itb 06. march 2018 online-technology for hoteliers ......online-technology for hoteliers: challenges...
TRANSCRIPT
![Page 1: ITB 06. March 2018 Online-Technology for hoteliers ......Online-Technology for hoteliers: Challenges and solutions ITB 06. March 2018 raissa.benchoufi@trivago.com Industry Manager](https://reader034.vdocuments.mx/reader034/viewer/2022042300/5ecb2a228e5e4b0ee6413de1/html5/thumbnails/1.jpg)
Online-Technology
for hoteliers:
Challenges and solutions
ITB 06. March 2018
![Page 2: ITB 06. March 2018 Online-Technology for hoteliers ......Online-Technology for hoteliers: Challenges and solutions ITB 06. March 2018 raissa.benchoufi@trivago.com Industry Manager](https://reader034.vdocuments.mx/reader034/viewer/2022042300/5ecb2a228e5e4b0ee6413de1/html5/thumbnails/2.jpg)
Industry Manager DACH trivago Düsseldorf
Raissa Benchoufi
Stay connected:
trivago Hotel Manager Blog
![Page 3: ITB 06. March 2018 Online-Technology for hoteliers ......Online-Technology for hoteliers: Challenges and solutions ITB 06. March 2018 raissa.benchoufi@trivago.com Industry Manager](https://reader034.vdocuments.mx/reader034/viewer/2022042300/5ecb2a228e5e4b0ee6413de1/html5/thumbnails/3.jpg)
3
Agenda
What is metasearch?
Technology is changing the world!
Our tips: how to use technology effectively
![Page 4: ITB 06. March 2018 Online-Technology for hoteliers ......Online-Technology for hoteliers: Challenges and solutions ITB 06. March 2018 raissa.benchoufi@trivago.com Industry Manager](https://reader034.vdocuments.mx/reader034/viewer/2022042300/5ecb2a228e5e4b0ee6413de1/html5/thumbnails/4.jpg)
What is metasearch?
![Page 5: ITB 06. March 2018 Online-Technology for hoteliers ......Online-Technology for hoteliers: Challenges and solutions ITB 06. March 2018 raissa.benchoufi@trivago.com Industry Manager](https://reader034.vdocuments.mx/reader034/viewer/2022042300/5ecb2a228e5e4b0ee6413de1/html5/thumbnails/5.jpg)
Destination Filters Ideal Hotel Booking
How is metasearch used by the guests?
1 3 4 2
![Page 6: ITB 06. March 2018 Online-Technology for hoteliers ......Online-Technology for hoteliers: Challenges and solutions ITB 06. March 2018 raissa.benchoufi@trivago.com Industry Manager](https://reader034.vdocuments.mx/reader034/viewer/2022042300/5ecb2a228e5e4b0ee6413de1/html5/thumbnails/6.jpg)
6
Ways of distribution
Your ideal Hotel
Hotel website
direct bookings
indirect
bookings
Marketing/Advertisement
(Metasearch, Offline,
SEO, SEM)
![Page 7: ITB 06. March 2018 Online-Technology for hoteliers ......Online-Technology for hoteliers: Challenges and solutions ITB 06. March 2018 raissa.benchoufi@trivago.com Industry Manager](https://reader034.vdocuments.mx/reader034/viewer/2022042300/5ecb2a228e5e4b0ee6413de1/html5/thumbnails/7.jpg)
7
1 out of 2 travellers uses
metasearch to find their
ideal hotel.
Source: Phocuswright Report, "Search, Shop, Buy: The New Digital Funnel. June 2015”
![Page 8: ITB 06. March 2018 Online-Technology for hoteliers ......Online-Technology for hoteliers: Challenges and solutions ITB 06. March 2018 raissa.benchoufi@trivago.com Industry Manager](https://reader034.vdocuments.mx/reader034/viewer/2022042300/5ecb2a228e5e4b0ee6413de1/html5/thumbnails/8.jpg)
1.8 million hotels
400+ booking sites
2.0 billion visits per year
55 localized websites
Last 12 months (until 31.12.2017)
![Page 9: ITB 06. March 2018 Online-Technology for hoteliers ......Online-Technology for hoteliers: Challenges and solutions ITB 06. March 2018 raissa.benchoufi@trivago.com Industry Manager](https://reader034.vdocuments.mx/reader034/viewer/2022042300/5ecb2a228e5e4b0ee6413de1/html5/thumbnails/9.jpg)
Technology is
changing the world
![Page 10: ITB 06. March 2018 Online-Technology for hoteliers ......Online-Technology for hoteliers: Challenges and solutions ITB 06. March 2018 raissa.benchoufi@trivago.com Industry Manager](https://reader034.vdocuments.mx/reader034/viewer/2022042300/5ecb2a228e5e4b0ee6413de1/html5/thumbnails/10.jpg)
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
![Page 11: ITB 06. March 2018 Online-Technology for hoteliers ......Online-Technology for hoteliers: Challenges and solutions ITB 06. March 2018 raissa.benchoufi@trivago.com Industry Manager](https://reader034.vdocuments.mx/reader034/viewer/2022042300/5ecb2a228e5e4b0ee6413de1/html5/thumbnails/11.jpg)
11
The 3 technology obstacles hoteliers are
up against
![Page 12: ITB 06. March 2018 Online-Technology for hoteliers ......Online-Technology for hoteliers: Challenges and solutions ITB 06. March 2018 raissa.benchoufi@trivago.com Industry Manager](https://reader034.vdocuments.mx/reader034/viewer/2022042300/5ecb2a228e5e4b0ee6413de1/html5/thumbnails/12.jpg)
Our 1st Tip:
Stay Up-To-Date
![Page 13: ITB 06. March 2018 Online-Technology for hoteliers ......Online-Technology for hoteliers: Challenges and solutions ITB 06. March 2018 raissa.benchoufi@trivago.com Industry Manager](https://reader034.vdocuments.mx/reader034/viewer/2022042300/5ecb2a228e5e4b0ee6413de1/html5/thumbnails/13.jpg)
13
Steps to embrace technology
1. Education and trainings:
Webinars, seminars etc.
2. Stay Up-To-Date
3. Accept change
4. Find solutions
![Page 14: ITB 06. March 2018 Online-Technology for hoteliers ......Online-Technology for hoteliers: Challenges and solutions ITB 06. March 2018 raissa.benchoufi@trivago.com Industry Manager](https://reader034.vdocuments.mx/reader034/viewer/2022042300/5ecb2a228e5e4b0ee6413de1/html5/thumbnails/14.jpg)
Our 2nd Tip:
How to capitalize on the
traveller's online journey
![Page 15: ITB 06. March 2018 Online-Technology for hoteliers ......Online-Technology for hoteliers: Challenges and solutions ITB 06. March 2018 raissa.benchoufi@trivago.com Industry Manager](https://reader034.vdocuments.mx/reader034/viewer/2022042300/5ecb2a228e5e4b0ee6413de1/html5/thumbnails/15.jpg)
15
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.
![Page 16: ITB 06. March 2018 Online-Technology for hoteliers ......Online-Technology for hoteliers: Challenges and solutions ITB 06. March 2018 raissa.benchoufi@trivago.com Industry Manager](https://reader034.vdocuments.mx/reader034/viewer/2022042300/5ecb2a228e5e4b0ee6413de1/html5/thumbnails/16.jpg)
16
Make yourself stand out on metasearch
- Stage 1
• Use data • Generate direct bookings Be discovered
on metasearch.
![Page 17: ITB 06. March 2018 Online-Technology for hoteliers ......Online-Technology for hoteliers: Challenges and solutions ITB 06. March 2018 raissa.benchoufi@trivago.com Industry Manager](https://reader034.vdocuments.mx/reader034/viewer/2022042300/5ecb2a228e5e4b0ee6413de1/html5/thumbnails/17.jpg)
17
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
![Page 18: ITB 06. March 2018 Online-Technology for hoteliers ......Online-Technology for hoteliers: Challenges and solutions ITB 06. March 2018 raissa.benchoufi@trivago.com Industry Manager](https://reader034.vdocuments.mx/reader034/viewer/2022042300/5ecb2a228e5e4b0ee6413de1/html5/thumbnails/18.jpg)
18
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
![Page 19: ITB 06. March 2018 Online-Technology for hoteliers ......Online-Technology for hoteliers: Challenges and solutions ITB 06. March 2018 raissa.benchoufi@trivago.com Industry Manager](https://reader034.vdocuments.mx/reader034/viewer/2022042300/5ecb2a228e5e4b0ee6413de1/html5/thumbnails/19.jpg)
19
Make yourself stand out on metasearch
- Stage 1
Be discovered
on metasearch.
• Use data
• Generate direct bookings
![Page 20: ITB 06. March 2018 Online-Technology for hoteliers ......Online-Technology for hoteliers: Challenges and solutions ITB 06. March 2018 raissa.benchoufi@trivago.com Industry Manager](https://reader034.vdocuments.mx/reader034/viewer/2022042300/5ecb2a228e5e4b0ee6413de1/html5/thumbnails/20.jpg)
20
Direct bookings matter
2010 2015 2020 2025
Offline Bookings Online Bookings Direct Bookings
Source: Phocuswright-Study Global Online Travel Overview Fourth Edition, 2016
![Page 21: ITB 06. March 2018 Online-Technology for hoteliers ......Online-Technology for hoteliers: Challenges and solutions ITB 06. March 2018 raissa.benchoufi@trivago.com Industry Manager](https://reader034.vdocuments.mx/reader034/viewer/2022042300/5ecb2a228e5e4b0ee6413de1/html5/thumbnails/21.jpg)
21
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
![Page 22: ITB 06. March 2018 Online-Technology for hoteliers ......Online-Technology for hoteliers: Challenges and solutions ITB 06. March 2018 raissa.benchoufi@trivago.com Industry Manager](https://reader034.vdocuments.mx/reader034/viewer/2022042300/5ecb2a228e5e4b0ee6413de1/html5/thumbnails/22.jpg)
22
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.
![Page 23: ITB 06. March 2018 Online-Technology for hoteliers ......Online-Technology for hoteliers: Challenges and solutions ITB 06. March 2018 raissa.benchoufi@trivago.com Industry Manager](https://reader034.vdocuments.mx/reader034/viewer/2022042300/5ecb2a228e5e4b0ee6413de1/html5/thumbnails/23.jpg)
www.trivago.com/hotelmanager