RPH Online Marketing Ideas

March 2014

Content

1)  Social media – Traffic and conversions that originate from social media channels

2)  Search – Traffic and conversions that originate from search channels and

strategies such as Google, SEO 3)  Mobile – Mobile web channels 4)  Payment – Using payment channels to increase sales/bookings 5)  Affiliates – Programs and partnerships with relevant sources to increase

sales/bookings

6)  Loyalty – Integrated programs to encourage repeat sales/bookings

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Tunehotels.com Stats

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Premierinn.com Stats

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Ibis.com Stats

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SOCIAL MEDIA Facebook, Twitter, LINE, Instagram, YouTube

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Social Traffic

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•  Less than 2% of traffic originates from social channels

•  Let each country manage and create campaigns to engage and grow the user base

•  Low engagement in non-Malaysian channels (examples: other country Facebook pages have 10 times less likes than Malaysian pages, Thailand’ twitter account has few followers and is not engaging)

Japan Twitter Presence

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•  Not active Japan account

•  Twitter is very popular in Japan, second most used channel after Line

•  Japan is ranked 3rd in the world for number of Twitter users (http://bit.ly/1hHRj5U)

Google+

•  Not active since 2012

•  Use as social blogging platform, not a micro-blogging platform like Twitter/Facebook

•  Google+ has been integrated with Google search - important for hotel SEO as a tool to encourage better search engine authority

•  Blog pieces should be more in-depth travel pieces

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Instagram

•  Only one main account with few followers

•  IG is very popular in Thailand – there should be and account for Thailand and followed with some campaigns

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Mixi Account

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•  Mixi is Japan’s Facebook

•  Not sure if this was created by Tune Hotels HQ

•  No updates with logo and relevant content, example: Okinawa hotel

LINE Account

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•  Worth considering LINE account for growth in Japan, Thailand etc.

•  Have cheaper LINE@ accounts for businesses that cost 5,250 yen for setup and monthly fees

YouTube content

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•  Similar (entertaining) content should be created for other countries/languages – helps educate customers on the brand

Better “call to action”

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•  Posts on Facebook lack a clearer ‘call to action’ to engage users

Book on Facebook

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•  Can enable bookings directly on Facebook Country and City pages

•  Not available on Tune’s Facebook pages

Tweet-a-booking

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•  Can be grouped under concierge services and extended to other channels

•  Simply facilitate bookings by conversing with users and sending a private payment link

Concierge Services

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•  Tune Concierge exists only on Twitter

•  Should be extended to other channels and countries

•  Should be promoted on the website; no evidence of concierge service

SEARCH SEO, Keywords, Content, Search Traffic

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Weak SEO

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•  Good: Well recognized brand as almost all search traffic originates from ‘tune hotel’ keywords

•  Bad: Not getting search traffic from other keywords

•  Onsite keyword usage is not optimized - need keyword and content strategy

•  Text-to-code ratio is low in the website

•  Number of external backlinks is also low – can be addressed with affiliate program

MOBILE

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Mobile Web

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•  Mobile app already under development

•  Website has to be optimized for mobile – definitely losing sales/bookings because not easy to book through mobile web

PAYMENTS Credit cards, Offline channels, Partnerships

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Offline payments

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•  Enable offline payment channels in less credit card friendly countries – Thailand, Indonesia, Philippines, India etc.

Vacation without $$$

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•  Enable installment payments to make it easier for more people to afford a vacation

•  More relevant for emerging markets like Thailand, Indonesia, Philippines etc.

•  Can create packages with flights, tours etc.

Pay on arrival

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•  Give users the flexibility of paying upon arrival at the hotel

•  Charge a slightly higher rate for this option

•  No show = no charge

Brand & bank partnerships

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•  Issuing banks and card brands can provide marketing budget to run campaigns in exchange for special treatment for their members

•  Example: Guests who use Visa to book will get 1000 points for their booking; Visa will invest in promoting the campaign across their channels

AFFILIATES Affiliate programs & booking partnerships

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Affiliate program

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•  Goal should be to channel bookings through our website/mobile app as opposed to OTAs

•  Funnel traffic by enabling content creators (bloggers etc.) to join our Affiliate program

•  Example: User reading about Pattaya travel experiences on a blog or website will be able to check rates from Tune instantly if there’s a search box plugin

•  We provide a small commission per successful booking – we get a new member for life

•  All big, successful websites use affiliate programs – Amazon, Accor, Agoda, Expedia

Google Hotel Finder

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•  Should list rates from our website directly so that it appears lower and can generate more bookings

Hotel Comparison Websites

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•  Should list our website rates and information directly with various hotel comparison websites to drive up bookings – Trivago, Hipmunk, Momondo, Kayak etc

AirAsia affiliate program

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•  Book a room at Tune Hotels simultaneously

•  Other related brands/ services are provided – Skybus, Tunetalk

•  Or receive a discount code for a Tune Hotel

•  AirAsia can receive a cut from every successful booking

•  Can potentially be done with other transportation channels – airlines, buses, trains etc.

LOYALTY

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Loyalty program

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•  Guests collect nights and receive rewards as extra nights, merchandise, flights, tours etc.

•  Can be coupled with bank, credit card and other brand partnerships

•  Example: A VIP partnership between Tune Plus members and Coffee Bean & Tea Leaf for a free cup of coffee

Packages & Deals

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•  Should bundle packages with flights, local tours, deals etc.

•  Can also offer stand-alone deals

•  The deals/offers can be

displayed on various Tune Hotels channel options – In-hotel advertising, Website, Social Media, EDMs

•  The ancillary offerings can help differentiate Tune over other hotels