IOH Webinar sept 2014 complete for pdf
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Transcript of IOH Webinar sept 2014 complete for pdf
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Increasing Direct Bookings Tips & Best Practices Sept 16th 2014
Frank Reeves Founder, CEO
@AvvioTweets
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About Us
+£10m p/m Hotel Direct Bookings
11 years In Partnership
Our Mandate:
DELIVER GROWTH IN DIRECT BOOKINGS FOR CLIENTS
350 Live Clients (UK, IRL)
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Who do we work with?
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The rising costs of customer acquisition
‘Since 2009, customer acquisition costs, i.e., all
sales, marketing and distribution, have outpaced
hotel revenue growth’
Hospitality Asset Managers Association, August 2014
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The rising costs of customer acquisition
• Distribution costs have risen twice as quickly as hotel revenue.
• If current trends are maintained, the hotel industry is severely
exposed if (or when) volumes slow down – so action needs to be taken
now to reduce distribution costs.
• Brands more reliant on commissionable/third-party bookings will
struggle for profitability.
• Funds should be spent on enhancing the direct brand.
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How?
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Agenda
Part 1 Growing Direct Business
Traffic
Website
Booking Engine
Part 2 The Changing Landscape
Mobile
Payments
Part 3 Tips, Takeaways, Q&A
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Part 1
Growing Direct Business
@AvvioTweets
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Direct Business
£
Traffic
Website Booking Engine
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Direct Business
£
Traffic
Website Booking Engine
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Traffic
What are the primary sources of traffic for hotels?
Organic Traffic Unpaid search engine listings 40%
Paid Traffic Google Ads, Meta Search etc. 30%
Direct Direct browser, auto-complete etc. 15%
Referral Listings, representation etc. 10%
Other Email, Affiliate Campaign etc. 5%
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Organic Traffic
SEO Best Practices for Hotels
Content is King
• Content is main focus for SEO
• Growing depth of relevant/interesting content key to online visibility
• Social Sharing of Good Quality content
Engagement – Healthy User Signals
• High Click Through Rate (CTR)
• Lower Bounce Rates
• Longer Time On Site
Technical Performance
• Speed: fast load times essential
• Content keywords: relevance and expansion
• Presence of meta tags: such as <title> and <description>
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Speed
57% of hotel shoppers will wait 3 seconds or less before abandoning
because of speed alone
Less than 1 second
1 second
2 seconds
3 seconds
More than 4 seconds
Expectation
Abandonment Threshold
5%
2%
15%
8%
30%
16%
33%
31%
14%
43%
PhoCusWright Travel Site Performance study
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Paid Traffic
Pay Per Click (PPC) Best Practices for Hotels
Use Cost of Acquisition (COA) Approach • Understand total cost of direct bookings
• Aim for 10% Cost of Acquisition from PPC Channel
• Traffic Budget = Conversion Rate x ABV x COA - ie. 2% x £200 x 10% =£0.40
• Channels: Google, Bing, Facebook, Affiliate Marketing, Twitter etc.
Meta Search • Cheaper than OTAs
• Expensive traffic, Conversion is essential
• Channels: Trivago, TripAdvisor, Google HPA, Kayak, Hotels Combined, Kelkoo etc.
Mirror Marketing http://www.tnooz.com/article/online-travel-agencies-mirror-marketing-PPC/
• OTAs driving up cost of brand name traffic by 30%+
• Ensure position 1 for brand name
• Use Book Direct & Promote Benefits
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Direct Business
£
Traffic
Website Booking Engine
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April 10th 2014
Website
Is Booking.com the most persuasive Website in the World?
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Website
Book Direct Benefits
• Best Rate Guarantee, Benefits, Selling Techniques, Active not Passive
Full Screen Imagery: focus on visual sell
• Use TripAdvisor reviews to reinforce positives through images
A/B Testing
Responsive Design
• Mobile first, Universal Analytics
Special Offers that Deep-Link to improve conversion
Web Design Best Practices for Hotels
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Book Direct Benefits
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A/B Testing
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A/B Testing
Goal Increase of 44.14%
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Heatmap Testing
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Responsive Design
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Direct Business
£
Traffic
Website Booking Engine
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Booking Abandonment
98%
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Selling Techniques & Book Direct Benefits
Benefits – Guarantee – Urgency - Value
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Booking Conversion Funnel
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Understand Lost Business
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Price Only Test
A/B Testing through Booking Engine
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Price + Value Test
A/B Testing through Booking Engine
Goal Increase of 70.36%
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• A/B Testing
• Heat-Mapping
• Market Segmentation testing
• Booking Engine Design
• Rate Effectiveness & Optimization
• Display: image size, book now etc.
• Sales messaging
• Personalisation
• How many Rooms/Rates
• Booking Path
• Optimized Navigation
Multi-Variate Testing
Conversion Optimisation
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Direct Business
£
Traffic
Website Booking Engine
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Part 2
The Changing Landscape
@AvvioTweets
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Mobile is Growing, Desktop declining
Growth on queries in
Q4 2013 in the Hotels category 12% -6%
Desktop Queries *
+46% Smartphone Queries *
+64% Tablet Searches *
* Year on year within the same period
Mobile - Google Report
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Mobile – Our Data Set
50% Traffic coming from Mobile
Tablet traffic 30% higher
than Smartphone
9am - 5pm 4x more bookings than 8pm-10pm
pro-rata, overall traffic higher
in evenings driven by mobile
46days Lead in on Mobile vs. 61 on desktop
69% Conversion on Tablet vs. 31% on Mobile
compared to desktop conversion
87% Email now opened on Mobile
overall open rates are definitely dropping
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Payments
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Part 3
Tips, Takeaways, Q&A
@AvvioTweets
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Tips and Take-Aways
1. Visitors
• 40% Organic Traffic • 30% traffic from PPC • Cost of Acquisition approach to PPC. 10% Channel • MetaSearch Channels • Speed: Apdex.org or Pingdom)
2. Website
• Book Direct Benefits & Selling Techniques • A/B Testing • Imagery & Responsive Design
3. Booking Engine
• Conversion Optimisation • Conversion Funnel, KPIs & Abandonment • A/B Testing • Book Direct Benefits & Selling Techniques
4. Mobile
• Now 50% of Traffic • Consider PPC & Email • Both a conversion and a research/influence channel • Payments