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WHAT’S HAPPENING IN DIGITAL?
• PPC advertising space has increased significantly
• Organic has decreased, especially on mobile
• Metasearch (Hotel Price Ads) now occupies a prominent position
© 80 DAYS
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More focus on Online Advertising
More focus on Meta Search
Brand Essence / Effective Advertising
Content Strategy (website / social / PR)
Usability / Responsiveness
Conversion Rate Optimisation
WHAT’S HAPPENING WITH DIGITAL?
© 80 DAYS
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OUR STRATEGY
Proactively target consumers at all stages of the sales funnel
© 80 DAYS
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INDEPENDENT – MAJOR EUROPEAN
CITY
TYPE VISITORS CONV RATE % ONLINE MONTLY
BUDGET
ROI
Newly Opened 15,000 – 25,000 0.25 – 1.00 £5K – £10K 2:1
Established 15,000 – 30,000 0.50 – 1.00 £3K - £7K 5:1
Mature / Iconic 35,000 – 80,000 0.50 – 1.25 £2K - £5K 10:1
© 80 DAYS
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NEW OPENING
Sa
mp
le b
ud
ge
t allo
ca
tion
© 80 DAYS
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MATURE ICONIC
Sa
mp
le b
ud
ge
t allo
ca
tion
© 80 DAYS
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Be clear about your product offering
Understand your audience
Online Advertising Strategy
Content Strategy (website / social / PR)
Active on Meta Search
SUMMARY
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Agenda
1. Key Distribution Channel Shares
2. OTA KPIs and Statistics
3. Content Management – Strategy & Tactics
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1.
• In 2015, almost one third of gross bookings were made online, an increase of more than 2% versus 2014
• The channel share of OTAs raised to almost 15% in 2015
• In contrast to that, the brand website shares (incl. mobile) recorded a slightly lower increase, totaling in 11% in 2015
European Chain Hotel Channel Shares, 2014 vs. 2015
Source: h2c Distribution Benchmark 2015
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2.
OTA & Website – KPIs and Benchmarks
OTA KPIs
Booking Conversion
Number of Bookings
Appearance in Search Results
Leisure vs. Business Bookings Cancellation Rate
Content Score Number of
Property Views
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3.
Do not use the same content on your own website as on the OTAs! Stand out and differentiate yourself with content!
Do not use content that requires constant updates on third party sites (unless specifically requested), e.g. opening times
Make sure to remove obsolete content, e.g. renovation information
Which Content To Use?
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3.
1. Establish standard process for Static Content Maintenance
• 1 responsible person (or team)
• Regular update and review of channels (OTAs, Metasearch, Hotel Website, etc.)
• Create a checklist for Content-Maintenance
• Content should be reviewed at least every 6 months
2. Prioritize your channels
• Ensure that the website has unique content
• Update channels for which you have access to an extranet (e.g. OTAs, metasearch channels)
• Contact channels that pull content from other sources – changes often with delays because of interfaces
Which Influence Do I Have on Content Quality?
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3. Content Management Process via CONTtest
Hotel Content • Facilities • (Opening) Dates • Standard Policies etc
OTA Content • Content Score Ranking • GUI
Continuous Updates
CONTtest data entry by hotel
Initial Content Check Data verification & recommendation
for changes
Hotel approves changes
Hotel data change by h2c
Static Content Manager Automated content updates across all
employed channels by hotel using CONTtest
Find out more about CONTtest.
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3.
Tick the right fields on the OTA extranets
Fill out new fields in extranets, try out display changes
Enter different hotel (and room) free-flow descriptions
Double check content updates on the consumer site
Display general and room-specific facilities
Display special conditions (not supported by extranets) in sections such as “Good
to Know”
Use detailed, high resolution images
Avoid the display of often-changing information
Check the OTAs’ content scores
Develop a Content Management Strategy
Top Tips for Static Content Updates on Intermediary Websites
Find out more about Static Content Management.
Questions?
Download presentation: www.h2c.de/work/content-marketing/ www.eighty-days.com/webinar
Christin Haensel| Senior Manager
Get in touch and connect via LinkedIn or XING
h2c GmbH | Fuellenbachstrasse 4 | 40474 Duesseldorf
www.h2c.de
Mark Forrester| Chairman
You are welcome to connect via LinkedIn
80 Days | Charlotte House, 2 South Charlotte Street | Edinburgh, EH2 4AW
www.eighty-days.com
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