Post on 18-Jan-2017
Tools and Tips to Boost Hostel Online Presence
HostelSkills, Belgrade, 29.03 – 31.03
Dombrovsky:
Marketing manager
Turned to internet marketing consultant
Turned to travel startup founder
Turned to online travel consultant
I startups
Today we’re going to talk about…
• Lean Startup Approach
• Growth Hacking and Viral Marketing
• Sharing Economy
• Understanding Mobile Channel
• Personalization
• Online Reviews
Lean Startup
Few Key Definitions
•Minimum Viable Product
•Actionable Metrics
•Pivot
•Build – Measure – Learn
Any decision might be validated by saying: “Hey, it’s MVP”!
Minimum Viable Product (MVP) - version of a new product
which allows a team to collect the maximum amount of validated learning about customers with the least effort.
Minimum Viable Product – Understand Your Core Features
Actionable Metrics
You’re doing business, so measure money.
ROI – Return of InvestmentLTV – Customer Lifetime Value CAC – Customer Acquisition Cost
ROI = CAC - LTV
Pivot - structured course correction designed to test a new
fundamental hypothesis about the product, strategy, and engine of growth.
Growth Hacking
• Understanding viral marketing
• Analyzing funnel
• Testing hypotheses
Viral Loop
Client sees your project
Tests it
Decides whether it’s
worth to invite friends
Creates and sends invitation
(or shares via social networks)
Friend receives invitation
Friend decides to test your
product
Uber Viral Loop
Key objectives
•“Seamless” Sharing
•Clear motivation
•Shortening viral loop time
Case: Airbnb Referrals
Changing the concept – «Give your friend $25»
Built analytics
Personalized
Tested and made it look better
Funnel optimization
Website.com
Emails & widgets
Campaigns, Contests
Biz DevAds, Lead Gen, Subscriptions, etc
Homepage / Landing Page
Product Features
1. ACQUISITION
SEOSEM
Apps & Widgets
Affiliates
PR Biz Dev
Campaigns, Contests
Direct, Tel, TV
Social Networks
Blogs
Domains
Emails & Alerts
Blogs, Content
System Events & Time-based Features
Source: http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version
Sharing economy
• Communities• Trust• Shared Value
Going Mobile
Be with your guest from booking to travel experience
Personalization
Simple solution: personalize based on traffic source, parameters and behavior
http://www.evergage.com/solutions/travel-hospitality/
More complex solution: build guest profiles and understand their preferences
Personalization
https://www.revinate.com
What you need to do with online reviews
• Minimize the damage negative comments can do to your hotel’s reputation
• Recover service with unhappy guests
• Discover brand enthusiasts and turn them into promoters
• Learn more about your guests, so you can optimize your service and communications
This could be usefulGeneratl Travel Tech Info:
http://tnooz.com
http://skift.com
http://travolution.co.uk
Growth Hacking and Viral Marketing: http://www.slideshare.net/mattangriffel/growth-hackinghttp://www.slideshare.net/DavidSkok/the-science-behind-viral-marketinghttps://growthhackers.com/growth-studies/http://www.ignitesocialmedia.com/social-media-examples/viral-marketing-examples/
Thank you for being awesome!
Contact at valentin@travelabs.org
Need some help with understanding of travel tech opportunities?