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DIGITAL MARKETING
DIRECTIONS: 2020
Why the Future of Hospitality Marketing
and Distribution Starts This Year
What are the top trends in
hospitality marketing?
Digital Marketing Directions 2020
Artificial
Intelligence
Conversational UI
Quantum
computing
5G
Self-driving cars
Metasearch
Privacy
Millennials
Mobile
Blockchain
Artificial
Intelligence
Conversational UI
Quantum
computing
5G
Self-driving cars
Metasearch
Privacy
Millennials
Mobile
Blockchain
+
Digital Marketing Directions 2020
More people own mobile
phones than own toothbrushes
7
Trend #0:
We need to stop talking about
mobile as a trend…
It’s a way of life
8
More page views on mobile than
desktop… starting in 2016
Greater than 65% of all digital media
time… and growing
Over half of all searches on mobile
Over 20% of mobile searches on voice
5G started testing in 2017 – 1,000x faster
than 4G
© 2018 Tim Peter & Associates - Proprietary and Confidential 9
Mobile
changes
behaviors
© 2018 Tim Peter & Associates - Proprietary and Confidential 10
Mobile
changes
business
models
© 2018 Tim Peter & Associates - Proprietary and Confidential 11
Artificial
Intelligence
Conversational UI
Quantum
computing
5G
Self-driving cars
Metasearch
Privacy
Millennials
Mobile
Blockchain
They’re Not “Millennials”
They’re “Adults Under 40”
• Largest single demographic
category (~73m vs. 72m Boomers
vs. 66m Gen X)… and growing
• Largest share of business
travelers
• More travel days than any other
demographic (35 travel days/year
vs. 27 for Boomers and 26 for
Gen X)
And now the bad news…
• Adults under 40 spend
significantly less per year on
travel than any other age group
(~$4,400 vs. $6,600 for Boomers
and $5,400 for Gen X)
• The Great Recession is the gift
that keeps on taking from this
segment
Artificial
Intelligence
Conversational UI
Quantum
computing
5G
Self-driving cars
Metasearch
Privacy
Millennials
Mobile
Blockchain
Metasearch
is a
feature, not
a product or
company
Significant changes coming in search may
further pressure ranking/performance
Duetto calls
Google, “Your
most important
hotel
distribution
channel”
“Google is our biggest
competitor. The
internet has been
littered with the bodies
of companies put out of
business by Google.”
Mark Okerstrom,
Expedia CEO
What are you going to do?
Smart hospitality organizations
ignore“mobile-first” –
focus on “guest-first” instead
Response #1:
Content is, was,
and always shall
be King
© 2018 Tim Peter & Associates - Proprietary and Confidential 21
Even voice – which is
growing significantly –
relies on content to work
Worry about the website
and what powers that
customer experience
Focus on “the painting,”
not just “the frame”
© 2018 Tim Peter & Associates - Proprietary and Confidential 22
23Source: “Demystifying the Digital Marketplace,” p. 45, Kalibri Labs/AHLA, 2016
Content attracts and converts guests
• Customers who start on OTA’s have only a 7% chance of
booking on hotel website1
• Customers who start on brand website have almost 10x percentage
of booking through brand direct site
• “According to Expedia doubling a hotel’s online pictures can
result in a 4.5% take-up and $3.50 higher ADR, while providing a
full property description (as opposed to a partial one) can result
in a 5% take-up and $3 higher ADR”1
• Key takeaway: We are all publishers now
1: “Demystifying the Digital Marketplace,” p. 40, Kalibri Labs/AHLA, 2016
4.5 billion hours of video watched
144,000,000 tweets
350,000,000 photo uploads
Digital Marketing Directions 2020
SNACKABLE
SHARP
SHAREABLE
© 2018 Tim Peter & Associates - Proprietary and Confidential 29
😂🤬😱
55 100
4,500
5,500
10,000
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
10,000
Instagram posts Facebook hours of
video watched
YouTube videos
viewed
Google searches Snapchat video
views
Response #1½:
Content increasingly
means video
© 2018 Tim Peter & Associates - Proprietary and Confidential 31
Video beginning to influence guests
• Views of branded
video on YouTube
up 118% YOY
• 2 out of 3 US
consumers watch
online travel video
when they’re
thinking about
taking a trip
© 2018 Tim Peter & Associates - Proprietary and Confidential
Four types of content needed to
merchandise and market your properties
Destination content. The first rule of selling travel to consumers remains “sell the destination first.” Research from
Google shows that travelers tend to start their travel planning by searching destination-related terms. Whether you
use blog posts highlighting area attractions, dedicated destination guides offered on your website, email marketing
campaigns featuring local hot spots, or themed-content targeting key audiences, guests must first want to travel to
your destination; you cannot get guests to consider your hotel if they’re planning to travel to another destination
altogether.
Property content. Often referred to as “descriptive” content, or less commonly “static” content, this includes
information about your property itself, such as the number and type of guest rooms and meeting rooms, available
amenities, its physical location and proximity to attractions, property name, brand affiliation, and other necessary
attributes.
Promotional. Promotional content includes the many offers, specials, and packages your marketing team designs
to attract customers to book, enroll in loyalty programs or email lists, or any other call-to-action you can imagine.
Availability, rates and inventory (ARI). Finally, availability, rates, and inventory presents guests with information
about what they’ll actually book — descriptions and details of the room types, rate plans, and packages your
property offers — as well as the dates when guests can book their stay. While ARI typically refers only to room
types and suites, additional amenities, add-ons, and upsell items — including such varied items as restaurant
reservations, Collab reservations and the like — may also represent inventoried items within your property
management system, central reservations system, or booking engine.
Google, “The 2014 Traveler’s Road to Decision,” Google, retrieved November 22, 2017, http://storage.googleapis.com/think/docs/2014-travelers-road-to-decision_research_studies.pdf. Also, Caroline McGuire, “Google reveals the top
10 travel searches of 2016 in the US,” The Daily Mail, retrieved November 22, 2017, http://www.dailymail.co.uk/travel/travel_news/article-4047968/Was-listening-geography-class-Google-reveals-10-travel-searches-2016-Grand-
Canyon-them.html
34
● Zoos
● Universities and colleges
● Theaters
● Business (esp. major
employers, key accounts)
● Convention center
Hotel
CMS
Website
Mobile app
Kiosk
Google
FacebookInstagram
YouTube
Metasearch
Future
Trend #2:
Customer
experience is
Queen
© 2018 Tim Peter & Associates - Proprietary and Confidential 36
Just because you
say something,
that doesn’t make it
true
Price matters, but value matters more
© 2018 Tim Peter & Associates - Proprietary and Confidential 38
39
“...humans rarely choose
things in absolute terms.
We don’t have an internal
value meter that tells us
how much things are worth.
Rather, we focus on the
relative advantage of one
thing over another, and
estimate value accordingly.”
–Dan Ariely
Real-world experience
illustrates this in practice
Achieved top positions in
TripAdvisor, Yelp, social channels
for multiple hotel clients
Occupancy index improved to 95-
105
ADR index improved to 107-180
RevPAR index improved to 109-
169
Growth above comp set
Reduced or held OTA share below
10%
Adults under 40 represent
major upsell opportunity
• Upsell: Masters of “bleisure” travel
(81% “probably” will add extra time
to trip vs. 56% for Gen X and 46%
for Boomers)
• Speed: 49% put off booking if they
can’t do it instantly online… which
means mobile
• Value: 50% consider themselves
“Travel Hackers” able to get deals
(vs. 26% for Gen X and 12% of
Boomers)
Matures continue to
represent significant
revenue opportunity
• Value: Mostly “price” sensitive,
but can swayed by experience
• Experience: Don’t tend to mix
business with pleasure – sell
benefits of specific trip
• Longer-term? Be conscious of
growth trends as Boomers begin
to age out of the marketplace
93% of consumers say online reviews
impact their purchase decision
1% lift in TripAdvisor Rating leads to ~1%
increase in RevPAR
Companies with higher NPS grow 200%
faster than competitors
Review quality leads to increased RevPAR
Pricing Power
(ADR)
Demand
(Occupancy)
Performance
(RevPAR)
All +0.8% +0.2% +0.96%
Upscale +0.67% +0.19% +0.83%
Upper Midscale +0.74% +0.42% +1.13%
Midscale +0.89% +0.54% +1.42%
Measured change in pricing power, demand, and performance given a 1% change in online reputation
Source: Cornell Center for Hospitality Research
In other words, your brand is only as
good as your last review
“…64% of leisure travelers and
52% of business travelers said
they are not loyal to a particular
brand. Sixty-nine percent of
travelers tell family and friends
about travel products and services,
and 46% rely on those
recommendations.”1
In essence, your brand is only as
good as your last review
45
1: http://www.travelweekly.com/Travel-News/Hotel-News/Study-says-personalized-service-key-to-hotel-customer-loyalty
“Speed is the
new currency of
business”
- Marc Benioff
Chairman and
CEO,
Salesforce.com
© 2018 Tim Peter & Associates - Proprietary and Confidential 46
Your mantra:
“Instant
gratification isn’t
fast enough”
© 2018 Tim Peter & Associates - Proprietary and Confidential 47
Digital Marketing Directions 2020
Leverage guests to create and curate a
positive brand story
• Guests during peak periods
create opportunity to reach over
6.5 million potential guests
• Punch through Facebook filters
with content from “friends and
family”
• Test Flip.to platform or
equivalent
49
Total rooms 150
Occupancy 60%
Days occupied 365
Average friends on
Facebook
200
Potential
addressable
audience
6,570,000
Leverage guests to create and curate a
positive brand story
• Guests during peak periods
create opportunity to reach over
6.5 million potential guests
• Punch through Facebook filters
with content from “friends and
family”
• Test Flip.to platform or
equivalent
50
Total rooms 150
Occupancy 60%
Days occupied 365
Average friends on
Facebook
200
Potential
addressable
audience
6,570,000
You want influencer
marketing?
You have a house
full of them
Trend #3:
Data is the
Crown Jewels
© 2018 Tim Peter & Associates - Proprietary and Confidential 51
Digital Marketing Directions 2020
OTA’s moving into hotel services: Expedia Powered
Technology
Expedia launched Expedia Powered Technology
including MICE booking solution – “he first tool that truly
automates the booking process for meeting organizers
and hotels in real time” – “free” Rev+ revenue
management tool and more
Expedia hired VP, owner strategy and services (October
2016) “...focused on growing relationships with, and
developing new services for, hotel owners and
management companies”1
Starting to address the “in-stay” experience with keyless
entry trials taking place with a partner in Norway
Investment in Alice On-Property guest experience
management tool
1: https://www.traveldailynews.com/post/mark-morrison-joins-expedia-inc-as-vice-president-of-owner-strategy-and-services#sthash.MEi0HPx0.dpuf
“We are working to ensure we can
not only provide distribution and
new audiences for our partners,
but also help solve for other
challenges they may have. As we
make the shift to strategically
focus on needs of evolving
business solutions, we are
committed to using our resources
and technology to create new
product offerings that help our
partners reach their goals.” - Cyril
Ranque, president, Expedia’s
Lodging Partner Services
1: https://www.traveldailynews.com/post/mark-morrison-joins-expedia-inc-as-vice-president-of-owner-strategy-and-services#sthash.MEi0HPx0.dpuf
“You can never have too
much data. Bigger is
definitely better.”
Werner Vogel, CTO, Amazon
Or can you?
Welcome to the post-
GDPR and CCPA world
of marketing
Visual Information Specialist Jason Johnston/U.S. Army
Practice does not make perfect
WHAT WORKS?
THANK YOU
© 2018 Tim Peter & Associates - Proprietary and Confidential 60
Web timpeter.com
Phone +1.201.305.0055
Email tim@timpeter.com
Twitter @tcpeter
Digital Marketing Directions 2020
Develop paid media budget as
percentage of sale
62
Metrics
● Cost-per-click
(CPC) or cost-per-
impression (CPM)
● Clicks (or
impressions)
● Total cost (CPC *
clicks)
Metrics
● Visits
● Conversion rate
Metrics
● Conversion rate
(conversion
actions/visits to
page)
Metrics
● ROI or ROAS
● Cost per
conversion (Total
cost/conversion
rate)
Metrics
● Cost per
conversion as
share of sales
revenue
Which is better?
63
Scenario A Scenario B
Cost-per-click $1.00 $2.00
Conversion rate 4% 8%
Scenario A Scenario B
Cost-per-click $1.00 $2.00
Conversion rate 4% 8%
Cost-per-conversion $25 $25
Which is better?
64
They’re exactly the same
Focus on cost-per-conversion, not just cost-per click
Channel is irrelevant –same model applies to all
65
Scenario A
Cost of labor $25/hour
Hours to produce content 40
Total cost of content $1,000
Clicks received 500
Cost-per-click $2.00
Conversion rate 5%
Cost-per-conversion $25

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Digital Marketing Directions 2020

  • 1. DIGITAL MARKETING DIRECTIONS: 2020 Why the Future of Hospitality Marketing and Distribution Starts This Year
  • 2. What are the top trends in hospitality marketing?
  • 7. More people own mobile phones than own toothbrushes 7
  • 8. Trend #0: We need to stop talking about mobile as a trend… It’s a way of life 8
  • 9. More page views on mobile than desktop… starting in 2016 Greater than 65% of all digital media time… and growing Over half of all searches on mobile Over 20% of mobile searches on voice 5G started testing in 2017 – 1,000x faster than 4G © 2018 Tim Peter & Associates - Proprietary and Confidential 9
  • 10. Mobile changes behaviors © 2018 Tim Peter & Associates - Proprietary and Confidential 10
  • 11. Mobile changes business models © 2018 Tim Peter & Associates - Proprietary and Confidential 11
  • 13. They’re Not “Millennials” They’re “Adults Under 40” • Largest single demographic category (~73m vs. 72m Boomers vs. 66m Gen X)… and growing • Largest share of business travelers • More travel days than any other demographic (35 travel days/year vs. 27 for Boomers and 26 for Gen X)
  • 14. And now the bad news… • Adults under 40 spend significantly less per year on travel than any other age group (~$4,400 vs. $6,600 for Boomers and $5,400 for Gen X) • The Great Recession is the gift that keeps on taking from this segment
  • 16. Metasearch is a feature, not a product or company
  • 17. Significant changes coming in search may further pressure ranking/performance Duetto calls Google, “Your most important hotel distribution channel”
  • 18. “Google is our biggest competitor. The internet has been littered with the bodies of companies put out of business by Google.” Mark Okerstrom, Expedia CEO
  • 19. What are you going to do?
  • 20. Smart hospitality organizations ignore“mobile-first” – focus on “guest-first” instead
  • 21. Response #1: Content is, was, and always shall be King © 2018 Tim Peter & Associates - Proprietary and Confidential 21
  • 22. Even voice – which is growing significantly – relies on content to work Worry about the website and what powers that customer experience Focus on “the painting,” not just “the frame” © 2018 Tim Peter & Associates - Proprietary and Confidential 22
  • 23. 23Source: “Demystifying the Digital Marketplace,” p. 45, Kalibri Labs/AHLA, 2016
  • 24. Content attracts and converts guests • Customers who start on OTA’s have only a 7% chance of booking on hotel website1 • Customers who start on brand website have almost 10x percentage of booking through brand direct site • “According to Expedia doubling a hotel’s online pictures can result in a 4.5% take-up and $3.50 higher ADR, while providing a full property description (as opposed to a partial one) can result in a 5% take-up and $3 higher ADR”1 • Key takeaway: We are all publishers now 1: “Demystifying the Digital Marketplace,” p. 40, Kalibri Labs/AHLA, 2016
  • 25. 4.5 billion hours of video watched
  • 29. SNACKABLE SHARP SHAREABLE © 2018 Tim Peter & Associates - Proprietary and Confidential 29
  • 31. 55 100 4,500 5,500 10,000 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 10,000 Instagram posts Facebook hours of video watched YouTube videos viewed Google searches Snapchat video views Response #1½: Content increasingly means video © 2018 Tim Peter & Associates - Proprietary and Confidential 31
  • 32. Video beginning to influence guests • Views of branded video on YouTube up 118% YOY • 2 out of 3 US consumers watch online travel video when they’re thinking about taking a trip © 2018 Tim Peter & Associates - Proprietary and Confidential
  • 33. Four types of content needed to merchandise and market your properties Destination content. The first rule of selling travel to consumers remains “sell the destination first.” Research from Google shows that travelers tend to start their travel planning by searching destination-related terms. Whether you use blog posts highlighting area attractions, dedicated destination guides offered on your website, email marketing campaigns featuring local hot spots, or themed-content targeting key audiences, guests must first want to travel to your destination; you cannot get guests to consider your hotel if they’re planning to travel to another destination altogether. Property content. Often referred to as “descriptive” content, or less commonly “static” content, this includes information about your property itself, such as the number and type of guest rooms and meeting rooms, available amenities, its physical location and proximity to attractions, property name, brand affiliation, and other necessary attributes. Promotional. Promotional content includes the many offers, specials, and packages your marketing team designs to attract customers to book, enroll in loyalty programs or email lists, or any other call-to-action you can imagine. Availability, rates and inventory (ARI). Finally, availability, rates, and inventory presents guests with information about what they’ll actually book — descriptions and details of the room types, rate plans, and packages your property offers — as well as the dates when guests can book their stay. While ARI typically refers only to room types and suites, additional amenities, add-ons, and upsell items — including such varied items as restaurant reservations, Collab reservations and the like — may also represent inventoried items within your property management system, central reservations system, or booking engine. Google, “The 2014 Traveler’s Road to Decision,” Google, retrieved November 22, 2017, http://storage.googleapis.com/think/docs/2014-travelers-road-to-decision_research_studies.pdf. Also, Caroline McGuire, “Google reveals the top 10 travel searches of 2016 in the US,” The Daily Mail, retrieved November 22, 2017, http://www.dailymail.co.uk/travel/travel_news/article-4047968/Was-listening-geography-class-Google-reveals-10-travel-searches-2016-Grand- Canyon-them.html
  • 34. 34 ● Zoos ● Universities and colleges ● Theaters ● Business (esp. major employers, key accounts) ● Convention center
  • 36. Trend #2: Customer experience is Queen © 2018 Tim Peter & Associates - Proprietary and Confidential 36
  • 37. Just because you say something, that doesn’t make it true
  • 38. Price matters, but value matters more © 2018 Tim Peter & Associates - Proprietary and Confidential 38
  • 39. 39 “...humans rarely choose things in absolute terms. We don’t have an internal value meter that tells us how much things are worth. Rather, we focus on the relative advantage of one thing over another, and estimate value accordingly.” –Dan Ariely
  • 40. Real-world experience illustrates this in practice Achieved top positions in TripAdvisor, Yelp, social channels for multiple hotel clients Occupancy index improved to 95- 105 ADR index improved to 107-180 RevPAR index improved to 109- 169 Growth above comp set Reduced or held OTA share below 10%
  • 41. Adults under 40 represent major upsell opportunity • Upsell: Masters of “bleisure” travel (81% “probably” will add extra time to trip vs. 56% for Gen X and 46% for Boomers) • Speed: 49% put off booking if they can’t do it instantly online… which means mobile • Value: 50% consider themselves “Travel Hackers” able to get deals (vs. 26% for Gen X and 12% of Boomers)
  • 42. Matures continue to represent significant revenue opportunity • Value: Mostly “price” sensitive, but can swayed by experience • Experience: Don’t tend to mix business with pleasure – sell benefits of specific trip • Longer-term? Be conscious of growth trends as Boomers begin to age out of the marketplace
  • 43. 93% of consumers say online reviews impact their purchase decision 1% lift in TripAdvisor Rating leads to ~1% increase in RevPAR Companies with higher NPS grow 200% faster than competitors
  • 44. Review quality leads to increased RevPAR Pricing Power (ADR) Demand (Occupancy) Performance (RevPAR) All +0.8% +0.2% +0.96% Upscale +0.67% +0.19% +0.83% Upper Midscale +0.74% +0.42% +1.13% Midscale +0.89% +0.54% +1.42% Measured change in pricing power, demand, and performance given a 1% change in online reputation Source: Cornell Center for Hospitality Research
  • 45. In other words, your brand is only as good as your last review “…64% of leisure travelers and 52% of business travelers said they are not loyal to a particular brand. Sixty-nine percent of travelers tell family and friends about travel products and services, and 46% rely on those recommendations.”1 In essence, your brand is only as good as your last review 45 1: http://www.travelweekly.com/Travel-News/Hotel-News/Study-says-personalized-service-key-to-hotel-customer-loyalty
  • 46. “Speed is the new currency of business” - Marc Benioff Chairman and CEO, Salesforce.com © 2018 Tim Peter & Associates - Proprietary and Confidential 46
  • 47. Your mantra: “Instant gratification isn’t fast enough” © 2018 Tim Peter & Associates - Proprietary and Confidential 47
  • 49. Leverage guests to create and curate a positive brand story • Guests during peak periods create opportunity to reach over 6.5 million potential guests • Punch through Facebook filters with content from “friends and family” • Test Flip.to platform or equivalent 49 Total rooms 150 Occupancy 60% Days occupied 365 Average friends on Facebook 200 Potential addressable audience 6,570,000
  • 50. Leverage guests to create and curate a positive brand story • Guests during peak periods create opportunity to reach over 6.5 million potential guests • Punch through Facebook filters with content from “friends and family” • Test Flip.to platform or equivalent 50 Total rooms 150 Occupancy 60% Days occupied 365 Average friends on Facebook 200 Potential addressable audience 6,570,000 You want influencer marketing? You have a house full of them
  • 51. Trend #3: Data is the Crown Jewels © 2018 Tim Peter & Associates - Proprietary and Confidential 51
  • 53. OTA’s moving into hotel services: Expedia Powered Technology Expedia launched Expedia Powered Technology including MICE booking solution – “he first tool that truly automates the booking process for meeting organizers and hotels in real time” – “free” Rev+ revenue management tool and more Expedia hired VP, owner strategy and services (October 2016) “...focused on growing relationships with, and developing new services for, hotel owners and management companies”1 Starting to address the “in-stay” experience with keyless entry trials taking place with a partner in Norway Investment in Alice On-Property guest experience management tool 1: https://www.traveldailynews.com/post/mark-morrison-joins-expedia-inc-as-vice-president-of-owner-strategy-and-services#sthash.MEi0HPx0.dpuf
  • 54. “We are working to ensure we can not only provide distribution and new audiences for our partners, but also help solve for other challenges they may have. As we make the shift to strategically focus on needs of evolving business solutions, we are committed to using our resources and technology to create new product offerings that help our partners reach their goals.” - Cyril Ranque, president, Expedia’s Lodging Partner Services 1: https://www.traveldailynews.com/post/mark-morrison-joins-expedia-inc-as-vice-president-of-owner-strategy-and-services#sthash.MEi0HPx0.dpuf
  • 55. “You can never have too much data. Bigger is definitely better.” Werner Vogel, CTO, Amazon
  • 57. Welcome to the post- GDPR and CCPA world of marketing
  • 58. Visual Information Specialist Jason Johnston/U.S. Army Practice does not make perfect
  • 60. THANK YOU © 2018 Tim Peter & Associates - Proprietary and Confidential 60 Web timpeter.com Phone +1.201.305.0055 Email tim@timpeter.com Twitter @tcpeter
  • 62. Develop paid media budget as percentage of sale 62 Metrics ● Cost-per-click (CPC) or cost-per- impression (CPM) ● Clicks (or impressions) ● Total cost (CPC * clicks) Metrics ● Visits ● Conversion rate Metrics ● Conversion rate (conversion actions/visits to page) Metrics ● ROI or ROAS ● Cost per conversion (Total cost/conversion rate) Metrics ● Cost per conversion as share of sales revenue
  • 63. Which is better? 63 Scenario A Scenario B Cost-per-click $1.00 $2.00 Conversion rate 4% 8%
  • 64. Scenario A Scenario B Cost-per-click $1.00 $2.00 Conversion rate 4% 8% Cost-per-conversion $25 $25 Which is better? 64 They’re exactly the same Focus on cost-per-conversion, not just cost-per click
  • 65. Channel is irrelevant –same model applies to all 65 Scenario A Cost of labor $25/hour Hours to produce content 40 Total cost of content $1,000 Clicks received 500 Cost-per-click $2.00 Conversion rate 5% Cost-per-conversion $25