The purpose of Availpro's contribution will be to persuade hotel owners that their hotel website is not the only online direct sales channel available. This seminar is designed to convince you of the benefits of emerging distribution channels and to demonstrate how easy they are to use and the vast potential that they offer. Richard Olivier, UK & Ireland Sales Manager at Availpro comments on the 3 steps for a successful online strategy: Attraction, Conversion and Social recommendation. Billboard effect: expose your offer everywhere in order to increase your direct sales. Implement a central inventory to optimise your distribution. Finally, integrate the Social Media into your global strategy. For more information: http://availpro.com

1. How to turn your website
into your top vendor

2. 3 steps for a successful online strategy
1
Attraction
2 3
Conversion Social
recommendation

3. 1. Attract visitors on your booking sites
Search engine Search engine Billboard Marketing
optimization marketing effect activities
Web
Facebook
Mobile
sites

4. a. Search Engine Optimization (SEO)
Your website must be SEO oriented:
• Get rid of the flash technology!
• Keywords in the texts describing your hotel, offers
• You must include correctly the titles
• Include also descriptions
Keep a close look on these
elements!
Follow those elements closely by integrating Google analytics into Availpro!
Here is some best practices it’s good to keep in mind…

5. Find the good balance between pictures and texts
Homepage example
A good proportion must be met between
pictures and texts
+ your pictures must be of good quality!
1 internet user out of 3 highly influenced by pictures (Mediametrie)
Rooms and services descriptions
Texts must be a real selling point
and written on a client expectations’ point of view
5

6. Talk about your hotel on your website
All the necessary information must be there!
> Room description > How to go to your hotel
> Services description
6

7. Optimize the results of the search for your hotel
1- It’s essential to mention that it’s the official 2- Position your hotel on Google maps
Website of your hotel) and place the info on your website
This will distinguish you from the other actors presented
when the lookers search your hotel on the internet.
We have a lot of other best practices, let’s talk about it together while looking at your website…

8. b. Search Engine Marketing (SEM)
In order to complement the SEO, you have to use Google Adwords with a ROI attitude.
Track and continue
only the profitable
investments.
The Availpro tracker gives you a simple and ready to use insight of it!
Take decisions today on the profitable investments to pursue.

9. Billboard effect: Expose your offer everywhere!
Your websites Your Internet distributors Your social medias
By presenting their offer on distribution sites, hoteliers can increase their direct
Web booking by 7.5% to 14.1% (Center for Hospitality Research, Cornell U. study)

10. Marketing activities
• Flyers
• Brochures
• Special offers
• Emailings
• QR Codes
… are still valid actions !
Integrate the Availpro booking button
in all your online activities when possible.

11. 2. Conversion: lookers into bookers
Don’t make your guest think!
• Complete information on the website
- Your clients should find easily all the
information about your hotel and services
- Good quality pictures are highly recommended
- 12 languages available
• Direct booking
- Online payment should be proposed
- A booking button must be present on each page
• Simple offer (3 rates max)
- Your offer must be clear and attractive:
pictures, description…

12. Some must have on your hotel website
Mini-booking engine on the homepage Dynamic rate page
Today’s date appears automatically Clickable calendar
12

13. One central inventory = a universal distribution

14. Place a booking engine on each of your direct channel of distribution
– Your web site
– Your Facebook page
– Your prospection
emailings
– Your mobile website
Optimize your direct sales, give more visibility to your offer.

15. 3. Social Recommendation
Your clients are your best ambassadors!
It’s crucial to follow your clients’ satisfaction
Our advice:
- Follow the comments on your hotel on Tripadvisor and
others Vinivi, Zoover. Respond to bad comments.
défavorables.
- You must be proactive on that field. One way or an
other, ask your clients about their satisfaction.
Availpro satisfaction tracker will do that and even more: bring your satisfied clients on Tripadvisor
so that they could leave their comments.

16. 3. Social Booking
Start converting your fans into guests! Allow fans and their friends to view your entire
offer on your hotel's Facebook page and book.
- Facebook has more than 27 million users in the UK
- Facebook has more than 500 million users worldwide
- The intention to buy is 4 times greater on Facebook*
- Greater visibility in online searches with a Facebook page
You can integrate the Availpro booking engine
* Source: Nielsen Brandlift Study on Facebook – April 2010

17. Thank your for your attention!
...Any questions or remarks?
We remain at your disposal after this conference…
Jennifer Frederiksen
Directrice des ventes
jfrederiksen@availpro.com
01 58 62 58 15