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HOTEL DIGITAL MARKETING TRENDS
October 2015
in association with

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Company Profile

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A Digital marketing agency which specializes in hotels marketing, with
extensive experience in the travel industry in Israel and abroad.
A broad range of leading global hotel clients: Arenaturist Hotels chain
(part of Park Plaza Hotels), Fattal Hotels chain, Rimonim Hotels chain, David
Citadel Jerusalem hotel (LHW), Mamilla Hotel (LHW) and Shenkin Hotel.
Dedicated professional team with experience in all aspects of digital
marketing: SEO and UI, Google AdWords and Analytics certified experts,
mobile and app analytics, ORM, content editors, social media professionals
and content writers.
Comprehensive and advanced digital marketing solutions with an emphasis on
high-quality services. For Carmelon, client satisfaction is an essential
measure of success.
COMPANY PROFILE

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Three Service Channels –
One Goal

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SEO
Search Engine Optimization
for websites
PPC
Advertisement in search
engines, apps, social
networks andwebsites
Mobile Search Marketing
Mobile websitesoptimization
1. ONLINE TRAFFIC
Web Analytics
Analyzing the traffic that
reaches the website or app
ORM
Consulting and support
for online reviews improve-
ment and Hotel reputation
management
CRO
Conversion Rate Optimization
Accessibility
Website accessibility for
disabledusers
GOAL
Increase online direct sales for hotels, with significantly
improved ROI and better business results
3. ANALYSIS2. ACTION
THREE SERVICE CHANNELS - ONE GOAL

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What’s New in
Digital Travel?

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WHAT’S NEW IN DIGITAL TRAVEL?
BRAND CENTRICITY CONSUMER CENTRICITY
The biggest trend in thehotel,
accommodation and travel
industry for 2015 - 2016 is
Consumer Centricity

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Consumer Centricity:
Traveler’s Journey

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Understanding the Path to Purchase and the triggers affecting each stage
CONSUMER CENTRICITY: TRAVELER’S JOURNEY
Reviews,
Social
Media
Content,
Ads, Search
and Social
Reviews
Content
Reviews, Cross
Services,
Concierge Aps
and Social
Reviews
Staying
Websites,
OTAs,
Reviews
TRAVELER‘S
JOURNEY

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To offer value to consumers, travel industry competitors must
understand what is driving consumers:
WHAT ARE THE MAIN CONSUMER TRENDS?
They are looking
for the best offer
that would
maximize the value
they are getting for
their money
They are looking
for the most
convenient,instant
experience, straight from
their mobile, seamlessly
moving between channels
They rely on their
social network and
friends – as a result,
we are witnessing a
booming “sharing
economy”
The travel
consumers
are increasingly
searching for a
tailored, personal
experience
PERSONAL
CONVENIANT
SOCIAL
VALUE FOR
MONEY

11.
Competitors are increasingly responding to consumer
needs via the following strategies:
WHAT ARE THE MAIN COMPETITOR STRATEGIES?
Competitors
respond with
loyalty programs
Cross-services
that enhance the
customer experience
Focus on mobile
strategy: pre-stay,
on-stay, post-stay
apps and concierge
services
Focus on location
based & connected offers
Competitors seek a
share of the Sharing
Economy with new
models
Emphasizing
reviews to support
the consumer
decision process
Using big data for
personalization –
“Just for You”
Social Log-in
Special offers
per segment –
including
content,
commerce,
experience
PERSONAL
CONVENIANT
SOCIAL
VALUE FOR
MONEY

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Circle: Main consumer trends | Arrows: Respective strategies
TREND MAP - ROUNDUP
Loyalty
Entertainment
Luxury
Mobile +
omni-channel
Instant
Concierge
New Price
Cross-services
Paradigms
Self Service
IoT & Wearables
Reviews
Sharing Economy
Referrals
Segmentation
Customization
Personalization
Big Data
Content
PERSONAL
CONVENIANT
SOCIAL
VALUE FOR
MONEY

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Integration along
the Path to Purchase

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The Consumer-Centric approach drove many competitors to offer “end-to-end
experiences”, realizing that the consumers don’t want “a hotel”, “a flight” or
“tickets”: they want a great experience.
The most prominent instruments we have noticed for creating such
experience are:
Content - ideas, inspiration, reviews which pertain to the entire trip (including
dining, tickets and even social acquaintances)
Mobile – self service, concierge apps, digital wallet etc.
INTEGRATION ALONG THE PATH TO PURCHASE

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Trend #1: Personalization

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Personalization = better conversion. The more relevant the content / offer to the
consumer, the more he/she are likely to make a purchase.
Today, Personalization is enabled by mobile, but it also stems from the rise in
“big data” and the ability to analyze the data, reaching “micro segments”.
Industry competitors are also targeting consumer segments, and this is increa-
singly based on data analysis.
TREND #1: PERSONALIZATION

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Enabling Technology: Big data
TripAdvisor’s Just For You personalization feature
PERSONALIZATION | SPECIAL OFFERS

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PERSONALIZATION | CONTENT
Community Research
On the Trip
TripAdvisor uses personalized content to drive traffic to its site
Content Drives Audience
Audience
Drives Leads
Community
Drives Content

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“Luxury” Airbnb – “One Fine Stay” (UK): adaptation of the Airbnb
model, targeting a specific client segment.
PERSONALIZATION | SEGMENTATION

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Trend #2: Convenience

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The need for extra convenience is a mega-trend concerning any industry
This stems from lack of time on the one hand – and the consumers’ growing
reliance on technology to make their life easier
Common strategies include:
Omni-Channel – “all in one place”
Mobile – “wherever / whenever”
Cross-services – “one stop shop”
Instant offers – concierge apps and services,
immediate & location-based offers (sometimes based
on Internet of Things/ beacons
INTEGRATION ALONG THE PATH TO PURCHASE

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TripAdvisor acquired Viator – a global leader in online tours and
attractions bookings.
CONVENIENCE | CROSS-SERVICES

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Booking Now shows the best nearby properties with immediate
availability in a single page, personalized experience.
Available for mobile and Apple watch.
CONVENIENCE | CROSS-SERVICES

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Priceline.com and other OTAs now enable mobile wallet payment
CONVENIENCE | CROSS-SERVICES
Pay with
Google
Wallet

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CONVENIENCE | SERVICE INNOVATION
iBeacon technology
Beacons placed in the lobbies and restaurants of the IHG hotels recognize IHG REWARDS CLUB members
using the IHG APP in close proximity. They then send information to the guest’s smartphone, including
personalized notifications and offers relevant to their stay. The pilot is being implemented in a selection of
hotels in China.

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The Intercontinental (IHG) mobile app caters to the travelers’ different
needs across their journey
CONVENIENCE | CROSS-SERVICES

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CONVENIENCE | OMNI-CHANNEL
Airbnb offers tools on mobile & Apple Watch for travelers – as well
as for hosts. Similarly, HomeAway offers innovative tools for hosts,
recognizing that apartment sharing success depends on the quality
and variety of rentals.

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Trend #3: Social

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The rise in social networks has created a new sharing economy, where people
are interested in, and in buying from, other people whom they
don’t necessarily know.
Consumer also trust other consumers’ opinions, more than they trust brands.
Competitors increasingly turn to incorporate social media in their tactics,
whether by managing platforms or by incorporating the reviews into the site
(so that the consumer will not look elsewhere).
TREND #3: SOCIAL

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Hotel reviews are tremendously important when it comes to choosing a hotel.
According to TrustYou, Travelers are 3.9 times more likely to choose a hotel
with higher review scores when the prices are the same
SOCIAL | REVIEWS

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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
itcosts more.
76% of travelers were willing to pay more for a hotel with higher review sco-
res, when asked explicitly.
SOCIAL | REVIEWS

32.
A 2013 PhoCusWright poll found that more than half
of consumers do not make a booking decision
without reading reviews from others.
SOCIAL | REVIEWS

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Hotels today embrace customer reviews, recognizing
their importance to the customers, and thus enabling the
customer to complete its journey without leaving the site.
SOCIAL | EMBRACING REVIEWS
Marriott displays “Marriott Verified Reviews”

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SOCIAL | SHARING ECONOMY
Airbnb had changed the
accommodation industry, and
is a symbol of the “sharing
economy”– peer to peer
accommodation.
The company reports 353X
growth in summer travel, in 5
years.

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INTEGRATION ALONG THE PATH TO PURCHASE
In order to achieve loyalty, a company must go back to the parameters
that drive consumer decisions – and offer an added value for at least
some of them:
Better value for money – additional night for free, free upgrades etc.
Personal, outstanding service – self service, concierge, personalized perks,
customized offers etc.
Convenience throughout the travel lifecycle – order, check-in via app,
ordering via mobile, etc.

36.
VFM | NEW PRICE PARADIGM
HotelTonight, an app launched in 2011, today has 11 million users
in almost 30 countries. The app helps cover for hotel vacancies –
while saving consumers money.

37.
In the “opaque“ model, certain elements of the service,
including the identity of the travel service provider, are not
disclosed to the consumer prior to making a reservation.
Priceline.com is a leader in the „opaque“ travel reservation
VFM | “OPAQUE” PRICING

38.
Expedia makes opaque accommodation room reservations
available on its principal website under the name „Expedia
Unpublished Rates“
VFM | “OPAQUE” PRICING

39.
VFM | NEW LOYALTY PROGRAMS
Starwood has integrated Apple‘s Passbook
Pre-stay: photos, hotel address, confirmation number
Upon arrival: notification upon check-in with the room number
Upon departure: survey.

40.
Guests booking with IHG in one of more than 50 key destinations across
the globe will be able to use Stay.com to research and plan their travel,
and create personalised travel guides to share with friends.
VFM | USEFUL CONTENT

41.
Best Price Guarantees
are common on OTA and
Meta-Search engines;
but they are now also
penetrating the direct
sales channel (by hotels).
VFM | BEST PRICE GUARANTEE

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Orbitz: Refer a friend -
When friends join,
they‘ll get a $25 promo
code for their first hotel
stay.
You‘ll get $25 in
Orbucks once they
complete their first
hotel stay of $50 or
more.
VFM | REFERRALS & LOYALTY

43.
The relationship between the OTAs and hotel operators has been the subject of
wide debate in the industry.
OTAs have aggressively focused on hotels to provide a higher share of their re-
venues as the commission from selling flights has declined, and they have tried
to attract consumers by reducing the cost of booking as much as possible.
However, industry regulation (including self-regulation) has leveled the playg-
round for hotels, and they are now free to offer best price guarantees via their
websites.
In addition, hotels are imitating OTAs and are offering more cross-services,
such as car rentals and airline tickets.
OTAS VS. HOTELS
Source: Schieber Research, Deloitte, Google Trends

44.
In Sep. 2015, Google announced some changes to how it markets and
distributes hotel inventory, making it easier for hotels to list their
properties directly on its site — and to collect leads seamlessly on
mobile devices —while skipping middlemen like online travel agencies
(OTAs) and other metasearch sites.
OTAS VS. HOTELS
http://www.google.com/ads/hotels/getstarted/index.html

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In conclusion, identify any key area where
you are able to provide added value to the
traveler across the path to purchase,
whether by personalizing, providing the
best instant service, offering better value
for money, saving time or providing a
stress-free experience to consumers, or
connecting them to other consumers. Then,
decide which tools or devices will enable
you to respond to these needs across the
traveler’s path to purchase.

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For more details, please visit us at
www.carmelon-digital.com
Thank You!