#wihpacademy at Hotel Bel Ami
Popularize, Capture, Convert and Share
Undestands how guests book
How do you advertise your hotel?
It's all about reputation!
The Vertical Search Paradox
Brandprotection on search engines and metasearch
Design basics
3. #WIHPACADEMY
HOW DO YOUR GUESTS BOOK?
They:
- choose a destination
- create a list of hotels (avg 10)
- compare
- choose the “best deal” (not necessarily the lowest price)
WIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
4. #WIHPACADEMY
HOW DO YOU ADVERTISE YOUR HOTEL?
You have to:
- get listed on every travel directory for your destination
- promote your USP
- promote your USP properly
- offer the “best deal” (again, not necessarily the lowest price)
WIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
7. #WIHPACADEMY
1.POPULARISE
the goal of “popularizing”
is to make potential guests aware
of your existence.
1. Popularise
WIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
8. #WIHPACADEMY
LEISURE BOOKING SOURCES
1. Word of Mouth
2. TripAdvisor / ReviewSites
3. OTAs / MetaSearch
4. Returning Guests
5. Social Networks
6. Offline Advertising (magazines, radio ads, etc.)
7. Search Engines (Google, Bing, Yahoo, etc.)
8. Blogs
1. Popularise
WIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
15. 87% of guests will discover
your hotel BEFORE
visiting your official website
#wihpacademy
THE FIRST PILLAR
#WIHPACADEMYWIHPHOTELS.COM
16. “capturing” means being
in the right place,
at the right time,
for the right guest
CAPTURE
2. Capture
THE 4 PILLARS OF HOTEL MARKETING
#WIHPACADEMYWIHPHOTELS.COM
20. #WIHPACADEMY
taking decisions is stressful.
travel aggregators such as OTAs
and metasearch reduce the number
of decisions guests must take.
WIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
2. Capture
21. Brandjacking
is the activity
whereby someone
else acquires your
online identity to
drive traffic to their
own sales channels
82%ofadvertisementson hotelbrandnamequeries
areproducedbyOTAsorcompetitors
2. Capture
#WIHPACADEMYWIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
29. 2. Capture
THE 4 PILLARS OF HOTEL MARKETING
#WIHPACADEMYWIHPHOTELS.COM
Meta I/O
30. Capture your clients when and where
it really matters, otherwise 50% of
them will book on an OTA before even
finding your official website
#wihpacademy
THE SECOND PILLAR
#WIHPACADEMYWIHPHOTELS.COM
31. your USP is never what you think it is.
it’s what your guests think it is.
if you don’t know where to start,
just… listen
CONVERT
3. Convert
#WIHPACADEMYWIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
32. Positive Context:
Staff
Service
Value for Money
free wifi
Parking
SENTIMENT ANALYSIS:
3. Convert
#WIHPACADEMYWIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
Negative Context:
Dark
Small Room
Location
Cleanliness
Facilities
33. You only have 3 seconds to sell:
1. Location
2. Comfort
3. Price
3. Convert
#WIHPACADEMYWIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
34. an average person can
read 5 words per second.
can you describe your hotel
in just 15 words?
3. Convert
#WIHPACADEMYWIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
35. #WIHPACADEMY
PROFESSIONAL DESIGN IS KEY: AVOID D.I.Y.
WIHPHOTELS.COM
58%
Source: Google Travel Study
ofleisuretravelers
reliesonhotel
websitesfortravel
information.
vs. 47% on OTAs
3. Convert
THE 4 PILLARS OF HOTEL MARKETING
38. “Emotion is the key.
It should be at the center of any marketing
because everything people do (getting into
and out of relationships, buying a product,
taking one job over another) is ultimately
based on feelings.
The stronger the feelings you evoke,
the more you draw people to you”
(Erik Sherman)
3. Convert
#WIHPACADEMYWIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
46. Converting means:
1. Emotional impact
2. Simple navigation
3. Best deal for guest
#wihpacademy
THE THIRD PILLAR
#WIHPACADEMYWIHPHOTELS.COM
47. 4. Share
#WIHPACADEMYWIHPHOTELS.COM
SHARE
If you want to increase volume on
review sites and social media
always exceed clients’ expectations.
happy guests are the best advertising ever
THE 4 PILLARS OF HOTEL MARKETING
48. do you know what is, statistically, the
second most searched keyword after the
hotel brand?
4. Share
#WIHPACADEMYWIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
51. 4. Share
#WIHPACADEMYWIHPHOTELS.COM
users share very good
and very bad experiences.
“ok” experiences are rarely shared.
you cannot oversell,
you can only underdeliver
THE 4 PILLARS OF HOTEL MARKETING
54. 4. Share
#WIHPACADEMYWIHPHOTELS.COM
According to Cornell Center for
Hospitality Research,
for any 1% increase in
reputation you get a 1,42%
increase in RevPAR
THE 4 PILLARS OF HOTEL MARKETING
CHOOSE YOUR SOCIAL WISELY
55. 4. Share
#WIHPACADEMYWIHPHOTELS.COM
According to PhocusWright
hotels are reclutant to disclose
facebook conversion rate
because data are irrelevant
THE 4 PILLARS OF HOTEL MARKETING
START WITH TRIPADVISOR
56. 1. Always offer more than promised
2. Make sure your clients know it
3. Invite them toshare
4. Drive User Generated Contents tohigh ROI channels
#Wihpacademy
THE FOURTH PILLAR
#WIHPACADEMYWIHPHOTELS.COM
59. #WIHPACADEMY
AMT HOTELS CASE STUDY: results
WIHPHOTELS.COM
THE 4 PILLARS OF HOTEL MARKETING
New website +
online rebranding +
correct USP =
+180% direct bookings
BRIEF: Internet users firstly search for more information on their future destination. It is impossible to fight against OTAs, guides and review sites, etc. You are too small to fight back. You must abandon the idea that internet users should find you directly.
BRIEF: Internet users firstly search for more information on their future destination. It is impossible to fight against OTAs, guides and review sites, etc. You are too small to fight back. You must abandon the idea that internet users should find you directly.
It is impossible to fight against OTAs, guides and review sites, etc. You are too small to fight back. You must abandon the idea that internet users should find you directly.
However, it is possible to use them so that people discover you. This way, you become more visible on the internet than before.
Potential clients – come to Paris, budget for your hotel, hotel type
BRIEF: Internet users firstly search for more information on their future destination. It is impossible to fight against OTAs, guides and review sites, etc. You are too small to fight back. You must abandon the idea that internet users should find you directly.
However, it is possible to use them so that people discover you. This way, you become more visible on the internet than before.
However, it is possible to use them so that people discover you. This way, you become more visible on the internet than before.
However, it is possible to use them so that people discover you. This way, you become more visible on the internet than before.
However, it is possible to use them so that people discover you. This way, you become more visible on the internet than before.
However, it is possible to use them so that people discover you. This way, you become more visible on the internet than before.
However, it is possible to use them so that people discover you. This way, you become more visible on the internet than before.
However, it is possible to use them so that people discover you. This way, you become more visible on the internet than before.
However, it is possible to use them so that people discover you. This way, you become more visible on the internet than before.
However, it is possible to use them so that people discover you. This way, you become more visible on the internet than before.
However, it is possible to use them so that people discover you. This way, you become more visible on the internet than before.
BRIEFING : Qu’est ce que font les internautes en premier, ils cherchent à trouver plus d’information sur sa futur destination
Il est impossible de se battre contre les OTAs, Guide, Review Site etc, vous êtes trop petit pour prétendre à un combat. Abandonnez l’idée que les internautes doivent vous trouver en direct
BRIEF: Internet users firstly search for more information on their future destination. It is impossible to fight against OTAs, guides and review sites, etc. You are too small to fight back. You must abandon the idea that internet users should find you directly.
BRIEF: Internet users firstly search for more information on their future destination. It is impossible to fight against OTAs, guides and review sites, etc. You are too small to fight back. You must abandon the idea that internet users should find you directly.
BRIEF: Internet users firstly search for more information on their future destination. It is impossible to fight against OTAs, guides and review sites, etc. You are too small to fight back. You must abandon the idea that internet users should find you directly.
BRIEF: Internet users firstly search for more information on their future destination. It is impossible to fight against OTAs, guides and review sites, etc. You are too small to fight back. You must abandon the idea that internet users should find you directly.
BRIEFING : Qu’est ce que font les internautes en premier, ils cherchent à trouver plus d’information sur sa futur destination
Il est impossible de se battre contre les OTAs, Guide, Review Site etc, vous êtes trop petit pour prétendre à un combat. Abandonnez l’idée que les internautes doivent vous trouver en direct
31 messages on the site shown on the screen
Taylor story with romantic history and change of staff/
We cannot over oversell, we can only under deliver
BRIEF: Internet users firstly search for more information on their future destination. It is impossible to fight against OTAs, guides and review sites, etc. You are too small to fight back. You must abandon the idea that internet users should find you directly.
When an internet user searches, they will compare on average 10 hotels. Be the clearest.
37 messages on the site pointed out on the screen. Imagine you are about to buy a dress and we offer you 37 options for it (color, size, cut, material, lining, outer material, sewing, etc.).
10 messages on the site pointed out on the screen, 3 times less messages
An internet user will purposely search for the best offer, we are all buyers and no one likes paying more than the fair price for a product. However, there is is not just the price: price, services, payment and security, trust, benefits for loyal clients, etc. Here is a list we often use.
Internet users therefore turn to TripAdviser. This is crucial for your conversion rates.
Internet users therefore turn to TripAdviser. This is crucial for your conversion rates.
Internet users therefore turn to TripAdviser. This is crucial for your conversion rates.
Internet users therefore turn to TripAdviser. This is crucial for your conversion rates.
Internet users therefore turn to TripAdviser. This is crucial for your conversion rates.
Internet users therefore turn to TripAdviser. This is crucial for your conversion rates.
Internet users therefore turn to TripAdviser. This is crucial for your conversion rates.
Internet users therefore turn to TripAdviser. This is crucial for your conversion rates.
Internet users therefore turn to TripAdviser. This is crucial for your conversion rates.