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The Next Five Years: Focus on the Hotel,
           Resort and Vacation Rental Market.
By Trent Blizzard, President
Blizzard Internet Marketing, Inc
www.blizzardinternet.com




                                    5/6/2009
   Growth of online revenue slows
     Decreasing visitors, increasing research
   Depth of interaction with buyer deepens
   Online competition increases
   Increased barriers to entry
   Savvier consumer behavior:
     Researching multiple websites
     Social Internet new Word of Mouth




                                                 5/6/2009
   #1 Organic’s power stolen by:
     PPC
     Fresh content
     Personalized content
     Video
     Local search
     Mobile
     News
     Reviews
     Social Search
     Not Stolen by Yahoo or MSN


                                    5/6/2009
   High quality referrer links
   Good content / Fresh content
   Good user experience
   Broad presence (local, video, news, etc)
   Future Predictions: websites with high CTR,
    low bounce rates, broad web-presence, niche
    web-presence and original content will
    outperform.
   Expect barrier to entry for new sites.
     Microsites out
     Quality listings on other sites, in.
                                             5/6/2009
   Sites that refer qualified visitors are growing in
    numbers
     Portals
     Destination Guides
     Niche Resources
   Consumers are researching in more places
   These sites are growing much faster than direct
    competitors
   Human and financial resources increasing required
    to manage this powerful area.
   Search engines will continue to reward sites that
    are represented in quality resources

                                              5/6/2009
   Growing component of online marketing
   Will grow bigger than manageable by most
    businesses
   Give an advantage to businesses that please
    their guests
   Customer support may move into this area
   Increasingly OK to “reach out” to potential
    customers
   Single biggest area of Risk in the future


                                      5/6/2009
It is rapidly becoming more cost effective to
  convert a current visitor to a customer than
  bring new visitors.
New online marketing language will include:
 Landing pages
 A/B testing
 ROI
 Conversion ratios
 Permission marketing
 Call to action


                                     5/6/2009
   Email marketing will become more important.
     Very cost effective
     Turns visitors into bookers
     Effective for maintaining relationships
     Scales efficiently
     Becoming more sophisticated
     Segmentation
     Deeper integrations with web visitors, CRM,
      Direct/Tele marketing
     Watch out for SMS



                                             5/6/2009
   Greater focus on measuring ROI
   Developing in-house marketing specialist
   Training an internal DIY team to handle many
    tasks:
     Email marketing
     Social internet / Reputation management
     Content creation
     Data / CRM integrity
   Greater focus on reaching out to guests via
    telephone, email, twitter, etc.


                                           5/6/2009
   Email marketing
     Stay in touch with your guests… Deepen the
      relationship through email, social networking, etc.
   Increase conversion rate of your web visitors
   Manage your reputation
   Develop in-house talent
   Feed Google’s many algorithms with good
    content




                                              5/6/2009
   Webinars:
    ◦ All About Google: Google and its Many Algorithms
      June 10th, 2009 12:00 PM - 1:00 PM MDT
    ◦ All About Google II: Local Search
      June 17th, 2009 11:00 AM - 12:00 PM MDT
    ◦ All About Google III: Keyword Research
      June 24, 2009 11:00 AM - 12:00 PM MDT
    ◦ All About Google IV: How to Track your Search Engine Rankings
      July 8, 2009 11:00 AM - 12:00 PM MDT


   Workshops:
    ◦ All About Google
      July 14th, Las Vegas, NV
    ◦ Listings and Link Building Workshop
      July 15th, Las Vegas, NV
    ◦ Google and Foundations
      September 9-10th, Glenwood Springs CO
    ◦ Listings and Link Building Workshop
      September 30th – Oct 1st, Glenwood Springs




                                                         5/6/2009
   Website: www.blizzardinternet.com
   Blog: newsletter.blizzardinternet.com
   Email: info@blizzardinternet.com
   Phone: 888-840-5893
   Address:
       Blizzard Internet Marketing, Inc
       1001 Grand Avenue
       Suite 203
       Glenwood Springs, CO 81601


                                       5/6/2009

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Online Marketing in 2012: Future Trends in Online Marketing for Hotel, Resorts and Vacation Rentals

  • 1. The Next Five Years: Focus on the Hotel, Resort and Vacation Rental Market. By Trent Blizzard, President Blizzard Internet Marketing, Inc www.blizzardinternet.com 5/6/2009
  • 2. Growth of online revenue slows  Decreasing visitors, increasing research  Depth of interaction with buyer deepens  Online competition increases  Increased barriers to entry  Savvier consumer behavior:  Researching multiple websites  Social Internet new Word of Mouth 5/6/2009
  • 3. #1 Organic’s power stolen by:  PPC  Fresh content  Personalized content  Video  Local search  Mobile  News  Reviews  Social Search  Not Stolen by Yahoo or MSN 5/6/2009
  • 4. High quality referrer links  Good content / Fresh content  Good user experience  Broad presence (local, video, news, etc)  Future Predictions: websites with high CTR, low bounce rates, broad web-presence, niche web-presence and original content will outperform.  Expect barrier to entry for new sites.  Microsites out  Quality listings on other sites, in. 5/6/2009
  • 5. Sites that refer qualified visitors are growing in numbers  Portals  Destination Guides  Niche Resources  Consumers are researching in more places  These sites are growing much faster than direct competitors  Human and financial resources increasing required to manage this powerful area.  Search engines will continue to reward sites that are represented in quality resources  5/6/2009
  • 6. Growing component of online marketing  Will grow bigger than manageable by most businesses  Give an advantage to businesses that please their guests  Customer support may move into this area  Increasingly OK to “reach out” to potential customers  Single biggest area of Risk in the future 5/6/2009
  • 7. It is rapidly becoming more cost effective to convert a current visitor to a customer than bring new visitors. New online marketing language will include:  Landing pages  A/B testing  ROI  Conversion ratios  Permission marketing  Call to action 5/6/2009
  • 8. Email marketing will become more important.  Very cost effective  Turns visitors into bookers  Effective for maintaining relationships  Scales efficiently  Becoming more sophisticated  Segmentation  Deeper integrations with web visitors, CRM, Direct/Tele marketing  Watch out for SMS 5/6/2009
  • 9. Greater focus on measuring ROI  Developing in-house marketing specialist  Training an internal DIY team to handle many tasks:  Email marketing  Social internet / Reputation management  Content creation  Data / CRM integrity  Greater focus on reaching out to guests via telephone, email, twitter, etc. 5/6/2009
  • 10. Email marketing  Stay in touch with your guests… Deepen the relationship through email, social networking, etc.  Increase conversion rate of your web visitors  Manage your reputation  Develop in-house talent  Feed Google’s many algorithms with good content 5/6/2009
  • 11. Webinars: ◦ All About Google: Google and its Many Algorithms June 10th, 2009 12:00 PM - 1:00 PM MDT ◦ All About Google II: Local Search June 17th, 2009 11:00 AM - 12:00 PM MDT ◦ All About Google III: Keyword Research June 24, 2009 11:00 AM - 12:00 PM MDT ◦ All About Google IV: How to Track your Search Engine Rankings July 8, 2009 11:00 AM - 12:00 PM MDT  Workshops: ◦ All About Google July 14th, Las Vegas, NV ◦ Listings and Link Building Workshop July 15th, Las Vegas, NV ◦ Google and Foundations September 9-10th, Glenwood Springs CO ◦ Listings and Link Building Workshop September 30th – Oct 1st, Glenwood Springs 5/6/2009
  • 12. Website: www.blizzardinternet.com  Blog: newsletter.blizzardinternet.com  Email: info@blizzardinternet.com  Phone: 888-840-5893  Address: Blizzard Internet Marketing, Inc 1001 Grand Avenue Suite 203 Glenwood Springs, CO 81601 5/6/2009