itb 06. march 2018 online-technology for hoteliers ......online-technology for hoteliers: challenges...
TRANSCRIPT
Online-Technology
for hoteliers:
Challenges and solutions
ITB 06. March 2018
Industry Manager DACH trivago Düsseldorf
Raissa Benchoufi
Stay connected:
trivago Hotel Manager Blog
3
Agenda
What is metasearch?
Technology is changing the world!
Our tips: how to use technology effectively
What is metasearch?
Destination Filters Ideal Hotel Booking
How is metasearch used by the guests?
1 3 4 2
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Ways of distribution
Your ideal Hotel
Hotel website
direct bookings
indirect
bookings
Marketing/Advertisement
(Metasearch, Offline,
SEO, SEM)
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1 out of 2 travellers uses
metasearch to find their
ideal hotel.
Source: Phocuswright Report, "Search, Shop, Buy: The New Digital Funnel. June 2015”
1.8 million hotels
400+ booking sites
2.0 billion visits per year
55 localized websites
Last 12 months (until 31.12.2017)
Technology is
changing the world
2010 2015 2020 2025
Offline Bookings Online Bookings
10
Online-Bookings are overtaking offline-bookings
Source: Phocuswright-Study Global Online Travel Overview Fourth Edition, 2016
Current
situation
Estimated
Direct Bookings
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The 3 technology obstacles hoteliers are
up against
Our 1st Tip:
Stay Up-To-Date
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Steps to embrace technology
1. Education and trainings:
Webinars, seminars etc.
2. Stay Up-To-Date
3. Accept change
4. Find solutions
Our 2nd Tip:
How to capitalize on the
traveller's online journey
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Capitalize on every stage of the online journey
Be discovered Be booked Be remembered
on metasearch. with an easy
booking process.
by offering a great
guest experience.
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Make yourself stand out on metasearch
- Stage 1
• Use data • Generate direct bookings Be discovered
on metasearch.
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Top destinations
Berlin
Hamburg
Munich
Berlin
Düsseldorf
Cologne
Munich
Berlin
Hamburg
Berlin
Munich
Hamburg
1st Germany 2nd Netherlands 3rd Switzerland 4th UK
Most guests visiting Germany come from...
Most popular destinations for travellers from these countries are...
Average clicked price for a hotel room per night...
115,22 Euro
116,88 Euro
142,77 Euro
120,76 Euro
Average maximum that was put for price filters...
135,98 Euro
145,15 Euro
163,57 Euro
156,15 Euro
Average duration of stay is 3 days
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The most common filters used by travellers
searching for hotels in Germany
Breakfast
47 %
Spa
18 %
Pool
15 %
Free Wifi
16 %
Filters, that are important for...
Spa Free Wifi Pool
Germany & Switzerland
USA & Spain UK & Denmark
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Make yourself stand out on metasearch
- Stage 1
Be discovered
on metasearch.
• Use data
• Generate direct bookings
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Direct bookings matter
2010 2015 2020 2025
Offline Bookings Online Bookings Direct Bookings
Source: Phocuswright-Study Global Online Travel Overview Fourth Edition, 2016
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Capitalize on every stage of the online journey
- Stage 2 & 3
Be booked Be remembered
with an easy
booking process. by offering a great
guest experience.
• Property Management
System (PMS)
• Booking Engine
• Optimized Website
• Channel Manager
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Capitalize on every stage of the online journey
Be booked. Be remembered.
trivago Hotel Manager:
Basic
PRO
Rate Connect
Base7:
Booking Engine
Property Management System
Be discovered.
www.trivago.com/hotelmanager