Countryside Hotels Sweden
Net Affinity Overview 1. 380 clients, multiple consolidator platforms, 94% retention rate 2. High touch, specialized digital marketing services & booking technology 3. Staff of 48 – split between IT, Design, Marketing & Acc Mgmt. 4. Ongoing client survey of account mgmt.: 100% satisfied, 92% ‘extremely satisfied’ with account management 5. 1m euro investment in our IBE and CMS technology in 2016 6. Dedicated booking conversion team 7. Strong emphasis on culture, happy crew and CSR 8. Work with Independent hotels 9. Run by Hoteliers for Hoteliers
Our Core Values To have a work environment that encourages Openness, Trust & Respect of each other taking into consideration our different cultures & nationalities. To be Accountable to one another with open support in the tasks we have to do and execute our work with energy and enthusiasm. To nurture an Environment of Creativity and Innovation by removing the boundaries that inhibit change. To provide an Outstanding Customer Focused Service to our clients. To Encourage Autonomy, Self-direction and Expertise through training and fostering specialism. To contribute in a positive manner to our values and culture and encourage Fun through Social Interaction and Team Spirit. To be Unpretentious, Confident without Arrogance and ego free. To be Fiercely Committed to continue Building a Remarkable Company.#
Design Awards 2015
What we have brought to HHE and the member hotels New Company & New Team Competence, Expertise and Ability to Successfully Manage HHE site Fresh Approach with creative new website and online Marketing Understanding of Hotel Sector and Factors Currently Influencing Industry Right attitude, Passion and Desire to make a difference
European Websites
Consolidator Website – Irelands Blue Book
European Websites – Historic Hotels of Slovakia
European Websites – Welsh Rarebits
Sample Bespoke site
Sample Template site
Additional Features – Mapping & Events
Additional Features – Social Feed
Mobile Sample
Powerful, Multi-Device Booking Engine Features Integrated Booking Engine Central Availability Search by map, activity etc. Grouped Special Offers Enhancements & Upgrades Event Module Guest Review Module Gift Voucher Module Pre Arrival e-Mail & Post Stay e-Mail Corporate Rate /Promo codes Badges Featured Offers Consolidator availability Demand & Lead in Time Reports Mobile responsive platform Tours & Itineraries
Booking Engine - 2016 1. Adaptive calendar display to ensure usability across all devices 2. Removal of site navigation to retain customers in booking channel 3. Prominent search display 4. Reduced customer distraction to aid in conversion potential
Booking Engine - 2016 1. Booking summary on the right, sticky on scroll, with information of room type & rate plan selected on every step of the process 2. New reservation form style 3. Value propositions underneath the booking summary 4. More intuitive booking process
Enhance Direct 1. 2. 3. 4. 5. 6. 7. 8.
Unlimited budgets once CPA is met for CPC campaigns Meta Marketing Peek.com – review actual customer interaction with site Heat Mapping – new website Funnel tracking – reporting now available Access to Google for client meetings CRO team working on your account Client on screen surveys – worth looking at for 2016
Booking Abandonment 1.
Fully inclusive with the booking engine
2.
Option for custom branded booking abandonment emails
3.
Option to now add this technology to content pages for Conference enquiry/brochure download options
4.
CMS Abandonment for weddings/conference
Marketing Activity is Sales Led
•
Social – Facebook, Twitter, YouTube, Google+, Pinterest
•
Paid – Google: Domestic/International & Remarketing
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Meta Search – Google HPA, Trivago & Trip Connect
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SEO – Hotel, Regional, Theme, Events
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Mobile - Location Based advertising
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Digital Marketing Plan – 360°
•
Monthly reporting - 100% Transparency on spend
Persona Driven Maketing Campaign specific landing pages: •
• • • • •
Designed to specifically focus the visitor’s attention on the offer & increase conversion Target specific key markets & customer campaigns Build greater guest engagement Fully editable landing pages Build a conversion boosting customer persona Retain guests by tailoring your overall hotel experience to what your customers actually want
Meta Search Direct Integration 1. Fully integration with; Trivago, Google Price Ads, Google Hotel Price Ads, Trip Instant 2. Display your best rates to encourage channel shift from OTAs 3. Full channel shift strategy prepared pre Go Live
Reporting & Analytics •
All Activity Tracked
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Conversion, Lead times, Demand
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Weekly, Monthly Reports
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Monthly update
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Google Analytics – (Google Tag Manager) – – – – –
User Demographics Events / Campaign Tracking Full Ecommerce Stats Goal funnelisation, conversion stats Device Tracking – Mobile/ Full Site
Booking Trends - Europe
Net Affinity Limited 2016
What we Will Cover Today European Market Overview Booking Trends/OTA Share Rise of Mobile Book Direct Movement Case Studies: Independent hotels
European Market Overview
European Market Overview
European Market Overview
Booking Trends – EU Independent Hotels
35% Bookings Made Online
Net Affinity client statistics – EU Independent Hotels
60 70%
70%
OTA share of Online
Booking.com share of OTA
Circa
Booking Trends – EU Independent Hotels
36% Bookings Made Online
71% OTA share of Online
49% Booking.com share of OTA
Phocuswright / H2C statistics – EU Independent Hotels
Booking Trends – US Chain & Independent
43% Bookings Made Online
50% OTA share of Online
16% Booking.com (priceline) share of OTA
Phocuswright – USA statistics
Booking Trends – The Rise of Mobile Analysis of activity per device for all 350+ Net Affinity clients Mobile traffic surpassed desktop traffic in July 2015 It has remained ahead each month since Significant growth since Nov 2015 Desktop and Tablet bookings are correspondingly declining Globally: Smartphones’ global share of mobile travel transactions grew by +15% year on year (source: Criteo)
Booking Trends – The Rise of Mobile Traffic by Device 50% 45% 40%
47% 44% 38%
38%
35% 30% 25% 19%
20%
17%
15% 10% 5% 0% Desktop
Mobile Q1 2015
Tablet
Q1 2016
Mobile traffic now accounting for 47%, Desktop and Tablet both declining
Booking Trends – The Rise of Mobile Revenue by Device 70%
65% 61%
60% 50% 40% 30% 21% 20%
16%
19%
17%
10% 0% Desktop
Mobile Q1 2015
Q1 2016
Mobile revenue increased from 16% to 21% Desktop is still king with 61% of revenue
Tablet
Booking Trends – The Rise of Mobile Transactions by Device 70% 62% 60%
58%
50% 40% 30%
25% 19%
20%
19%
16%
10% 0% Desktop
Mobile Q1 2015
Q1 2016
Tablet
The Future of Mobile Mobile transactions increased from 19% to 25% We are predicting mobile transactions to be at 28% by end Q4 2016 Desktop is still accounting for largest share at 58% Phocuswright reports that mobile bookings nearly doubled from 2015-2016 worldwide, and the trend is set to continue
Book Direct Movement Shift in the balance of Power? OTAs are consolidating into a duopoly (Expedia and Priceline), giving them more leverage with hotels Major hotel brands are also consolidating (Marriott’s purchase of Starwood), which means their own leverage has also increased The Book Direct Movement: a push for fairer, more proportional relationships with OTAs and other third party sites Where does this leave independents? In need of solid revenue management and book direct strategies
Book Direct Movement Why Now? Large brands are creating a domino effect Hotels are taking more notice of booking volumes and CPA from each channel Legislation change France & Germany: no more rate parity UK’s urgent investigation into OTAs for anti-competitive practices Hotrec Book Direct Campaign
Book Direct Movement How the Chains Are Responding? OTAs are 62% of online bookings for chains and 71% for independents in Europe Chains are using all their leverage to push for more direct bookings and lower commission rates paid to OTAs Even large multinationals like Choice Hotels International are feeling the pinch: “We are not happy with the price points [OTAs] want.” – David White, CFO
Book Direct Movement Hilton – stop clicking around
Book Direct Movement Marriott Rewards Members Rates:
Book Direct Movement Hyatt – Members Discount
Book Direct Movement Scandic Hotels – Why Book Direct
Book Direct Movement Citizen M – Become a citizen and get the best rate in the entire universe
Book Direct: Independent Hotels How & Why Independent Hotels Should & Need to Act RM: Revenue Management & Automated Revenue Management System Digital Marketing: Display, Recapturing, Social, Email Loyalty: Offer Rewards/Discounts to subscribers and loyalty club members Reputation Management: the importance of social proof Complex Paths to Purchase: a strong, consistent presence across devices
Book Direct: Independent Hotels Book Direct Incentive - examples
Book Direct: Independent Hotels Book Direct Incentive - examples
Book Direct: Independent Hotels Cumberland Hotel – Book Direct Incentive
Book Direct: What Our Clients are Doing EUROPEAN CITY CENTRE PROPERTY Change in Pricing Strategy – Lower Rate exclusively on Hotel Website Visibly promoted on hotel website Online marketing focused around booked direct offer
Book Direct: What Our Clients are Doing EUROPEAN CITY CENTRE PROPERTY Online Marketing Campaign – Comprehensive Google Adwords with uncapped budget – CPA % KPI agreed Google Remarketing Campaign Trivago Hotel Listing
Book Direct: What Our Clients are Doing EUROPEAN CITY CENTRE PROPERTY THE RESULTS 58% Traffic Increase 91% Booking Increase 107% Revenue Increase
Book Direct: What Our Clients are Doing REGIONAL RESORT PROPERTY Change in Revenue Strategy Price difference on hotel website Advance purchase offer is a book direct exclusive Stay longer for Less offers are book direct exclusives Stay restrictions on high demand dates Each booking channel managed separately Usage of demand reports to yield per channel
Book Direct: What Our Clients are Doing REGIONAL RESORT PROPERTY Online Marketing Campaign – Comprehensive Google Adwords Bing Advertising Facebook ReMarketing Instagram ReMarketing Trip Tease – Price Check Tool
Book Direct: What Our Clients are Doing REGIONAL RESORT PROPERTY THE RESULTS 23% Traffic Increase 65% Booking Increase 67% Revenue Increase
What We Learned Today STR results show growth YTD for European markets OTAs are a significant majority of online bookings for EU independents Mobile is seeing dramatic growth everywhere Consolidation & legislations changes are creating domino Book Direct campaigns for both chains and independents Independents need solid Revenue Management & Book Direct strategies to compete THE BOOK DIRECT SERIES eBOOK: Keys to a Solid Book Direct Strategy
Summary Challenge & Exciting Opportunity New Website – Design & Functionality Innovative Marketing Forefront of Social Media Proactive Account Management Transparency on all Activity