The Smart Hotelier's Budgeting Guide for 2017
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Transcript of The Smart Hotelier's Budgeting Guide for 2017
DIRECT IS ALWAYS BETTER SERIES #1
The Smart Hotelier’s Budgeting Guide for 2017
#2017budgeting
Your Speakers
Agenda:
Google: The Travel Planning
Journey &Latest Targeting
Innovations
NAVISCase Study: Combining
Online & Voice Channel Data
Key Factors Affecting the
Industry
Structuring the 2017 Budget
Key FactorsAffecting the Industry
Supply+3.8%
ADR+1.9% +3.8%
RevPar+1.9% Demand
#1: Direct Bookings Crucial to Growing
Revenues
Source: STR
#2. The Path-to-Purchase More and More Complex
• Decision Making Time: 17 Days
• Number of Sites Visited: 18
• Sessions: 8• Clicks: 6
Dreaming Phase
Planning Phase Experiencing Phase
Sharing PhaseBooking Phase
The Answer: Multichannel Marketing to reach the right traveller at the right place, at the right time, on the right device.
SEO & SEM
DisplayInteractive
App
Social Media
REVIEWS
SEO & SEM
REVIEWS
Social Media
#3: Personalization Key to Increasing Conversions
87%of companies see a lift in key metrics when personalizing
85%Internet users expect
personalization eMarketerVB Insight
75%get frustrated when content
NOT personalizedJanrain
#4: Storytelling through Content Marketing Cuts Through the Noise
We consume content at all hours of the day, across every channel.
More than ever, hotels need to ingrain storytelling into all of their digital marketing efforts.
We live our lives always on and always connected.
Structuring the 2017 Budget
2017 Recommended Budget Amount
4-6%of ROOM revenue should go to Sales & Marketing
75%of total budget should go
to digital initiatives
Overall Budget Structure Recommendation
59%: Year-Round Direct Response Marketing Evergreen initiatives such as SEM, SEO, Smart Data Marketing, Email, Meta Search, Reservation Abandonment Applications & Personalization
25%: Assets, Strategy & OperationsWebsite (hub), CMS, Book Direct Strategy, hosting, analytics
16%: Seasonal & Targeted Marketing CampaignsMultichannel campaign with one cohesive theme to fill specific business or occupancy needs
Snapshot of the 2017 Digital Marketing Budget
Breaking Down the
Budget
TheBreakdown
Search Engines: Expanding Your Strategy
SEM: New for Mid-Year 2016/2017New Ad Formats See 20% Higher CTRs: 2 Headlines
SEM: Taking a Mobile Centric Approach
Mobile search themes:• near me (like "pet friendly
hotels near me")• cheap (like "cheap hotels
in Myrtle Beach")• price (like “hotel prices")• Deal just for mobile users
74% of mobile bookings are made for same-day check-in.
Source: Think With Google
SEM: Increase Brand Exposure with Gmail Ads
RESULTS
Avg CPC$0.24
Impressions583,366CTR8.52%
Time Frame: 8 months
Google Display Network: Lightbox Ads
These types of banners work on a Cost Per Engagement (CPE) bidding model – the advertiser is charged when an ad is expanded (not upon click through)
SEO: New for Mid-Year 2016/2017
Includes links to flights, hotels, and restaurants in the destination.
Displays a collection of destinations within the region the user is searching.
Google Unveils Destinations
SEO: Create Robust Area Content & Go Beyond Website Copy
Case Study: SEO Management & OptimizationDestination-focused strategy increases organic search
revenue by 40%+ YOY
Smart Data Marketing: A 360° Approach
PAST/REPEAT GUESTS
15%-25% OF GUESTS
FUTURE GUESTS75%-85% OF GUESTS
360ºGuestCycle
Target Using CRM Data(Build Personas, Lookalike Audiences)
Target Using Intent Data(In-market Audiences, Feeder Markets)
Smart Data Marketing WORKSCASE STUDY:
COST OF SALE1.8%
ROAS5,464%
BOOKINGS214
The display campaign targeted those with travel intent and using real time rates to New York City during Q4 2015 and Q1 2016
Programmatic BuyingReal-time Data Targeting
Utilize existing customer data
from CRM, Adobe Omniture website
data, etc
Target “look-a-like” audiences in
real-time
Optimize targeting and
creative in real-time based on
campaign conversions and who is actually
booking.
Use campaign insights and data
to optimize all future campaigns
TripAdvisor Display with RetargetingRetarget hotel website visitors on TripAdvisor.
Email MarketingA Fundamental For Generating Bookings
• Responsive a MUST
• Utilize CRM Data
• Animated Visuals to Grab the User’s Attention
• Conduct A/B Testing and Analytics to Optimize Performance
Smart Personalization: Custom Content for Visitors
CUST SEGMENT | NEW VS. RETURNING | DEMO | GEO | PAST STAYS | OCCUPANCY NEEDS | LOYALTY MEMBERS
98% of your website visitors do not book.
Reservation
Abandonment Email
Reservation Abandonment
Lightbox DisplayFight against reservation abandonment and convert website visitors into bookers.
Social Media Campaigns: Keep Mobile Top of Mind
67% Time Spent on Social Media is on a Smartphone -comcast
Case Study:
96% of reach and 99% of website clicks came from mobile placements.
(Mobile News Feed and Facebook’s Audience Network)
A full-screen, highly immersive Facebook ad unit, Facebook Canvas Ads engage users through rich imagery, copy, and buttons linking to the brand website.
Storytelling through Facebook Canvas Ads
Targeting Options Age Gender Location Interests Behavior Custom Audience Lookalike Audience
Multichannel, Seasonal & TargetedCampaigns
Seasonal & Targeted Campaigns
SOCIAL MEDIA (PAID &
ORGANIC)
SEM, GMAIL ADS, YOUTUBE
TRUEVIEW
GOOGLE DISPLAY & TRAVEL AD NETWORKS
OWNED MEDIA (EMAIL
MARKETING & WEBSITE
PROMO SLIDE)
Build Customer Personas & Map the Path to Purchase
Determine Business Need Create Campaign Messaging
Plan Out Campaign Initiatives:
ENGAGING LANDING PAGE & INTERACTIVE APPLICATIONS
Facebook Promoted Post
Animated Banner
TripAdvisor Special OfferPromo Tile
Special Offer Landing Page
SEM Ad
Twitter Promoted
Tweet
Organic Social Media Contest #PalacePays2
016 Responsive Emailer
Instagram Promoted Post
Results:
Return-on-ad-spend: 5,002% Cost-of-Sale: 2%
Digital Assets, Consulting & Operations
Where Beauty Meets Science.
Your Website: Not Just a Static BrochureBeauty Large, rich hero image or imbedded video Promotional tiles Long-scroll storytelling Interactive map, events, and blog/social
features Visually engaging destination content Lifestyle imagery with people
Science Smart CMS Smart Personalization Engine Smart Booking Widget Smart Rate Promo Rooms Module Guest Portal
Merchandizing: Every Page Should Sell on Value
On-Property Version of Your Website Inform and connect with guests; generate
incremental on-property revenues
Website Hosting, Analytics & OperationsAnalytical tools ensure success of your campaigns
Case Study: Resort’s Direct Website Revenue Increases 80% It pays to invest in your website
technology, digital marketing and website revenue optimization strategy.
APPROACH: New Responsive Website smartCMS® Book Direct Strategy Full-Service Digital Marketing
RESULTS: Within first month post
launch, online revenues increased 80% year-over-year
Website Revenue OptimizationPartner with Consultants that function as a
part of your team by:
Creating digital marketingbudgets & campaigns.
Addressing propertyneeds.
Increasing bookings from key customer segments.
Keeping on top of comp set, market parity, rate
parity,& more.
Proposing new revenue opportunities.
Keeping you updated on best practices &
performance.
Google: Laura Retsos
Google: The Travel Planning
Journey &Latest Targeting
Innovations
NAVISCase Study: Combining
Online & Voice Channel Data
Key Factors Affecting the
Industry
Structuring the 2017 Budget
Travel: understand the new online consumer journey
We’re living in a world of moments
Micro-moments are the new battleground for brands
Reaching the right customersin the right moments
Intent + Context
+ Immediacy
= Travel Micro-Moments
Confidential & ProprietarySource: Google Analytics Meta Analysis from May ‘14 to May ‘15. Data is US only.
Decreasing time per visit on Travel mobile websites year-over-year.
Almost 2x increase in mobile conversion rates on the Travel mobile web year-over-year.
50%+ increase in mobile searchesin the Travel category year-over-year.
Mobile allows consumers to get inspired during their travel research and planning stages
Smartphones are often used for travel inspiration in “snacking moments” such as when waiting and commuting, before planning a trip:
● 69% of consumers use it for inspiring personal travel
● 77% of affluent travellers use it for travel inspiration
Confidential & Proprietary
I-WANT-TO-KNOWDREAM
I-WANT-TO-GOPLAN
I-WANT-TO-BOOKBOOK
I-WANT-TO-DOEXPERIENCE
I-WANT-TO-GOMOMENTS
90%of travelers in the U.S. recall researching their last vacation on a computer or tablet. 80%
of leisure travelers do not book with the first hotel brand that comes to mind in the research process.
Source: Today’s Digital Traveler, Google and PhoCusWright, October 2015, Traveler’s Road to Decision 2015, Google and Ipsos, October 2015.
Confidential & Proprietary
Google Hotel Search and Hotel Ads
260% more clicks to partners
in 2015 than 2014
Source: Google Internal Data
I WANT-TO-BOOKMOMENTS
84% of Leisure travelers made their final decision on mobile.
54% of people who booked elsewhere did so because of mobile usability.
Source: Traveler’s Road to Decision 2015, Google and Ipsos, October 2015.
Goals: Promote #ItPaysToBookDirect campaign to encourage direct bookings through Marriott
The Innovation: Partnered with YouTube beacon Grace Helbig, and let her suggest the scenarios
Three-week results: ● 370k views on “Love and
Directness” ● 352k views on “Go the
Direct Route”● 314k views on “How to
Land a Job”
Marriott leverages YouTube to drive direct bookings
Goal: Drive awareness, highlight the experience at Renaissance Hotels and show Marriott’s commitment to helping guests discover something new in-destinationWhat the did: Promote videos and imagery to guests through Gmail Ads, which delivers high ongoing reach.
Results: 25% longer time spent on site, 18% increase in pageviews per visit on RenHotels.com -- will be rolling out to additional brands globally.
Marriott Hotels delivered inspiration to consumers with Gmail Ads
Google YouMagic Consumer Moments
=
You have a real opportunity to talk to existing and new customers
Google can help you win moments that really matter
Intent Signals Email lists
Contextual + Location Signals
Past purchasers
App converters
Build a 360˚ view of your customers with Your data + Google data + Contextual signals
to win micro-moments in real time
Confidential + ProprietaryConfidential + Proprietary
Start with people you already know
Peopleyou know
Customer profiles and purchase history based on CRM data
Visited your site or app
Combine your customer data with Google’s targeting capabilities to reach precise audiences at scale
Searching
Customer Match in AdWords
Remarketing
Lists forSearch Ads
Email lists
Remarketing lists of
previous site and app
visitors
Watching
YouTubeChecking
Gmail
Full coverage across mindsets and devicesPeople
you know
Customer MatchFor Search, YouTube & Gmail
You know your customers
Whois likely to consider you?
Whoare my loyal customers?
Whohasn’t visited in a while?
...should drive your messaging across devices
Purchase history
Offline activity
Customer profiles
What you knowabout your customers...
}
Customer Match helps you strengthen connections with your known customer base and forge new relationships.
Generate awareness with customers that may be interested in your brand or productUse what you know about your customers to influence consideration of your products through tailored messaging in your marketing campaignsDrive purchases by connecting with your customers when they show intent to buy
Leverage your CRM data to drive repeat purchase and increase loyalty among your customer base
Customer Match:Harness the power of customer data to meet your marketing objectives
$
Now, it’s easier to realize the full value of your customer data with Google
Target customers that you know
Exclude current customers to only reach new customers
Reach users similar to your customers
NEW!
With Customer Match, your online and offline data is used to reach your customers on any device and across mindsets on Search, YouTube and Gmail
Customer Match:Reach consumers across channels and devices
>1 billionmonthly
users
Billionsof monthly searches
>1 billionmonthly active
users
Remarketing Lists For Search
Remarketing allows you to maximize your opportunity to re-engage users who have already visited your website
Search
after visiting your sitereturning visitors are
58%more likely to click on your ad
42%more likely to convert
28%more cost efficient
More effective campaign targeting and intelligent bidding to reach higher value audiences
Existing AdWords targeting criteria Remarketing lists for Search Ads
Device Language
Location
Keyword
Daypart
Already familiar with your products or brand
“Audiences” of higher-converting consumers
2
1
Not all search users are created equal, so we give you the power to talk to them differently
1 1 1 1
1 1 1 11 1 1 1
1 1 1 1 1 11 11 11 11 1
1 120 20
1 150 50 1 120 201 150 50
1 1100 100
Users already familiar with your site, products or brand are more likely to convert
The three reasons why Remarketing for Search is crucial for your business
Bolster the power of audience targeting to make your search campaigns more effective
Tailor bids, creatives and keywords to achieve better performance from your most desired, high value audiences
Use real time reporting and bid adjustments to optimize and deliver the best results
Confidential + ProprietaryConfidential + Proprietary
But what about the people you don’t know?
Search intent
Real-time behavioral and interest signals - not stale declared data
Intent & Data
Acquire new customers who are interested in your offering but potentially not aware you/your brand exists
People you
don’t know
In-Market Audiences
Flights Hotels Car
Rental
Prospects with active
intent to purchase
Car safety site for electric cars
Visit blog discussingelectric cars
Revisit manufacturer site to read pricing options
Visitssite to see options
for car financing
Click ad for hybrid to see interior on manufacturer site
Consumer research
Product or service listings
Content with strong conversion history to
related segment
Recency and frequency of
visits
Views and clicks on related ads
Audience data is derived from a broad variety of intent-based signals
Google’s in-market audiences uses unique intent signals to influence and convert users
Access to unique data* with no added
data feesHyper relevant
audiencesAbility to distinguish intent from interest
Behavioral signals
DurationRecency & FrequencyClicks & conversionson related ads
Contextual
signals
Page type & contentLocation
Customized
Definition of “fresh” tailored to vertical specific purchase cycle
Real-time
Audiences expired after users stop showing in-market signals
*Including proprietary sources
Air Travel Hotels Car Rental
By Destination*By Destination* Star Rating
1-2-star
4-star5-star
Ticket Class
3-star
EconomyBusiness & First
Economy, Midsize, Compacts & Subcompacts
Standard & Full Size
Luxury, Speciality, SUV & Convertibles
By Tier**
Cruises
*US Destinations: Atlanta, Austin, Boston, Chicago, Dallas, Denver, Detroit, Fort Lauderdale, Hawaii, Houston, Las Vegas, Los Angeles, Miami, Minneapolis, Myrtle Beach, Nashville, New Orleans, New York City, Orlando, Philadelphia, Phoenix, Portland, Salt Lake City, San Diego, San Francisco Bay Area, Seattle, Washington DC
*International Destinations: Beijing, Caribbean, London, Mexico, Paris, Rome, Shanghai, Tokyo, Toronto, Vancouver
Vacation Rentals
Campaigns targeting US only, English only
In-market segment for Travel
NAVIS: Jeff Robertson
Google: The Travel Planning
Journey &Latest Targeting
Innovations
NAVISCase Study: Combining
Online & Voice Channel Data
Key Factors Affecting the
Industry
Structuring the 2017 Budget
Case Study: a Florida Keys resort wanted to ensure they were not underestimating the performance of online campaigns that were driving revenues via the voice channel.
Background: with mobile bookings and visits increasing by 46% and 28% year-over-year (HeBS Digital portfolio), voice reservations are increasing as a result.
Online analytics must be viewed with voice channel data to understand the full picture.
The Approach: combine online & voice channel analytics to fully understand which digital marketing initiatives are producing the highest ROIs.
The Digital Strategy:Responsive Website DesignWebsite Technology Platform, smartCMS ® SEOSEMEmail MarketingSocial MediaSmart Data Marketing / Display
The Voice Channel Strategy:
Reservation Sales System, with real-time dataReservation Call Center, with operators trained to increase occupancyVoice Channel tracking to capture guest and prospect data
Case Study Results: 41% of digital marketing efforts came through the voice channel.
Initiative / Device Online Revenue Voice Revenue Online % Voice Channel %SEM $634,123 $303,647 68% 32%Google Display Network $582,321 $10,386 98% 2%Social Media $13,357 $7,412 64% 36%Email $33,199 $318,942 9% 91%SEO $624,243 $761,277 45% 55%TripAdvisor Business Listing $60,105 $69,890 46% 54%Mobile Site $108,090 $134,176 45% 55%Tablet Site $324,006 $15,357 95% 5%Total $2,379,443 $1,670,224 59% 41%
Not including post-impression advertising initiatives (display advertising, dynamic rate marketing, etc.)
Thank You