maximizing the digital opportunity for the hospitality industry in india

Maximizing the Digital Opportunity for the Hospitality Industry in India

From Mouse to Money

iOL Digital Marke.ng January 2014

Hotels and the Rise of Internet in India

Source: MakeMyTrip August 2013 Survey

Over 125 million internet users in

India

97% prefer to book a hotel online

•  Key Purchase ConsideraIons Include


Price Service LocaIon

Favour Three & Four Star Hotels over Luxury ProperIes




72%

18%

3%

Trust web search & TripAdvisor ra.ngs

Trust word of mouth

Trust newspaper and TV reviews

How can we capitalize on these changes to maximize your hotel bookings?

1. Reach Prospec.ve Customers Right Before they Book Online

2. Stay Top of Mind Once They Visit Your Website

3. Make it Easier for People to Find you on Online Travel Review Communi.es

4. Make your Customers fans on Facebook & Adver.se to their Family & Friends

5. Adver.se on Websites Related to Tourism for Your City

How can we capitalize on these changes to maximize your hotel bookings?

1. Reach ProspecIve Customers Right Before they Book Online

– With Google Search Ads •  Text based ads that appear as Google Search results

1. Reach ProspecIve Customers Right Before they Book Online

–  These ads link back to your website, enabling the website to be discovered by the relevant searcher, at the .me of search

•  Each text ad is linked to a set of keywords, which one or many adver.sers bid for at the same .me

2. Stay Top of Mind of Recent Website Visitors

– With Website Remarke.ng Ads on Websites & Facebook •  Online banner or Facebook newsfeed ads – only visible to your most recent website visitors

•  The objec.ve of these ads is to stay top of mind subsequent to a prospect’s visit to our website – encouraging them to revisit and confirm their booking

3. Make it Easier for People to Find you on Online Travel Review CommuniIes

– With Business Lis.ngs on Top 3 Travel Review Forums especially TripAdvisor •  Online travel communi.es, lead by TripAdvisor, have now become extremely popular amongst online users when it comes to travel research and bookings

3. Make it Easier for People to Find you on Online Travel Review CommuniIes

–  These websites typically list all 1-‐5 star hotels, homestays, guest houses and more, across India– ranking them basis the feedback received by the visitors of the travel community

–  All listed proper.es & reviews are available for public viewing, and in addi.on to the property’s rank and reviews, also shared are images, videos, expected prices & basic contact informa.on

4. Make your Customers Fans on Facebook and AdverIse to Their Friends and Family

– With Facebook Newsfeed Ads •  Using email address of present and past customers, we can adver.se to them on their Facebook news feeds, asking them to ‘Like’ our page on Facebook and leave us a one line review of their travel experience to our property

4. Make your Customers Fans on Facebook and AdverIse to Their Friends and Family •  Once a past or present customer ‘Like’s our Facebook page, we can then begin adver.sing special offers to their friends and family who are also on Facebook – in the ci.es and age groups we target!

5. AdverIse on Tourism Centric Websites for Your City

– With Targeted Google Banner Ads •  Online banner ads displayed only on websites related to tourism for your city, visible only to audiences in the countries and ci.es we target

Top Tourism Websites Related to Your City

Your Ads only seen by people in the ciIes and countries you wish

you target

1. Reach Prospec.ve Customers Right Before they Book Online

2. Stay Top of Mind Once They Visit Your Website

3. Make it Easier for People to Find you on Online Travel Review Communi.es

4. Make your Customers fans on Facebook & Adver.se to their Family & Friends

5. Adver.se on Websites Related to Tourism for Your City

RECAP -‐ How we can capitalize on these changes to maximize hotel bookings

Maximizing the Digital Opportunity for the Hospitality Industry in India

From Mouse to Money

iOL Digital Marke.ng January 2014

For Further Informa.on please contact Varun Gambhir on

[email protected] or 0 98339 04120

maximizing the digital opportunity for the hospitality industry in india

Marketing