How to get more direct bookings via meta search channels?
28
How to get more direct bookings via meta search channels? Wei XIA VP of New Product & Services, DerbySoft
-
Upload
doankhuong -
Category
Documents
-
view
219 -
download
0
Transcript of How to get more direct bookings via meta search channels?
How to get more direct bookings via meta search channels?
Wei XIA
VP of New Product & Services, DerbySoft
The Trend of Direct Booking in 2016
Why Do We Like Direct Booking?
Optimize customer segmentation
Build customer loyalty
Maximize the lifetime value of the customer
Increase the sales revenue in other services in the hotel
Problem
A guest from New York City
How does the guest find your hotel and book it directly?
How can I book your hotel directly?
Online Marketing Tool to Obtain Direct Bookings
Organic search & SEO
Keyword advertising
Banner advertising
Meta Search Meta Search
Email marketing
Social media marketing
Video advertising
Marketing affiliate
More and More Customers Use Meta Search Channels to Do Price Comparison
Percent of Travelers Who Typically Use Meta SearchPercent of Travelers Who Typically Use Meta SearchSites for Shopping, 2013Sites for Shopping, 2013
TripAdvisor
Qunar (A Chinese Meta Search Channel)
Mobile VS. Desktop
Mobile Site for Meta Search Channels
Problems & Challenges for Hotels
How to Manage Variety of Meta Search Channels?
Is Your CRS Overloaded?
Functionalities of MetaSearch Manager
CONNECT
More
CACHE
CONTROL
Your Rate on Your Brand Website Only Displayed When Connected
Meta Search Channel Business Models
CPC：Click Per Cost, Bidding Model
Countries/Regions
Devices: Mobile & PC
Others: Rates, Rate accuracy, Check-in date Others: Rates, Rate accuracy, Check-in date
CPA：Cost Per Sales, Only available for assisted/instant
booking Model
Ranking is associated to conversion rate and occupancy
rate
Meta Search Auto Bidding Tool
Case Study: Hilton
Goals：
Drive efficient hotel bookings globally, across all devices Be present whenever, wherever consumers are looking for a hotel Ensure Hilton properties are well represented on emerging
distribution channels
Approach：
Implemented Google Hotel Ads to drive qualified leads Implemented Google Hotel Ads to drive qualified leads Opted into desktop, tablet, and mobile devices Applied granular, hotel-level bids based on business needs within each
market Utilized bid adjustments to optimize performance based on device
type, user country, and Google
Result：
Improved its conversion rate by 45%
Drove a 12% increase in overall ROISource：
What Else Can the Hotel Do to Increase Direct Booking?
Make sure your brand website has the lowest rate or keep rate parity across all the
channels
Update hotel content and photos on the Meta Search Channels in real time
Pay attention to and manage the reviews on the Meta Search Channels
Optimize the brand website and booking engines, increase the conversion rate
Optimize the mobile website and App
Provide multi-language and multicurrency content and booking engine
Increase the customer lifetime value, regarding the Internet Thinking in Meta Search
Channels
Rate Plan：Accuracy, Rate Parity and Private Rate
The Important of The Content & Review
Booking Engines – Bad Designed
The Reasons That Customer Doesn’t Like IT
来源：Eye For Travel/WAYN
Retargeting Display Ad
Obtain More Repeat Guest & Increase Customer Lifetime Value
Coming Soon：Facebook Dynamic Product Ad for Travel
