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This presentation gives an insight into the hotel industry. This industry has been top rated in terms of search on the internet. Learn a few basics before you start an internet marketing campaign focused majorly around PPC in the hospitality sector.
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SEM – A Hotel Perspective
Internet Landscape in India
Travelers1 rely on the internet as the #1 source of information while researching a trip
1 Google, The Travelers Road to Decision 2009
Others
Brand Websites
Online Travel Agents
Search Engines
0% 10% 20% 30% 40% 50% 60% 70% 80%
1%
10%
15%
74%
And where do these travelers search while planning a trip?
78%
The Power of Search: Global Trends
Online Travel: USA Trends
Online Travel: USA Trends
Online Travel: Trends in India
Hospitality: Dominant on Search
New client?
How well known is your brand?
How can your hotel be categorized?
Where are your hotels located?
Based on the type of hotels, let’s ask a few more questions…
Who stays in your hotels?
Family
Business Traveller
Couple
Where is your target audience based?
Now that we have covered…
• The type of hotel
• The target audience
• Your key source markets
• Goal of your SEM campaign
Let’s move on…
Seasonality
Skiing in Summer?
Sunbathing in Winter?
Recognize your competition
Online Presence
Special Offers & Deals
So where do you begin?
Hotel Industry Metrics
• Booking
• Revenue
• Inventory = Available room nights/month
• Average Number of Room Nights
• Average Room Rate (ARR)
• Occupancy Rate
Other Hotel Jargon
• MICE
• Rack Rate
• BAR Rate
• Early Bird Offer
• Weekend Offer
• Business Offer
Hotel Booking Cycle
Awareness & Interest
Hotel Booking Cycle
Awareness & Interest
Research
Hotel Booking Cycle
Awareness & Interest
Research
Comparison
Hotel Booking Cycle
Awareness & Interest
Research
Comparison
Hotel Booking Cycle
Booking
Campaign Structure
Split your account into campaigns based on properties and key source markets
Budget
Core Themes
• Include core themes in one campaigno Hotels in <city>o Budget/luxury/business hotels in <city>o 3/4/5 star hotels in <city>o Affordable/top/premium/best hotels in <city>
Additional Themes
• Create new campaign for additional themeso Hotel tariffs in <city>o Holidays in <city>o Locality based termso Offer based termso Beach/spa/palace hotels in <city>o Hotels near <city> airport
Events
Now that you have covered so many themes, let’s take another
look at the Booking cycle…
Hotel Booking Cycle
Awareness & Interest
(e.g. hotels in <city>, top hotels in
<city>)
Hotel Booking Cycle
Awareness & Interest
(e.g. hotels in <city>, top hotels in
<city>)
Research(e.g. 5 star hotels in <city>, luxury hotels in <city>, business hotels in <city>, budget hotels in <city>)
Hotel Booking Cycle
Awareness & Interest
(e.g. hotels in <city>, top hotels in
<city>)
Comparison(e.g. <city> hotel tariffs, Best rates <city> hotels)
Research(e.g. 5 star hotels in <city>, luxury hotels in <city>, business hotels in <city>, budget hotels in <city>)
Hotel Booking Cycle
Awareness & Interest
(e.g. hotels in <city>, top hotels in
<city>)
Comparison(e.g. <city> hotel tariffs, Best rates <city> hotels)
Research(e.g. 5 star hotels in <city>, luxury hotels in <city>, business hotels in <city>, budget hotels in <city>)
Hotel Booking Cycle
Booking(e.g. <your hotel>)
Leverage Your Brand
• Unknown or well-known, ensure that you show up for your brand
Should you bid on your competition?
Want to focus only on branding?
Probability of Booking
Put your price in the ad copy
Now that your campaign is ready and set up, what is the next step?
Measuring Success
Conversion Tracking
To measure success, track
bookings or ‘Request a
Quote’ form fills on the
website
Modify the conversion
code to track revenue &
measure ROAS
Restaurants
• Target your campaign to that city and include terms like:o Restaurantso Restaurants in <city>o <cuisine> restaurantso <cuisine> in <city>o 5 star/affordable
restaurants
Restaurants
• Use call extensions and
location extensions
• Get a unique phone
number to measure the
bookings made through
your campaign
Key Performance Indicators
• Bookings
• Revenue
• Cost
• Conversion Rates
• ROAS
Some advanced techniques…
Remarketing
Dynamic Remarketing
• User comes to your website
and checks out a particular
hotel
• He leaves your website
without booking
• Remarket to that user with
customised messages and
offers regarding the hotel he
showed an interest in
Separating Devices
Business travelers make
last minute bookings
from Smartphones or
Tablets. For business
hotels or city hotels, run
separate campaigns on
these devices
New Launches
Create display network campaigns with image ads
about a month before the actual launch to generate
awareness about the property
Thank You