Digital Marketing Directions: Three Trends Shaping 2014 Hospitality Internet Marketing

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2014 introduces the largest disruption of hotel internet marketing in years, with changes in mobile, content marketing, and search putting more pressure on hotels and resorts. This presentation delivered to HSMAI highlights those changes and how travel marketers can take advantage to help their brands and their businesses succeed in a complex marketplace.

Travel Business Technology

Digital Marketing Directions
Three Trends Shaping Hospitality
Internet Marketing and E-commerce
in 2014

More People Own Mobile Phones Than Own
Toothbrushes

2013: 45% of Searches on Mobile

Source: Google

Have We Reached “Peak Search”?

Source: Google

Overall Mobile Use

Source: eMarketer – Digital Travel Outlook – June 2012

X
Overall Mobile Use

Source: eMarketer – Digital Travel Outlook – June 2012

Actual Smartphone Use

Source: Google 2013 Traveler Study

Every Minute on the Internet

30 hours of video uploaded
100,000 tweets

204,000,000 emails

Source: Intel

Mike Moran

16

© 2012 Mike © 2010GroupMoran
Moran Mike LLC

Content Strategy – Guest Focused
• Who are you talking
to?
• What messages
resonate with that
guest?

18

Content Strategy – Message First
• Choose formats that
support story,
message and guest
• Tailor the medium
to the message

19

Content Strategy – Make it Shareable
• What makes it
memorable?
• Why would guests
want to tell their
friends?
• Is it easy for guests to
share?
20

Content Strategy – Validation
• What are your
success metrics?
• Review
performance
relative to
objectives
21

Content Strategy – Test and Learn
• Test multiple
messages to find
what captures
customer interest
and action
• “Fish where the
fishing’s good”
22

Costs of Customer Acquisition
• Watch expenses you
don’t write checks for
• Not all “good deals”
benefit your hotel

Conclusion
•

Think mobile-first

•

Tailor experience to guest context (i.e., mobile, tablet, desktop)

•

Invest in content to answer guest needs

•

Test and learn / “fish where the fishing’s good”

•

Manage costs across channels

Thank You
Web:
Phone:
Email:
Twitter:

timpeter.com
201-305-0055
tim@timpeter.com
twitter.com/tcpeter

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