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How to win more direct bookings from data
TLearn webinar – March 30, 2017
Senior editor and moderator
Deputy editor and producer
Kevin May
Linda Fox
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1.3+ million hotels
200+ booking sites
1.4 billion visits per year
5
55Localized websites
33Languages
Setting the sceneanticipate what travelers want and when they want it
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~3.38 million check-ins every day1.2 billion people traveled across the globe in 20163.9% more than the previous yearSource: UNWTO (World Tourism Organization)
3 major challenges when looking at data
Volume VarietyVelocity9
The V-Factor
Do you know where travelers start searching for a hotel?
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Hotel Search & Booking Journey
1) Source: Phocuswright Report, "Search, Shop, Buy: The New Digital Funnel. June 2015”
Metasearch
OTA
Inspiration Search Compare Booking
More than 1 out of every 2 online hotel bookers (travelers) uses metasearch when looking for hotels. 1
The 3 travel data pillars
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Destination Guest Competitors
Do you know the value of your location as a destination?
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Super Bowl 2017 Groundhog Day
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Super Bowl 2017 Groundhog Day
$340 $450Average hotel rates
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Time frame
Search volume
Price
Search volume
Who is your guest?
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2 millionDomestic travelers
79% of clicks go to profiles that have a description
13 millionInternational travelers
Source: Institut d‘Estadistica de les Illes Balears, “Flujo de Turistas (FRONTUR) Diciembre 2016 y acumulado 2016”
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Traveler types
Business traveler
looking for a trip during the week
+ searches on Monday mornings
Vacation traveler
looking for a trip of at least 1 week
+ searches during weekends
Weekend traveler
looking for aweekend getaway
+ searches on Thursday and Friday evenings
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Is your content optimized?
Hotel A Hotel B
vs
Summer festival Business event
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Same content throughout the year
Hotel A
Hotel Amenities
Hotel News
Images
none
Hotel Amenities
Hotel News
Images
none
Summer festival Business event
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Targeted content to attract the right traveler
Hotel B
Summer festival Business event
Hotel Amenities
Hotel News
Business-related photos
Stay with us during ITB and enjoy WiFi in your room and shuttle service to the fair venue
for free
Hotel Amenities
Hotel News
Leisure-related photos
Take advantage of our special offer for free access to our terrace pool and buffet breakfast during the summer festival
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Who wins? Content based on data
Hotel A Hotel B
vs
Optimized content + special hotel news = average +82% clicks ➔ more direct bookings
What are your competitors doing?
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Take a look at their pricing strategies
181 €
199 €
219 €
116 €
179 €
120 €
147 €Holiday Out
Sleep Inn
City Hotel
Harbor Plaza
Best Northern
Rindner Hotel
Western Resort
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Setting your price: 2 questions
Is your rate attractive? Is it competitive?
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Is your rate attractive?
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Is it competitive?Competitive pricing
-5% leads to +50% booking conversion
+5% -5% 0%
How do you use this data to win more direct bookings?
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Destination Guest Competitors
Positioning / USP (unique selling proposition)
Price & Promotion
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Discover your hotel’s data:
www.trivago.com/hotelmanager/
