight a special offer to drive last-minute Spring bookings. Include:
Book within 10 days of your stay and receive 30% off
Surprise welcome amenity Complimentary Wi-Fi
Utilize a Limited-Time Offer to build a sense of urgency and boost bookings for a specific need period.
Have a Spontaneous Fling with Spring
We’ve Got the Cure for Cabin Fever
#q2hoteltrends
![Page 38: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/38.jpg)
Advanced BookingsNeed Advanced Bookings for Summer
The Action Plan:Promote a special package to encourage leisure travelers to book their stay in advance this Summer. Include:
Book three nights and get the fourth night free Free parking + Wi-Fi
Utilize in-market targeting in ad campaigns to target travel consumers during the travel planning process.
Savings in Your Summer Forecast Ready, Set, Summer
#q2hoteltrends
![Page 39: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/39.jpg)
Father’s DayTreat Dad to a Vacation
The Action Plan:Create a special package for Father’s Day. Include:
Complimentary room service breakfast Welcome treat: local beer for Dad $50 dining credit Late checkout
In addition to core marketing, utilize aFacebook Promoted Post and emailmarketing to generate awareness. Dad’s Day Off
#q2hoteltrends
![Page 40: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/40.jpg)
Graduation SeasonGraduation Season is Here
The Action Plan:Create a Graduation Day special package. Include:
20% off $50 F+B credit Flowers for your graduate
In addition to campaign marketing, launch a graduation Instagram contest where students can share a photo representing what they dream to do after graduation with the hashtag #hotelnamedreambig.
Turn a Milestone into a Memory
Graduate in Style
#q2hoteltrends
![Page 41: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/41.jpg)
Ferris Bueller AnniversaryCapitalize on Ferris Bueller 30th Anniversary Buzz
The Action Plan:Promote a special package to encourage potential guests to stay Monday-Friday. Include:
30% off midweek stays Late checkout
Use a cute promo code like SAVEFERRIS for the special package. Cure for a Case of the
Mondays
Honor Ferris. Play Hooky.
#q2hoteltrends
![Page 42: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/42.jpg)
The News: Major Hotel Brands Prioritize Direct Bookings
![Page 43: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/43.jpg)
Hilton: Stop Clicking Around
Members earn HHonors Points for complimentary room nights, free Wi-Fi, digital check-in with room selection, digital room keys, and exclusive events.
#q2hoteltrends
![Page 44: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/44.jpg)
Marriott: #itpaystobookdirect
Rewards members receive the lowest-possible rate, access to mobile check-in, free Wi-Fi, and the ability to earn points toward free stays
#q2hoteltrends
![Page 45: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/45.jpg)
Every hotel should have book direct initiatives
![Page 46: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/46.jpg)
Who “owns” the website and its results and
performance?
Whose salaries and bonuses are tied to the
website’s revenue?
Who is incentivized when you lower your distribution
costs?
Direct Is Better: Top Down Strategy
#q2hoteltrends
![Page 47: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/47.jpg)
Take Action: “Why Book Direct Next Time” Program
Early Check in/Late Check Out
Free Breakfast/Dining CreditComplimentary Wi-FiRoom Upgrades
#q2hoteltrends
![Page 48: Q2 2016 Hospitality Technology and Marketing Strategy Forecast & Action Plan](https://reader031.vdocument.in/reader031/viewer/2022022507/58a1a6341a28abe6468b55ff/html5/thumbnails/48.jpg)
THANK YOU