The premuim booking platform,
supported by best-in-class digital marketing,
website design and distribtion consultancy.
Delivering unrivalled growth in direct business
for hotels and serviced apartment operators
throughout Ireland and the UK.
we deliver +€190m p/a hotel direct bookings
with 12 years of successful client partnerships
we support 350 live clients across Ireland & UK
Who we are & what we do
1. Ever-‐rising commissions…
– Booking.com % cost of up to 18%
– Expedia % cost of up to 23%
2. Rising cost of traffic
3. Aggressive OTA strategies
4. Diluted brand idenGty
5. OTA dominance in metasearch
Challenges Facing Hotels
1. Winning back some of the business from the OTAs is an important part of a channel shiL strategy
2. Compete with Online Travel Agents, such as Booking.com, on the main metasearch channels
3. RemarkeGng – Book direct benefits
What is Channel Shi;?
• Ireland Q1 2015
• Brand name on Google = €0.30 ave CPC
• Increase of 57% over Q1 2014
Rising Traffic Costs
1. Bing has 20% market share in the US, Yahoo is 12%.
2. Average CPCs can be cheaper
3. Less hotels compeGng here
4. Same mirror markeGng issues…
5. Easy AdWords Import
6. Show 4 ads above fold
Bing PPC
1. Sitelinks Extensions
2. LocaGon Extensions 3. Callout Extensions
4. Call Extensions 5. Review Extensions
6. App Extensions
Google Ad Extensions
App Extensions
• Link to your mobile or tablet app from your text ads
• People click either on your ad headline or on a link to your app
• A great way to provide access to your website as well as to your app
Call Extensions
• Shows as a ‘Call Bucon’ on a mobile device.
• You can set numbers to show only when the hotel can take calls.
• Can use more advanced soluGons outside of Google for your website like Reach Local and Infinity.
• Online adverGsing with real-‐Gme room availability and pricing feeds
• Allows you to… • Search for travel products and make comparisons between supplier and OTA
• You are then redirected to the chosen site to make the
actual booking
The Metasearch Channel
According to a 2015 Google study, metasearch now accounts for 20% of the European Travel market
The Metasearch Channel
Your booking engine provider needs to have an API with the relevant meta search engines…
The majority of meta search plaeorms work on a CPC Basis
Metasearch Provider CosKngs
Trivago €0.70 CPC -‐ Fixed
Tripadvisor Bid AucGon
Google HPA Bid AucGon
Kayak Between €0.73 and €1.00 CPC
The Metasearch Channel
Avvio recommend adopGng a % Cost of Sale Strategy for Metasearch
• Booking.com can cost up to 18%
• Expedia can cost up to 23%
Channel Avg % Cost 2015
Trivago 9.8%
Tripadvisor 10.4%
* Based on Avvio Clients
The Metasearch Channel
The Digital MarkeKng Funnel
Awareness
• Video • Display
ConsideraGon
• Awareness PPC and SEO • Tripadvisor (Business LisGng and Meta Search)
Purchase
• Brand PPC and SEO • Meta Search • RemarkeGng
RetenGon
• Email MarkeGng • Social Media Content and Offers
Advocacy
• Social – ConversaGons • Refer a Friend
TargeKng Strategy for Display Network
• Target customers that match a number of criteria
– Interest Categories: Interested in Travel/Hotels & AccommodaGon
– Geographic -‐ Located in Target specific markets where you would like to increase brand awareness –UK, US, Australia and Canada are top markets currently
– Keywords -‐ Looking at content that is relevant to our target keywords – e.g. Luxury, Hotels, Dublin
– Demographics – Age 35 – 54 are most profitable and best converGng customers according to Google AnalyGcs
Measurement
• Increase in Brand Search Volume
– Overall or in specific target Markets
• Increase in CTR on Brand Campaign
• Increase in New Customers
– What % of Paid Customers are New.
• Increase in Traffic for Target Demographics
• Impressions and Reach
• Revenue (based on first click AcribuGon -‐ AnalyGcs)
• Spend -‐ €1,344
• 579,540 impressions (people who either saw the video or
the accompanying ad)
• 70,898 (12%) targeted users watched the enGre video
• 4,740 clicks from video to website
• 21 Bookings
• How does this compare to TV, Radio or Print?
Video – Sample Avvio Hotel Results
5. Mobile -‐ Mobile responsive site & booking engine
-‐ PPC to specifically target mobile shoppers
1. Ensure your site is mobile responsive
2. Create mobile specific ads (mobile call to acGons)
3. Use Mobile Ad Extensions
4. You can bid more for mobile visitors. Measure ROI
5. Simplify the booking process
Top Mobile Tips
1. PPC • To make the most of your PPC presence uGlise Bing & ad extensions
2. Metasearch • Connect the direct channel to the OTAs
3. Display: • Migrate some of your offline budget to display for brand awareness • Test intelligent display campaigns
4. Video • Make video part of your markeGng plans for 2015
5. Mobile • Make sure your website and booking engine are mobile responsive • Your PPC should be targeGng mobile users specifically
Takeaways
Thank you [email protected] www.avvio.com IHF MarkeGng Series, 30th June 2015
Top Related