q1 in review: what is here to stay
TRANSCRIPT
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Q1 In Review:
What We’ve Learned About the Changes In Hotel Marketing
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Over the course of the first few months of 2016, hoteliers around the world have noticed a shift in the industry.
We have highlighted 4 trends that have become integral to a hotel’s marketing strategy.
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★ Home Sharing & OTA Competition
★ Business vs. Leisure Preferences
★ Loyalty Programs
★ Direct Bookings
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Home Sharing & OTA Competition
Expedia and Priceline are leading the pack with
revenues reaching $35 billion.
Airbnb brought in an estimated revenue of $900 million in 2015.
60% of all hotel bookings are now done digitally.
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With this new market, independent and boutique hotels must inform guests of the perks and amenities they will receive only from a hotel.
★ Reliability
★ Amenities
★ Location
★ Loyalty Rewards
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★ReliabilityWhen guests book with a hotel, they have the luxury of knowing exactly what to expect when they arrive; no fear of cancellation, and more importantly no fear of fraud.
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★Amenities
Many guests love the perks only hotels can provide: room service, quick and on call maid service as well as facilities like pools, workout rooms, and coffee shops.
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★LocationMany times hotels hold better location compared to home sharing services as 74% of Airbnb properties are outside the main hotel districts.
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★Rewards
Loyalty programs and stay rewards are one of the best ways to encourage visitors to choose an independent hotel over home sharing service.
Personalizing these programs to a guest's preferences can lead to an even better guest experience.
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Business vs. Leisure Travelers
Business travel has been on the rise, projected at
480.5 million in 2015.
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Knowing the differences between business and leisure travelers is key when it comes to engaging your guests.
This is an unique opportunity for hotels to target working travelers.
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What’s most important?
Business travelers:
1. Location2. Internet Access3. Loyalty Points4. On-Site Amenities5. Mobile Booking
1. Price2. Reviews & Recommendations3. Comfort & Amenities4. Nearby Attractions5. Packages & Specials
Leisure travelers:
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The trick is then marketing to these guests accordingly by highlighting the most relevant offers.
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Loyalty Programs
Loyalty programs are also on the rise, however,
only 41% of hotel chains reward customers for at least 1 form of engagement.
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More attention to personalization will be key to a program’s success.
82% of customers feel that loyalty programs would be better if they let them choose the categories of rewards they wanted.
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3 Ways to Faster Engage your Guests and Help Increase Loyalty Programs for Hotels:
1. Specific Targeting
2. Email Capture
3. Initial Offers
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Direct Bookings
Successfully deploying a direct booking strategy means increasing website personalization to ensure visitors are gaining access to direct booking rewards when it means the most.
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Anticipate what visitors will be interested in, then show them the most relevant campaigns, content, or messaging that will catch their attention.