Digital Marketing Trends in Hospitality

Are you catering to the digital traveller?

We don’t shop in the same malls..

The Foundation

57%

Source: Strangeloop

Slow = Less Money!

1 second delay

$ 1.6B annually

Source: Strangeloop

How much money?

Registration Frustration

May leave when asked to create an account

Have >5 unique passwords

Dislike the idea of creating a new password

Use ‘Forgot Password’ at least once a month

Have lied on the form

Prefer social login

Forget Flash..

Within 10-20 sec consumers have made up their mind about a particular website

Do you want 7-15 sec to be used waiting for your expensive flash to load?

Oh, shiny! It moves! It has action! I must

love it!

Focus on the product

Whitespace

Content is KING

Content

The Future is Visual

The Digital Traveller

Source: Google Travel Study, May 2012, Ipsos MediaCT

Nearly 2/3 reserve hotels online

The main source to plan a trip?

Source: The Traveler’s Road to Decision, Google and Ipsos MediCT July 2012

Comparison Shopping


Video in Travel

Source: Google Travel Study, April-May 2012, Ipsos MediaCT

Video in Travel Planning

Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012

Video Optimisation

60 sec = 1.8mln

76% = X presence

90% of traffic by 2015

x 53 better rankings

0:48 site vs. 5:50 video

400% ↑ conversions

4 billion

3.5 billion

Mobile First


The Mobile Business Traveller

95% of smartphone users conduct restaurant searches | 90% convert within 1 day

64% convert within 1hr | ‘Restaurants’ is the best converting category in local mobile search

F&B Trends

Mobile Site vs. Mobile App


Loyal Customers

Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012.

IT & Digital Marketing

Digital Media Landscape

Bought Media

Owned Media

Earned Media

WebsiteDatabaseCRMSponsored EventsCorporate Social MediaMobile AppsContent SEO

Display AdvertisingPPCAffiliatesSocial AdsInteractive TVVideoDigital RadioDigital Posters

NewsReviewsOnline PRSocial MediaVideoBlogsMobile

Where does IT sit in DM?

MARK ER

IT

The Digital Mix

Website

SEO

PPC Social Media

Display

Email

Mobile Affiliates

Corporate transparency

Regulatory considerations

Global outsourcing

Privacy considerations

Customer collaboration

ROI accountability

Growth market opportunities

Decreasing brand loyalty

Financial constraints

Shifting consumer demographics

Channel and device choices

Social media

Data explosion

0% 10% 20% 30% 40% 50% 60% 70% 80%

Marketing challenges reported by CMOs

Key Challenges

Social Media in MENA

Source: Discover Digital Arabica

Social Media in MENA



What’s the right Digital Marketing “Mix” for your business and for your

target audience?

Which channels to choose?

Start with your customers and work backwards

Follow your customer..

Remember..

Lack of direction, not lack of time,

is the problem. We all have twenty-four hour

days. Zig Ziglar

“ “

Thank [email protected] | +971 50 90 27 900 | Skype: Tsweaq

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