4 Hotel Marketing Trends for 2017

1. Copyright © 2016 Leonardo Worldwide Corporation Technical Difficulties? Contact Citrix GoToWebinar 1-800-263-6317 support@citrixonline.com 4 Hotel Marketing Trends for 2017 November 17, 2016 Darlene Rondeau, VP, Best Practices, Online Merchandising, Leonardo Tim Peter, President, Tim Peter & Associates Technical Difficulties? Contact Citrix GoToWebinar 1-800-263-6317 support@citrixonline.com Copyright © 2016 Leonardo Worldwide Corporation

2. Darlene Rondeau Vice-President, Best Practices, Online Merchandising Leonardo @darlenerondeau

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

4. President Tim Peter & Associates @tcpeter linkedin.com/in/timpeter timpeter.com Tim Peter

5. Trend 1: Fundamentals

6. The Competition is Fierce Expedia acquires Trover TripAdvisor’s Instant Booking functionality now available in Australia, Canada, India, Ireland, Malaysia, New Zealand, Philippines, Singapore and South Africa Google launches Book on Google, Google Trips & revamps Hotel Ads website #LeoWebinar

7. Example of Google Hotel Ad unit with paid ads for the Lotte New York Palace from Booking.com and Hotwire.com The Competition is Fierce #LeoWebinar

8. OTA Woes Continue 64% Asia Pacific In 2016, OTA bookings accounted for: (Skift, 2016) 41% of all hotel bookings in USA Europe 69% #LeoWebinar

9. Over 3 billion ”loyalty” memberships in the United States alone A country with a population of roughly ~350 million Loyalty Ain’t All It’s Cracked Up to Be #LeoWebinar

10. Airbnb City Hosts #LeoWebinar#LeoWebinar

11. Content Is Still The King, Context Is Queen #LeoWebinar

12. Trend 2: Mobile

13.  Mobile travel searches up 25% YoY from 2015 – 2016 (Google, 2016)  Conversion rates on mobile travel sites up 88% (Google, 2015) Google Announcements  April 2016: Rewarding mobile-friendly websites with higher rankings  October 2016: Moving to mobile-first index in the coming months Mobile is Mandatory #LeoWebinar

14. More Mobile Changes Coming January 2017: Inaccessible mobile content will be penalized More info at blog.leonardo.com #LeoWebinar Google’s example of inaccessible content Google’s examples of pages that would not be affected with accessible content

15. Who Owns the Guest Experience? “I think of mobile in the short term as a positive to drive some bookings, but really in the longer term it is increasing our value to the customer that would be very difficult for an independent hotel to do.” – Darren Huston, Priceline CEO #LeoWebinar

16. Tim’s Slides #LeoWebinar

17. Trend 3: Search

18. Paid Search – A State of Decline? #LeoWebinar (Christian Kameir, noGDS) (Tnooz, 2016) Average cost of travel-related click on Google AdWords Average Conversion rate total spent by Priceline on online advertising 2015 total spent by Expedia on online advertising 2015 $2.18 1.45% $2.8 Billion $3.3 Billion

19.  Search Engine Optimization has evolved  2016: Google Penguin update  Quality content wins over keyword stuffing Organic Search / SEO #LeoWebinar

20. Which Is Better? #LeoWebinar Scenario A Scenario B Cost-per-click €0.10 €1.00 Conversion rate 1% 10%

21. Scenario A Scenario B Cost-per-click €0.10 €1.00 Conversion rate 1% 10% Cost-per-conversion €10.00 €10.00 Which Is Better? #LeoWebinar  They’re exactly the same  Focus on cost-per-conversion, not just cost-per-click

22. Trend 4: Social

23. Is It Time to Unfriend Facebook? #LeoWebinar 2016: Facebook updated newsfeed algorithm (Skift, 2017) (Paul Adams, VP of Intercom, formerly from Facebook & Google) (Internet Marketing Inc., 2015) One Post Shared Three Times = 10,000 Views

24. Facebook Custom Audiences #LeoWebinar

26. Content Is Still The King, Context Is Queen #LeoWebinar

27. Questions & Discussion #LeoWebinar

28. #LeoWebinar

29.  Recording of this webinar. Share it with your colleagues  The Science Behind a High-Performing Hotel Website (December 8, 2016) It’s a Wrap #LeoWebinar

30. Connect With Us! #LeoWebinar leonardo.com 1.877.593.6634 @VFMLeonardo blog.leonardo.com timpeter.com 1.201.305.0055 Tim PeterDarlene Rondeau @tcpeter timpeter.com/blog