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WIHP: The 4 pillars of Hotel Marketing

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#wihpacademy at Hotel Bel Ami

Popularize, Capture, Convert and Share
Undestands how guests book
How do you advertise your hotel?
It's all about reputation!
The Vertical Search Paradox
Brandprotection on search engines and metasearch
Design basics

Publicada em: Marketing
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WIHP: The 4 pillars of Hotel Marketing

  1. 1. THE 4 PILLARS OF HOTEL MARKETING WIHP Academy • Paris, Hotel Bel Ami • Feb the 19th, 2015 #WIHPAcademy wifi : Hotel Bel Ami password: hotel
  2. 2. THE 4 PILLARS POPULARISE CAPTURE CONVERT SHARE #WIHPACADEMYWIHPHOTELS.COM
  3. 3. #WIHPACADEMY HOW DO YOUR GUESTS BOOK? They: - choose a destination - create a list of hotels (avg 10) - compare - choose the “best deal” (not necessarily the lowest price) WIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING
  4. 4. #WIHPACADEMY HOW DO YOU ADVERTISE YOUR HOTEL? You have to: - get listed on every travel directory for your destination - promote your USP - promote your USP properly - offer the “best deal” (again, not necessarily the lowest price) WIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING
  5. 5. #WIHPACADEMY Booking.com Tripadvisor MetaSearch OTAs WIHPHOTELS.COM H THE 4 PILLARS OF HOTEL MARKETING
  6. 6. Booking.com Tripadvisor MetaSearch OTAs H H H H #WIHPACADEMYWIHPHOTELS.COM H THE 4 PILLARS OF HOTEL MARKETING
  7. 7. #WIHPACADEMY 1.POPULARISE the goal of “popularizing” is to make potential guests aware of your existence. 1. Popularise WIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING
  8. 8. #WIHPACADEMY LEISURE BOOKING SOURCES 1. Word of Mouth 2. TripAdvisor / ReviewSites 3. OTAs / MetaSearch 4. Returning Guests 5. Social Networks 6. Offline Advertising (magazines, radio ads, etc.) 7. Search Engines (Google, Bing, Yahoo, etc.) 8. Blogs 1. Popularise WIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING
  9. 9. #WIHPACADEMY 1. Popularise WIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING 27%of your guests first heard about you from friends and/or relatives W.O.M.: IT’S ALL ABOUT REPUTATION
  10. 10. #WIHPACADEMY 1. Popularise WIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING Friends & Family2
  11. 11. #WIHPACADEMY 1. Popularise WIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING Friends & Family2 = TripAdvisor (300 M visitors/month)
  12. 12. #WIHPACADEMY TripAdvisor is “free” advertising. but only if you exceed guest expectations 1. Popularise WIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING
  13. 13. #WIHPACADEMY 1. Popularise WIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING
  14. 14. #WIHPACADEMY 1. Popularise WIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING 20%of your direct bookings come from users who discovered you on an OTA AT WAR WITH BKG.com? THINK AGAIN…
  15. 15. 87% of guests will discover your hotel BEFORE visiting your official website #wihpacademy THE FIRST PILLAR #WIHPACADEMYWIHPHOTELS.COM
  16. 16. “capturing” means being in the right place, at the right time, for the right guest CAPTURE 2. Capture THE 4 PILLARS OF HOTEL MARKETING #WIHPACADEMYWIHPHOTELS.COM
  17. 17. #WIHPACADEMYWIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING THE VERTICAL SEARCH PARADOX 2. Capture hotels in paris
  18. 18. #WIHPACADEMYWIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING THE VERTICAL SEARCH PARADOX 2. Capture booking.com
  19. 19. #WIHPACADEMYWIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING 2. Capture
  20. 20. #WIHPACADEMY taking decisions is stressful. travel aggregators such as OTAs and metasearch reduce the number of decisions guests must take. WIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING 2. Capture
  21. 21. Brandjacking is the activity whereby someone else acquires your online identity to drive traffic to their own sales channels 82%ofadvertisementson hotelbrandnamequeries areproducedbyOTAsorcompetitors 2. Capture #WIHPACADEMYWIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING
  22. 22. #WIHPACADEMYWIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING 2. Capture
  23. 23. #WIHPACADEMYWIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING 2. Capture BKG.com Apple AdWords
  24. 24. 2. Capture #WIHPACADEMYWIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING
  25. 25. #WIHPACADEMYWIHPHOTELS.COM $1.8 M $ 564 M $800 M $167 M 2. Capture THE 4 PILLARS OF HOTEL MARKETING METASEARCH ACQUISITIONS
  26. 26. FROM POP-UP/POP-UNDER… 2. Capture THE 4 PILLARS OF HOTEL MARKETING #WIHPACADEMYWIHPHOTELS.COM
  27. 27. …TO CORE PAGE RESULTS 2. Capture THE 4 PILLARS OF HOTEL MARKETING #WIHPACADEMYWIHPHOTELS.COM
  28. 28. BRAND-PROTECT ON METASEARCH 2. Capture THE 4 PILLARS OF HOTEL MARKETING #WIHPACADEMYWIHPHOTELS.COM
  29. 29. 2. Capture THE 4 PILLARS OF HOTEL MARKETING #WIHPACADEMYWIHPHOTELS.COM Meta I/O
  30. 30. Capture your clients when and where it really matters, otherwise 50% of them will book on an OTA before even finding your official website #wihpacademy THE SECOND PILLAR #WIHPACADEMYWIHPHOTELS.COM
  31. 31. your USP is never what you think it is. it’s what your guests think it is. if you don’t know where to start, just… listen CONVERT 3. Convert #WIHPACADEMYWIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING
  32. 32. Positive Context: Staff Service Value for Money free wifi Parking SENTIMENT ANALYSIS: 3. Convert #WIHPACADEMYWIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING Negative Context: Dark Small Room Location Cleanliness Facilities
  33. 33. You only have 3 seconds to sell: 1. Location 2. Comfort 3. Price 3. Convert #WIHPACADEMYWIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING
  34. 34. an average person can read 5 words per second. can you describe your hotel in just 15 words? 3. Convert #WIHPACADEMYWIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING
  35. 35. #WIHPACADEMY PROFESSIONAL DESIGN IS KEY: AVOID D.I.Y. WIHPHOTELS.COM 58% Source: Google Travel Study ofleisuretravelers reliesonhotel websitesfortravel information. vs. 47% on OTAs 3. Convert THE 4 PILLARS OF HOTEL MARKETING
  36. 36. 9 EMOTION SELLS WIHPHOTELS.COM @wihphotel
  37. 37. EMOTION SELLS WIHPHOTELS.COM @wihphotel
  38. 38. “Emotion is the key. It should be at the center of any marketing because everything people do (getting into and out of relationships, buying a product, taking one job over another) is ultimately based on feelings. The stronger the feelings you evoke, the more you draw people to you” (Erik Sherman) 3. Convert #WIHPACADEMYWIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING
  39. 39. 3. Convert #WIHPACADEMYWIHPHOTELS.COM 1 SUR 10 THE 4 PILLARS OF HOTEL MARKETING 1 out of 10
  40. 40. 9 3. Convert #WIHPACADEMYWIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING IT’S EASY TO OVERCOMPLICATE
  41. 41. 9 3. Convert #WIHPACADEMYWIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING IT’S EASY TO OVERCOMPLICATE
  42. 42. 3. Convert #WIHPACADEMYWIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING
  43. 43. Clear navigation + clear USP = +40% of clicks on “Book Now” button #WIHPACADEMYWIHPHOTELS.COM LES 4 PILIERS DU MARKETING HÔTELIER
  44. 44. Price Service Trust 3. Convert #WIHPACADEMYWIHPHOTELS.COM “Best Deal” is a combination of: THE 4 PILLARS OF HOTEL MARKETING
  45. 45. 1. Page load speed 2. Enticing offers 3. Emotional design 4. Clear call-to-action 5. Simple navigation 6. Cross-device compatibility 7. Booking analytics 8. Easy-to-use CMS 9. Frictionless booking engine 10. Multiple contact methods 1 2 3 4 5 6 8 7 10 9 WIHPHOTELS.COM #WIHPACADEMY 3. Convert
  46. 46. Converting means: 1. Emotional impact 2. Simple navigation 3. Best deal for guest #wihpacademy THE THIRD PILLAR #WIHPACADEMYWIHPHOTELS.COM
  47. 47. 4. Share #WIHPACADEMYWIHPHOTELS.COM SHARE If you want to increase volume on review sites and social media always exceed clients’ expectations. happy guests are the best advertising ever THE 4 PILLARS OF HOTEL MARKETING
  48. 48. do you know what is, statistically, the second most searched keyword after the hotel brand? 4. Share #WIHPACADEMYWIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING
  49. 49. 4. Share #WIHPACADEMYWIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING
  50. 50. hotel brand + reviews 4. Share #WIHPACADEMYWIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING
  51. 51. 4. Share #WIHPACADEMYWIHPHOTELS.COM users share very good and very bad experiences. “ok” experiences are rarely shared. you cannot oversell, you can only underdeliver THE 4 PILLARS OF HOTEL MARKETING
  52. 52. 4. Share #WIHPACADEMYWIHPHOTELS.COM more contents means more value invite your guests to share their experience THE 4 PILLARS OF HOTEL MARKETING INVITE YOUR GUEST TO SHARE
  53. 53. 4. Share #WIHPACADEMYWIHPHOTELS.COM “content is fire social media is gasoline” (jay bayer) THE 4 PILLARS OF HOTEL MARKETING
  54. 54. 4. Share #WIHPACADEMYWIHPHOTELS.COM According to Cornell Center for Hospitality Research, for any 1% increase in reputation you get a 1,42% increase in RevPAR THE 4 PILLARS OF HOTEL MARKETING CHOOSE YOUR SOCIAL WISELY
  55. 55. 4. Share #WIHPACADEMYWIHPHOTELS.COM According to PhocusWright hotels are reclutant to disclose facebook conversion rate because data are irrelevant THE 4 PILLARS OF HOTEL MARKETING START WITH TRIPADVISOR
  56. 56. 1. Always offer more than promised 2. Make sure your clients know it 3. Invite them toshare 4. Drive User Generated Contents tohigh ROI channels #Wihpacademy THE FOURTH PILLAR #WIHPACADEMYWIHPHOTELS.COM
  57. 57. #WIHPACADEMY AMT HOTELS CASE STUDY: before WIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING
  58. 58. #WIHPACADEMY AMT HOTELS CASE STUDY: after WIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING
  59. 59. #WIHPACADEMY AMT HOTELS CASE STUDY: results WIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING New website + online rebranding + correct USP = +180% direct bookings
  60. 60. #WIHPACADEMY WELLINGTON NYC: before WIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING
  61. 61. #WIHPACADEMYWIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING WELLINGTON NYC: after
  62. 62. #WIHPACADEMYWIHPHOTELS.COM THE 4 PILLARS OF HOTEL MARKETING WELLINGTON NYC: results
  63. 63. THE 4 PILLARS #WIHPACADEMYWIHPHOTELS.COM Capture ConvertShare Popularise

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