Cutting Through the Content Clutter: Engaging Video Content Marketing
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Transcript of Cutting through the channel clutter: How hotels can get back in control of their distribution in...
Cutting through the channel clutter: How hotels can get back in control of their distribution in 2016
David Chestler, SiteMinder
26 years in the travel technology industryHeld strategic roles with BirchStreet Systems, Pegasus Solutions, Utell International, RateGain, Visual Data Corp and Sceptre Hospitality ResourcesFirst co-chair of HTNG’s Software Resource Team
David Chestler
Executive Vice President, Global Enterprise Sales & Business Development at SiteMinder
Exponential growth in online distributionThe great power shift in travelWhat drives the reservation: inspiration to reflectionHow the hotelier can keep paceWhat is next? Search and researchOwn your customers!
What we will cover today
Exponential growth in online distribution
“There are an estimated 480 online hotel bookings per minute.”AHLA
Online distribution is growing at a faster pace than theentire travel market.
More people are traveling than ever before
Millions of tourists arrivals
Source: UN World Tourism Organisation
1950 1990 1995 2000 2005 2010 2014
0
275
550
825
1,100
25
434528
677807
9481,140
2015
1,184
“The coming year will herald an era of change for the hospitality industry.As … travelers become ever more discerning and reliant on digital platforms,
our industry is obliged to step up technologically.”Caribbean Hotel and Tourism Association
The great power shift in travel
The changing balance of power
Understand today’s traveller
Source: “5 Min Guide: What’s happening to bookings?”, Spring Metrics
Where they’re booking What they’re searching for
Travellers have more information than ever
9 in 10 holidaymakers carried out researchbefore booking their last trip
Source: “Engaging the empowered holidaymaker”, Deloitte UK
Online travel
agencies
Online review
sites
Meta search
sites
Hotel websites
Social media
Traditional travel agents
Source: “Engaging the empowered holidaymaker”, Deloitte UK
Let’s go back to the beginning Distribution before the cloud disruption…
Distribution in 2016
Source: DPFOC, 2015
Understand cross-platform consumer behavior
We live in a multi-screen world. Consumers move between multiple devices to accomplish their goals…
Source: Google/Ipsos/Sterling, 2012
One sizedoes notfit all…
Source: Booz Allen Hamilton, 2007
What is the property business mix?
Source: “TravelClick North American Distribution Review”, 2015
CHANNEL Q1 2015 Q2 2015
Brand 28.5% 29.1%
CRO 13.1% 13.3%
Direct to hotel 23.1% 22.0%
GDS 20.6% 19.3%
OTA 14.8% 16.4%
What next?
Source: Atmosphere Research Group, LLC, 2015
Home sharing: The latest challenge for hotels
Hotels cost more than home share rentals
Source: Atmosphere Research Group, LLC, 2015
What drives the reservation:
Inspiration to reflection
What inspires you?
Source: “5 Min Guide: What’s happening to bookings?”, Spring Metrics
What willkeep
bookingson site
Direct booking source comparison, 2011-2014
What is next?
Search and research
The evolution of direct to property…Metasearch: New OTA or hotel’s direct partner?
The GDS still holds power
Source: “Booking trends: Don’t ignore impact of GDSes”, Hotel News Now, 2015
Know how travelers are searching for you
Source: “Today’s traveler: The shift to online bookings”, Spring Metrics, 2015
“A pessimist sees the difficulty in every opportunity; an optimistsees the opportunity in every difficulty.”
Winston Churchill
See the opportunity.
How the hotelier can keep pace
How can you get your share?
Do your homework:Assess the impact and effectiveness of your individual streamsDetermine which online channels provide the best ROI for your hotelAnalyze your business mixEstablish your hotel’s true level of supply – to maximize inventory onlineAnalyze your competitor set and your performance as a benchmarkKnow Google and TripAdvisor direct to property!
Look at connectivityUse automation for better yieldLook at what the biggest drivers of business are in your destinationLearn with HSMAI, HEDNA, associations, schools and consultantsKnow what your competitors are doing
Define a new strategy for managingyour distribution
It’s still about supply and demand
Analyze where you can make the biggest impact in the consumer decision-making cycleImplement an online distribution platform with true two-way XML integrationsUse images and content to improve bookings and deliver value to partnersRemember that merchandizing is a strategyInsure fail-safe delivery of bookings
Build a strategy that values connections
Concentrate your efforts
Concentration will allow you to multiply your success rate.
Find a solution that:
Allows you to concentrate all your available inventory online, via multiple channelsEnables flexibility and mobility – to keep up with rapid the changes to online bookingsInsures parity for your partners.
Have single-image inventory
How you benefit:
Easily manage your rates and availability from one platformDistribute to multiple sales channelsReceive correct data directly to yourPMS/CRSEnable automation to drive better business.
How online channels benefit:
Able to reserve rooms from a single sourceCan trust that inventory listed as ‘available’ can be soldCan work on building productive relationships with hoteliers.
Better merchandized hotels get more bookings
Why?They stand out from their competitorsThey successfully market themselves as ‘attractive’ options to the consumerThey carefully manage their data, rates and displayThey insure their inventory is “on the shelf”
Spend wisely
Marketing technology is growing. But do you have the tools to convert on the traffic?
At what cost?
Source: “Survey Report: A look at the content and technology driving today’s demand generation”, Spear Marketing Group, 2015
Marketing technologies July 2015(% of respondents)
In 12-18 months(% of respondents)
Content marketing 85% 60%
SEO 70% 41%
CRM 68% 29%
Marketing automation 62% 56%
Social media management 59% 32%
Lead lifecycle/attribution reporting 42% 45%
Testing & optimization 41% 37%
Personalization 33% 34%
Big data/analytics 25% 32%
Database health & optimization 25% 17%
Predictive analytics 16% 37%
Programmatic advertising 13% 17%
Click-to-call 8% 7%
Most important marketing technologies according to US B2B marketers
Engineering seamless online distribution
SiteMinder’s Channel Manager is at the center of the travel ecosystem
Trusted by more than 20,000 hotels in 160 countries on six continentsCloud platform provides hoteliers with more control over the online success of their business, and connects them to travelers across the globePowered US$10.8 billion+ booking revenue and 27 million+ reservations for hotels fromJuly 2014 to June 2015Extensive network of 400+ travel and technology suppliersProvides real-time solutions that respond and react instantaneously – when you need them!
Market leader in online distribution
SiteMinder
SiteMinder enables seamless, two-way XML integrations with simple APIs
API for PMS/CRS/RMS integrations API for channel integrations
300+ connections to the world’s top booking channels
120+ integrations with the world’s leading connectivity partners
“The momentum for change becomes unstoppable.”Gladwell
Tipping point: Let your success online generate itself.
Own your customers!
“A 100-room hotel with 1.4 guests per room running between 55% and 60% occupancy gathers data from roughly 30,000 guests every year.”
Tim Peter, Hotel News Now
Leverage your data to drive conversions
Source: “The future of personalized marketing In travel”, Skift/Boxever, 2014
How can your hotel gain back the power?
[email protected]@dchestlerlinkedin.com/in/davidchestler
Let’s continue the conversation