THE 4 PILLARS OF HOTEL MARKETING

WIHP Academy • Barcelona • February 2014

THE 4 PILLARS

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#WIHPACADEMY WIHPHOTELS.COM

#WIHPACADEMY

How do your guests book?

THE FOUR PILLARS OF HOTEL MARKETING

•  Search for a location •  Make a short-list

•  Compare their options

•  Get the best deal

WIHPHOTELS.COM

#WIHPACADEMY

How should hotels market themselves?

THE FOUR PILLARS OF HOTEL MARKETING

•  Be on every list for that destination

•  Promote your USP

•  Promote your USP clearly

•  Give the best deal

WIHPHOTELS.COM

#WIHPACADEMY

POPULARIZE

The goal of popularizing your hotel is to make potential guests aware of it’s existence.

THE FOUR PILLARS OF HOTEL MARKETING

1. Popularize 2. Capture 3. Convert 4. Share

WIHPHOTELS.COM

#WIHPACADEMY

SOURCE OF DIRECT BOOKINGS

1.  Word of mouth 2.  Tripadvisor 3.  OTAs 4.  Repeating clients 5.  Social Media 6.  Press and Magazines 7.  Search engines 8.  Blogs

THE FOUR PILLARS OF HOTEL MARKETING

1. Popularize 2. Capture 3. Convert 4. Share

WIHPHOTELS.COM

#WIHPACADEMY

27% of hotel guests discovered the hotel through friends or family.

1. Popularize 2. Capture 3. Convert 4. Share

THE FOUR PILLARS OF HOTEL MARKETING

WIHPHOTELS.COM

#WIHPACADEMY

Your “free” publicity comes from TripAdvisor. If you’re good you will get bookings.

1. Popularize 2. Capture 3. Convert 4. Share

THE FOUR PILLARS OF HOTEL MARKETING

WIHPHOTELS.COM

#WIHPACADEMY

Booking.com

Tripadvisor

Expedia

OTAs

1. Popularize 2. Capture 3. Convert 4. Share

THE FOUR PILLARS OF HOTEL MARKETING

WIHPHOTELS.COM

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Booking.com

Tripadvisor

Expedia

OTAs H

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#WIHPACADEMY

1. Popularize 2. Capture 3. Convert 4. Share

THE FOUR PILLARS OF HOTEL MARKETING

WIHPHOTELS.COM

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#WIHPACADEMY WIHPHOTELS.COM

20% of direct bookings come from guests who first heard of the hotel on an OTA.

1. Popularize 2. Capture 3. Convert 4. Share

THE FOUR PILLARS OF HOTEL MARKETING

#WIHPACADEMY

People trust “professionals”. They want selections.

It reduces the amount of decisions they need to make.

1. Popularize 2. Capture 3. Convert 4. Share

THE FOUR PILLARS OF HOTEL MARKETING

WIHPHOTELS.COM

Fitt’s Law re-worked The bigger the target,

the easier it is for people to reach

it.

1. Popularize 2. Capture 3. Convert 4. Share

THE FOUR PILLARS OF HOTEL MARKETING

#WIHPACADEMY WIHPHOTELS.COM

Google

Yahoo

Bing

Blogs

Travel Guides

Facebook

Word to mouth

E-mailings

Friends and

Family

Groupon

Voyages Privés

Others

Booking.com

Tripadvisor

Expedia

Autres OTAs

Trivago

Google Hotel Finder

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#WIHPACADEMY WIHPHOTELS.COM

1. Popularize 2. Capture 3. Convert 4. Share

THE FOUR PILLARS OF HOTEL MARKETING

THE FIRST PILLAR

H

87% of your future guests will have discovered your hotel before finding

your website.

Be everywhere.

#wihpacademy

THE FIRST PILLAR

#WIHPACADEMY WIHPHOTELS.COM

Capturing the potential guests means being at

the right place at the right time.

CAPTURE

1. Popularize 2. Capture 3. Convert 4. Share

THE FOUR PILLARS OF HOTEL MARKETING

#WIHPACADEMY WIHPHOTELS.COM

Brandjacking The activity of using someone’s online identity to acquire that business’ sale.

82% of ads for searches on hotel’s name go to OTAs or competitors

1. Popularize 2. Capture 3. Convert 4. Share

THE FOUR PILLARS OF HOTEL MARKETING

#WIHPACADEMY WIHPHOTELS.COM

1. Popularize 2. Capture 3. Convert 4. Share

THE FOUR PILLARS OF HOTEL MARKETING

#WIHPACADEMY WIHPHOTELS.COM

1. Popularize 2. Capture 3. Convert 4. Share

THE FOUR PILLARS OF HOTEL MARKETING

#WIHPACADEMY WIHPHOTELS.COM

Search volume for “Hotels in Barcelona”

Search volume for Booking.com and TripAdvisor

1. Popularize 2. Capture 3. Convert 4. Share

THE FOUR PILLARS OF HOTEL MARKETING

#WIHPACADEMY WIHPHOTELS.COM

Capture your clients, or 50% of them will divert back to OTAs before finding

your website

#wihpacademy

THE SECOND PILLAR

#WIHPACADEMY WIHPHOTELS.COM

Know your USP and make sure it’s what you are selling.

Your USP is never what you think it is,

it’s what your guests think it is.

CONVERT

1. Popularize 2. Capture 3. Convert 4. Share

THE FOUR PILLARS OF HOTEL MARKETING

#WIHPACADEMY WIHPHOTELS.COM

A hotel’s website has 3 seconds to sell, in those 3 seconds it must show:

• Location • Comfort • Value

1. Popularize 2. Capture 3. Convert 4. Share

THE FOUR PILLARS OF HOTEL MARKETING

#WIHPACADEMY WIHPHOTELS.COM

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EMOTION SELLS

1. Popularize 2. Capture 3. Convert 4. Share

THE FOUR PILLARS OF HOTEL MARKETING

EMOTION SELLS

1. Popularize 2. Capture 3. Convert 4. Share

THE FOUR PILLARS OF HOTEL MARKETING

1. Popularize 2. Capture 3. Convert 4. Share

THE FOUR PILLARS OF HOTEL MARKETING

#WIHPACADEMY WIHPHOTELS.COM

1 OUT OF 10

9

1. Popularize 2. Capture 3. Convert 4. Share

THE FOUR PILLARS OF HOTEL MARKETING

#WIHPACADEMY WIHPHOTELS.COM

9

1. Popularize 2. Capture 3. Convert 4. Share

THE FOUR PILLARS OF HOTEL MARKETING

#WIHPACADEMY WIHPHOTELS.COM

1. Popularize 2. Capture 3. Convert 4. Share

THE FOUR PILLARS OF HOTEL MARKETING

#WIHPACADEMY WIHPHOTELS.COM

1. Popularize 2. Capture 3. Convert 4. Share

THE FOUR PILLARS OF HOTEL MARKETING

#WIHPACADEMY WIHPHOTELS.COM

A clear navigation on a well presented USP generates 40% of clicks on the

BOOK button

#WIHPTIP

Share Wihp Tip on Twitter!

The average guest spends 14 minutes on your website and 11 minutes on the booking engine.

1. Popularize 2. Capture 3. Convert 4. Share

THE FOUR PILLARS OF HOTEL MARKETING

#WIHPACADEMY WIHPHOTELS.COM

57% of Internet users will visit the hotel website before making their booking.

Make sure your website has « THE » best offers.

#wihpacademy

1. Popularize 2. Capture 3. Convert 4. Share

THE FOUR PILLARS OF HOTEL MARKETING

#WIHPACADEMY WIHPHOTELS.COM

Source Google Insights

Price Service Trust

1. Popularize 2. Capture 3. Convert 4. Share

THE FOUR PILLARS OF HOTEL MARKETING

#WIHPACADEMY WIHPHOTELS.COM

Competitivity

Convert Demand: an emotional impact, a simple navigation and a

benefit or added value to the customer purchasing on your

website.

#wihpacademy

THE THIRD PILLAR

#WIHPACADEMY WIHPHOTELS.COM

1. Popularize 2. Capture 3. Convert 4. Share

THE FOUR PILLARS OF HOTEL MARKETING

#WIHPACADEMY WIHPHOTELS.COM

SHARE

If you want to increase the number of shares on TripAdvisor and Social Media the only solution is to always give more

than what the customer expected.

The second most searched keyword after the name of your hotel is the name

of your hotel followed by the word "review"

1. Popularize 2. Capture 3. Convert 4. Share

THE FOUR PILLARS OF HOTEL MARKETING

#WIHPACADEMY WIHPHOTELS.COM

1. Popularize 2. Capture 3. Convert 4. Share

THE FOUR PILLARS OF HOTEL MARKETING

#WIHPACADEMY WIHPHOTELS.COM

A user shares the “very good” experiences and of course the “very bad” ones.

“OK” experiences will almost never leave a

share.

1.) Always over deliver 2.) Always make sure they know about it 3.) Ask them to spread the word 4.) If you mess up, admit it 5.) Always over deliver #Wihpacademy

THE FOURTH PILLAR

#WIHPACADEMY WIHPHOTELS.COM

THE 4 PILLARS

#WIHPACADEMY WIHPHOTELS.COM

Capture

Convert Share

Popularize

THE 4 PILLARS

WIHPHOTELS.COM #WIHPACADEMY

1. Popularize: “Distribution is being seen and it’s about being everywhere

and anywhere to take advantage of the billboard effect.” 2. Capture: “Less is more, you want the visitors that will book. Protect

your brand at all costs.” 3. Convert: “Build sites for guests, not Google. Emotion sells and speed

stuns.” 4. Share: “Always over deliver and always make sure guests know

about it.”

THE FOUR PILLARS OF HOTEL MARKETING