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TRAVEL MOMENTSIN THE DIGITAL LANDSCAPE

Confidential | For internal use only | Choice Hotels Europe | Tess Mattisson | 2016

o What is Marketing, and what is the purpose?

o Customer Journey

o Audience Needs & Behaviour

o Marketing Activity

o Work Session for Travel Guides

o Questions

AGENDA


The purpose of marketing is to influence people enough

to change their behaviour, towards our

desired outcomes

WHAT IS THE PURPOSE OF MARKETING ?


In order to do so, we need to add value to people,

based on their needs and preferences

HOW DO WE INFLUENCE PEOPLE?


That requires us to have a 100% people centric

and insight driven approach to marketing initiatives

WHAT IS THE APPROACH?



o Customer Journey




o Questions

AGENDA


CUSTOMER JOURNEY - MICRO MOMENTS FOR TRAVEL

I want to get away… I want it to be perfect... I want to go… I want to make the most of it…

DREAMING PLANNING BOOKING EXPERIENCING


We need to be consistent and help people throughout all phases of the

customer journey if we want to influence their behavior.

WHICH MEANS…


THE ROLE OF DIGITAL IN THE CUSTOMER JOURNEY

“Today's travelers are turning to the

web to be inspired and take action,

and the brands that help them at

those moments will win hearts,

minds, and pounds.”



o Customer Journey




o Questions

AGENDA


OUR NEEDS TRIGGERS OUR BEHAVIOUR


RESEARCH

DESTINATION,

EXPERIENCES

EVALUATE

FLIGHTS,

HOTELS,

ACTIVITIES

DECIDE

AND TAKE

ACTION

EXPERIENCE

AND SHARE

Find inspiration for the next

travel destination

Plan the best possible trip Make reservations Make the most of the trip

Search engines

Travel Guides

Travel Review sites

Friends and networks

Search engines

Brand’s websites

Travel Review sites

OTA’s

Search engines

Price comparison sites

Hotel websites

OTA‘s

Travel tips from the hotel

Local online guides

Sharing the experience on

social media & review sites


PLATFORM PURPOSE

Owned


Paid

Earned

Email

Wifi

splash

page

Social

Hotel

Guide

Sites

Review

SitesReview

Sites

App

Brand

site

Display

OTAs

Social

Meta

Travel

Top 6

Search

Search

Hotel

site

Search

Display

Travel

Top 6

YouTube

Social

Influencers

Social

Influencers

Social

Review

Sites

OTAs

Search

Review

Sites

Brand

sites

Social

Social

Influencers

SocialDisplay

Search

Review

Sites

YouTube

YouTube

Travel

Top 6

Facebook

PR

Instagram


A stand-alone website, powered

by Choice Hotels Europe.

Designed to drive awareness about

Choice Hotels Europe, by inspiring

people when they are in the dreaming

phase of their decision journey

TRAVELTOP6.COM


WHY 6?

TRAVELTOP6.COM


WHY 6?

IT’S BETTER THAN 5 AND 10 …

TIME

We live in a fast world

where you want to spend

as little time as possible

on things.

FACT

Optimal length of buzz

feed listicle. Audience

score

... and how many letters are there in Choice, Europe and hotels?

INFORMATION

According to George A.

Miller the short term

memory can only hold 5-9

chunks of information



o Customer Journey




o Questions

AGENDA


MARKETING ACTIVITY*

TOUCHPOINTS DREAMING MOMENTS

CHOICE HOTELS EUROPE HOTEL

TravelTop6• Develop inspiring travel

content related to Choice Hotels destinations.

Social Media • Activate Choice Hotel

Europe's social media channels

• Post content from TravelTop6.com

Influencer Management• Advertising to boost content• Engage influencers

Social Media

• Share destination-specific content from TravelTop6.com on the hotel’s social channels

• Implement the new Social Visual Identity

* Suggested activities. Subject to change

TRAVEL

TOP 6

SOCIAL

MEDIA

INFLUENCERS


MARKETING ACTIVITY*

TOUCHPOINTS PLANNING MOMENTS


Paid search • Optimize key word bidding

for generic search

Display ads• Retargeting with display ads

based on the individual’s behavior on Traveltop6 and Brand website

TravelTop6• Provide useful travel guides• Widget to Brand website

Brand website• Optimize user experience

Travel Review sites• Check images and text• Engage with reviews and

provide useful responses

Brand website• Updated and high quality

Images and content

Hotel websites • Link to TravelTop6 to

increase inbound traffic

Don’t Do Paid Search


PAID

MEDIA

TRAVEL

TOP 6

BRAND

WEBSITE

TRAVEL

REVIEW

SITES


MARKETING ACTIVITY*

TOUCHPOINTS BOOKING MOMENTS


Brand websites• Search optimization• Content optimization

Rate strategy• Lowest rate guarantee• Member rates

Inventory• Provide full inventory to

Choice Hotels

Hotel websites• Implement booking widget • Search optimization and

technical SEO

Don’t Do Paid Search


BRAND

WEBSITE

RATES

INVENTORY

BRAND

WEBSITE

HOTEL

WEBSITE


MARKETING ACTIVITY*

TOUCHPOINTS EXPERIENCING MOMENTS


BEFORE VISIT

Email• Pre arrival email

DURING VISIT

Wifi splash page • Landing page for wifi

AFTER VISIT

Email• Guest survey• Choice Privileges

(second phase)

DURING VISIT

The Hotel Experience • Brand Standards• Enrol members in Choice

Privileges

The Guest Experience• Provide a great guest

experience • Inform about TravelTop6

guides• Provide your input for local

TravelTop6 guides

Add input HERE

EMAIL

WIFI

LANDING PAGE


SERVICE

DELIVERY

BRAND

STANDARDS


https://revolt.typeform.com/to/VIcNca

CHECKLIST


Social Media

• Share destination-specific content from TravelTop6.com on the hotel’s social channels

• Implement the new Social Visual Identity

Travel Review sites• Check images and text• Engage with reviews and

provide useful responses

Brand website• Updated and high quality

Images and content

Hotel websites • Link to TravelTop6 to increase

inbound traffic

Inventory• Provide full inventory to

Choice Hotels

Hotel websites• Implement booking widget • Search optimization and

technical SEO

The Hotel Experience • Brand Standards• Enrol members in Choice

Privileges

The Guest Experience• Provide a great guest

experience • Inform about TravelTop6 guides• Provide your input for local

TravelTop6 guides

No Paid Search No Paid Search Add input HERE

HOTEL ACTIVITIES




o Customer Journey




o Questions

AGENDA


INPUT FOR TRAVEL GUIDES

We will collect information from search, review sites

and from local experts.

The lists will cover recommendations for:

- Sights

- Events (taking place during 2017)

- Cafés

- Restaurants

- Nightlife (clubs & bars)

- Shopping

Add input HERE



THANK YOU


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