Caterer Digital Summit - Deal or No Deal

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www.travelzoo.co.uk 1 The Deal Experts. Over 26 Million Subscribers Worldwide. Deal or no Deal? Joel Brandon-Bravo, UK MD Caterer Digital Summit, May 2014

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At the Caterer & Hotel Keeper Digital Summit I shared the results of a survey conducted by Travelzoo to find out consumer booking preferences for leisure breaks and hotel deals. I also shared case studies of hotel deals and what works when crafting an offer to drive incremental bookings and on-site spend.

Transcript of Caterer Digital Summit - Deal or No Deal

Page 1: Caterer Digital Summit - Deal or No Deal

www.travelzoo.co.uk 1

The Deal Experts. Over 26 Million Subscribers Worldwide.

Deal or no Deal?

Joel Brandon-Bravo, UK MD

Caterer Digital Summit, May 2014

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What do I know?

What do people think they want?

What do they want?

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What do I know?

What do people think they want? – Survey Results

What do they want?

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How many times have you booked a hotel in the past 12 months for leisure?

6%

9%

17%

20%

16%

10%

8%

3%3%

1%

7%

0%

5%

10%

15%

20%

25%

None 1 2 3 4 5 6 7 8 9 10+

85% - 2 or more

68% - 3 or more

46% - 4 or more

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Who did you book with? (other than Travelzoo, tick all that apply)

0.3%

0.3%

2.1%

4.0%

6.1%

6.2%

6.5%

6.8%

14.7%

18.5%

32.1%

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0%

Travelocity

Mr&Mrs Smith

Travelsupermarket

Trivago

Expedia

Lastminute.com

Hotels.com

Laterooms.com

Booking.com

Other

Direct with the hotel

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Who did you book with? (tick all that apply) – those who answered other

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Where would you go for advice & information on accommodation in a destination

you had not visited before?

86%

60%

37%

31%

15%10%

7% 6%

0%

20%

40%

60%

80%

100%

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What types of hotel do you generally prefer? (select up to three)

6%

6%

8%

21%

32%

47%

51%

52%

0% 20% 40% 60%

Other

Business

Hip Hotels

Family Friendly

An International Chain

Budget friendly

Boutique (stylish, smaller hotels)

Luxury

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What value do you place on the following when it comes to choosing hotels?

65%

44%

43%

76%

79%

84%

79%

79%

22%

34%

39%

16%

17%

13%

17%

19%

13%

22%

18%

8%

4%

3%

4%

2%

0% 20% 40% 60% 80% 100% 120%

Free Wi-Fi

Discounts on golf/spa/restaurant

Vouchers for nearby attractions

Parking

Transfers to/from the airport

Full breakfast

Early check-in or late checkout

Room upgrade

Important

NeitherImportant orUnimportant

Unimportant

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What value do you place on the following when it comes to choosing hotels?

10%

14%

20%

24%

29%

28%

28%

36%

26%

60%

55%

47%

44%

54%

52%

46%

65%

26%

25%

30%

27%

18%

20%

18%

0% 20% 40% 60% 80% 100% 120%

Kids' club/children's activities

Chocolates in the room

Afternoon tea

Free movie package

Free massage

Bottle of wine in the room

Welcome drink

Continental breakfast

Important

NeitherImportant orUnimportant

Unimportant

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1%

7%

13%

21%

33%

24%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Extremelylast minute

Quite lastminute

1-2 weeks 2-4 weeks 4-8 weeks Two monthsor more

How far in advance do you generally book a hotel?

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What value do you place on the following when it comes to choosing hotels? -

Ratings

55%

86%

81%

38%

11%

15%

7%

3%

4%

0% 20% 40% 60% 80% 100% 120%

Accreditation schemes

Star ratings

Tripadvisor ratings

Important Neither Important or Unimportant Unimportant

*Conde Nast Traveller’s Gold List or other magazine and newspaper awards

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What value do you place on the following when it comes to choosing hotels?

Coverage

42%

63%

57%

44%

30%

36%

14%

7%

7%

0% 20% 40% 60% 80% 100% 120%

Awards

Positive press article

Recommendations in travel guides

Important Neither Important or Unimportant Unimportant

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What value do you place on the following when it comes to choosing hotels?

Endorsement

10%

31%

91%

42%

43%

7%

48%

26%

2%

0% 20% 40% 60% 80% 100% 120%

Celebrity endorsement

Positive endorsement in social media

Positive endorsement from a friendor family

Important Neither Important or Unimportant Unimportant

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92% 91% 91% 90%84%

72%

61%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Full board Set menu Half board A la carte Michelin-starred

restaurant

AA Rosetterestaurant

Tabled'hôte

Do you know what the following terms refer to? (Please tick all that you fully

understand)

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When it comes to hotel deals do you prefer the price to be expressed as per

person or for the room per night?

81%

18%

1%

Total per night

Per person

I don't understand the difference

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Do you prefer a short description of what is included or

do you prefer to be briefed on a full list of details?

57%

37%

6%

Short description of the deal with linksto websites with further information

Full description with all detailsexplained on the same page as thedealShort description of the deal

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What do I know?

What do people think they want? – Survey Results

What do they want?

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1 night, 2 night or 3 night stays?

York Pavilion

Results:

Forcing a 3 night stay resulted in

significantly reduced campaign

performance. When compared to a 2 night

stay.

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Let them decide and most will book a second night

Rowley Manor & Talbot Hotel

Results:

• 1 night DB&B promotion with offer to

stay for a second night on a deal

resulted in 60% booking 2 night stays

(or more)

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Local Deals

349 sold at £89

Includes a 3-course à la carte dinner

& a glass of bubbly

647 sold at £79

Includes a 3-course à la carte dinner

1st send of the Getaway 2nd send of the Getaway

£10 makes a big difference

£10 - Typically halves performance

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Details

£65 Durham Stay

Result: 182 pax.

Removed Tea

Ran a week later

£59 Durham Stay

Result: 580 pax.

Even £6

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Don’t take out the dinner if it’s miles from alternatives

Local Deals

1st send of the Getaway 2nd send of the Getaway

212 sold at £99534 sold at £159

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But don’t force people if it’s in a city

Result: 355 RM

Can Always use a 2-4-1 or

wine with dinner offer to

keep people in if they choose

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Talk about why people visit

The Manor Hotel

Distribution: 1m

Results:

• Referring to Yorkshire and referencing

nearby attraction of Bronte museum

increased otherwise like for like

performance .

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Headlines do matter – Spot the difference

Formby Hall

Results:

• Northwest beats Merseyside in terms of

bookings while all other factors remained

the same.

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Including Attractions might help

National Motorcycle Museum tickets

perceived as having been paid for?

Travelzoo’s older and more ‘culture

vulture’ audience might like cultural add

ons.

But might not!

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Spa & Pamper days

Multiple price points with low lead-in

£29 for 1 person 1 treatment

£56 for 2 people 1 treatment each

£89 for 2 people 2 treatments

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Spa

“The volume is most

unexpected...”

“...the clientele are of high calibre

and 95% new customers and at

least 20% are buying extra

treatments”.

Adam Bell

Business Development Manager

Macdonald Manchester Hotel Spa

“We do see this type of tactical

marketing taking over from our

more conventional marketing

spending. We see this working

especially well for us as our

business remains stubbornly

'seasonal’ ”

Peter Lavin

General Manager

Conway Castle

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Lunch and Dinner

Fixed menus allow cost control

Tasting menus enable cross sell of

taster wines to complement.

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Promote the hotels wider offerings, subtly

Plas Maenan Country House

Results:

• Sold 680 £89 1-night packages

• 86% were first time guests of property;

92% of guests plan to return

• The hotel booked three wedding with

subscribers who stayed at the hotel

I have also noticed that the restaurant enjoyed a real ‘buzz’ during the first two months

of Travelzoo redemptions. Busy restaurants have a vibe and the E&O was very busy

thanks to the hundreds of redemptions that hit in the first sixty days. We then booked a

lot of banquet business for subsequent months during this window, which likely ensued

as a result of this hot vibe. After all, people what to hold large events at hot spots not

dead restaurants. The really nice thing was that the demographic of the patrons

Travelzoo sent us fit perfectly with our core business, so the place felt good, not down

market. This is an important attribute of the Travelzoo program vis-à-vis Groupon and

others. Chris Hemmeter, Owner E&O restaurant

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Ultimate booze cross sell

The Marquis at Alkham

Need: Superior rooms

Lead deal:

£135 -- Luxury Kent Downs Stay

w/Upgrade & Gourmet Menu

Cross sell:

Luxury Room with the same extras for

£115 per night

Results:

• 82 Standard/Luxury room nights

• 207 Superior rooms sold

• 4 course tasting menu had cross sold

wine for each course

“We made more money in alcohol sales of

the wines to complement the tasting menu,

than we paid in commission for the

promotion.”

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As long as your happy with what they are cross selling!

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Thank You!

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Joel Brandon-Bravo

Country Manager, UK

+44 (0) 20 7420 0402

[email protected]

@joelbrandonbrav