"Communication Revolution" by Stringcan Interactive
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Transcript of "Communication Revolution" by Stringcan Interactive
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HOW THE COMMUNICATION REVOLUTION
HAS CHANGED THE HOTEL SALES FUNNEL
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YOU ARE IN A SAFE PLACE
#EHMAGeneva
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20 Years
What is the average number of years EHMA
members have been Hotel Managers?
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20 Years
What is the average number of years EHMA
members have been Hotel Managers?
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Source: http://blogs.microsoft.com/firehose/2014/08/07/throwback-thursday-
microsoft-com-among-the-earliest-commercial-websites-has-been-on-the-web-for-
20-years/
HOW YOU BROWSED IN 1994
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Source: http://en.wikipedia.org/wiki/Windows_3.1x
YOUR DESKTOP IN 1994
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YOUR SMARTPHONE IN 1994
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Source: http://www.businessinsider.com/henry-blodget-15-
years-of-yahoo-home-pages-1994-2009-2009-7?op=1&IR=T
HOW YOU SEARCHED IN 1994
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Source: https://www.flickr.com/photos/the-difference/
THE CLOUD IN 1994
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Source: Kenneth Allen, McKelvey Travel, Omagh - geograph.org.uk
BOOKING.COM IN 1994
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Source: by Orlando Uy
TODAY LOOKS VERY DIFFERENT
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“Every morning when you wake up
you’re a little bit more stupid.” Dr. Kjell Nordstrom
Source: Dr. Kjell Nordstrom: International Business Thought-Leader, Best
Selling Author, Keynote Speaker
HOW DO YOU KEEP UP?
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Source: EHMA 2014 Members Survey
71% of EHMA Members
wanted to learn more about
website sales funnels
STRATEGY TO DECREASE THE GAP
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Browsing
Comparing
Confirming
Booking
HOTEL GUEST SALES FUNNEL
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Source: http://www.netaffinity.com/netaffinity_news.html/15-hotel-marketing-trends-
for-2015
HOTEL GUEST SALES FUNNEL
Browsing
Comparing
Confirming
Booking
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Source: http://www.tnooz.com/article/travel-booking-abandon-infographic/
of website visitors abandon
the hotel sales funnel
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USER BEHAVIOR USING HEATMAPS
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Source: http://answerlab.com/services/websites/
IN PERSON TESTING
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Source: SMI Eye Tracking, www.smivision.com/egts
WHERE DOES THE EYE LOOK?
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Source: Using Eye Tracking to Obtain a Deeper Understanding of What Drives
Online Hotel Choice - Vol. 14, No. 518 FSepbrteumarbye2r0210414
IMPORTANT DURING BROWSING
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QUANTITY & QUALITY
• Properties with at least one photo see an increase of +138% in travel
engagement
• Properties with more than 1,000 photos see an increase of +203% in
travel engagement
Source: http://fredericgonzalo.com/en/2014/12/23/why-visuals-are-key-in-travel-
marketing/
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HOTEL GUEST SALES FUNNEL
Browsing
Comparing
Confirming
Booking
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Source: http://www.tnooz.com/article/travel-booking-abandon-infographic/
of website visitors abandon
the hotel sales funnel
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According to Google, the average
length in days before a purchase is
24, and visits 21.6 websites before
making a decision
Source; The Smart Hotelier’s Guide to 2015 Digital Marketing Budget
Planning, HeBS Digital
COMPARING. NO BAD DECISIONS
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Your Online Presence
98.8% of
EHMA
Hotels are
using
53% of
EHMA
Hotels have
a defined
strategy or
goals for
100% of
hotel
managers
know the
power of
online
reviews
84% of
EHMA
Hotels have
NO digital
review
strategy
Source: EHMA 2014 Members Survey
COMPARING. ONLINE PRESENCE
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HAVE YOUR OWN PERSONALITY
“Best is not the name of the game anymore, because
the standards have reached a point that you can not
easily make them higher, but I think we’re back to
basics…every hotel…has to show their real
nature…[because] people are searching for
something very specific. So you have to have your
own personality.”
Jacques Mayer
Beau Rivage Hotel
Source: Source: The McKay Interview: Jacques Mayer, Michael McKay is talking to Jacques
Mayer, the fourth generation of his family to run the famous Beau Rivage Hotel in Geneva. 09
December 2013
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Source; The Smart Hotelier’s Guide to 2015 Digital Marketing Budget Planning, HeBS Digital
Your
Website
• Is your traffic funnel optimized?
• Are you bringing visitors back to your site?
• Do you have a review strategy?
OPTIMIZED TO SELL
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Source: Booking.com and Expedia.com
BROWSING. PRICING STRATEGY
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HOTEL GUEST SALES FUNNEL
Browsing
Comparing
Confirming
Booking
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Source: http://www.tnooz.com/article/travel-booking-abandon-infographic/
of website visitors abandon
the hotel sales funnel
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Source: Booking.com and Expedia.com
CONFIRMING. EASE AND URGENCY
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Source: Booking.com and Expedia.com
CONFIRMING. EASE AND URGENCY
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Source: http://www.moevenpick-hotels.com/ https://reservations.roccofortehotels.com,
http://www.aqualuxhotel.com/en/
CONFIRMING. EASE. URGENCY.
VALUE.
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HOTEL GUEST SALES FUNNEL
Browsing
Comparing
Confirming
Booking
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Booking Process Too Long
Complicated Checkout
Source: http://www.tnooz.com/article/travel-booking-abandon-infographic/
Website Visitors Abandon
the Hotel Sales Funnel
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Technical Issues
Lost Connection
Source: http://www.tnooz.com/article/travel-booking-abandon-infographic/
Website Visitors Abandon
the Hotel Sales Funnel
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Payment Issues
Lack of Options
Source: http://www.tnooz.com/article/travel-booking-abandon-infographic/
Website Visitors Abandon
the Hotel Sales Funnel
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Source: http://www.tnooz.com/article/travel-booking-abandon-infographic/
Website Visitors Abandon
the Hotel Sales Funnel
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Source: Source: Expedia’s CEO defends commission structure, December 16 2013,
http://www.hotelnewsnow.com - By Jeff Higley
What would a 29%
increase in online
bookings mean to
your bottom line?
FIXING ISSUES. WORTH THE EFFORT
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Source: Source: Expedia’s CEO defends commission structure, December 16 2013,
http://www.hotelnewsnow.com - By Jeff Higley
• User experience testing ongoing
• Right tools to determine the opportunity
• Someone on your team reading the data
• Booking system should always be
improving
BOOKING. ALWAYS IMPROVING
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Define Goals
Review Competitors
Audit Website
Audit Online Presence
Analyze Data
Create Strategy
SALES FUNNEL OPTIMIZATION PROCESS
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WE CAN HELP
Monika Moser
Director of Rooms & Spa
Hotel Fouquet's Barrière Paris
"Last year Fouquet's Barrière
worked with StringCan Interactive
to look at our online obstacles and
opportunities, the audit StringCan
provided was very in-depth,
actionable and insightful
generating real results."
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JASON McDONALD Director of StringCan Europe
that win!
@StringCanEU
stringcaninteractive.fr
CEO / Founder
that win!
@StringCanAgency
stringcaninteractive.com
JAY FEITLINGER
LET’S CONNECT
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Q&A THANK YOU!