driving demand that leads to direct bookings: digital advertising · 2017. 10. 13. · search ads:...

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Digital Advertising

Driving Demand That Leads to Direct Bookings:

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CompetitorAnalysis

Pricing

MarketOverview

Functions & Events

Sales

Food &Beverage

Housekeeping

Corporate RFPs

Distribution

Finance

Staffing

What do I do?

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Today’s traveler is undecided at the start

KNOW WHICH BRAND TO BOOK WITH

CONSIDERING MULTIPLE BRANDS TOTALLY UNDECIDED

Leisure Travelers 16% 65% 20%

28% 60% 12%Business Travelers

Google/Ipsos Traveler’s Road to Decision 2014

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Today’s traveler researches on all devices but prefers to book on desktop

Research Book

Q. What devices do you use to research and book your hotel?

Desktop or Laptop 53% ( + 4.5/-4.8)

Smartphone 40% ( + 4.5/-4.8)

Tablet 7% ( + 4.5/-4.8)

Desktop or Laptop 70% ( + 6.6/-7.4)

Tablet 15% ( + 6.6/-4.8)

Smartphone 15% ( + 6.5/-4.8)

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Let's Keep it Simple

Past Present

Hotel Brochure Website

Yellow Pages/

Directories OTAs/Meta

Reservations

Agents Booking Engine

Postage & Sales Online Marketing

Distribution

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Paid Search

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Search ads: the best usage of Extensions

Extended Site LinksGoogle Places Plugin

Review Plugins Call out Extensions

Extended Headline

Standard Site Links

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Follow travellers across channels by delivering to their needs

SERVE DISPLAY

ADS TO THE SAME

VISITOR ON

SOCIAL MEDIA,

WEB AND SEARCH

TO DRIVE THEM

BACK TO YOUR

WEBSITE TO BOOK

TRAVELLER VISITS YOUR HOTEL WEBSITE

Multi-channel Remarketing allows you to serve ads to the same traveller across different channels like social media, web and search after they have visited your website.

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Display marketing

RemarketingTargets users who have visited your website or booking engine

Travel Intent Targets users who are

likely to travel to your area

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The funky stuff: Targeting Travel Intenders

A TRAVELER BOOKS A FLIGHT TO CHICAGO

A CHICAGO HOTEL SERVES ADS TO THAT TRAVELER AS THEY BROWSE THE WEB

Target people who are traveling to your destination before your competition and OTA’s can

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How to allocate Budget – Paid Media?

Ideal Budget

20%

Note: Actual budget may vary based

on brand volume, website data

20%

60%

Heavily ROIFocused

0%

20%

80%

ROI Focus on DriveNew Traffic

0%

20%

80%

RESEARCH

SHOP

BUY

Booking Journey

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QUESTIONS?