Download - SEM - A Hotel Perspective
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SEM – A Hotel Perspective
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Internet Landscape in India
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Travelers1 rely on the internet as the #1 source of information while researching a trip
1 Google, The Travelers Road to Decision 2009
Others
Brand Websites
Online Travel Agents
Search Engines
0% 10% 20% 30% 40% 50% 60% 70% 80%
1%
10%
15%
74%
And where do these travelers search while planning a trip?
78%
The Power of Search: Global Trends
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Online Travel: USA Trends
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Online Travel: USA Trends
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Online Travel: Trends in India
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Hospitality: Dominant on Search
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New client?
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How well known is your brand?
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How can your hotel be categorized?
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Where are your hotels located?
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Based on the type of hotels, let’s ask a few more questions…
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Who stays in your hotels?
Family
Business Traveller
Couple
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Where is your target audience based?
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Now that we have covered…
• The type of hotel
• The target audience
• Your key source markets
• Goal of your SEM campaign
Let’s move on…
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Seasonality
Skiing in Summer?
Sunbathing in Winter?
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Recognize your competition
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Online Presence
Special Offers & Deals
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So where do you begin?
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Hotel Industry Metrics
• Booking
• Revenue
• Inventory = Available room nights/month
• Average Number of Room Nights
• Average Room Rate (ARR)
• Occupancy Rate
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Other Hotel Jargon
• MICE
• Rack Rate
• BAR Rate
• Early Bird Offer
• Weekend Offer
• Business Offer
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Hotel Booking Cycle
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Awareness & Interest
Hotel Booking Cycle
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Awareness & Interest
Research
Hotel Booking Cycle
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Awareness & Interest
Research
Comparison
Hotel Booking Cycle
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Awareness & Interest
Research
Comparison
Hotel Booking Cycle
Booking
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Campaign Structure
Split your account into campaigns based on properties and key source markets
Budget
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Core Themes
• Include core themes in one campaigno Hotels in <city>o Budget/luxury/business hotels in <city>o 3/4/5 star hotels in <city>o Affordable/top/premium/best hotels in <city>
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Additional Themes
• Create new campaign for additional themeso Hotel tariffs in <city>o Holidays in <city>o Locality based termso Offer based termso Beach/spa/palace hotels in <city>o Hotels near <city> airport
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Events
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Now that you have covered so many themes, let’s take another
look at the Booking cycle…
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Hotel Booking Cycle
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Awareness & Interest
(e.g. hotels in <city>, top hotels in
<city>)
Hotel Booking Cycle
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Awareness & Interest
(e.g. hotels in <city>, top hotels in
<city>)
Research(e.g. 5 star hotels in <city>, luxury hotels in <city>, business hotels in <city>, budget hotels in <city>)
Hotel Booking Cycle
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Awareness & Interest
(e.g. hotels in <city>, top hotels in
<city>)
Comparison(e.g. <city> hotel tariffs, Best rates <city> hotels)
Research(e.g. 5 star hotels in <city>, luxury hotels in <city>, business hotels in <city>, budget hotels in <city>)
Hotel Booking Cycle
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Awareness & Interest
(e.g. hotels in <city>, top hotels in
<city>)
Comparison(e.g. <city> hotel tariffs, Best rates <city> hotels)
Research(e.g. 5 star hotels in <city>, luxury hotels in <city>, business hotels in <city>, budget hotels in <city>)
Hotel Booking Cycle
Booking(e.g. <your hotel>)
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Leverage Your Brand
• Unknown or well-known, ensure that you show up for your brand
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Should you bid on your competition?
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Want to focus only on branding?
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Probability of Booking
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Put your price in the ad copy
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Now that your campaign is ready and set up, what is the next step?
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Measuring Success
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Conversion Tracking
To measure success, track
bookings or ‘Request a
Quote’ form fills on the
website
Modify the conversion
code to track revenue &
measure ROAS
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Restaurants
• Target your campaign to that city and include terms like:o Restaurantso Restaurants in <city>o <cuisine> restaurantso <cuisine> in <city>o 5 star/affordable
restaurants
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Restaurants
• Use call extensions and
location extensions
• Get a unique phone
number to measure the
bookings made through
your campaign
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Key Performance Indicators
• Bookings
• Revenue
• Cost
• Conversion Rates
• ROAS
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Some advanced techniques…
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Remarketing
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Dynamic Remarketing
• User comes to your website
and checks out a particular
hotel
• He leaves your website
without booking
• Remarket to that user with
customised messages and
offers regarding the hotel he
showed an interest in
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Separating Devices
Business travelers make
last minute bookings
from Smartphones or
Tablets. For business
hotels or city hotels, run
separate campaigns on
these devices
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New Launches
Create display network campaigns with image ads
about a month before the actual launch to generate
awareness about the property
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Thank You