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
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Transcript of Hotel direct clicks offset ot as - oneglobe strategies
Online Marketingfor Hospitality
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
Join us on Futuremakers for actionable solutions
Contact us for custom, ‘right size’ solutions
Liz Craig - [email protected]. Craig3 2013
