hotel sales online are rapidly growing but margin on online sales is eroded by third party travel agents
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1 1 hotel sales online are rapidly growing but margin on online sales is eroded by third party travel agents 2
2 we partner with hotels to help maximise their direct bookings via their own websites and mobile 3 we provide marketing strategy, web design, mobile technology, booking technology to generate traffic, convert lookers to bookers, and improve your margin 4
3 World s Leading Booking Engine PMS and CM Integration Dynamic Pricing, Meal Plans Personalised and Localised Support Highly Effective Mobile Booking PCI-DSS Compliant Responsive & Mobile Optimised Designed From Your Buyer s Perspective Integrated Booking & Dynamic Feeds Award-Winning Mobile Design Deep Linking with Detailed Tracking Easy CMS Management Booking Engine Website Design Digital Marketing Distribution Management Deep-Linked Targeted Advertising Localised Language Support Google Adwords Certified Partner Google Analytics Ecommerce Integrated Meta Search Reach with TripAdvisor, Google Hotel Finder & Trivago Focus On Direct-To-Website Optimise Your Margins Tight Booking Engine Integration Manage All Your Channels Actively Redistribute As Availability Drops GDS / IDS Management 5 The Rise of Meta Search Your Direct Marketing Opportunity Dr Des O Mahony CEO & Founder, Bookassist 6
4
5
6
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8 Mobile Internet Users Pass Desktop Internet Usage 16
9 2014 Google now indexes 30 thousand billion web pages 100 billion times each month too INTERNET= INFORMATION! much 18
10 Driven Filtering of search - metasearch - is increasingly needed! by consumers who need a one-stop shop New opportunity for you to extend distribution and brand 19 indirect via OTAs direct to hotel 20
11 indirect via OTAs meta search direct to hotel 21 meta search indirect via OTAs direct to hotel customer 22
12 meta search OTA OTA OTA OTA OTA direct to hotel OTA Text 1. how do I send my data? customer 2. how do I bid? 3. how do I convert? bid for rank 23 meta search hotel finder 24
13 Meta Search How It Works 25 Meta Search Generally pay-per-click model Advertising opportunity Branding opportunity Conversion opportunity. 26
14 Meta Search Needs careful management! Bids AND Prices AND Availabilities Robust integration to retain position Needs real marketing expertise Connectivity alone is NOT a solution. 27 Google Hotel Finder 28
15 hotel finder integration with Bookassist Bookassist Booking Engine s best rate and availability for double stays of 1, and 2, and nights arrival today, tomorrow, days apply restrictions calculate any dynamic discounts separate out all taxes, charges. 14 x 180 = 2520 data x2 data x2.. data x2..! 29 hotel finder integration with Bookassist Bookassist dedicated servers, 6 hours to calculate a file for all Bookassist hotels 5+ million stay prices, 100+ million room rates tens of millions of individual nightly rate checks permanently running on demand update any change within 5 minutes! 30
16 Madrid, Spain 31 32
17 33 34
18 ? 35 Google Google+ Local 36
19 37 Your hotel is already on Google Hotel Finder - optimise it! Management of Google+ is critical Update old Google Local and move to Google+ Manage online reputation careful, reviews on Google+ Delete duplicate listings. 38
20 No barrier to participation Google Hotel Finder Maps and Price Ads Universal Search and Price Ads Google+ Local Mobile Other places? 39 Google Hotel Finder Effectiveness 40
21 Google HotelFinder Average Booking Value 400 Bookings From Meta Search (suppose one per day) 30 Total Booking Value From Meta Search Cost via OTA (say, 20% commission) 2400 (A) Cost On My Website (say, 5% commission) 600 Meta Search Budget Per Month 500 Cost via Meta Search and My Website 1100 (B) Savings Achieved (A-B) 1300 over 40 per booking! 41 Google HotelFinder Latest Results Some showing exceptional ROI of 10 With highly optimised Google+ listings With good use of dynamic pricing With good use of web optimisation. 42
22 TripAdvisor TripConnect 43 44
23 45 Booking engine deep linking 46
24 TripAdvisor TripConnect What You Need Active Business Listing Subscription Certified Booking Engine Technology like Bookassist Be a registered owner on TripAdvisor. 47 TripAdvisor TripConnect Optimisation Target your markets with specific rates Optimise in all key languages 48
25 49 TripAdvisor TripConnect For Success Search position for TA is important Rank within TA is less critical in metasearch Good service and reputation Advertising opportunity Branding opportunity Conversion opportunity. 50
26 Rank is changing! 51 #3 #11 52
27 TripAdvisor TripConnect Results You are getting qualified traffic! Expect to invest ~ 500 per month Achievable ROI is ~10-15 But it is not just about direct ROI! Can vary strategy here versus other online marketing efforts like Adwords. 53 Trivago 54
28 55 potential " Meta search is a new digital marketing opportunity 56
29 Adwords Hotel Finder Google + Differentiate Exploit Mobile You can compete Search Must protect it Brand Visibility Challenge Rank itself is changing Reputation Management TripConnect Web Rank Rank is revenue 57 Need Dynamic Integration! Compelling / Appeal Web Presence Conversion Challenge Grow RevPAR Engine Capability Differentiation 58
30 click traffictheir job conversionyour job! 59 60
31 facebook.com/bookassist twitter.com/bookassist linkedin.com/company/bookassist 61
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