Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015
-
Upload
leonardo -
Category
Presentations & Public Speaking
-
view
548 -
download
0
description
Transcript of Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015
![Page 1: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/1.jpg)
Copyright © 2014 Leonardo Worldwide Corporation
Technical Difficulties?Contact
Citrix GoToWebinar1-800-263-6317
Big, Bold, Visual: What YouNeed to Know About HotelMarketing in 2015Thursday October 23rd 2014
Speakers:Darlene Rondeau, VP, Best Practices, Online Merchandising, LeonardoTim Peter, Digital Marketing E-Commerce Expert and President, Tim Peter & AssociatesChristine Beuchert, Senior Director, Marketing and Ecommerce Strategy, Marcus Hotels
Technical Difficulties?Contact
Citrix GoToWebinar1-800-263-6317
![Page 2: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/2.jpg)
Darlene RondeauVice-President,
Best Practices, Online Merchandising
Leonardo
@darlenerondeau
![Page 3: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/3.jpg)
Follow:
@VFMLeonardo
Tweets & Questions:
#LeoWebinar
![Page 4: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/4.jpg)
Tim PeterDigital Marketing E-Commerce Expert
and President
Tim Peter & Associates
![Page 5: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/5.jpg)
Christine Beuchert Senior Director, Marketing and Ecommerce StrategyMarcus Hotels
![Page 6: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/6.jpg)
The Most Important Hotel Marketing Trends of 2015
► The importance of visual storytelling in the online shopping journey
► The rise of content marketing► The power of video ► Multi-screen, multi-device
connectivity
![Page 7: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/7.jpg)
Tim PeterDigital Marketing E-Commerce Expert
and President
Tim Peter & Associates
![Page 8: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/8.jpg)
Digital Marketing Directions 2015Three Key Trends Driving Your
Hotel Marketing Next Year
![Page 9: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/9.jpg)
These are “the good ol’ days”
• Occupancies and rates at record highs (STR)
• New inventory lagging demand (STR)• 2015 presents the opportunity to be a
great year• But only if you take advantage of trends
![Page 10: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/10.jpg)
It’s All E-
commerce
Internet, Everywh
ere
We’re All
Publishers Now
Radical Transpar
ency
Deep Custom
er Insights
Disruption &
Disinter-mediati
on
Changing of the Guard
![Page 11: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/11.jpg)
Internet,
Everywhere
Mobiles Wearables
Usables Invisibles
![Page 12: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/12.jpg)
Source: http://blogs.cisco.com/news/cisco-connections-counter/
• Almost 13.4 billion Internet-connected devices in the world
• Roughly 2 Internet-connected devices for every man, woman, and child on the planet
![Page 13: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/13.jpg)
More people own mobile phones than own toothbrushes
Internet,
Everywhere
![Page 14: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/14.jpg)
“The web is like electricity. It’s
just there.” Eric Schmidt
![Page 15: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/15.jpg)
Context is Queen• Segment
customer behaviors by context
• Observe, measure, and learn your customer’s pain points in each
• Improve by aligning customer experience with context
Internet,
Everywhere
![Page 16: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/16.jpg)
And if context is
queen, guess
what that makes content
![Page 17: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/17.jpg)
We’re All
PublishersNow
![Page 18: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/18.jpg)
204,000,000 emails sent
Source: Intel
We’re All
PublishersNow
![Page 19: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/19.jpg)
90+ reviews
We’re All
PublishersNow
![Page 20: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/20.jpg)
100,000 Tweets
We’re All
PublishersNow
![Page 21: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/21.jpg)
28,000 photos
We’re All
PublishersNow
![Page 22: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/22.jpg)
208,000 photo uploads
We’re All
PublishersNow
![Page 23: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/23.jpg)
30 hours of video uploaded
We’re All
PublishersNow
![Page 24: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/24.jpg)
2+ million search queries
We’re All
PublishersNow
![Page 25: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/25.jpg)
![Page 26: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/26.jpg)
Content is King• Cut through the clutter
• Create content that is:–Snackable–Sharable–Sharp
We’re All
Publishers Now
![Page 27: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/27.jpg)
Snackable
Sharp
Shareable
![Page 28: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/28.jpg)
![Page 29: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/29.jpg)
![Page 30: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/30.jpg)
![Page 31: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/31.jpg)
Images sell
![Page 32: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/32.jpg)
Next 5-10 years
• 2+ million search queries
• 204,000,000 emails• 30 hours of YouTube
video• 90+ reviews• 104,000 Tweets• 208,000 photo
uploads
We’re All
Publishers Now
![Page 33: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/33.jpg)
Internet,
Everywhere
Mobiles Wearables
Usables Invisibles
![Page 34: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/34.jpg)
Data is the Crown Jewels• Highlights
customer behaviors, wants, and desires
• Leads product, promotion, placement and pricing decisions
• Cannot be easily duplicated by competition
Deep Customer
Insights
![Page 35: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/35.jpg)
![Page 36: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/36.jpg)
Disney MyMagic+
RFID “tickets” and
purchasing
![Page 37: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/37.jpg)
Data is the Crown Jewels• Be willing to start
small• Anticipate, analyze,
and adapt to changing customer needs
• Protect the crown jewels: Privacy and security matter; Protect your customers’ information like your business depends on it
Deep Customer
Insights
![Page 38: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/38.jpg)
Keys to Your Kingdom Next Year
It’s All E-
commerce
Deep Custom
er Insight
s
Internet,
Everywhere
We’re All
Publishers Now
![Page 39: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/39.jpg)
Content is king
Use snackable, sharable, and sharp content to attract interest and action
Context is queen
Help your customers meet their needs where they are, not just on which
device
Data is the crown jewels
Use it to gain a competitive advantage, and to rule next year!
Key Takeaways
![Page 40: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/40.jpg)
Christine Beuchert Senior Director, Marketing and Ecommerce StrategyMarcus Hotels
![Page 41: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/41.jpg)
The hotel industry is changing faster than ever. Keeping up is a matter of survival.
• Avoid commoditization of our product
• Combat trend of declining organic search
• Customers expect readily available product information
Content Marketing can help hoteliers thrive, not just survive.
Great content leads to:
• Product differentiation
• More inbound website links
• Websites that are sticky and convert at a higher rate
• Engaged customers and an increase in customer loyalty
• Ability to leverage social media channels
Why is Content Marketing Important?
![Page 42: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/42.jpg)
Visual Storytelling
![Page 43: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/43.jpg)
• Sell the experience with a consistent story• Segment customers• Make pictures easily viewable across
different devices• Incorporate video to engage customers
(keep it short for mobile users)• Facebook, Instagram and Pinterest are
terrific channels for photos. Create a YouTube channel
How-to of Visual Storytelling
![Page 44: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/44.jpg)
What is Your Instagram-able Moment?
Cosmopolitan Hotel, Las Vegas Photo source: fabhousewife.com
![Page 45: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/45.jpg)
Find Your Story
• Make it authentic
• “Lean In” to your DNA
• Experiential service and programming
Craft Your Story
• Develop content strategies by customer segment
• Create engaging and useful content
• Plan for how and when to create content
Share Your Story
• Deploy across many channels
• Keep visual content updated across the web
• Encourage interaction and social sharing
Content Marketing: Hotelier Tips
![Page 46: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/46.jpg)
Unique Selling Point: Historical hotel with a large collection of Victorian era art
• Found their story
• Built on it
• Played a part of the community
• Got internal team excited
• Involved the Audience early on
• Distributed everywhere
• Expanded on the story again and again
• Found new angles
The Pfister Hotel – Case Study
![Page 47: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/47.jpg)
Mobile users…• Frequently use tablets to plan their travel• Often abandon non-mobile optimized websites (61%)• Frequently use their smartphone for last-minute
bookings• Include business travelers (32% book via mobile)
Which is why it is important to design for mobile and tablets• Leverage unique capabilities – swipe, zoom and pinch
features• Make it easy with features like click to call and
interactive maps• Mobile-optimized booking engine is mandatory
Importance of Mobile and Tablets
![Page 48: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/48.jpg)
Lean in to your DNA
Buy-in and help to create stories
Use many pictures and video
Develop plans for content creation
& distribution
Optimize for mobile; go responsive
if possible
Key Takeaways
![Page 49: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/49.jpg)
The Ultimate Visual Storytelling Solution for Hotels
VBrochure
VScape Media Publishing
VNetwork Analytics Customer Success
BestSTART++ + ++
Online Players Mobile Web
GalleryFacebook
![Page 50: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/50.jpg)
► About Leonardo
► Invitations to upcoming webinars●November’s topic is What Every Smart Marketer
Must Know About Hotel Web Marketing
► Recording of this webinar●Share it with your colleagues
It’s a Wrap
![Page 51: Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015](https://reader037.fdocuments.net/reader037/viewer/2022110115/54820b52b4af9f73408b4934/html5/thumbnails/51.jpg)
Copyright © 2014 Leonardo Worldwide Corporation