1.
Copyright © 2017 Leonardo Worldwide Corporation
Technical Difficulties?
Contact
Citrix GoToWebinar
1-800-263-6317
support@citrixonline.com
Drive Direct
Bookings with a
Killer Mobile Website
March 23, 2017
Darlene Rondeau, VP, Best Practices, Online Merchandising, Leonardo
Catlyn Origitano, Senior Content Marketing Manager, Sojern
Technical Difficulties?
Contact
Citrix GoToWebinar
1-800-263-6317
support@citrixonline.com
Copyright © 2017 Leonardo Worldwide Corporation

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

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

4.
Catlyn Origitano
Senior Content Marketing Manager
Sojern
#LeoWebinar
@catlyno @sojern
linkedin.com/in/catlynorigitano

5.
#LeoWebinar

6.
#LeoWebinar

7.
 Google will crawl your mobile
website first for information
 Being “mobile-friendly” will be
rewarded with higher search
rankings
 Not being so will impact
organic traffic
Google is Switching to a Mobile-First Index
#LeoWebinar

8.
Catlyn Origitano
Senior Content Marketing Manager
Sojern
#LeoWebinar
@catlyno @sojern
linkedin.com/in/catlynorigitano

9.
From Search Engine to Booking
Engine: Sojern’s 2017 Hotel
Report

10.
#LeoWebinar
The Share of Mobile Hotel Queries
Source: Google Internal Data. US. July 2015 to December 2016.

11.
#LeoWebinar
The Growth of Mobile Hotel Queries
14% 14% 13%
19% 18%
23%
Source: Google Internal Data. US. July 2015 to December 2016.

12.
#LeoWebinar
Day of Week Hotel Searching Trends by Desktop and Mobile
Source: Sojern Internal Data. US Domestic Travel Data. January to December 2016.
Desktop Mobile

13.
#LeoWebinar
Day of Week Hotel Booking Trends by Desktop and Mobile
Source: Sojern Internal Data. US Domestic Travel Data. January to December 2016.
Desktop Mobile

14.
Offer a
full-funnel
mobile
experience

15.
#LeoWebinar
67%of all hotel searches start
on Google.
IBC Hospitality Technologies Report: Independent Hotelier’s Guide to Google
Search is a primary channel for hotel discovery.
#LeoWebinar

16.
Set a strong search
strategy.
SEO & SEM are increasingly
important, especially for
independent hotels.
Discover

17.
Many third parties bid on
your brand terms, driving
your in-market traveler
elsewhere.
But “set it and forget it” isn’t
the most strategic option as
Google & Bing are constantly
updating their algorithms.
SEM
#LeoWebinar

18.
 Target long-tail keywords in your SEO strategy
 Search terms comprising of 4, 5 or more words
 Specific, less competitive, transaction-based in nature
 Drive qualified traffic with an intent to purchase
 Long-tail keywords convert 2.5x better than head terms
Go Long
#LeoWebinar

19.
Reach mobile users.
Your ads shouldn’t only live on
desktops since your travelers
don’t either.
Plan

20.
Make mobile booking
friction-free.
Every part of your website needs
to be mobile-friendly so guests
can get the info they need and
book all on one device.
Book

21.
Elements of a Great Mobile Website
 Provides a positive user
experience on mobile
 “Mobile-Friendly”
according to Google:
#LeoWebinar
Content renders on mobile (no zooming, pinching
or scrolling)
Avoids software not compatible with mobile (e.g.
Flash)
Avoids intrusive pop-ups between Google search
results page & webpage
Loads
quickly
Caters to touch (e.g. links spaced out)
Google, 2017

22.
#LeoWebinar
 Visually Engaging
 Simple Navigation

23.
 Integrates with Booking Engine
 Simple Booking Process
#LeoWebinar

24.
#LeoWebinar
 Click-to-Call
functionality &
Google Maps
integration
 Mobile-specific
special offers
 Local insights /
Things to Do

25.
#LeoWebinar
www.vizlly.com

26.
Questions & Discussion
#LeoWebinar

27.
 Recording of this
webinar. Share it
with your colleagues
 Leonardo Blog:
blog.leonardo.com
 Next webinar: May
It’s a Wrap
#LeoWebinar

28.
Connect With Us!
#LeoWebinar
leonardo.com
1.877.593.6634
@darlenerondeau
blog.leonardo.com
Darlene Rondeau Catlyn Origitano
sojern.com
linkedin.com/in/catlynorigitano
@catlyno & @sojern
sojern.com/blog