webinar for hoteliers today's situation online strategy to preparing your … · 2020. 9....
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WEBINAR FOR HOTELIERS
Preparing Your Hotel's Online Strategy to Today's Situation
Speakers
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An ecosystem of growth tools to power the direct relationship between hotel brands and their guests
Our mission is simple: strengthen the hotel’s own direct channel to get more bookings and higher ADR
We help attract, engage, and convert guests throughout the user journey
This is THN: Growth for your direct channel
4
• The importance of direct demand
post-COVID
• Case study with glh
• Tips to engage website visitors and
encourage direct bookings
• Live Q&A with our panelists
Today’s Topics
Let’s Make This Interactive
Ask questions or make comments anytime using the Q&A tab on your screen.
Poll 1
In light of COVID-19, how important will having an effective direct booking strategy be for your hotel brand moving forward?
☐ You will give more focus to your direct booking strategy.☐ You will give the same focus as before to your direct
booking strategy.☐ You will give less focus to your direct booking strategy.
Use the pop-up window on your screen to respond.
The COVID-19 Situation Is Changing Daily
Guest Speaker
Josh Beckwith
Senior Sales Director,Strategic Accounts
The Importance of Direct Demand, post-COVID
Confidential & Proprietary
Josh Beckwith
Confidential & Proprietary
$13BBookings
10,000Global Customers
350MIn-MarketTravelers
Sojern works for hotels, attractions,
tourism, and more.
We know travelers - and move them
from dream to destination.
Confidential & Proprietary
Industry commentary on OTA dominance post crisis
We Have Been Here Before
...Experts have warned that the struggling lodging industry is destined to repeat its post-9/11 practices of effectively turning over control of its room inventory to online
distributors”
Greg DuffJD Supra
“In 2009 after the financial crisis, we were hoping for the solution in variable commission costs with OTAs. Years later with a rising economy, we saw distribution
costs exploding and dependency on OTAs increasing.”
Ullrich Kastnermyhotelshop
“
Confidential & Proprietary
The rise of the book direct mantra
Viva La Revolution
In 2016 Hilton launched its stand for direct as a channel
27%YoY increase in direct website
revenue - EMEA
11%YoY increase in website visits
Confidential & Proprietary
Pre and post COVID-19 global travel intent to Europe
• Travel intent for EU is significantly down year-over-year
• Most markets bottomed out in April
• We are starting to see key EU markets generate some demand
Source: Sojern
Demand is on the Horizon
Confidential & Proprietary
Travel searches to France, Indexed to April 5th
Domestic, Regional, then International
Source: Sojern
Confidential & Proprietary
39% intend to shift more budget towards direct bookings during recovery
Why are Direct Bookings Important?
Confidential & Proprietary
How You Can Respond to the Ever-Evolving Landscape
You have a rare opportunity to go above and beyond to help ease your customers' fears, deliver fantastic service, and build strong relationships that will last
long after this threat has passed.
Invest in customer relationships that will last
beyond the crisis
Confidential & Proprietary
eMarketer and Nielsen reported that time spent online and with TV has increased dramatically with the rise
in self-quarantine. Consumers now spend 7.3 hours each day on mobile internet, up 20% since January.
Stay aware of trends and share your brand’s stories
Confidential & Proprietary
Analyse the data and be prepared to reallocate your budget and creatives.
Get creative and be ready for the recovery
Confidential & Proprietary
Guest Speaker
Jonathon Liu
Director of Revenue Strategy & Marketing Operations
Poll 2
In light of COVID-19, what actions have you taken on your hotel website? (tick all that apply)
☐ Communicating regular updates about COVID-19 situation☐ Promoting flexible rates & cancellation policy☐ Discounting rates☐ Promoting special deals / packages☐ Promoting gift vouchers☐ Have not made any specific changes to hotel website
Use the pop-up window on your screen to respond.
Guest Speaker
Sonia Merena
Senior Market Manager Nordics, Ireland & UK
Hotel Website Personalization Best Practices
Consumers Today Expect a Personalised Experience
Hospitality is personal.
Booking On Property Post Stay
Personalization Applies Throughout the Guest Journey
Smart NotesNudge users towards a booking with in-web notifications
LayersCreate a personal and engaging user experience
Exit IntentPersuade abandoning visitors to stay on your website
InlinersSeduce users with subtle messages without interrupting the UX
Choose the Best Combination of Message Formats
Use Targeting to Personalize Your Message
Day of week / time of day
User location
Traffic source
New / loyal customers
Retargeting
Booking search dates
Early bird / last-minute
Length of stay
Booking value
Availability / sold out
Mobile or desktop
Custom variable
Create a Sense of Excitement Around the Reopening
Show a clock counting down the days and even seconds until your reopening.
When you’re ready to showcase limited-time offers again, use this same feature to create urgency.
Countdown Clock
Visitors today are probably wary of their well-being.Let visitors know the various preventative measures being taken at your property and that guest safety is always a priority.
Communicate Safety Measures at Your Hotel
Safety first
Remain Flexible for Travelers in the Near Future
Consider waiving cancellation fees or offering more flexible rebooking policies to reassure guests and remove any hesitation they may have.
Flexible rates
Remind Users Again on the Rooms & Rates Page
Showcase Your Positive Reviews
In normal times, showcasing hand-picked reviews from trusted sources will keep people from leaving your site.
In CURRENT times they are essential. Travelers want to know you take cleanliness seriously.
Reviews Summary
Grab the Attention of Users Who Are about to Leave
This Exit Intent example helps to reengage users by offering timely email updates. As well as highlighting the perks of booking direct, it gives a reassuring message by using an outdoor photo of nature.
Email capture
Target residents with enticing offers to kickstart demand for those who want to book a staycation. Let them know what special benefits they can enjoy with you!
Launch Offers Specifically for Your Domestic Market
Offers for residents
Showcasing attractive hotel voucher offers could be a good option to encourage impulse purchases. Vouchers help to remove any hesitations guests may have due to uncertainty around booking dates.
Hotels can use Vouchers to:- Discount future stays - Issue refunds- Grant rewards
Generate Immediate Revenue
Hotel vouchers
This hotel came up with the delightful idea of holding a private concert in their courtyard where people could purchase tickets to watch it from the bedrooms overlooking the show.
Think Outside the Box
A socially distant concert
Image courtesy of Zeitgeist Vienna
With more and more travelers searching on their mobile phones, don’t forget about your mobile visitors.Optimize your website messaging for these users and take it a step further by creating mobile-exclusive offers to engage with this audience.
Keep Mobile Visitors in Mind
Mobile exclusive offers
Leverage AI to reduce promotional spend
Avoid slashing rates for all users. Only offer a discount when needed such as for low purchase intent users.Reduce promotional spend while getting additional reservations from users who would otherwise have left the your website without booking.
Focus discounts on low-intent users
In Summary
Key Takeaways
✔ Use analytics to make better-informed decisions.
✔ Adapt your communication in real time to match the stage of your recovery plan.
✔ Reassure visitors & keep the message hyper-relevant using advanced targeting.
✔ Don’t forget other conversion opportunities such as selling vouchers or capturing emails.
✔ Try to think outside the box to offer experiences that will seduce visitors.
Q&A With Our Panelists
Free Educational Resources & Data Updated Daily
thehotelsnetwork.com
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