Post on 06-May-2015
10 April 2013
Alejandro Lista Director of E-commerce
Southern Europe
Revenue Generating Integrated Solutions, the “future” for Hoteliers
SIENA
TravelClick provides expert
solutions to hotels to optimize
performance, grow revenue,
and create a stronger brand.
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Our team delivers global expertise and local
knowledge to grow Hotels revenue.
Our dedicated field sales, account management, and service teams have deep knowledge of the
communities where your hotels operate, and they draw from proven industry experience.
33,000+ hotel customers 176 countries 800+ employees
Atlanta Barcelona Chicago Dubai Hong Kong Houston London Melbourne
New York Orlando Philadelphia Shanghai Singapore Tokyo
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We’ve been a leader for more than 12 years,
guiding 33,000+ hotels of all types and sizes.
Independent &
Small size Groups Mid-Sized Brands
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We have five lines of
business that will work
together to improve
Hotels performance.
•iHotelier® Central Reservation System™
•iHotelier® Web 3.0™
•iHotelier® Mobile™
•iHotelier® GDS & Pegasus UltraDirect™
•EZYield Channel Management™
•iHotelier® VoicePro™
•iHotelier® Demand™
•iHotelier® PMS Integrations™
• Rate360®
• Agency360®
• Demand360®
• Enterprise Solutions™
• Travel Agent (GDS) Media™
• Display Marketing™
• Pay-Per-Click Advertising
• Custom Websites
• Search Engine Optimization
• Social Media Optimization
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Our products work together to help hotels
turn information into action to generate
direct bookings and get repeat guests.
Guest Management
Solutions
Business
Intelligence
Media
Solutions
Web
Solutions
Reservation
Solutions
The Brand Website revenue contributed 20.7% of the
total revenue booked
Global Highlights | 2012
Revenue by Channel 2012
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Source: TravelClick Demand360. Top 50 markets worldwide from participating brands. Revenue in USD.
Direct = Reservations taken directly on property such as walk-ins, meetings/groups, direct call in
CRS = Central reservations office for contact center reservations via voice, chat or email
Web = Hotel proprietary Web site + Mobile site or brand Web site
OTA = Online travel agency such as Expedia, Booking, Venere, HRS
GDS = Global distribution systems Sabre, Galileo, Worldspan, Amadeus
Global interest for accommodation
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1 Source Google research data, Q4 2012
Italian market interest for accommodation
74%
26%
International Domestic
Global interest for European accommodation
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1 Source Google research data, Q4 2012
Hotel searches on Mobile are growing very
fast globally
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One in Seven searches originate from a mobile device¹
42% of travelers research or book accommodations on a mobile device platform2
5-10% of web bookings come from a mobile device3
65 percent of mobile bookings are same day4
By 2015, 81% of cell phone users will have smart phones5
More people will access the internet via mobile devices than desktops6
1 Google research data, 2012 4 Orbitz data, Dec 2011 2 Smarter Travel 5 Goldman Sachs. June 2011 3 TravelClick Data – sampling of 1600 iHotelier clients with MobiBook. 6 IDC New Media market Model, Sep 2011
iHotelier Mobile statistics*
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The ADR for a typical Mobile booking versus web booking is 15 USD higher
Close to 50% of all Mobile bookings are made with 0 to 1 day lead time
The average mobile reservation is 25% higher in total revenue value versus web
bookings
Hotels receive a minimum of at least 2 direct voice bookings via the iHotelier
mobile click to call
* TravelClick Data – sampling of 1600 iHotelier clients with MobiBook.
GDS statistics for Siena
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Major Market Trends in Hospitality
Trend 1: Social media is the cornerstone of marketing strategy
Trend 2: Business Intelligence (BI) at every level. The new face of successful travel
companies:
Competitor Analysis - Market Penetration - Distribution costs by channel.
Trend 3: Meeting the expectations of the modern consumer:
Improve customer experience - deliver relevant data - engage the customer - embrace
new channels - Integrate online, offline and social - retain customer loyalty.
Trend 4: Semantic technology (finally) becomes relevant in the travel value chain
Evaluate opportunities – Experiment to see what works
Trend 5: Mobile provides a unique platform for more direct distribution
The new mobile devices facilitate continuous engagement - mobile marketing becomes
more personalized and relevant
*Source: PhoCusWright Inc.
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We understand this complex and changing market.
Branding
Service
Guests
Corporate
Sales
Distribution
Channel
Revenue
Management Marketing
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Reservations Solutions
We understand the critical business
challenges facing by hotels.
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Access data and insight
that enable me to price
correctly based on future
demand and competitor
activity
Manage my channels in
an integrated way in order
to avoid over booking or
under booking
Accurately forecast the
costs associated with
each booking channel
Gain additional
direct bookings
without incremental
cost
Reduce the time and
effort associated with
working with multiple
vendors
Avoid the effort
associated with
manual updates of
multiple systems
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Electronic Distribution Map
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Hotels need a single point of entry for real-time
distribution management across all channels.
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Hotels must have a next generation seamless
connectivity to all 4 of the GDS.
+10% growth in GDS revenue and bookings for TravelClick hotels in 2012.
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Hotels need a state-of-the art web booking
engine that will help to:
Build your brand
With a new, cutting-edge web booking engine
Increase RevPAR
With intelligent upsell of stay length, rooms and add-on services
Drive more bookings
In fewer clicks with optimized navigation and clear calls to action
Have full control of the booking experience
Allowing you to sell the way you want, but even must important
the way your customers want to buy.
Up-sell and cross-sell
functionality
Turn lookers into bookers with engaging visual
cues and clear calls to action
Optimized navigation precipitates conversion in ~20% fewer clicks
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Drive more direct bookings in fewer clicks
and increase RevPAR
Select Dates Select Rooms Add Enhancements Confirm Reservation
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Booking engine’s features should include:
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Add a day before or after dates
selected to increase occupancy.
Up sell Room categories and
ancillary products/services to
increase Revenue for each stay.
Flexible date calendars to
allow guests to see when best
rates are available to stay.
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Hotel needs to control booking experience with
easy to use, self-serve administration.
Flexible
configuration for
all design aspects
Create multiple
themes for
promotional offer
merchandising
Easy photo and
media content
administration
Preview real-time,
prior to publishing
to live site
Enhanced
customizations for
button styles,
header gradients
and colors
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Automated email marketing capabilities…
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Pre-stay email marketing to
anticipate your customer needs.
Post-stay: Engage customers after
departure, Social Media, Cross-Selling,
future stays discounts..
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A custom Area Search mask integrated into
the website enabling multi-property availability
searches for groups.
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Hotel will capture more on-the-go bookings
with a mobile booking engine.
Increase
direct
Bookings to
your hotel…
42% of travelers research or book accommodations on a mobile device1
40% book within 1 day of arrival2
25% book on the same day of arrival2
1 SmarterTravel 2 Based on iHotelier Mobile customer data
iHotelier Mobile facts
• Hotels receive a minimum of
at least 2 direct voice
bookings via the iHotelier
mobile click to call…
…for every 1 booking finalized
within the iHotelier mobile booking
engine.
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Increase Demand with partnerships to drive
incremental bookings and reduce Hotel
distribution costs…
Metasearch
Partnerships
• Increased demand driven directly
to your web booking engine
• Competitively position hotels to
drive direct bookings
• Preferred commercial terms
resulting in reduced customer
acquisition costs
OTA
Partnerships
• Increased distribution resulting
in more bookings
• Preferred placement on the
shelf
• Preferred commercial terms,
including reduced margins
Consortia/
Mega Agency
Partnerships
• Increased business travel
demand and bookings
• Favorable subscription pricing
• Preferred placement in GDS
• Access to travel agent offices
globally
• Centralized management of
RFP content, submission and
rate audits
… Work with partners to drive demand to
Hotels to your direct channels.
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Consortia
Metasearch
Online Travel Agent
Corporate
In Development
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Your Hotel needs to be where customers are
and drive more direct Business
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iHotelier OTA Sync (iHOS) integrates
with iHotelier to automatically update availability,
rates, and inventory to more than 750 OTAs and
simultaneously deliver online reservations directly
into the PMS, eliminating overbooking and
common data entry errors
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An integrated channel manager will allow
Hotel to have full control of their online
distribution across all channels from their
PMS. Increase and diversify your online
distribution and deliver OTA reservations
directly to your PMS
Rates /
Inventory
Reservations
iHotelier PMS Connect
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Seamlessly synchronize availability, prices, reservations directly
from and into your Property Management System, allowing for
true last room availability.
Your Hotel’s
Property
Management
System
Rates / Availability
Reservations
Real time reporting is key…
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Integrated, simple and flexible manager level reports with rate codes, credit cards,
LOS, pace information create the base for strategic decisions
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Web Solutions
&
Web Marketing
Customized designs that reflect each unique property
style including “Best Practices” to convert.
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Every Hotel needs a customized Mobile Site
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Mobile websites are a complete yet simple
solution for hotels
Built on a sub-domain, a mobile site provides a SEO boost and
Google Analytics must be included to measure Hotels performance
Links to Hotels social media pages, click to call functionality, and
integrated Google Maps make it easy for your guests to find you
Create your mobile site to complement your current site design
Updates and maintenance needs to be easy to do for Hotels with a
content management system
Live Lead Rates integration, and direct links to a mobile optimized
booking engine, drive conversions
Robust content management system (CMS) that
allows Hotels easily maintain the website fresh
and updated.
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The TravelClick
approach to driving
online revenue using
online media
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• Paid Search
• SEO
• Social Media
• Display Advertising
• Affiliated Marketing
Attract
• Best Practices Design
• Best Rate Guarantee
• Dynamic Rate Display
• Integrated Booking Engine
Convert
• Email Acquisition Strategy
• Email Marketing
• Pre / Post Stay Email Marketing
• Social Media
Retain
• Website Analytics
• Online Marketing Performance Review
• Data Driven optimization
Analyze
TravelClick’s E-Commerce Strategy
Where do people go when they leave your
site?
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68% The percent of
consumers who
consult online
reviews before
booking
22 The number of
sites the average
travel researcher
visits before
booking
9.5 The average
number of online
research sessions
a consumer
conducts before
booking
Google Think Insights: 5 Stages of Travel
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Generating bookings is a numbers game. Drive traffic to your site with a full blend of online marketing.
Paid
Search
Marketing
General
blasts
Average
5:1 ROI
Social Media acts as ROI multiplier Social Media
Trip Advisor Trip Advisor acts as a conversion multiplier
Display
Remarketing
5:1 to 20:1
with an
average of
15:1 ROI+
Organic
S E O
Averages
4:1 ROI
5 to 10%
CTR
increase
with SMO
Use SMO to capture a
larger share of traffic
5:1 to 15:1
with an
average of
11:1 ROI+
Targeted blasts
Average
20:1 ROI
Targets those researching your market or who have booked a flight to your market Travel Intent Display
All marketing channels integrate to touch the bottom line
Online research activities Online marketing
strategy:
Google: “best things to see in Paris”
Travel Content Sites: guide to Paris
TripAdvisor: things to do in Paris
Airline Sites: Complete flight reservation
Google: “Boutique hotels St. Germain
TripAdvisor: Reviews
Your website: In-depth property research
Google: “Hotel Amour”
OTA: Shop/book travel
Travel Agent: Shop/book travel
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Growing high quality traffic to Hotel website is
key to maximizing online revenues.
It needs to be focused on the right channels
Research
Shop
Buy
Acquire new
customers
Make it easy to
book direct
Convert Travel
Agent shoppers
Behavior How to target
this behavior
Search your market on Google PPC (Paid Search) geo/generic terms
Read travel content sites Travel Intent Display (Contextual Marketing)
Booked a flight to your market Travel Intent Display (Behavioral Marketing)
Behavior How to target
this behavior
Search for your property on Google PPC (Paid Search) brand terms
Visit your site but don’t book Display Remarketing
View your TripAdvisor page TA Business Listings & Check Rates
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An effective online marketing strategy for
Hotel targets two groups of qualified leads:
Shoppers: People coming to, or researching the market
Converters: People who show interest in your property
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They leave your site.
Time passes.
Your ad appears where
they browse, reminding
them to book
They see your ad,
return to your site,
and book directly
They browse the web
(not just travel sites)
The search begins They find your hotel! They get sidetracked
Display Remarketing is how you bring back and
convert visitors who abandon your site.
97% of consumers who visit your hotel website leave without booking.
Contextual Display:
Ads placed on specific sites that have
content related to travel to a
destination - Example: Top 10 things to do in
Chicago
Travel Intent Display is media targeted to
travelers researching or traveling to your market
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Behavioral Display:
Ads that target potential bookers
wherever they are browsing, based
on their online activity. - Example: Someone who booked a
flight to Chicago
They book a flight to Chicago A Chicago hotel serves ads
as they browse the web
Chicago hotel ad
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Your Hotel needs to be where the customers
are and engage the customers:
A social media optimization drives direct bookings, exemplified by our award
winning program for Hotel BLOOM!
Increased fan base by 300% in
less than two months
Sold 10 extra room nights directly
from hotel’s Facebook party tab
Gained 450 new email subscribers
Was awarded the IAC 2011
Best Hotel and Lodging
Social Media Campaign
Multi-media plans
drive higher returns
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The foundation of TravelClick’s media
solution is an integrated program
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• ONE integrated media strategy
• ONE contract
• ONE point of contact
• ONE performance package
PPC DRM
Travel Intent
Display
Trip
Advisor
To holistic media planning
and management From products
managed in isolation…
• SEPARATE products and objectives
• SEPARATE contracts
• SEPARATE points of contact
• SEPARATE performance reports
Travel Agent Media
Pay-Per-Click
DRM
Trip Advisor
Travel Agent Media
Travel Intent
Display
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With a customized Media Solution you invest
in a comprehensive media portfolio designed
to grow your revenue.
Custom digital marketing plan with access to TravelClick’s
best-performing media inventory
Flexibility to shift funds between media types based on
performance ~ driving higher media returns
Holistic media planning and management
One contract, invoice, and performance package
Monthly email reports and review calls with your media
strategist
An integrated offering makes it easy to add
digital services to maximize Hotel direct
bookings.
Same Month-to-Month
Pricing
One Contract
Same Design and
Marketing Team
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Your Website
SEO
PPC
Mobile Site
Social Presence
Display Marketing
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Business Intelligence
Business Intelligence solutions provide you
with actionable insights to increase hotel
revenue.
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Price rooms…
Promote products…
Target customers…
Allocate inventory…
…with precision,
to win the right
customers and
maximize Hotel
revenue
Demand See your market’s future
production across all
channels
Agency See your competitors’
production by
travel agent
Rate See your competitors’
rates
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Suite of Reporting solutions to help Hotels
increase revenue.
How should I price to
maximize ADR and
occupancy?
RATE360
To what agencies
should I target my
sales activities?
AGENCY360
What should I do now
to impact my future
bookings?
DEMAND360
& DESTINATION INSIGHTS
Summarizing:
Integrated solutions to
drive direct Business
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Your website needs to reflect an unique
property or brand style and features, but always
combined with the Best Practices to convert.
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A mobile-friendly website is a “must” for
every hotel:
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5-10% of web bookings come from a mobile device3
65 percent of mobile bookings are same day4
By 2015, 81% of cell phone users will have smart phones5
More people will access the internet via mobile devices than desktops6
One in Seven searches originate from a mobile device¹
42% of travelers research or book accommodations on a mobile device platform2
1 Google research data, May 2011 4 Orbitz data, Dec 2011 2 Smarter Travel 5 Goldman Sachs. June 2011 3 TravelClick Data – sampling of 1600 iHotelier clients with MobiBook. 6 IDC New Media market Model, Sep 2011
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Your hotel needs an integrated solution for
real-time distribution management across all
channels.
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Customize the online booking experience to engage
customers and get more direct bookings.
The media landscape is complex, and hotels
need help getting in front of potential guests
with a holistic Media approach .
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Hotel
Guest
Your Hotel needs to be where customers are
to drive more direct Business
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Social media optimization drives direct bookings:
−845m monthly active users
−2.7b likes/comments a day
−250m photos uploaded/day
−250m monthly active users
−500m users signed up
−340m tweets sent/day
−1 trillion views in 2011
−1 hour uploaded/second
−3 billion hrs watched/month
Engage your customers with Social integration into your
Booking Process and Email marketing
Demand See your market’s future
production across all
channels
Agency See your competitors’
production by
travel agent
Rate See your competitors’
rates
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Business Intelligence is Key for taking the
right decisions and increase Hotels’ revenue.
How should I price to
maximize ADR and
occupancy?
RATE360
To what agencies
should I target my
sales activities?
AGENCY360
What should I do now
to impact my future
bookings?
DEMAND360
& DESTINATION INSIGHTS
GRAZIE!
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