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Hotels Digital Marketing Trends June 2016 - DotComHotel Belgrade 6 June 2016

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Hotels Digital Marketing Trends June 2016 - DotComHotel Belgrade 6 June 2016

  1. 1. HOTEL DIGITAL MARKETING TRENDS June 2016 In Association with
  2. 2. What’s New in Digital Travel?
  3. 3. WHAT’S NEW IN DIGITAL TRAVEL? BRAND CENTRICITY CONSUMER CENTRICITY The biggest trend in the hotel, accommodation and travel industry for 2015 - 2016 is Consumer Centricity
  4. 4. Consumer Centricity: Traveler’s Journey
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. The Path to Purchase
  10. 10. WHEN DO THEY BOOK? Source: Fuel Travel Research (2900 respondents, USA)
  11. 11. WHERE DO THEY START THEIR RESEARCH? Source: Fuel Travel Research (2900 respondents, USA)
  12. 12. HOW MANY SITES DO THEY LOOK AT? Source: Fuel Travel Research (2900 respondents, USA)
  13. 13. WHAT PLATFORM DO THEY USE? Source: Fuel Travel Research (2900 respondents, USA)
  14. 14. Integration along the Path to Purchase
  15. 15. 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
  16. 16. Trend #1: Personalization
  17. 17. 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 increasingly based on data analysis. TREND #1: PERSONALIZATION
  18. 18. Enabling Technology: Big data TripAdvisor’s 'Just For You' personalization feature PERSONALIZATION | SPECIAL OFFERS
  19. 19. 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
  20. 20. PERSONALIZATION | CONTENT IHG addresses business travelers with dedicated blog of travel tips
  21. 21. “Luxury” Airbnb – “One Fine Stay” (UK): Adaptation of the Airbnb model, targeting a specific client segment. PERSONALIZATION | SEGMENTATION
  22. 22. Utrip uses an artificial intelligence platform to help travelers plan personalized itineraries PERSONALIZATION | CONTENT
  23. 23. According to Traveler’s preferences, Utrip deliver personalized day-by-day itineraries with sorted combinations of hotels, sites, activities and restaurants PERSONALIZATION | CONTENT
  24. 24. Trend #2: Convenience
  25. 25. 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
  26. 26. TripAdvisor acquired Viator – a global leader in online tours and attractions bookings. CONVENIENCE | CROSS-SERVICES
  27. 27. 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
  28. 28. Priceline.com and other OTAs now enable mobile wallet payment CONVENIENCE | CROSS-SERVICES Pay with Google Wallet
  29. 29. The Intercontinental (IHG) mobile app caters to the travelers’ different needs across their journey CONVENIENCE | CROSS-SERVICES
  30. 30. 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.
  31. 31. CONVENIENCE | SERVICE INNOVATION Hilton Hotels app lets guests make actions as: Room selection, Check-in, special requests etc. (before and during their stay). “93% of guests saying they’ve felt satisfied or extremely satisfied with the experience.”
  32. 32. CONVENIENCE | SERVICE INNOVATION Marriot hotels mobile app is adjusted to variety of devices including Smart watch
  33. 33. 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.
  34. 34. CONVENIENCE | INSTANT MESSAGING Instant messaging platforms used by hotels: Hyatt hotels contact their guests by using WeChat. KLM airlines contact consumers with WhatsApp.
  35. 35. CONVENIENCE | INSTANT MESSAGING La Quinta Hotels offers to their clients fast internet upgrade and “Ready For You” service – Guests get instant message (SMS/Email) when their room is ready.
  36. 36. CONVENIENCE | INSTANT MESSAGING Emoji Room Service - Aloft Hotels launched TiGi service (Text it. Get it). Guests can simply text an emoji of what they want to the hotel’s front desk and within minutes, the delivery is made. "Our guests can now talk to us like they talk to each other“ - Paige Francis, vice president of global marketing for Starwood Hotels
  37. 37. CONVENIENCE | SOCIAL CUSTOMER SERVICE Hyatt and Hilton hotels chains have set up dedicated Twitter accounts which provides a 24/7 concierge services in any matter for their guests.
  38. 38. Trend #3: Social
  39. 39. 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 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
  40. 40. 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 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 it costs more. 76% of travelers were willing to pay more for a hotel with higher review scores, when asked explicitly. SOCIAL | REVIEWS
  41. 41. SOCIAL | REVIEWS 95% is spent reading a hotel’s reviews prior to booking. are read, on average by leisure travelers. 7 Reviews 30 Min of travelers read reviews prior to booking a hotel. Source: Consumer Research Identifies How To Present Travel Review Content For Optimal Bookings // TrustYou Review Data Has A Significant Impact On Travelers’ Booking Decisions
  42. 42. 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”
  43. 43. Planely connect you with other travelers who are on the same flight, or at the same departure or arrival airports as you. SOCIAL | NETWORKING
  44. 44. 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.
  45. 45. 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.
  46. 46. 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
  47. 47. Expedia makes opaque accommodation room reservations available on its principal website under the name „Expedia Unpublished Rates“ VFM | “OPAQUE” PRICING
  48. 48. 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.
  49. 49. 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
  50. 50. 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
  51. 51. 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
  52. 52. VFM | LOYALTY Starwood Hotels offers companies the SPG (Starwood Preferred Guest) program – can enjoy discounted rates, room upgrades, late check out and more.
  53. 53. OTA’s VS Hotels
  54. 54. 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 revenues 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 playground 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
  55. 55. 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
  56. 56. Airbnb – Sharing Economy
  57. 57. Founded in 2008, Airbnb connects "hosts" with guests through an online platform – Airbnb.com. Though about two thirds of the listings are for an entire home, guests have multiple options, ranging from living room couches to shared and private rooms to even castles, tree houses, and igloos. Since Airbnb's creation in 2008, it has hosted over 40 million guests across 34,000+ cities spanning over 190 countries. Currently, there are more than 2 million listings worldwide (75% increase 2014 – 2015) with about 25% of them in the U.S. Source: nasdaq.com AIRBNB | SHARING ECONOMY
  58. 58. AIRBNB | 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.
  59. 59. AIRBNB: SUCESS BY THE NUMBERS 1,200,000 1,100,000 722,575 715,000 715,000 600,000 500,000 480,000 348,117 156,875 Rooms/ Listings in 2015 Source: Skift 2015 (based on company filings for all except Airbnb which is self-reported)
  60. 60. AIRBNB: SUCESS BY THE NUMBERS Source: Skift 2015 (based on company filings for all except Airbnb which is self-reported) 27.68 24 21.1 14.05 12.6 10.09 9.87 8.14 3.24 2.95 Market Cap / Valuation 2015 USD Billion
  61. 61. AIRBNB | FOCUS ON COMMUNITY Airbnb has a community where their users can connect with other hosts, share stories, ask for advice, and get updates. Moreover, they offer loyalty Program which includes an incentive for members to book a holiday through the website or to host.
  62. 62. Hotel chains are beginning to recognize to the potential threat of the sharing economy, and particularly Airbnb, especially ever since Airbnb had announced that it will try to attract more business travelers – the bread and butter of many chains. Main strategies used by hotel chains: HOTELS RESPOND TO AIRBNB THREAT Provide a Better Experience •Utilizing the same competitive tactics designed to compete with OTAs •For example, focusing on the entire experience; incorporating loyal programs; digital check ins; concierge services; etc. •Offer budget stays – with hotel amenities. Leverage the platform •Apartment rental platforms provide another source to drive visits to the hotel’s website. •Hotels may choose to target specific segments such as families through this platform. Differentiation •Hotels might actually want to leverage that feeling of ex- territory instead of considering it as a disadvantage. •In addition, with vacation rentals, hotels should emphasize the amenities, trust and security that they offer the guests. M&A •Hotels and OTAs have turned to deals in order to win a share of the vacation rental market – such as Expedia’s acquisition of HomeAway or Hyatt’s investment in OneFine Stay.
  63. 63. Hospitality companies are targeting the entire trip, aiming to accommodate the various needs of the traveler. Through this, companies can offer a better experience and more convenience, and they can also find new growth. One of the key technologies for companies in this regard is the smartphone: Hilton, for example, considers the smartphone as the consumers’ “remote control” for the entire travel experience. In this field, OTAs have taken the upper hand, since they have planned the trip (rather than the accommodation alone) from the start. However, major hotel chains have already stated that they are concentrating on the traveler’s entire trip as well. Airbnb has said in an interview to Fast Company in 2014, "Our business isn't the house - our business is the entire trip.” Indeed, the company is well positioned to leverage its community to offer additional peer-to-peer services. EVERYONE’S GOAL: “ENTIRE TRIP”
  64. 64. CURRENT COMPETITORS’ FOCUS AREAS Business Travelers Families Individuals Airbnb Home Away Hotel Chains Boutique Hotels Kid & Co. Millennials Older Travelers Millennials Older Travelers OneFineStay
  65. 65. What hotels will look like in the near future…
  66. 66. THE HOTEL OF THE FUTURE https://www.youtube.com/watch?v=qjWQ1sDhc-8&feature=youtu.be
  67. 67. Conclusion
  68. 68.  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.  Keep up with industry trends and create a relevant action plan in order to provide valuable 'up to date‘ services to your clients. CONCLUSION
  69. 69. Thank You! For more details, please visit us at www.carmelon-digital.com