"communication revolution" by stringcan interactive
TRANSCRIPT
HOW THE COMMUNICATION REVOLUTION
HAS CHANGED THE HOTEL SALES FUNNEL
YOU ARE IN A SAFE PLACE
#EHMAGeneva
20 Years
What is the average number of years EHMA
members have been Hotel Managers?
20 Years
What is the average number of years EHMA
members have been Hotel Managers?
Source: http://blogs.microsoft.com/firehose/2014/08/07/throwback-thursday-
microsoft-com-among-the-earliest-commercial-websites-has-been-on-the-web-for-
20-years/
HOW YOU BROWSED IN 1994
Source: http://en.wikipedia.org/wiki/Windows_3.1x
YOUR DESKTOP IN 1994
YOUR SMARTPHONE IN 1994
Source: http://www.businessinsider.com/henry-blodget-15-
years-of-yahoo-home-pages-1994-2009-2009-7?op=1&IR=T
HOW YOU SEARCHED IN 1994
Source: https://www.flickr.com/photos/the-difference/
THE CLOUD IN 1994
Source: Kenneth Allen, McKelvey Travel, Omagh - geograph.org.uk
BOOKING.COM IN 1994
Source: by Orlando Uy
TODAY LOOKS VERY DIFFERENT
“Every morning when you wake up
you’re a little bit more stupid.” Dr. Kjell Nordstrom
Source: Dr. Kjell Nordstrom: International Business Thought-Leader, Best
Selling Author, Keynote Speaker
HOW DO YOU KEEP UP?
Source: EHMA 2014 Members Survey
71% of EHMA Members
wanted to learn more about
website sales funnels
STRATEGY TO DECREASE THE GAP
Browsing
Comparing
Confirming
Booking
HOTEL GUEST SALES FUNNEL
Source: http://www.netaffinity.com/netaffinity_news.html/15-hotel-marketing-trends-
for-2015
HOTEL GUEST SALES FUNNEL
Browsing
Comparing
Confirming
Booking
Source: http://www.tnooz.com/article/travel-booking-abandon-infographic/
of website visitors abandon
the hotel sales funnel
USER BEHAVIOR USING HEATMAPS
Source: http://answerlab.com/services/websites/
IN PERSON TESTING
Source: SMI Eye Tracking, www.smivision.com/egts
WHERE DOES THE EYE LOOK?
Source: Using Eye Tracking to Obtain a Deeper Understanding of What Drives
Online Hotel Choice - Vol. 14, No. 518 FSepbrteumarbye2r0210414
IMPORTANT DURING BROWSING
QUANTITY & QUALITY
• Properties with at least one photo see an increase of +138% in travel
engagement
• Properties with more than 1,000 photos see an increase of +203% in
travel engagement
Source: http://fredericgonzalo.com/en/2014/12/23/why-visuals-are-key-in-travel-
marketing/
HOTEL GUEST SALES FUNNEL
Browsing
Comparing
Confirming
Booking
Source: http://www.tnooz.com/article/travel-booking-abandon-infographic/
of website visitors abandon
the hotel sales funnel
According to Google, the average
length in days before a purchase is
24, and visits 21.6 websites before
making a decision
Source; The Smart Hotelier’s Guide to 2015 Digital Marketing Budget
Planning, HeBS Digital
COMPARING. NO BAD DECISIONS
Your Online Presence
98.8% of
EHMA
Hotels are
using
53% of
EHMA
Hotels have
a defined
strategy or
goals for
100% of
hotel
managers
know the
power of
online
reviews
84% of
EHMA
Hotels have
NO digital
review
strategy
Source: EHMA 2014 Members Survey
COMPARING. ONLINE PRESENCE
HAVE YOUR OWN PERSONALITY
“Best is not the name of the game anymore, because
the standards have reached a point that you can not
easily make them higher, but I think we’re back to
basics…every hotel…has to show their real
nature…[because] people are searching for
something very specific. So you have to have your
own personality.”
Jacques Mayer
Beau Rivage Hotel
Source: Source: The McKay Interview: Jacques Mayer, Michael McKay is talking to Jacques
Mayer, the fourth generation of his family to run the famous Beau Rivage Hotel in Geneva. 09
December 2013
Source; The Smart Hotelier’s Guide to 2015 Digital Marketing Budget Planning, HeBS Digital
Your
Website
• Is your traffic funnel optimized?
• Are you bringing visitors back to your site?
• Do you have a review strategy?
OPTIMIZED TO SELL
Source: Booking.com and Expedia.com
BROWSING. PRICING STRATEGY
HOTEL GUEST SALES FUNNEL
Browsing
Comparing
Confirming
Booking
Source: http://www.tnooz.com/article/travel-booking-abandon-infographic/
of website visitors abandon
the hotel sales funnel
Source: Booking.com and Expedia.com
CONFIRMING. EASE AND URGENCY
Source: Booking.com and Expedia.com
CONFIRMING. EASE AND URGENCY
Source: http://www.moevenpick-hotels.com/ https://reservations.roccofortehotels.com,
http://www.aqualuxhotel.com/en/
CONFIRMING. EASE. URGENCY.
VALUE.
HOTEL GUEST SALES FUNNEL
Browsing
Comparing
Confirming
Booking
Booking Process Too Long
Complicated Checkout
Source: http://www.tnooz.com/article/travel-booking-abandon-infographic/
Website Visitors Abandon
the Hotel Sales Funnel
Technical Issues
Lost Connection
Source: http://www.tnooz.com/article/travel-booking-abandon-infographic/
Website Visitors Abandon
the Hotel Sales Funnel
Payment Issues
Lack of Options
Source: http://www.tnooz.com/article/travel-booking-abandon-infographic/
Website Visitors Abandon
the Hotel Sales Funnel
Source: http://www.tnooz.com/article/travel-booking-abandon-infographic/
Website Visitors Abandon
the Hotel Sales Funnel
Source: Source: Expedia’s CEO defends commission structure, December 16 2013,
http://www.hotelnewsnow.com - By Jeff Higley
What would a 29%
increase in online
bookings mean to
your bottom line?
FIXING ISSUES. WORTH THE EFFORT
Source: Source: Expedia’s CEO defends commission structure, December 16 2013,
http://www.hotelnewsnow.com - By Jeff Higley
• User experience testing ongoing
• Right tools to determine the opportunity
• Someone on your team reading the data
• Booking system should always be
improving
BOOKING. ALWAYS IMPROVING
Define Goals
Review Competitors
Audit Website
Audit Online Presence
Analyze Data
Create Strategy
SALES FUNNEL OPTIMIZATION PROCESS
WE CAN HELP
Monika Moser
Director of Rooms & Spa
Hotel Fouquet's Barrière Paris
"Last year Fouquet's Barrière
worked with StringCan Interactive
to look at our online obstacles and
opportunities, the audit StringCan
provided was very in-depth,
actionable and insightful
generating real results."
JASON McDONALD Director of StringCan Europe
that win!
@StringCanEU
stringcaninteractive.fr
CEO / Founder
that win!
@StringCanAgency
stringcaninteractive.com
JAY FEITLINGER
LET’S CONNECT
Q&A THANK YOU!