Turning Lookers into Bookers!

Transcription

1 Turning Lookers into Bookers! Rachel Howes, Great National Hotels Ian Sloan, Avvio

2 Avvio Operates Worldwide m Clients Offices Globally Hotel revenue processed annually

3 Great National Hotels

4 Acquisition

5 There s a lot to think about

6 Acquisition > Digital Marketing is a key traffic driver

7 Acquisition > A/B testing is helping us to refine our messages Variable A Variable B

8 Remarketing and Display

9 Acquisition > But is programmatic the future?

10 How many of you have looked into programmatic buying?

11 We already live in a Mobile First world.. But Voice is coming.. By % of all searches will be via voice Source: Comscore

12 Perfect your local SEO 40% of voice search users are looking for business information; so it s never been a more important time to optimise your local SEO Ensure your Google My Business Page is up to date Address contact details opening hours Source:

13 Use Featured snippets / Answer box Google Home and Google Assistant currently read out featured snippets when they answer voice search queries Answer specific questions Answer questions concisely Triggered by long tail keywords Start with question-type search queries like when, why, what? Source: Comscore -

14 Get inside the head of your users Source: Source:

15 So that you will get ahead of voice search

16 How many of you have a voice strategy?

17 Acquisition > Video will be 82% of traffic by % of travelers watched a video when they were choosing a vacation destination, according to Google. 4X more people prefer to learn information from a video 2 Facebook tests showed that brand recall increased 6% with vertical videos Instagram announces IGTV Videos are full screen and vertical 4 1. Cisco /

18 Who is doing video for hotels?

19 Acquisition > Reviews are important during discovery and conversion Google reviews is increasingly important and is now part of SERP ranking Having bad reviews actually gives you integrity and guests will trust you more! You have to respond Source: Reviewshttps://

20 Who has a specific person accountable for review management?

21 Conversion

22 Pressure tactics by OTAs come under scrutiny

23 Control your own destiny

24 Conversion > Messaging is more popular than social

25 Conversion > Predicting demand

26 Conversion > Focus on mobile site speed 1 Source: Source:

27 Conversion > Content is king (still)

28 Price Quality Performance

29 The traditional approach Here s my website & booking engine

30

31 allora returning with booking by Avvio

32 Key metrics to focus on Unique visitors Bounce rates Exit pages Conversion Micro conversion (next best action) Less focus on time-spent-on-page Consider this: The length of those sessions has shrunk by 5%. 3 With more frequent and shorter sessions you might conclude that consumers aren't finding what they want on mobile. Yet conversion rates have grown nearly 10% on mobile travel sites. 4

33 Action points to take away Acquisition: Local SEO Messaging social Parity and Meta Video Conversion: Responsiveness Site speed Photos Reviews A personalised booking engine

34 Thank you Rachel Howes, Great National Hotels Ian Sloan: VP Client Strategy, Avvio