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Top Digital Marketing Trends

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RezStream Webinar: Best practices for social media in hospitality
RezStream Webinar: Best practices for social media in hospitality
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Top Digital Marketing Trends

25 fév. 2016
• 0 j’aime • 386 vues

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Marketing

Are you current on what digital trends are working for your property and what trends are on their way out? Let RezStream’s Digital Marketing Manager, Liz, walk you through today’s digital marketing trends and how to apply them successfully at your property.

Are you current on what digital trends are working for your property and what trends are on their way out? Let RezStream’s Digital Marketing Manager, Liz, walk you through today’s digital marketing trends and how to apply them successfully at your property.

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Top Digital Marketing Trends

  1. 1. Top Digital Marketing Trends Liz Day 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210
  2. 2. About Me 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 • Liz Day • Digital Marketing Manager • California born, Illinois raised, and Colorado transplant • Went whale watching for the first time last week! www.rezstream.com
  3. 3. About RezStream www.rezstream.com • RezStream has been providing online solutions to the hospitality industry since the company was founded in 2005. • Located in Denver, Colorado • 21 employees • Majority of our clients are independently owned properties. • RezStream’s hospitality solutions include: • Reservation Software • Online Booking Engine • Website Design Services • Digital Marketing Services 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210
  4. 4. 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com Today’s Traveler
  5. 5. 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 Today’s Traveler www.rezstream.com
  6. 6. 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com Today’s Traveler
  7. 7. 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com Today’s Traveler
  8. 8. 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com Top Digital Marketing Trends
  9. 9. 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com “It’s predicted that by 2018, the number of bookings via mobile will be closer to 38%.” -SiteMinder Responsive Website Design
  10. 10. 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com Responsive Website Design
  11. 11. 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com Mobile-Friendly Booking Engine
  12. 12. 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com Direct Bookings
  13. 13. 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com Direct Bookings  Free WiFi  Free upgrades  Free dining credits  Free breakfast  Free parking
  14. 14. 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com Direct Bookings
  15. 15. 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com Personalization
  16. 16. 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com Personalization
  17. 17. 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com “Search engines are among the most popular online planning sources for travelers, particularly among leisure travelers.” -Google Search Engine Optimization
  18. 18. 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com Search Engine Optimization
  19. 19. 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com Search Engine Optimization
  20. 20. 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com Search Engine Optimization
  21. 21. 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com Search Engine Optimization
  22. 22. 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com Online Reputation • 95% of travelers read reviews prior to making a booking decision • 3.9 times more likely to book a hotel with higher review scores, given equal prices • 76% of travelers are willing to pay more for a hotel with higher review scores
  23. 23. 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com Online Reputation
  24. 24. 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com Online Reputation
  25. 25. 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com Partner Up
  26. 26. Conclusion 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com • Get a responsive website • Utilize a mobile-friendly booking engine • Focus on generating more direct bookings • Personalize marketing messages • Conduct search engine optimization • Invest in managing your online reputation
  27. 27. Conclusion Email: Liz.Day@RezStream.com Direct Line: 303-872-0214 Get Connected: • www.Facebook.com/RezStream • www.Twitter.com/RezStream • www.Plus.Google.com/+Rezstream • www.RezStream.com/Blog 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com

Notes de l'éditeur

  • Google commissioned a marketing research company to conduct a travel-tracking study to better understand the role of the internet in making travel related decisions.
    The Internet is the top source for both leisure and business travel planning.
  • Search engines are the most popular online planning sources for travelers, particularly among leisure travelers.
  • Although desktops continue to drive the most online revenue for our clients, smartphone users play an important role in each step of the booking/post booking process!
  • Currently, 8% of all online bookings are made through mobile devices.
    However, it’s predicted that by 2018, the number of bookings via mobile will be closer to 38%.
  • Your website has to be designed to serve these customers more efficiently and effectively.
    Benefits of a responsive website include:
    Google’s recommended configuration.
    When visitors come to your website and see that you are prepared for them no matter what device they are using, they are more inclined to book a stay with you.
    It’s future proof: Websites that are designed responsively can adapt to any screen size – including those that aren’t even on the market yet!
  • According to a 2014 study from TripBarometer, only 45% of hotels accept mobile bookings.
    The modern traveler on the go expects a mobile booking service to deliver a hassle free experience.
    If you don’t have a mobile booking engine, get one today. Every day you wait, you lose business.
    Your mobile friendly booking engine should include:
    Allow users to search, view availability and book a room seamlessly.
    Users should also be able to offer content, pictures and rates the way it is does for desktop users.

  • OTAs bring in distribution and reach. For small hotels especially this is of great benefit, because not all small hotels have the budget for marketing and branding.
  • “Book Direct Incentive”
    This can be in the form of free WiFi, free upgrades, free dining credits, free breakfast, free parking or other perks
    Empower your guest-facing employees to match any lower rate for the hotel found elsewhere and provide book direct incentives to lure direct bookers
    Educate staff on the direct booking initiatives and programs and why the more bookings the property receives via the hotel website, the more profitable the property is, affecting salaries, bonuses, and the overall health of the property
  • “Why Book Direct Next Time” program
    Target OTA bookers by offering a coupon upon checkout with 10% off on their next reservation or other book direct incentives
  • Search engines are among the most popular online planning sources for travelers, particularly among leisure travelers.
  • Leisure travelers are increasingly turning to search engines first.
  • Yahoo! advertising study, 87% of smartphone owners use a search engine at least once a day, and 51% of smartphone owners look for local information while on the go.
  • Google’s local 3-pack, a small map view which lists the three most relevant local businesses, now displays at the top of 93% of all location-based searches. This change is indeed a big one, as the 3-pack used to be a 7-pack
    Ensure you have a clean, accurate UNAP (URL, name, address, phone number) profile across the internet
    Make sure your hours of operation and photos of your business are always up-to-date and accurate
    Claim your business listing on prominent local directories (Google My Business, Bing Places, Foursquare, Yelp, etc.)
    List your business on niche directories that are specific to your industry
  • A great user experience overall is perhaps the most important aspect of SEO, and unique content has been central to SEO and the user experience since day one.
  • Once the customer moves down the decision-making funnel, at the “planning”, “comparing” and “transaction” stages, studies have shown that review sites have the most influence.
  • To get started, make sure you claim your account, your complete your profile to offer as much information as possible, monitor and promote
    It’s crucial to focus on TripAdvisor, Google My Business, Bing Local, Yelp and other industry related websites like BedandBreakfast.com
    Ideally, you want to respond to every review, but if that’s too challenging, it’s recommended to respond to the negative ones within 48 hours
    The format should follow:
    Thank the guest for their feedback
    Highlight any positives
    Respond to their complaints, i.e. explain how it will be addressed without being defensive
    Invite the guest back
    If need be, encourage them to contact the property directly by phone or email

  • If you’re not using a tech tool to help you out, online reputation management can easily take up your whole day.
    There are a few tools that can simplify online reputation management.
    If you don’t want to pay for a robust platform, you can use Google Alerts to be notified when your brand is being mentioned.
  • You don’t have the time to manage multi-channel marketing campaigns to maximize your bottom line- WE DO!
    You have access to experts who live and breathe these tactics
    With an agency, you get access to versatile professionals with proven backgrounds in business strategy, marketing, content marketing, communications, business strategy, graphic design, web design, internet marketing, and SEO. Because of these vast skill sets, they add great value when they contribute where needed.
    You benefit from an outside perspective
    Immersed in the day-to-day activity and wearing many hats so it’s challenging to see the forest for the trees.

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