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Turning Lookers into Bookers!

Rachel Howes, Great National Hotels

Ian Sloan, Avvio

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Avvio Operates Worldwide

Clients Offices

Globally

Hotel revenue processed annually

450 4 £280m

Great National Hotels

Acquisition

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There’s a lot to think about

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Acquisition > Digital Marketing is a key traffic driver

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Acquisition > A/B testing is helping us to refine our messages

Variable A Variable B

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Remarketing and Display

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Acquisition > But is programmatic the future?

How many of you have looked into programmatic buying?

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We already live in a Mobile First world.. But Voice is coming..

By 2020 50% of all searches will be via voice

Source: Comscore

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Perfect your local SEO

Source: https://www.wordstream.com/blog/ws/2018/02/15/voice-search-seo

40% of voice search users are looking for business information; so it’s never been a more important time to optimise your local SEO

Ensure your Google My Business Page is up to date• Address• contact details• opening hours

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Use Featured snippets / Answer box

Source: Comscore - https://www.wordstream.com/blog/ws/2018/02/15/voice-search-seo

Google Home and Google Assistant currently read out featured snippets when they answer voice search queries

• Answer specific questions• Answer questions concisely• Triggered by long tail keywords• Start with question-type search queries like

when, why, what?

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Get inside the head of your users

Source: https://www.thinkwithgoogle.com/marketing-resources/micro-moments/micro-moments-travel-customer-journey/

Source: www.answerthepublic.com/

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So that you will get ahead of voice search

https://www.forbes.com/sites/forbesagencycouncil/2017/11/27/optimizing-for-voice-search-is-more-important-than-ever

How many of you have a voice strategy?

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Acquisition > Video will be 82% of traffic by 2021 1

1. Cisco / http://uk.businessinsider.com/heres-how-much-ip-traffic-will-be-video-by-2021-2017-62. https://hotelfriend.com/blogpost/hotel-marketing-trends-20183. https://m.facebook.com/business/news/upgrading-facebook-video-for-people-and-advertisers4. https://instagram-press.com/blog/2018/06/20/welcome-to-igtv/

• 4X more people prefer to learn information from a video 2

• Facebook tests showed that brand recall increased 6% with vertical videos

61% of travelers watched a video when they were choosing a vacation destination, according to Google.

Instagram announces IGTV –Videos are full screen and vertical 4

Who is doing videofor hotels?

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• Google reviews is increasingly important and is now part of SERP ranking

• Having bad reviews actually gives you integrity and guests will trust you more!

• You have to respond

Source: Reviewshttps://www.hotelogix.com/blog/2018/02/26/8-simple-ways-to-increase-your-hotels-direct-bookings/

Acquisition > Reviews are important during discovery and conversion

Who has a specific personaccountable for

review management?

Conversion

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Pressure tactics by OTAs come under scrutiny

Control your own destiny

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Conversion > Messaging is more popular than social

http://uk.businessinsider.com/the-messaging-app-report-2015-11

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Conversion > Predicting demand

@AvvioDirect1 Source: www.thinkwithgoogle.com/intl/en-gb/consumer-insights/consumer-behaviours-shaping-next-generation-mobile-experiences/, 2017Source: https://searchengineland.com/google-speed-update-page-speed-will-become-ranking-factor-mobile-search-289904https://www.telegraph.co.uk/science/2016/03/12/humans-have-shorter-attention-span-than-goldfish-thanks-to-smart/

Conversion > Focus on mobile site speed

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Conversion > Content is king (still)

Price Quality Performance

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Here’s my websiteThe traditional approach

& booking engine

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by Avvio

allora – returning with booking

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Key metrics to focus on

• Unique visitors• Bounce rates• Exit pages• Conversion• Micro conversion (next best action)• Less focus on time-spent-on-page

https://www.thinkwithgoogle.com/marketing-resources/micro-moments/micro-moments-travel-customer-journey/

“Consider this: The length of those sessions has shrunk by 5%.3 With more frequent and shorter

sessions you might conclude that consumers aren't finding what they want on mobile. Yet conversion rates have grown nearly 10% on

mobile travel sites.” 4

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Action points to take away

Acquisition:

• Local SEO• Messaging• social• Parity and Meta• Video

Conversion:

• Responsiveness• Site speed• Photos• Reviews• A personalised booking

engine

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Thank you

Rachel Howes, Great National Hotels

Ian Sloan: VP Client Strategy, Avvio