HSMAI Certified Revenue Manager Introducing the HSMAI Europe Qualification.
Ice portal hsmai trends for 2014
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Transcript of Ice portal hsmai trends for 2014
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An Expert’s Tips & Trends for
Effective Marketing in 2014
Presented by Henry Woodman, President of ICE Portal
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Content Marketing
“Creating and distributing relevant and
valuable content to attract, acquire, and
engage a clearly defined and understood
target audience - with the objective of
driving profitable customer action”
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• SEO = Machines
• Content Marketing = People
SEO Vs Content Mktg
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What Counts!?
75%75% of consumers who booked direct visited an OTA and 83% performed a web search prior to booking.
- Search, OTAs, and Online Booking: An Expanded Analysis of the Billboard Effect, Cornell Hospitality , April 2009
18%Supplier’s look-to-book conversions increase up to 18% when videos and virtual tours are present.
- Hotels-seeker.com and ICE Portal split test analysis of 500 properties, April 2013
81% of online travel shoppers consult videos, virtual tours or pictures before booking.
- EyeForTravel : “Soon video travel will become prerequisite to sell online”
81%
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Marketers Challenge
Your Visuals are Not Optimized
Your Visuals Are Not Displayed Everywhere
You Want to Increase Direct Bookings
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Visuals Communicate Feelings
Feelings Influence Perceptions
Visuals = Perception
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Do Your Prospects “See”
The Same Visuals …
In The Same Order …
Are Their Interests Similar!?
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PrecICE - Targeting
• Family
• Romance
• Business
• Seniors
• Etc…
Curating Visuals into Relevant Groups to Deliver the Right Experience
to the Right Person at the Right Time and on the Right Device!
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Are You Sharing?
Mobile
SocialLocal
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User Generated Content
1. Allow Guest to Upload any Visuals
2. Curate & Optimize Visuals
3. Ensure The Visuals are Shared Everywhere
In 2014 ICE will Offer Clients the ICEbox and PrecICE Technology to
Collect, Curate, Optimize & Distribute User Generated (Guest) Visuals.
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Your Attribution
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The Solution!
1. Optimize Your Visuals
• Size, language, format, category …
2. Distribute Your Visuals Everywhere
• Travel, social, mobile & local sites
3. Increase Your Revenue
• Greater website traffic & higher conversion
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What ICE Does
Collect, Manage, Optimize, Customize & Deliver Visuals
ICE Portal distributes visuals from travel suppliers to over 11 million
unique visitors a month on 1,000s of global websites in nine languages.
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Thank You
P : + 1 ( 9 5 4 ) 8 9 3 - 6 7 7 8
W : w w w. I C E p o r t a l . c o m
E : H e n r y @ I C E p o r t a l . c o m
Henry Woodman President, ICE Portal