CONTENT SELLS NIGHTS Google’s 5 Rock Solid Reasons ���for Hotel Content Marketing

Showcases Series, Frank Delmelle, Content Strategist sQills.be

’s 5 rock solid reasons for HOTEL CONTENT MARKETING

"From New Zealand to South Africa, throughout Europe and across the Atlantic, the global travel industry needs help.

With airfares and accommodation prices increasing,

people are becoming more savvy about how they’re spending their travel money.

Gone are the days where you simply saw

a few images of a place in a travel magazine, only to quickly make your booking and jump on the next plane

with packed luggage and high expectations." http://deegeedeeconsulting.com/why-the-travel-industry-needs-content-marketing/

Content is the trigger throughout the traveler's customer journey The Traveler’s Road to Decision, Google & Ipsos MediaCT July 2012

Source visual: The Traveler’s Road to Decision, Google & Ipsos MediaCT July 2012

1. Dreaming

62% of travelers watch videos from hotels, airlines, cruises, tours etc. http://www.google.com/think/research-studies/the-2012-traveler.html

66% of travelers watch online video when thinking about taking a trip. http://www.google.com/think/research-studies/the-2012-traveler.html

More than 1⁄2 of travelers brainstormed or started thinking about a trip online Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT July 2012, http://ssl.gstatic.com/think/docs/the-2012-traveler_research-studies.pdf

“ALMOST HALF OF TRAVELLERS ARE INFLUENCED BY TRAVEL PROVIDERS’ CONTENT.” http://infographicsmania.com/content-marketing-in-travel-industry/

Travel query volume on tablet will have increased 180% by the end of 2013 Source: Google Data, https://docs.google.com/viewer?url=http://ssl.gstatic.com/think/docs/the-2012-traveler_research-studies.pdf&chrome=true

MARRIOTT HOTEL, AUTOGRAPH COLLECTION HOTEL MAGAZINE “It’s as if Murphy and AmEx crew had been handed a riddle: A brand that’s not a brand; hotel customers who don’t need to be reminded that they’re customers in a hotel; and a hotel magazine without a whiff of hotel magazine elements.” http://autographhotelmagazine.com; http://blog.customcontentcouncil.com/?p=3107

Dreaming content benchmark case

Source visual: The Traveler’s Road to Decision, Google & Ipsos MediaCT July 2012

2. Planning

83% of leisure travelers and 76% of business travelers plan online http://ssl.gstatic.com/think/docs/the-2012-traveler_research-studies.pdf

96% OF LEISURE TRAVELERS HAVE STARTED THEIR HOTEL PLANNING WITH SEARCH http://ssl.gstatic.com/think/docs/the-2012-traveler_research-studies.pdf

55 percent are influenced by content they find through internet search… http://info.text100.com/Portals/162056/docs/Text100DigitalIndexTravelTourismStudTOP10Final.pdf

When planning trips, 68% of travelers use social media for inspiration on hotels. http://infographicsmania.com/content-marketing-in-travel-industry/

Half of travellers download travel apps before jetting off. http://infographicsmania.com/content-marketing-in-travel-industry/

64% of travelers watch online video when choosing a destination. http://www.google.com/think/research-studies/the-2012-traveler.html

https://itunes.apple.com/us/app/concierge-insider-guides/id403370724?mt=8&affId=1736887

Features: - view personal local concierge recommendations for over 120 destinations - see video tours hosted by the concierge for each destination - see an interactive map of recommended shops, restaurants and local attractions - see a concierge’s perfect day (morning, afternoon and evening) for each location - see insider tips (local culture, what to pack and interesting facts) - select your destination from an interactive globe - view details and book rooms at the nearest InterContinental hotel or resort

INTERCONTINENTAL® CONCIERGE INSIDER GUIDES IPAD APP “From the finest restaurants, chicest shops and trendiest nightspots to insider tips on local culture, attractions and events, plan your trip with Recommendations from the InterContinental Concierges.”

Planning content benchmark case:

Source visual: The Traveler’s Road to Decision, Google & Ipsos MediaCT July 2012

3. Booking

56% of travelers say “always start my travel booking and shopping process with search” http://ssl.gstatic.com/think/docs/the-2012-traveler_research-studies.pdf

49 PERCENT OF PEOPLE BOOKING HOTELS ARE INFLUENCED BY THE CONTENT THEY READ ON A HOTEL’S OR TRAVEL AGENCY’S WEBSITE… http://deegeedeeconsulting.com/why-the-travel-industry-needs-content-marketing/

By 2016, 72m Americans will research travel and 36m will book travel on smartphones Sources: Google Internal data, IpsosMediaCT 2012, MediaPost August 2012, TravelWeekly 2012, eMarketer Aug 2012, http://ssl.gstatic.com/think/docs/think-travel-mobile-one-sheet_research-studies.pdf

66% of leisure travelers plan to spend more time shopping around/researching before booking travel because “finding value for my money is important to me” (vs. 59% in 2011) http://ssl.gstatic.com/think/docs/the-2012-traveler_research-studies.pdf

42% OF LEISURE TRAVELERS ENROLLED IN HOTEL LOYALTY PROGRAMS (BUSINESS TRAVELERS: 68%) http://www.google.com/think/research-studies/the-2012-traveler.html

Online shoppers viewing virtual tours and videos are 115% more likely to book. http://vfmleonardo.com/hotel-giraffe-success-story

HOTEL GIRAFFE’S MULTIPLATFORM VISUAL & VIRTUAL TOUR “From TripAdvisor to Yahoo! Travel, Hotel Giraffe consistently displays a combination of rich visual and written content (…) The content that used to only be available on hotelgiraffe.com, is now communicated across thousands of online channels – travel research sites, media sites, OTAs etc. to countless travel shoppers every day. At a time when travelers are particularly value-conscious, the (AV) content can be what wins you the bookings!”

http://vfmleonardo.com/hotel-giraffe-success-story; http://www.hotelgiraffe.com/virtual-tour.html

Booking content benchmark case:

Source visual: The Traveler’s Road to Decision, Google & Ipsos MediaCT July 2012

4. Experiencing

33% of traveller’s surf the (mobile) web for research purposes even when on holiday. http://infographicsmania.com/content-marketing-in-travel-industry/

38% of leisure travelers and 57% of business travelers use a mobile device to access internet for travel information. http://www.google.com/think/research-studies/the-2012-traveler.html

38% OF TRAVELERS USE CITY GUIDE APPS DURING VACATION (#2 BEHIND GOOGLE MAPS / GPS 40%) http://info.text100.com/Portals/162056/docs/Text100DigitalIndexTravelTourismStudTOP10Final.pdf

Over 40% of travelers globally chose a vacation activity based on how fun it looked. http://info.text100.com/Portals/162056/docs/Text100DigitalIndexTravelTourismStudTOP10Final.pdf

http://renaissance-hotels.marriott.com/r-life

RENAISSANCE HOTELS (MARRIOTT), RLIVE LIVE “Emerging artists. Unique events. Surprising discoveries in your hotel.” “Link up with us on Facebook and hear about all upcoming events.”

Experiencing content benchmark case:

Source visual: The Traveler’s Road to Decision, Google & Ipsos MediaCT July 2012

5. Sharing

63 PERCENT OF PEOPLE ARE INFLUENCED BY RECOMMENDATIONS / OTHER'S TESTIMONIALS http://deegeedeeconsulting.com/why-the-travel-industry-needs-content-marketing/; http://infographicsmania.com/content-marketing-in-travel-industry/

40% of leisure travelers read reviews from other travelers. http://www.google.com/think/research-studies/the-2012-traveler.html

48% of travelers watch videos "made by people like me" http://www.google.com/think/research-studies/the-2012-traveler.html

82% of hotel brands have created a presence on Instagram. Leading hotel brands’ presence on Instagram has increased by more than fourfold since last year http://blog.revinate.com/2013/03/announcing-instagram-integration-in-revinate.html; http://brand-e.biz/leading-hotel-brands-up-presence-on-instagram_25984.html

34% of travel apps are downloaded following referral from friends http://ssl.gstatic.com/think/docs/the-2012-traveler_research-studies.pdf

47% of travelers share videos or photos during their vacation, 52% after their vacation. http://info.text100.com/Portals/162056/docs/Text100DigitalIndexTravelTourismStudTOP10Final.pdf

http://info.text100.com/Portals/162056/docs/Text100DigitalIndexTravelTourismStudTOP10Final.pdf

http://instagram.com/fourseasons/

http://magazine.fourseasons.com/; http://gb.zinio.com/www/browse/product.jsp?rf=sch&productId=500727928

FOUR SEASONS ON INSTAGRAM*

Sharing content benchmark case 1

http://www.citizenmag.com/

CITIZEN M’S CITIZENMAG

Sharing content benchmark case 2

More inspiring hotel content marketing cases? RADISSON BLU EDWARDIAN, LONDON GUIDE NH HOTELES, BEDSIDE STORIES @SHANGRILAHOTELS ON INSTAGRAM RENAISSANCE HOTELS, RNAVIGATORS GRAND VELAS RIVIERA MAYA ON PINTEREST ATLANTIS/THE PALM, DUBAI ON FACEBOOK …

http://renaissance-hotels.marriott.com/; http://www.radissonblu-edwardian.com/feature.do?feature=london-guides; http://www.socialwatchlist.com/category/hotel/

Content is the trigger throughout the traveler's customer journey The Traveler’s Road to Decision, Google & Ipsos MediaCT July 2012

Convert your audience into smarter, more loyal and MORE PROFITABLE CUSTOMERS.

Get content. Get sQills, part of Sanoma 0032 (0)15 67 83 77 info@sqills.be

Source visual: The Traveler’s Road to Decision, Google & Ipsos MediaCT July 2012