Hotel direct clicks offset ot as - oneglobe strategies

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Online Marketing for Hospitality E. Craig [email protected] Research - Inclusion of 3rd Party Resellers in brand name organic search results Situation: OTAs are automatically inserted in Hotel brand name organic search results High commission 3rd party sites compete directly within brand search results Solutions: Subdomain + create high value pages; - get guests direct distribute link generously in email signatures, QR codes optimize for maximum shareability Optimize for Bing + Yahoo

Transcript of Hotel direct clicks offset ot as - oneglobe strategies

Online Marketingfor Hospitality

E. [email protected]

Research - Inclusion of 3rd Party Resellers in brand name organic search results

Situation:● OTAs are automatically inserted in Hotel brand name organic search results● High commission 3rd party sites compete directly within brand search results

Solutions:● Subdomain + create high value pages; - get guests direct

○ distribute link generously in email signatures, QR codes ○ optimize for maximum shareability

● Optimize for Bing + Yahoo

Hotel name search - TripAdvisor has moved up to 2nd place

Google automatically adds OTAs to the map listing

Hotel site - after OTAs

Brand name organic results = 1st on page 1

Brand + location search

Organic results 1st Page 1 ● drop down menu from brand owned site● owner site - direct bookings - last choice

3rd Party sites withinbrand name + map results

Brand name organic results = 1st on page 1

Geo + Brand search

Organic results = 1st on Page 1 + map● Google + page promoted

Validated Google + Business Page - drop down booking menu- owner site last

Source - Google Think Customer Purchase Decision Path

Customers discover brands + names in online media, blogs + sharing plus OTAs

They search by name after discovery= must be 1st on Page 1 in name searches

Summary● Hotels can expect an increase in 3rd party bookings, as a

result of this Google Adwords strategy● Even big brands are affected - but smaller groups +

independent hotels do not have commission negotiation power, so will see the impact on net rates more intensely

Prediction:● Vacation rental, short terms apartments listings will be next

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Liz Craig - [email protected]. Craig3 2013