Are travellers planning to dedicate more time to vacations? Which destinations are on must-visit lists? And what technology trends are impacting the way they behave from initial search through to actual experience? SiteMinder recently partnered with the California Hotel and Lodging Association to answer some of these questions with hoteliers joining an online webinar to learn more about the top travel trends that hotels, just like yours, should be planning for in 2016.

1. 2016 Top Trends in US Travel
Fig Cakar, Managing Director – The Americas, SiteMinder

2. Fig is a hospitality all-rounder - banquets to restaurant
manager, concierge to front desk, international sales
manager to director of sales & distribution.
After more than 5 years leading the team as a Regional
Director at Agoda in Sydney, Auckland and New York,
Fig moved to SiteMinder and now manages North &
South American operations from our Dallas office.
In his spare time, Fig loves spending time with his kids
and family - “just watching them grow”. Like all good
Aussies he enjoys surfing, but he’s living the American
dream and follows the Dallas Cowboys and has become
an avid Tony Romo fan.
Fig Cakar
Managing Director, The Americas

3. Key trends for US hotels and travel in 2016
Five top US trends: unlimited vacations; the sharing economy;
mobile travellers; online distribution; and US travel patterns
‘The Great Power Shift in Travel’
Are you engaging today’s empowered traveller?
How can hoteliers can keep up?
Search and research - can you be found?
Own your customers and get results!
What will we cover in today’s webinar?

4. Key Trends to Plan for in 2016

5. 1. The rise of unlimited, paid vacations for Americans
Americans are notorious for having a limited vacation allowance compared to their European
counterparts - with no guaranteed right to time off in the States vs. four or five weeks of annual
leave in Europe:
● 40% of Americans are estimated to not use all of their vacation time
● 13% of employees will take no paid vacations at all
● 54% of Americans feel “vacation-deprived”
Source: WTM Global Trends Report in association with Euromonitor

6. 1. The rise of unlimited, paid vacations for Americans
But the tide is changing…
● Netflix, Evernote, and Virgin Group - to name just a few - are leading the charge by
offering staff unmonitored and / or unlimited vacations.
● More vacations would be a win-win for the hotel and travel industry and employers, with
benefits for both being seen, coupled with an improved work/life balance for employees.
Source: WTM Global Trends Report in association with Euromonitor

7. 2. The rise of all things mobile and small screen
Mobile is playing a bigger role in travel…
● Convenient access to prospective guests that hotels haven’t had before
● Connected guests are sharing more of their trips with family and friends - creating
influencers and brand ambassadors for your property
● Mobile bookings for lodging in the US expected to grow to 29% of all 2016 direct bookings
● A mobile website is the most implemented technology among independent lodging
providers, according to research from Phocuswright, co-sponsored by SiteMinder.
Source: Advertising Club of New York’s Vertical Series / Phocuswright + SiteMinder

8. 2. The rise of all things mobile and small screen
And it’s all becoming seamless, from pre- to post-stay…
● On-the-go guests expect a comprehensive, seamless booking experience for travel plans
● It takes 80+ days for the average consumer to make just TWO travel decisions - therefore
thinking that the last touchpoint is the selling point is outdated. The entire experience is
now the selling point.
● Booking opportunities are everywhere. In order to stand out, hoteliers must be relevant and
authentic online by creating seamless, mobile experiences for prospective guests - and
most importantly, keeping up with the small screen trends.
Source: Advertising Club of New York’s Vertical Series

9. 3. The rise of sharing hotel facilities with Airbnb guests
Hotels are acting like startups by increasingly opening facilities to non-guests and making them
available in order to compete with the likes of Airbnb by offering these people something Airbnb
can’t always deliver - golf courses, spas, swimming facilities, cocktail bars, fine dining etc.
One great example of this trend is Marriott...
● A place to work, rather than just sleep
The Marriott ‘Workspace on Demand’ program offering short-term working environments
that can be booked by the hour or the day. It’s attracting younger people by responding to
the shift in the approach to flexible working attitudes - and generates an alternative
revenue stream for those hotels challenged by the phenomenal uptake and success of
the sharing economy.

10. 4. The rise of more accessible, global travel
Easing political tensions means Americans are on the move
• Americans will be eagerly traveling to destinations that were previously restricted due to
international politics.
• Travel to Cuba will double in 2016 as travel restrictions are lifted and educational tourism takes off
in this area.
Source: WTM Global Trends Report in association with Euromonitor / Advertising Club of New York’s Vertical Series

11. 4. The rise of more accessible, global travel
Lines between business and leisure to blur - creating “Bleisure Travel”
● The increasing importance of work-life balance is leading business travellers to factor in leisure
activities during their travels.
● Hotels should expect to experience a rise in the number of business travellers extending their
stays into the weekend - and even bringing the family along.
● They are always connected thanks to WiFi, and they aren’t stuck in a nondescript hotel business
center. While on the road, travellers are getting work done in a café, at a restaurant, in a park –
anywhere with reliable access.
Source: Advertising Club of New York’s Vertical Series

12. 4. The rise of more accessible, global travel
The top US destinations for 2016 as ranked by travel bloggers are:
Source: http://www.johnnyjet.com/2015/10/travel-trends-for-2016-as-predicted-by-travel-bloggers/

13. 5. The (continued) rise of online room distribution
● Online hotel bookings in the US will rise to 44% by 2017, from 42% today.
● Despite efforts by properties to drive business directly, OTAs will continue to grow market share
in the short term and represent more than 52% of online gross bookings by 2017.
● Independent lodging operators acknowledge the importance of effective distribution, but lack the
ability, systems, budget and time to exploit these opportunities effectively.
Source: Phocuswright + SiteMinder

14. 5. The (continued) rise of online room distribution
● Most do not align budgets with stated priorities, creating a vicious downward cycle and resulting
in greater dependence on third parties.
● OTAs dominate online sales of independent lodging properties in the US, controlling over half
(52%) of online distribution in 2015, as opposed to 41% through direct online channels.
● Despite OTA volume, nearly three quarters (72%) of independent properties believe their direct
website to be their most important distribution channel, and two thirds (67%) expect to increase
direct online distribution over the next two years.
Source: Phocuswright + SiteMinder

15. “There are an estimated 480 online hotel bookings per minute.”
American Hotel & Lodging Association, 2015
Online distribution is growing faster
than the entire travel market.

16. The Great Power Shift in Travel

17. Source: UN World Tourism Organization
More people are traveling than ever before

18. The Balance of Power is shifting

19. Guests no longer consume
travel advice - they create it
The industry plays a
less influential role
than it used to
Consumer
decisions used to
be driven by high
street travel agent
sales staff
Travel has evolved
from a seller’s to a
buyer’s market
Businesses have
been slow to adapt
to changing
consumer habits
Only 1% of
vacationers say
they DO NOT use the
Internet for holiday
planning

20. Travellers have more information than ever
9 in 10 vacationers conducted research
before booking their last trip
Source: “Engaging the empowered holidaymaker”, Deloitte UK
Online
travel
agencies
Online
review
sites
Meta
search
sites
Hotel
websites
Social
media
Traditional
travel
agents

21. Higher review scores = more guests
Travelers are 3.9 times more
likely to choose a hotel with
higher review scores when the
prices are the same
When hotel prices are
increased for hotels with better
review scores, travelers are
more likely to book the hotel
with the higher score even
when it costs more
76% of travelers were willing to
pay more for a hotel with higher
review scores
Positive reviews are everything
to the guest

22. Digital changes traveler decision-making!
Digitally-led travel
decisions have changed
the booking journey
from a straight path to a
complete cycle.
Consumers are
empowered by review
sites – each traveller’s
experience feeds into
another traveller’s
decision process.
Metrics such
as price, star ratings,
and consumer review
scores are playing an
important role in
driving bookings.
The GFC has
changed the mindset
of the traveller – the
desire to hunt for
the best deal has
become a habit.
Source: Deloitte UK – Engaging the empowered holidaymaker

23. How You Can Keep Pace with Trends

24. Digital distribution is a
massive opportunity…
…but takes a
tremendous amount of
work to stay relevant.

25. All of this
in addition to running a
busy hotel!

26. SiteMinder connects to the world.
Your connections to the industry include:
• 250+ regional & international OTAs
• Seamless GDS integration
• Key wholesale partner connections
• Critical meta search sites & engines
• Top direct booking engines
All integrated to your existing
PMS / CRS / RMS systems.

27. 250+ connections to the world’s top
booking channels
120+ integrations with leading
PMSs, CRSs and RMSs
Flexible rate management with
pooled inventory and self-mapping
for full automation and control
The Channel Manager
Real-time online distribution

28. Direct, commission-free bookings
via your website, mobile and social
Internet booking engine fully
customized to your brand and
website for a seamless booking
experience
Multi-language and currency to
target global travellers
The Booking Button
Online bookings with no commissions

29. Simple website creation using
purpose-built templates optimized
for mobile
Effortless website management
requiring no technical expertise
Beautiful, SEO-friendly websites for
optimal search ranking
Canvas
Profitable hotel websites with purpose

31. This is why SiteMinder now assists over 19,000
hotels to increase their global presence and reach.
160
Countries
6
Continents
120+
PMS / CRS /
RMS Partners
250+
Distribution
Channels

32. We let the numbers speak for themselves
Using SiteMinder technology, hotels globally generated
27 million reservations worth $10.8 Billion
over the past year.

33. 250+ connections to the world’s
top booking channels

34. 120+ integrations with the world’s leading
connectivity partners

35. Thank You!
If you’d like to learn more about how SiteMinder
can help you stay ahead of travel trends visit:
www.siteminder.com