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Internet Marketing Strategies For Hotels

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p3 Technology (www.p3.ie) presents Winning Internet Marketing Strategies for Hotels 2009.

Publicada em: Turismo, Negócios
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Internet Marketing Strategies For Hotels

  1. 1. Winning Internet Strategies for Hoteliers Laura Greally, Marketing Executive, p3 p3 Technology| [email_address] | www.p3.ie
  2. 2. Today’s Topics <ul><li>A short word on p3 Technology, who we are, what we do.... </li></ul><ul><li>What does the internet channel hold in store for UK hoteliers in 2009 & beyond? </li></ul><ul><ul><li>Key Trends – what’s happening out there? </li></ul></ul><ul><ul><li>Winning Strategies taking a bigger slice of the internet pie </li></ul></ul><ul><li>Tomorrow’s reality! </li></ul><ul><ul><li>Initiatives that will make a difference to your bottom line </li></ul></ul>
  3. 3. About p3 <ul><li>We specialize in: </li></ul><ul><ul><li>The supply of innovative web technologies </li></ul></ul><ul><ul><li>The provision of dynamic e-Business solutions for the travel industry </li></ul></ul><ul><ul><li>Online Marketing Solutions for Hoteliers </li></ul></ul><ul><li>We Deliver: </li></ul><ul><ul><li>Custom-made software solutions tailored to our clients needs </li></ul></ul><ul><ul><li>Effective online marketing services </li></ul></ul>
  4. 4. Some of our clients:
  5. 5. Key Trends <ul><li>As we all know, things are tough and getting tougher </li></ul><ul><ul><li>Europe, occupancy down 0.7% for the first half of 2008 (Smith Travel Research) </li></ul></ul><ul><li>However, there is one light at the end of the tunnel </li></ul><ul><ul><ul><li>The internet is still “perceived” as the “best deal” channel by customers </li></ul></ul></ul><ul><li>Direct internet distribution will win </li></ul><ul><li>User Generated Content will continue to prosper </li></ul><ul><li>Now more than ever, your online marketing strategy is of paramount importance </li></ul>
  6. 6. So, how can you increase your share? <ul><li>Know your portion </li></ul><ul><ul><li>Tracking of Website KPIs </li></ul></ul><ul><ul><li>Tracking of online marketing spend and activities </li></ul></ul><ul><li>Choose the best toppings </li></ul><ul><li>Check out the cost per slice </li></ul>
  7. 7. Know your online customer <ul><li>Where are they finding your website? </li></ul><ul><ul><li>Direct </li></ul></ul><ul><ul><li>Search (Paid, organic), most popular search terms </li></ul></ul><ul><ul><li>Customer Review sites: which ones? </li></ul></ul><ul><li>What are they looking at once they find you? </li></ul><ul><ul><li>Most visited pages </li></ul></ul><ul><ul><li>Exit pages </li></ul></ul>
  8. 8. PhocusWright 2008 The NEXTGen Traveler What are the Top 5 Influencers for Travel Website Users? 1. Lowest available fares or rates 2. Photos 3. Lowest Rate Guarantee 4. Easy to use booking engine 5. Virtual tours and videos . . . . 11. User Generated Reviews 11
  9. 9. It’s back to the basics <ul><ul><li>Key Influencers are Price , photos and lowest rate guarantee </li></ul></ul><ul><li>Its time to review: </li></ul><ul><ul><li>Rate Strategy </li></ul></ul><ul><ul><li>Booking Engine </li></ul></ul><ul><ul><li>Clear pricing policy on your site </li></ul></ul><ul><ul><li>Photos </li></ul></ul>
  10. 10. Focus on ROI, Do what works for you <ul><li>Adopt an ROI-centric approach to online marketing </li></ul><ul><li>Stick to proven tactics </li></ul><ul><li>Concentrate on business driving initiatives </li></ul><ul><li>Track, review and track again </li></ul><ul><li>Find out what works and spend more, not less! </li></ul>
  11. 11. User Generated Content <ul><ul><li>Almost half of the Top 200 websites in the Travel category are non-transactional- i.e.: Travel 2.0 type sites dedicated to customer reviews, networking, meta-search and rich media (PhocusWright, Feb 08) </li></ul></ul><ul><ul><li>And for hotels, one of the most important animals in this increasingly popular pack is the customer review site </li></ul></ul>
  12. 12. But how can you make it work to your advantage? <ul><ul><li>While this trend may seem very unappealing, there are a number of ways that you can harness this trend, by decreasing the amount of visitors leaving your site and providing ways for that visitor to get back to the hotel website, quickly and easily : </li></ul></ul><ul><ul><ul><li>Consider adding customer reviews to your site or trial it. </li></ul></ul></ul><ul><ul><ul><ul><li>Make sure you appoint a monitor to scan all reviews </li></ul></ul></ul></ul><ul><ul><ul><li>Advertise on Customer Review Sites and Make sure your ad stands out! </li></ul></ul></ul>
  13. 13. Some tips for web success in 2009 & Beyond <ul><li>Know your share and your online customer </li></ul><ul><li>Concentrate and spend more on what works </li></ul><ul><li>Focus on direct distribution and costs </li></ul><ul><li>Don’t ignore the power of Web 2.0 </li></ul><ul><li>________________________________________________ Thank You for listening! Laura Greally </li></ul><ul><li>p3 Technology| [email_address] | www.p3.ie </li></ul>