New Year, New Plan: Planning Your Hotel's Digital Marketing for 2013
48
Technical difficulties? Contact Citrix GoToWebinar 1-800-263-6317 [email protected] New Year, New Plan: Planning Your Hotel’s Digital Marketing for 2013 December 12 th , 2012 vfmleonardo.com facebook.com/vfmleonardo @vfmleonardo
description
Slideshow used for a recent VFM Leonardo webinar hosted by Darlene Rondeau, featuring guest speakers Glenn Squires of Pacrim Hospitality Services Inc. and Craig Perch of The Georgian Terrace Hotel. The webinar covered current hotel marketing trends, predictions for 2013 and recommended best practices.
Transcript of New Year, New Plan: Planning Your Hotel's Digital Marketing for 2013
Technical difficulties?
Contact Citrix GoToWebinar1-800-263-6317
New Year, New Plan:Planning Your Hotel’s Digital Marketing for 2013
December 12th, 2012
vfmleonardo.com facebook.com/vfmleonardo @vfmleonardo
Vice-President, Best Practices, Online Merchandising
VFM Leonardo Inc.
@darlenerondeau
Darlene Rondeau
Follow:
@vfmleonardoTweets & Questions:
#vfmlwebinar
What transpired in 2012
How to meet growing consumer demands
Tips for using social media to increase engagement and bookings
How to optimize for travel shopping on mobile devices
What you will learn today
Chief Executive OfficerPacrim Hospitality Services Inc.
Immediate Past Chairman, IHG Owners Association
Glenn Squires
Craig Perch
Area Director of Revenue ManagementCrescent Hotels & ResortsThe Georgian Terrace Hotel
Poll: What keeps you up at night?
Digital shopping has grown at a rate of
16%iMedia Connection: Today’s biggest digital marketing challenge
48%iMedia Connection: Today’s biggest digital marketing challenge
of mobile phone users in the US own a smartphone
30%iMedia Connection: Today’s biggest digital marketing challenge
The use of social media has risen by
60%iMedia Connection: Today’s biggest digital marketing challenge
Facebook accounts for
of the social market share
145%Factbroswer: Pinterest Facts and Statistics
The number of daily Pinterest users has increased by
since January 2012
Travel is one of Top 10 Categories on Pinterest
Source: Mashable, What People Are Pinning on Pinterest
Chief Executive OfficerPacrim Hospitality Services Inc.
Immediate Past Chairman, IHG Owners Association
Glenn Squires
More of the same as we experienced in 2012.
Global GDP should rise about 2.5%, Europe will continue to be slow.
The US Fiscal Cliff is something to watch.
Business and corporate travel will be good. Expect RevPar growth of about 5%, but 80% will be rate as demand growth slows.
Manage your KNR and LNR - use the right channels; more stringent management of rates needed.
Market Outlook 2013
Leisure travel will depend on whether there are tax hikes◦ This will impact middle market, but top-end should continue to travel as normal
College-educated unemployment will continue to fall, which is good for hotel sales
Economy segment will still be soft, with luxury, upper up-scale and upscale performing well. Upper mid scale will also do well
Review the Distribution study conducted by AH&LA last year◦ Will be a valuable resource and reference tool for 2013.
Raise your rates at least as much as inflation
Be diligent on revenue and profit management
Market Outlook 2013
How to manage your online reputation…
What people are saying about you…
How do you respond…
Social Media
How do I get more consumers/members to participate?
Facebook and Twitter will continue to be strong and dominate
Pinterest (dominated by women) and FourSquare will be good
Social Media
Focus onenhancing your core capabilities
Tips & Advice for 2013
Be segment driven
Tips & Advice for 2013
There is a steady steam of new mediathat shifts withhow peopleconsume
Tips & Advice for 2013
Be diligent and monitor regularly
Tips & Advice for 2013
Always look out for newtechnology, apps, etc.
Tips & Advice for 2013
Get involvedin new hotmedia like Instagram (Taking a photo andposting to generate comments)
Tips & Advice for 2013
Be careful of over discounting& watch out for a discount mentality(Groupon/deal sites used properly can = new business)
Tips & Advice for 2013
Integration of social and mobile will accelerateand becomemore important(Stay diligent and look for innovation)
Tips & Advice for 2013
Craig Perch
Area Director of Revenue ManagementCrescent Hotels & ResortsThe Georgian Terrace Hotel
Regular audits ensure accuracyof information
Video/ 360 degree virtual tourshuge part of selling process
Website Strategy
Regular audits ensure accuracyof information
Video/ 360 degree virtual tourshuge part of selling process
Interactive agency managesseveral marketing aspects
Search Engine Optimization
Linking strategy
Paid search advertising
Remarketing/retargeting
Trigger campaigns
Website Strategy
Complete redesign of current hotel website with strong emphasis on the Tablet and Mobile platforms as we continue to see very positive trends through these channels.
New website will focus on:
1. Ease of use – We understand if the site is more user friendly and less congested it will drive more traffic.
2. Rich media – Will have rich media throughout the entire site with links to navigate around the site easily.
3. Best prices – Will highlight our best prices, offers and loyalty programs on our homepage
Website Redesign 2013
Custom Tabs
Highlight our favorite videos about the
property
Link to Twitter
Link to Instagram
Multi-Media Apps
Video, Virtual Tours, Photos
Direct Booking
Teaser Questions
Contests
Optimized for Tablets and Smartphones
Mobile Booking Engine
Special Offers
Continue matching any mobile only promotions extended to the OTA sites through our own site.
Currently reviewing Customer Relations Management tools (CRM) which will enable us to blast our clients while in-house about the offerings in our outlets.
Looking at implementing QR codes on property as a way to quickly interact with our customers.
Mobile – Next Steps
2012 shows positive YOY RevPar growth of 8.3% for the hotel
Results & Projections
In 2013 the midtown Atlanta market projection is expecting a 4.2% RevPar growth (PKF data, September 2012)
We believe the hotel will be somewhere in line with that projection
Poll: What are you focused on for
2013?
Key Takeaways Digital and mobile shopping are expected to
continue rising
Facebook, Twitter and Pinterest are the top social platforms to monitor
Multi-device shopping is a evolving trend
Optimizing for mobile devices is essential for consumer satisfaction
Poll: Did you find the content in this
webinar valuable?
Recording of this webinar◦ Share it with your colleagues
Free whitepaper◦ 2013 Hotel Marketing Trends: From standout social media
to marvelous mobile marketing
Invitations to upcoming webinars◦ January’s topic: Visual Storytelling on Social Media
Watch your inbox for…
www.vfmleonardo.com
1.877.593.6634
@vfmleonardo
facebook.com/vfmleonardo
47
Connectwith us!
[email protected]/georgianterrace@GeorgianTerrace
Craig Perch
Glenn Squires
gsquires@pacrimhospitality.compacrimhospitality.comwww.owners.orgFacebook.com/IHGOwnersAssn
Questions and Best Practices
