Joint h2c and 80 DAYS Webinar Driving Website and · Mature / Iconic 35,000 – 80,000 0.50 ......

Joint h2c and 80 DAYS Webinar

Driving Website and OTA Conversion

November 3, 2016

Balancing Act or Easy To Do?

© h2c GmbH | 03.11.2016 Driving Website and OTA Conversion | 3

WHAT’S HAPPENING IN DIGITAL?

• PPC advertising space has increased significantly

• Organic has decreased, especially on mobile

• Metasearch (Hotel Price Ads) now occupies a prominent position

© 80 DAYS


More focus on Online Advertising

More focus on Meta Search

Brand Essence / Effective Advertising

Content Strategy (website / social / PR)

Usability / Responsiveness

Conversion Rate Optimisation

WHAT’S HAPPENING WITH DIGITAL?

© 80 DAYS


OUR STRATEGY

Proactively target consumers at all stages of the sales funnel

© 80 DAYS


INDEPENDENT – MAJOR EUROPEAN

CITY

TYPE VISITORS CONV RATE % ONLINE MONTLY

BUDGET

ROI

Newly Opened 15,000 – 25,000 0.25 – 1.00 £5K – £10K 2:1

Established 15,000 – 30,000 0.50 – 1.00 £3K - £7K 5:1

Mature / Iconic 35,000 – 80,000 0.50 – 1.25 £2K - £5K 10:1

© 80 DAYS


NEW OPENING

Sa

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t allo

ca

tion

© 80 DAYS


MATURE ICONIC

Sa

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tion

© 80 DAYS


Be clear about your product offering

Understand your audience

Online Advertising Strategy

Content Strategy (website / social / PR)

Active on Meta Search

SUMMARY

© 80 DAYS


Agenda

1. Key Distribution Channel Shares

2. OTA KPIs and Statistics

3. Content Management – Strategy & Tactics


1.

• In 2015, almost one third of gross bookings were made online, an increase of more than 2% versus 2014

• The channel share of OTAs raised to almost 15% in 2015

• In contrast to that, the brand website shares (incl. mobile) recorded a slightly lower increase, totaling in 11% in 2015

European Chain Hotel Channel Shares, 2014 vs. 2015

Source: h2c Distribution Benchmark 2015


2.

OTA & Website – KPIs and Benchmarks

OTA KPIs

Booking Conversion

Number of Bookings

Appearance in Search Results

Leisure vs. Business Bookings Cancellation Rate

Content Score Number of

Property Views


2. OTA Statistics


2. OTA Statistics & Content Score


3.

Do not use the same content on your own website as on the OTAs! Stand out and differentiate yourself with content!

Do not use content that requires constant updates on third party sites (unless specifically requested), e.g. opening times

Make sure to remove obsolete content, e.g. renovation information

Which Content To Use?


3.

1. Establish standard process for Static Content Maintenance

• 1 responsible person (or team)

• Regular update and review of channels (OTAs, Metasearch, Hotel Website, etc.)

• Create a checklist for Content-Maintenance

• Content should be reviewed at least every 6 months

2. Prioritize your channels

• Ensure that the website has unique content

• Update channels for which you have access to an extranet (e.g. OTAs, metasearch channels)

• Contact channels that pull content from other sources – changes often with delays because of interfaces

Which Influence Do I Have on Content Quality?


3. Content Management Process via CONTtest

Hotel Content • Facilities • (Opening) Dates • Standard Policies etc

OTA Content • Content Score Ranking • GUI

Continuous Updates

CONTtest data entry by hotel

Initial Content Check Data verification & recommendation

for changes

Hotel approves changes

Hotel data change by h2c

Static Content Manager Automated content updates across all

employed channels by hotel using CONTtest

Find out more about CONTtest.

http://h2c.de/conttest/


3.

Tick the right fields on the OTA extranets

Fill out new fields in extranets, try out display changes

Enter different hotel (and room) free-flow descriptions

Double check content updates on the consumer site

Display general and room-specific facilities

Display special conditions (not supported by extranets) in sections such as “Good

to Know”

Use detailed, high resolution images

Avoid the display of often-changing information

Check the OTAs’ content scores

Develop a Content Management Strategy

Top Tips for Static Content Updates on Intermediary Websites

Find out more about Static Content Management.

http://www.h2c.de/news/the-dymanics-of-static-content-management/

Questions?

Download presentation: www.h2c.de/work/content-marketing/ www.eighty-days.com/webinar

Christin Haensel| Senior Manager

[email protected]

Get in touch and connect via LinkedIn or XING

h2c GmbH | Fuellenbachstrasse 4 | 40474 Duesseldorf

www.h2c.de

Mark Forrester| Chairman

[email protected]

You are welcome to connect via LinkedIn

80 Days | Charlotte House, 2 South Charlotte Street | Edinburgh, EH2 4AW

www.eighty-days.com

Joint h2c and 80 DAYS Webinar Driving Website and · Mature / Iconic 35,000 – 80,000 0.50 ......

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