Learn which digital marketing trends will impact the Hospitality industry in 2016, and how they will shape your marketing initiatives - with Tim Peter, Digital Marketing & eCommerce expert, Charlie Osmond, Founder & Ceo of Triptease, and Kinnari Desai, Area General Manager of Desai Hospitality Group.

1. Copyright © 2014 Leonardo Worldwide Corporation
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2016 Hospitality Digital
Marketing Predictions
October 9, 2015
Darlene Rondeau, VP, Best Practices, Online Merchandising, Leonardo
Tim Peter, Digital Marketing E-Commerce Expert, President, Tim Peter & Associates
Charlie Osmond, Chief Tease, Triptease
Kinnari Desai, Area General Manager, Desai Hospitality Group
Technical Difficulties?
Contact
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2. Darlene Rondeau
Vice-President,
Best Practices, Online Merchandising
Leonardo
@darlenerondeau

3. Follow:
@VFMLeonardo
Tweets & Questions:
#LeoWebinar

4. Tim Peter
Digital Marketing Expert & President
Tim Peter & Associates
@tcpeter

5. Charlie Osmond
Chief Tease
Triptease
@cosmond

6. Kinnari Desai
Area General Manager
Desai Hospitality Group

7.  I hope we stop calling mobile
a “trend”
 Make a decision about your
mobile website one way or the
other, but do something!
 “Custom” websites for the
masses
2016 Trends to Look Forward to
#LeoWebinar

8. Tim Peter
Digital Marketing Expert & President
Tim Peter & Associates
@tcpeter

9. “We always
overestimate the
change that will
occur in the next
two years and
underestimate
the change that
will occur in the
next ten.”

10. 0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
9.0%
PKF-HR STR/Tourism Economics PwC
2016 RevPAR Growth
RevPAR forecast strong through 2016

11. million

12. Mobile isn’t a trend. It’s a way of life

13. 2/3rds US population own smartphones

14. • Meet the “Net Set”
• Largest demographic… or
will be by end of this year
• Natively mobile: 86% of
consumers aged 25-32
own smartphones
• More smartphone-owning
Millennials expect brands
to have a mobile-friendly
website or app (55%) than
a social media presence
(39%)

15. • The “Net Set” travels
– 32% of US travelers
– Business travel, too: largest
share of workforce (34%)
– Approximately 20 million
(~45%) still to enter workforce
over next 3-4 years
– 49% “plan/book” on mobile
devices
– Half of Millennials travel with
children

16. 50% of 65+ own smartphones

17. • The “Net Set” travels
– 32% of US travelers
– Business travel, too: largest
share of workforce (34%)
– Approximately 20 million
(~45%) still to enter workforce
over next 3-4 years
– 49% “plan/book” on mobile
devices
– Half of Millennials travel with
children

18. More people own mobile phones than own toothbrushes

19. You host more devices than guests

20. a
Makes instant gratification real

21. Who’s meeting those expectations?

22. • Mark Schaefer:
“Content shock”
• Customers
consume 10+ hours
of content daily
• Competing with
5,000 marketing
messages per day
• Cost of production
growing

23. “Much more importantly than a
source of transactions, mobile is
a chance to plumb the end-to-
end user experience… Say you
are looking for an
accommodation on an iPad but
then you book on a PC. But,
then you show up at the hotel
with your iPhone. All of that is
plumbed to [a Booking.com]
account...” – Darren Huston,
Priceline CEO

24. Content is, was, and always shall be king

25. Context is Queen
Context is queen

26. Data is the crown jewels

27. •Two goals:
•Content
quality
•Content
velocity

28. Snackable
Sharp
Shareable
© 2015 Tim Peter & Associates, LLC

29. “Sights, sound and
motion get attention
and inspires. A product
manager for a
prominent OTA told
me that despite all the
conversion testing
they run, the one
universal truth is
‘pretty pictures sell
hotels.’” - Robert Cole

30. “Mobile-only” world: Learn from the leaders

32. • Why not put them to work
for you?
– 100 room hotel
– 60% occupancy
– 1.4 guests/room
– 31,000 annual “storytellers”
• “Treat each one like a VIP
travel writer…. because they
are” – Adele Gutman, Vice
President Sales, Marketing,&
Revenue at Library Hotel
Collection

33. Pricing Power
(ADR)
Demand
(Occupancy)
Performance
(RevPAR)
All +0.8% +0.2% +0.96%
Upscale +0.67% +0.19% +0.83%
Upper Midscale +0.74% +0.42% +1.13%
Midscale +0.89% +0.54% +1.42%
Measured change in pricing power, demand, and performance given a 1% change in online reputation
Source: Cornell Center for Hospitality Research
Review quality leads to increased RevPAR

34. • Real-world says so too
• Achieved top positions in
TripAdvisor, Yelp, social
channels for multiple hotel
clients
• Occupancy index improved to
95-105
• ADR index improved to 107-
180
• RevPAR index improved to
109-169
• Growth above comp set
• Reduced or held OTA share
below 10%

35. • Key takeaways:
• Invest in content quality
and velocity: Snackable,
shareable, sharp
• Grow your reach beyond
Google and metasearch –
they’re the same thing
• Use data to learn and
grow
• Guest experience drives
rate and return

36. Charlie Osmond
Chief Tease
Triptease
@cosmond

37. Trends in perspective
Early Majority Late Majority
Early
Adopters LaggardsInnovators

38. Simple segmentation

39. Big brands as agents

40. Marketing automation

41. Game changer?

43. Better booking direct

44. Real-time messaging

45. Kinnari Desai
Area General Manager
Desai Hospitality Group

46. Creating Visually Compelling Stories That Convert
 BW Glendale uses compelling
visual stories that move visitors
through the shopping journey
 Homepage offers high resolution
visuals of accommodations
 Unique & helpful tab descriptions
 Explore tab tells a local story
 Business tab targets corporate
travelers (Key Segment)

47. Consistency in Storytelling
 Vizlly helps me
maintain consistent
visual stories across all
platforms
 Smartphone/Tablet
 Website
 3rd Party Travel Sites

48. Use of Facebook Apps
 Apps allow Redondo Pier Inn
to keep their Facebook
property story consistent
 Booking widgets on every
page provides visitors with an
easy path to purchase
 Rooms App allows visitors to
explore accommodations
 Special Offers App gives
shoppers access to discounts

49. Gallery Video Clip
 Moving media makes
more of an emotional
connection
 Snackable @50
seconds
 Moves visitors
through the shopping
journey
 Helps convert
shoppers into guests

50.  Be where your guests are
“socially” and then integrate
offers and booking capability
 Update your images & be sure
you have enough to tell a
complete and interesting visual
story
 Create a gallery video clip – the
30 second story of why the
shopper should choose you
Tips/Recommendations on Getting Started

51. Adding/Editing Stories on Vizlly

52.  RevPar and ADR on the
rise, time to revv up your
digital storytelling
 Remodeling means
“adapting” your story to
maximize the investment
 Next 18 months is critical;
make sure your websites
are modern and competitive
What’s Coming…..

54.  About Leonardo
 Invitations to
upcoming webinars
 Recording of this
webinar
 Share it with your
colleagues
It’s a Wrap

55. Connect With Us!
www.triptease.com
info@triptease.com
@cosmond
www.timpeter.com
(201) 305.0055
@tcpeter
Tim Peter Charlie Osmond Kinnari Desai
Kinnudesai@gmail.com
(323) 256.7711