Is Your Hotel Website Leaking Direct Online Bookings?
51
42 nd EHMA Annual General Meeting REVOLUTION Geneva 17-19 April 2015 Geneva 2015 COMMUNICATION The 4 Phase in the Online Hotel Booking Cycle and How You Can Leverage Each Phase to Increase Your Top Line Is Your Hotel Website Leaking Direct Online Bookings?
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Transcript of Is Your Hotel Website Leaking Direct Online Bookings?
42nd EHMA Annual General Meeting
REVOLUTIONGeneva 17-19 April 2015
Geneva 2015COMMUNICATION
The 4 Phase in the Online Hotel Booking Cycle and How You Can
Leverage Each Phase to Increase Your Top Line
Is Your Hotel Website Leaking Direct Online Bookings?
20Years
What is the average number of years EHMA members have been Hotel Managers?
20Years
What is the average number of years EHMA members have been Hotel Managers?
20Years
What did the world look like 20 years ago?
Source: http://blogs.microsoft.com/firehose/2014/08/07/throwback-thursday-microsoft-com-
among-the-earliest-commercial-websites-has-been-on-the-web-for-20-years/
HOW YOU BROWSED IN 1994
Source: http://en.wikipedia.org/wiki/Windows_3.1x
YOUR DESKTOP IN 1994
YOUR SMARTPHONE IN 1994
Source: http://www.businessinsider.com/henry-blodget-15-years-of-
yahoo-home-pages-1994-2009-2009-7?op=1&IR=T
HOW YOU SEARCHED IN 1994
Source: https://www.flickr.com/photos/the-difference/
THE CLOUD IN 1994
Source: Kenneth Allen, McKelvey Travel, Omagh -‐ geograph.org.uk
BOOKING.COM IN 1994
Source: by Orlando Uy
TODAY LOOKS VERY DIFFERENT
The amount of data and information created each day makes it impossible to keep up
Source: Dr. Kjell Nordstrom: International Business Thought-Leader, Best Selling Author, Keynote Speaker
HOW DO YOU KEEP UP?
“Every morning when you wake up you’re a little bit more stupid.”
Dr. Kjell Nordstrom
Source: Dr. Kjell Nordstrom: International Business Thought-Leader, Best Selling Author, Keynote Speaker
HOW DO YOU KEEP UP?
Source: EHMA 2014 Members Survey
71% of EHMA Members
wanted to learn more about
website sales funnels
STRATEGY TO DECREASE THE GAP
Phase 1 Phase 2 Phase 3
Phase 4
Browsing
Comparing
Confirming
Booking
HOTEL GUEST SALES FUNNEL
Phase 1 Phase 2 Phase 3
Phase 4
Browsing
Comparing
Confirming
Booking
HOTEL GUEST SALES FUNNEL
Source: http://www.tnooz.com/article/travel-booking-abandon-infographic/
39% of website visitors abandon the hotel sales funnel during
the browsing phase
USER BEHAVIOR USING HEATMAPS
Heat mapping helps you find how your users are moving around your website.
Source: http://answerlab.com/services/websites/
IN PERSON TESTING
In person testing is a valuable way to understand your users and find weaknesses
on your site.
Source: SMI Eye Tracking, www.smivision.com/egts
WHERE DOES THE EYE LOOK?
Eye tracking follows users eyes on your site and helps your web team design a high
preforming website.
Source: Using Eye Tracking to Obtain a Deeper Understanding of What Drives Online Hotel
Choice - Vol. 14, No. 518 FSepbrteumarbye2r0210414
IMPORTANT DURING BROWSING
Cornell University used eye tracking
to study hotel websites – what
were the top factors during the browsing phase?
Source: Using Eye Tracking to Obtain a Deeper Understanding of What Drives Online Hotel
Choice - Vol. 14, No. 518 FSepbrteumarbye2r0210414
IMPORTANT DURING BROWSING
Are these optimized on your
site?
QUANTITY & QUALITY
• Properties with at least one photo see an increase of +138% in travel engagement
• Properties with more than 1,000 photos see an increase of +203% in travel engagement
• Expedia does a great job of this – does your site?
Source: http://fredericgonzalo.com/en/2014/12/23/why-visuals-are-key-in-travel-marketing/
Phase 1 Phase 2 Phase 3
Phase 4
Browsing
Comparing
Confirming
Booking
HOTEL GUEST SALES FUNNEL
Source: http://www.tnooz.com/article/travel-booking-abandon-infographic/
37% of website visitors abandon
the hotel sales funnel during the comparing phase
According to Google, the average length in days before a purchase is 24, and visits 21.6 websites before making a decision
Source; The Smart Hotelier’s Guide to 2015 Digital Marketing Budget Planning, HeBS Digital
COMPARING. NO BAD DECISIONS
How often does your browser have this many tabs open? It’s easy to have 21 touch points today – has your team
optimized all of them?
Source; The Smart Hotelier’s Guide to 2015 Digital Marketing Budget Planning, HeBS Digital
COMPARING. NO BAD DECISIONS
Your Online Presence 98.8% of
EHMA Hotels are
using Facebook
Source: EHMA 2014 Members Survey
COMPARING. ONLINE PRESENCE
Your Online Presence 98.8% of
EHMA Hotels are
using Facebook
53% of EHMA Hotels have a
defined strategy or goals for Facebook
Source: EHMA 2014 Members Survey
COMPARING. ONLINE PRESENCE
Your Online Presence 98.8% of
EHMA Hotels are
using Facebook
53% of EHMA Hotels have a
defined strategy or goals for Facebook
Source: EHMA 2014 Members Survey
COMPARING. ONLINE PRESENCE
Your Online Presence 98.8% of
EHMA Hotels are
using Facebook
53% of EHMA Hotels have a
defined strategy or goals for Facebook
100% of hotel managers know the power of
online reviews
Source: EHMA 2014 Members Survey
COMPARING. ONLINE PRESENCE
Your Online Presence 98.8% of
EHMA Hotels are
using Facebook
53% of EHMA Hotels have a
defined strategy or goals for Facebook
100% of hotel managers know the power of
online reviews
84% of EHMA Hotels have NO digital
review strategy
Source: EHMA 2014 Members Survey
COMPARING. ONLINE PRESENCE
HAVE YOUR OWN PERSONALITY
“Best is not the name of the game anymore, because the standards have reached a point that you can not easily make
them higher, but I think we’re back to basics…every hotel…has to show their real nature…[because] people are searching for
something very specific. So you have to have your own personality.”
Jacques MayerBeau Rivage Hotel
Source: Source: The McKay Interview: Jacques Mayer, Michael McKay is talking to Jacques Mayer, the fourth generation of his family to run the famous Beau Rivage Hotel in Geneva. 09 December 2013
Source; The Smart Hotelier’s Guide to 2015 Digital Marketing Budget Planning, HeBS Digital
Your Website
• Is your traffic funnel optimized?• Are you bringing visitors back to your site?• Do you have a review strategy?
OPTIMIZED TO SELL
Source: Booking.com and Expedia.com
BROWSING. PRICING STRATEGY
Phase 1 Phase 2 Phase 3
Phase 4
Browsing
Comparing
Confirming
Booking
HOTEL GUEST SALES FUNNEL
Source: http://www.tnooz.com/article/travel-booking-abandon-infographic/
21% of website visitors abandon
the hotel sales funnel
Source: Booking.com and Expedia.com
CONFIRMING. EASE AND URGENCY
Source: Booking.com and Expedia.com
CONFIRMING. EASE AND URGENCY
Source: http://www.moevenpick-hotels.com/ https://reservations.roccofortehotels.com, http://
www.aqualuxhotel.com/en/
CONFIRMING. EASE. URGENCY. VALUE.
Phase 1 Phase 2 Phase 3
Phase 4
Browsing
Comparing
Confirming
Booking
HOTEL GUEST SALES FUNNEL
13%
Booking Process Too LongComplicated Checkout
Source: http://www.tnooz.com/article/travel-booking-abandon-infographic/
Website Visitors Abandon the Hotel Sales Funnel During
the Booking Phase
9%
Technical IssuesLost Connection
Source: http://www.tnooz.com/article/travel-booking-abandon-infographic/
Website Visitors Abandon the Hotel Sales Funnel During
the Booking Phase
7%
Payment IssuesLack of Options
Source: http://www.tnooz.com/article/travel-booking-abandon-infographic/
Website Visitors Abandon the Hotel Sales Funnel During
the Booking Phase
29%
Source: http://www.tnooz.com/article/travel-booking-abandon-infographic/
Website Visitors Abandon the Hotel Sales Funnel During
the Booking Phase
Source: Source: Expedia’s CEO defends commission structure, December 16 2013, http://www.hotelnewsnow.com - By Jeff Higley
What would a 29% increase in online
bookings mean to your bottom line?
FIXING ISSUES. WORTH THE EFFORT
Source: Source: Expedia’s CEO defends commission structure, December 16 2013, http://www.hotelnewsnow.com - By Jeff Higley
• User experience testing ongoing
• Right tools to determine the opportunity
• Someone on your team reading the data
• Booking system should always be improving
BOOKING. ALWAYS IMPROVING
Define Goals
Review Competitors
Audit Website
Audit Online Presence
Analyze Data
Create Strategy
SALES FUNNEL OPTIMIZATION PROCESS
WE CAN HELP
Monika MoserDirector of Rooms & Spa
Hotel Fouquet's Barrière Paris
"Last year Fouquet's Barrière worked with StringCan Interactive to look at our online obstacles and opportunities, the audit StringCan provided was very in-
depth, actionable and insightful generating real results."
JASON McDONALDDirector of StringCan Europe
that win!
@StringCanEU
stringcaninteractive.fr
CEO / Founder
that win!
@StringCanAgency
stringcaninteractive.com
JAY FEITLINGER
LET’S CONNECT
Q&ATHANK YOU!
