WIHP: Meta Search Advertising
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Transcript of WIHP: Meta Search Advertising
META SEARCH ADVERTISING
WIHP Academy • Paris • 2014
#WIHPACADEMY
EVOLUTION
WIHPHOTELS.COM
Wholesaler
Tour Operators
Travel Agents
Guests
Hotel
META-SEARCH AND DIRECT BOOKINGS
OTAs
Guests
Hotel
Meta-search
Guests
Hotel
#WIHPACADEMY
Money Is Pouring in
WIHPHOTELS.COM
META-SEARCH AND DIRECT BOOKINGS
$1.8 M
$ 564 M
$800 M
$167 M
#WIHPACADEMY
TRENDS: Hotels in Paris
WIHPHOTELS.COM
META-SEARCH AND DIRECT BOOKINGS
#WIHPACADEMY
TRENDS: Meta-search
WIHPHOTELS.COM
META-SEARCH AND DIRECT BOOKINGS
#WIHPACADEMY
TRENDS: Leisure Traveller
WIHPHOTELS.COM
META-SEARCH AND DIRECT BOOKINGS
36% of leisure travellers use meta search for travel
shopping Source: PhoCusWright
#WIHPACADEMY WIHPHOTELS.COM
META-SEARCH AND DIRECT BOOKINGS
29.71% of Booking.com’s traffic comes almost
entirely from meta-search Source: similarweb.com
TRENDS: Online Travel Agencies
#WIHPACADEMY WIHPHOTELS.COM
META-SEARCH AND DIRECT BOOKINGS
58% of the time there is a rate disparity in meta
search
Source: Room 77 research
TRENDS: Rate Parity and Disparity
#WIHPACADEMY WIHPHOTELS.COM
META-SEARCH AND DIRECT BOOKINGS
CRS
WIHP
Google HPA
Trivago
Kayak
Booking Engine
TripAdvisor
Skyscanner
Rates and availability
Cache and distribution
Advertising
Conversion
#WIHPACADEMY
The Math of Meta Search
WIHPHOTELS.COM
CPC
Advertising Cost
META-SEARCH AND DIRECT BOOKINGS
variable (bidding/auction)
Fixed % of booking completed
Cost per 1,000 impressions
CPA
CPM
#WIHPACADEMY WIHPHOTELS.COM
META-SEARCH AND DIRECT BOOKINGS
What’s Next?
1. Branded BookingTravelers won’t navigate away from the meta search site to complete a hotel booking. Google Wallet is a great example
2. Mobile89% of travel activities starts on one device and end on an other. 25% starts from mobile”
3. Personalized SearchBetter and more personalized filters, improve the booking conversion.
4. Simpler User Interface Vs. ComprehensivenessNo pop-under, one single grid and opening the program to more and more partecipants.
#WIHPACADEMY WIHPHOTELS.COM
META-SEARCH AND DIRECT BOOKINGS
Take-away & Strategies
1. CPC or CPA?Choose your meta search partners carefully and be able to optimize your campaigns. Choose CPC only if you can bid!
2. Live Prices and CacheDon’t settle for a booking engine or any middleman if they don’t ensure fast and accurate responses.
3. Avoid pop-undersAvoid meta search using pop-under. It might be cheaper for you but it is a big bummer for your guests.
4. Offer the best RateLast but not least, offer the best rate on desktop and mobile. Ensure availabilities on your site. Remember, Parity rate will be soon obsolete with meta search.
13 Novembre 2014 . 9h30
Simple & Effective Revenue Management
NEXT SEMINAR WIHP ACADEMY PARIS