Expanding Your Engagement in GoogleGoogle My Business Program

2019

Miles Snapshot

Meet

Miles

A few of our

Clients

Carrie KoenigVice President - National Sales

75+Destinations

participating in Google-DMO

Partnership

DMOGoogle Program

84MViews on Google

Destinations content

uploaded

65Years experience in travel & tourism

Miles Google DMO Program

21,314total assets added to Mar 1

84,746,50 views and counting to Mar 1

+13,000,000actions a month

75+DMO Participants

Miles Google DMO Program

Own the Traveler Path to Purchase

Google’s Pivot to

OWNING THE JOURNEY

INTERACTION OFF-CHANNEL

MANAGING YOUR FOOTPRINT

90% Search Share

Google

Google used to be focused on sending direct, out-bound traffic to your site.

There is a pivotal shift underway that is changing everything.

Why Is This Important?

That’s the number of Google searches made in a year.

5,000,000,000,000

internetlivestats.com40% of search results won’t result in an outbound click

Travel and tourism websites are

seeing a huge decline in organic

search traffic

Organic Website TrafficHotel Websites Organic Traffic

0

50000

100000

150000

200000

250000

300000

350000

400000

450000

Hotels

Google Analytics – Aggregated Average Users per Website

2013 2014 2015 2016 2017 2018

The pivotal shift from Google to retain travelers in the Google Travel eco-system is changing the path-to-purchase for travelers

Online Travel & Technology Changes

With a Google My Business Account, you get more than a business listing. Your free Business Profile lets you easily connect with customers across Google Search and Maps.

You can post photos and offers to your profile to show what makes your business unique, and give customers reasons to choose you every time.

Your customers are ready to connect – by calling, messaging, or leaving reviews.

Now, with more ways to transact, you can do more business.

Google Travelis becoming theplace where travelers decide where to go, where to stay and what to do.

Google has empowered businesses to influence information through Google My Business listings, which gives businesses the tools to improve the quality and accuracy of information available

within Google’s products.

50% Of mobile users visit

the next day

5xIncrease in

views

7xMore likely to

click

Businesses with complete information are more trusted by consumers

Google My Business signals are the leading rank factor in local search

Complete GMB listings experience on average, a 35% increase in clicks

Fresh visual assets increase reach by 10-30%

Users who view complete listings are 30% more likely to visit or purchase from your business

50% of mobile users who view a GMB listing, visit the next day

Consistently maintained GMB listings increase your reach by 5x and your likelihood of being featured in the coveted Local Pack

Your Google My Business Information is displayed in the Knowledge Panel and is pushed to all Google Travel

products.

Is your business profile the best it can be?

This is theKnowledge PanelIt contains everything Google knows about

your business.

Search

Travel Guides

Trips App

Maps

YouTube

Assistant

Daydream VR

Lens

Hotel Finder

Flights

Street View

Waze

Google Travel Products

Where your GMB listing info is surfaced

Why Is This Important?

Your KP is an enormous source of exposure for your business.

In many cases the largest source!

1

It’s a much larger amount of screen

space.

This business received 7,000 site visitors over a quarter.

Google drove 104,000 views.

This is theKnowledge Panel

It contains everything Google knows about your

business.

Different views, showing the same information from your GMB listing

The information about your business gets used in a whole bunch of

different places.

2

The information about your business gets used in a bunch of different places

• SERPs & Local Pack

• Hotel Finder• Maps & Waze• Trip App• Travel Guide• Top Sights• Assistant

• Lens• Street View• 360• Earth

Much of that information is coming from your customers not from you.

3

Much of this information (an estimated 80%) is coming from your customers, not from you

50,000,000+ Local Guides Worldwide

700,000+ Places Added/Mo.

Google “Local Guides” are able to add info about your business including:

• Reviews• Ratings• Photos/video/360• Edits• Places• Factual information• Questions & Answers

INCREASE VIEWS

DRIVE CONVERSIONS

UNDERSTAND YOUR AUDIENCE

Google My Business

Google My Business Program

Miles Support ServicesFive services that help businesses understand, optimize andmeasure their exposurewithin Google’s products and platforms.

Set-up

ContentManagement

Audit

Insights

240 experts with 65 years of experience in Travel & Tourism

1Key performance benchmarks to track results

2Deep-dive audit of your existing presence (owned & UGC)

3

Compelling footprint with photos, video, 360, & posts with on-going content management

4

Insights to inform your marketing strategy5

Audit

Understanding how visitorssearch for your business, and what they see when they do.

• Factual information

• Visual assets: photos, video, 360, street view

• Reviews• Categories &

Amenities• Questions &

Answers• Posts

Which beach would you visit?

UGC Influences Decisions

Set-Up

Implement facets of your Google My Business profile that will increase visibility, create engagement anddrive conversions.

Instructions for back-end set-up

“How to” instructions:

• Notifications allowing you to quickly respond to reviews and questions (Consider taking advantage of our reputation mgmt. service!)

• Write a review button

• Menus• Hotel reservations• Ticket sales

The Local Pack – key source of organic exposure

• We know what drives the local pack results and can increase your chances of showing there.

• Check out our 2 partner properties in Honolulu.

5xIncrease in views

The Local Pack

DISTANCE

PROMINENCERELEVANCE

3,929 US English Categories Currently

On-Going Category & Amenities Drive Local Pack Results

Content

Expanding visibility of existing assets and implementing new content on a consistent basis to engage and convert travelers

Visual assets drive action and extend your reach

10%-30%Increase in exposure,

just by uploading a few photos every month.35%

More click-throughs

42% Increase in

driving directions

Posts* appear in your knowledge panel and provide a huge amount of real estate for your business.

We’ll consistently manage your feed of News, Events, Offers and Products and will track all engagements through custom tracking links.

*Hotels are excluded by Google

Questions & Answers are a great way to interact with customers.

We build a robust FAQ section, flag incorrect answers and up-vote correct answers

Management

On-going audit of UGC content and management of Questions and Answers

Weekly check for user-generated content including photos, video, reviews, answers and factual information1

Monthly upload of new visual assets driving a 10-30% lift2Flagging inappropriate content to Google3Up-voting correct local guide answers4

Weekly check and flagging of inappropriate user-generated content:

• Photos• Video• Reviews,• Answers• Factual

information

Upvote the best questions and answers

Elevating Useful Information

Insights

Understand your audience and opportunity, informyour overall marketing strategy and measure off-channel signals of intent to travel

Views, queries, comp set benchmarking, DMA’s and more

KPI’s including:• Clicks to website• Clicks to call• Requests for

directions• Photo & video views• Views of Google

Posts• Map Views• Direct searches• Discovery searches

Transparent Metrics in a Visual Quarterly Dashboard

Case Studies

Resort KPI IncreasesEngagement and Action

In Q4 2018, this hotel partner had 2.9 Million photo views, compared to only 1.65 Million in Q4 2017 and realized a 21%increase in actions taken.

Adding new content is driving increased views and actions!

0

5000

10000

15000

20000

25000

30000

35000

40000

Hotel A

Actions Taken

2018 2017

78% Increase in

photos

21% Increase in

actions

Restaurant KPI IncreasesConversions through Clicks and Directions

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1000

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3000

Restaurant A

Website Clicks

2019 2018

71% Increase in clicks!

97% increase in directions

In Q1 2019, this restaurant partner had 295k photo views compared to 196k for their competition. They realized a 71% increase in clicks and a 97% increase in driving directions!

The Miles Partnership Google My Business Program is driving increased web traffic, views and signals of intent to dine!

Attractions KPI Increases Lift in Views following audit, optimization and maintenance

1000x!

11,585Website Visits

Views on Google Search:

252,397

Views on Google Maps:

11,082,365

Information provided by Nicole Woods for Independence Visitor Center Corp.

YoY Lift From GMB ProgramLift in Views following audit, optimization and maintenance

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50000

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150000

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250000

300000

Jan '18 Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan '19 Feb Mar

Listing Views

Restaurant A Restaurant B Restaurant C Restaurant D

Google My Business ProgramOptions and Timeline

Businesses with complete information are more trusted by consumers

Google My Business signals are the leading rank factor in local search

Complete GMB listings experience on average, a 35% increase in clicks

Fresh visual assets increase reach by 10-30%

Users who view complete listings are 30% more likely to visit or purchase from your business

50% of mobile users who view a GMB listing, visit the next day

Consistently maintained GMB listings increase your reach by 5x and your likelihood of being featured in the coveted Local Pack

Resort Partner Sample & Program Rates

Carrie KoenigVice President of National Sales

Miles Partnership

Get inTouch

303-810-6512Carrie.Koenig@MilesPartnership.com

Thank you

milespartnership.com

Q&A

www.MilesPartnership.com/Research