Digital Marketing Directions 2016: HSMAI NYC
Transcript of Digital Marketing Directions 2016: HSMAI NYC
Digital Marketing Directions The Key Trends Driving Your Hotel Marketing Next Year
Tim Peter (@tcpeter)
President, Tim Peter & Associates
“We always overestimate the change that will occur in the next two years and underestimate the change that will occur in the next ten.”
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PKF-HR STR/Tourism Economics PwC
2016 RevPAR Growth
RevPAR forecast strong through 2016
• Meet the “Net Set” – Largest demographic… or
will be by end of this year – Natively mobile: 86% of
consumers aged 25-32 own smartphones
– More smartphone-owning Millennials expect brands to have a mobile-friendly website or app (55%) than a social media presence (39%)
• The “Net Set” travels – 32% of US travelers – Business travel, too: largest
share of workforce (34%) – Approximately 20 million
(~45%) still to enter workforce over next 3-4 years
– 49% “plan/book” on mobile devices
– Half of Millennials travel with children
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iPhone 6 Plus Price Relative Computing Power
“Much more importantly than a source of transactions, mobile is a chance to plumb the end-to-end user experience… Say you are looking for an accommodation
on an iPad but then you book on a PC. But, then you show up at
the hotel with your iPhone. All of that is plumbed to an account...” –
Darren Huston, Priceline CEO
“I think of mobile in the short term as a positive to drive
some bookings, but really in the longer term it is
increasing our value to the customer that would be very difficult for an independent
hotel to do.” – Darren Huston, Priceline CEO
Priceline activity • BookingSuite
– Buuteeq (hotel websites and booking engines)
– HotelNinjas (PMS) – Pricematch (RMS)
• Rocketmiles (Loyalty) • OpenTable • Kayak • AS Digital (restaurant booking) • Marriott white-label booking engine (ar, it,
pt-br, ru)
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PKF-HR STR/Tourism Economics PwC
2016 RevPAR Growth
Drive rate, control costs
“Sights, sound and motion get attention and inspires. A product manager for a prominent OTA told me that despite all the conversion testing they run, the one universal truth is ‘pretty pictures sell hotels.’” - Robert Cole
Action Yes/No? Media channels selected? Media channels align with target customer?
Image? Is it shareable? Headline? Is it shareable? Will it fit in a tweet? Copy? Snackable? Sharp? Hashtag? Shareable? Can hashtag be turned against us? (“Bashtag”)
Mobile? Which social channels are used by target customer?
Monitoring in-place? Tracking in-place? URL shortener?
Social integration scorecard
• Why not put them to work for you? – 100 room hotel – 60% occupancy – 1.4 guests/room – 31,000 annual “storytellers”
• “Treat each one like a VIP travel writer…. because they are” – Adele Gutman, �Vice President Sales, Marketing,& Revenue at Library Hotel Collection
Pricing Power (ADR)
Demand (Occupancy)
Performance (RevPAR)
All +0.8% +0.2% +0.96%
Upscale +0.67% +0.19% +0.83%
Upper Midscale +0.74% +0.42% +1.13%
Midscale +0.89% +0.54% +1.42%
Measured change in pricing power, demand, and performance given a 1% change in online reputation Source: Cornell Center for Hospitality Research
Review quality leads to increased RevPAR
• Real-world says so too – Achieved top positions in
TripAdvisor, Yelp, social channels for multiple hotel clients
– Occupancy index improved to 95-105
– ADR index improved to 107-180
– RevPAR index improved to 109-169
– Growth above comp set – Reduced or held OTA share
below 10%
• Key takeaways: – Invest in content quality
and velocity: Snackable, shareable, sharp
– Grow your reach beyond Google and metasearch – they’re the same thing
– Use data to learn and grow
– Guest experience drives rate and return
Thank You
Web: timpeter.com
Phone: 201-305-0055
Email: [email protected]
Twitter: twitter.com/tcpeter