Hotel digital marketing across cultures

1. Hotel Digital
Marketing
Across
Cultures

2. About us...
MARIA KECHAGIA
THEODORA LALOU
Digital Marketing Specialist
Hotel Account Manager

3. Deventum
A digital marketing agency offering 360o services
for all things digital!
Deventum was founded in 2009 with a mission to
help companies grow their business online by
providing high quality web solutions.

4. Today's Agenda...
TOURIST CULTURAL
PROFILE
HOTEL DIGITAL
STRATEGY
CASE STUDY

5. Culture is the collective
programming of the mind
distinguishing the members
of one group or category of
people from others.
GEERT HOFSTEDE

6. Culture
Language
Folk Art
Clothes &
Dressing
Jokes
Manners
Religion
Food
Celebrations

8. USA
Sociable
Independent
Open to New Adventures
Indulgent
High Spender
Plans & Books vacation in time
Makes on avg. 4 trips per year
Chooses at least 4-star hotels
Majority of travelers are Baby Boomers

9. Google
86.7%
Yahoo
6.7%
Bing
5.5%
MSN
0.2%
0% 25% 50% 75%
Facebook
Pinterest
Twitter
YouTube
Instagram
Tumblr
Tripadvisor
40.2%
Expedia
34.8%
Booking
25%
USA - Digital Channels
November 2018

10. CHINA
Travel in groups
Trust is of utmost importance
They choose Greece for its history
They choose luxury resorts
They travel off-season
They keep their habits wherever they go (i.e. tea, hot
water)
Language is a barrier
High spenders
Open to new cuisines, but they prefer familiar
cuisine
They research and plan their vacation in time

11. Baidu
68.6%
Shenma
16.3%
Sogou
6%
Haosou
4.6%
Bing
2%
0% 10% 20% 30% 40% 50%
Youku
Facebook
Pinterest
Twitter
YouTube
LinkedIn
China - Digital Channels
November 2018
Travel OTA’s (Online
Travel Agency) and
Metasearch Engines:
1. Ctrip
2. Qunar
3.Tripadvisor

12. RUSSIA
High-Spenders
Travel with family
Religious tourists - Greece is popular for Mount
Athos
They prefer all-inclusive packages with activities for
the family
They book 4 weeks prior to arrival
Prefer to pay in cash
They communicate in their language
They travel to places with beautiful beaches

13. Yandex
54.3%
Google.ru
42.5%
Mail.ru
2.3%
0% 10% 20% 30%
Facebook
Vkontakte
YouTube
Twitter
Pinterest
Instagram
Russia - Digital Channels
November 2018
Travel OTA’s (Online
Travel Agency) and
Metasearch Engines:
1. Booking
2. Tutu.ru
3. Tripadvisor
4. Tophotels.ru

14. GERMANY
They travel in the Summer
They love the Greek cuisine
Nature lovers
Open to meet new cultures
The elderly prefer to book with tour operators
They plan & book their vacation quite in time

15. Google
95.9%
Bing
2.4%
MSN
0.2%
0% 25% 50% 75%
Facebook
Pinterest
YouTube
Twitter
Tumblr
Instagram
Germany - Digital Channels
November 2018
Travel OTA’s (Online
Travel Agency) and
Metasearch Engines:
1. Booking
2. Holidaycheck.de
3. Trivago
4. Tripadvisor

16. GULF COUNTRIES
Wealthy travelers
Luxury resorts
Quality of Services
High-Spenders
Ares for pray in hotels
They prefer hotels offering halal
They communicate in their language

17. Google
97.3%
Bing
1.2%
0% 20% 40% 60% 80%
Facebook
YouTube
Twitter
Pinterest
Instagram
Tumblr
Gulf Countries - Digital Channels
November 2018
Travel OTA’s (Online
Travel Agency) and
Metasearch Engines:
1. Booking
2. Wego
3. Cleartrip.ae
4. Tripadvisor

18. Myconian
Collection Hotels &
Resorts
Group of 9 Luxury Hotels in Mykonos

19. HOTEL DIGITAL STRATEGY 2019
Websites
Social Media Content Management
Google Ads Campaigns
Tripadvisor – Sponsored Ads
Tripadvisor – TripConnect
Expedia – Travel Ads
Trivago – RateConnect
Hotel Ads
Facebook Ads
Baidu
Weibo
Wechat
Trip.com
Qunar

20. Google Ads & Google Hotel Ads

21. Tripadvisor
Sponsored Ad | Tripconnect

22. Trivago - Rate Connect | Expedia - Travelads

23. Baidu | Weibo | Wechat

24. "If one is not open to
experience other countries'
culture, one might as well
stay at home."

25. Thank You!
Any Questions?
Contact:
Maria Kechagia : mmkechagia@gmail.com
Theodora Lalou : doralalou@gmail.com