Presentation from ReviewPro's and WIHP's co-sponsored Hotel Roadshow, hosted by Daniel Edward Craig. Part 2: Web Marketing & WIHP

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Back to Basics on
Hotel Marketing
Martin Soler
VP Marketing WIHP
Popularize Capture Convert

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The goal of popularizing your
hotel is to make potential
guests aware of it’s existence.
But how to do that?
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• Word of mouth
• OTAs (Expedia, Booking.com etc)
• TripAdvisor
• Hotel comparison sites
• Blogs and travel writers
• Facebook and social media
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Word of Mouth
24% of hotel guests
discovered the
hotel through
friends or family.
How? › Service › Quality › Care
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OTAs (Expedia, Booking.com etc)
20% of direct bookings
come from guest
who first heard of
the hotel on an OTA.
How? › Be everywhere › Present well
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TripAdvisor
Your free publicity comes
from TripAdvisor. If you’re
good you will get bookings.
How? › Deliver more than expected
› Care for everything
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People trust “professionals”.
They want selections.
How? › Invite them to review your
hotel
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Social Media is for popularizing
Visits
9%
Booking
s
1%
Facebook brings 9% of the visits but only 1% of the bookings.
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Fitt’s Law re-worked
The bigger the target, the
easier it is for people to
reach it.
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Capturing the interested
guests means being at the
right place at the right time.
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The Billboard Effect
Reviews
and
Social
Hotel
website
OTAs
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Brandjacking
The activity of using
someone’s online
identity to acquire
that business’ sale.
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82%of ads for searches on
hotel’s name are to OTAs or
competitors.

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Advertising on your name
Key
position
Secondary
position
Organic
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Advertising on your name
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Key
position
Key position

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The pie in the sky
Search volume for
booking.com and Priceline on
Source: Google Insight for Search
Search volume for
“Hotels in Madrid”
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Every hotel has a brand, no
matter how small. That
brand is the most valuable
asset you have and
contains you most loyal
customers.
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A hotel’s website has
3 seconds to sell, in those
3 seconds it must show:
1. Location
2. Comfort
3. Value
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Emotion sells
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Emotion sells
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Emotion sells
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Emotion sells
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“People don’t ask for facts in
making up their minds. They would
rather have one good, soul-
satisfying emotion than a dozen
facts.” - Robert Keith Leavitt

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1 out of 10
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It’s easy to make navigation
complicated.
Try to keep it as simple as
possible.
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The average guest
spends 14 minutes on
your website and 11
minutes on the booking
engine.
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Booking Engine
Number of clicks to purchase
Presentation of rooms
Easy navigation and call to action
Customizable
Cost
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Cheat sheet:
Popularize:
“Distribution is how you popularize and it’s about
being everywhere and anywhere to take
advantage of the billboard effect.”
Capture:
“Less is more, you want the visitors that will
book. Protect your brand at all costs.”
Convert:
“Build sites for guests, not Google. Emotion sells
and speed stuns.”
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