1. -­‐
Guide
2
for
Hoteliers
-­‐
ì
Improve
Your
Hotel’s
Online
Presence
How
Google
sees
businesses’
presence
on
the
web
By
Emilie
Alba,
extract
of
thesis
“The
Online
Compe;;on
Between
Hoteliers
and
OTAs”,
September
17,
2012.
Supervised
by
E.A.Craig,
Oneglobe
Network

2.
Web-­‐Marke<ng
Strategy
of
a
Hotel
Web-­‐Marke<ng
Strategy
of
a
hotel
viewed
by
an
Independent
Hotel
viewed
by
Google
How
independent
hotels
use
the
web
to
How
Google
thinks
hotels
should
use
a1ract
customers
the
web
to
a1ract
customers

3. %
=
the
importance
hoteliers
aDribute
to
each
touch
point*
to
aDract
customers.
Many
independent
hotels
-­‐ visualize
their
website
at
the
center
of
the
Internet
-­‐ try
to
bring
poten<al
clients
on
their
website
through
a
limited
use
of
Social
Media
(10%),
Local
directories
(10%),
Google
Maps
and
Places
(10%).
50%
of
the
touch
points
combined
are
not
op;mized
to
target
and
aDract
poten<al
hotels’
guests.
*
Touch
point:
Website,
Social
Media,
Local
Search
Sites,
Google
Maps/Places

4. %
=
the
importance
Google
thinks
Hoteliers
should
aDribute
to
each
touch
point
to
aDract
customers.
Google
visualizes
poten<al
customers
in
the
center,
and
strategically
Graph
made
in
April
2012
for
the
posi<oned
itself
on
all
the
different
Think-­‐Tank
Now
4
Next
by
Oneglobe
Network
exis<ng
touch
points.
Hoteliers
have
to
be
present
on
all
these
touch
points
+
pay
a
par<cular
aDen<on
to
online
influencers,
because
they
are
the
ones
who
are
the
most
likely
to
spread
words
about
hotels
online.
Each
touch
point
has
to
bring
poten<al
clients
to
a
bookable
plaUorm,
because
poten<al
clients
should
be
able
to
make
reserva<ons
through
the
touch
point
of
their
choice.
Note:
Touch
points
are
NOT
distribu<on
channels

5. G+
Local
Standardized
the
Online
Presence
of
Hotels
G+
Local
improves
the
web-­‐user
experience
online
by
making
Google’s
tools
more
social
G+
Local
expands
hotels’
visibility
on
each
touch
point

6. G+
Local…
-­‐ Strengthens
Google’s
posi;on
on
Local
Search
Sites
(=Local
directories),
which
provides
businesses
with
an
addi<onal
local
search
plaUorm
(made
possible
by
Google’s
partnership
with
Zagat).
-­‐ Makes
hotels
more
visual
on
Google
Search
(photos
of
businesses
present
on
G+
Local
shows
up
on
Google
search,
which
influences
web-­‐users
to
visit
hotels’
G+
Local
page).
-­‐ Makes
Google
Maps
more
social
by
displaying
“Review”
links
poin<ng
towards
the
G+
local
pages
of
the
hotels.
-­‐ Reinforces
hotel
guests’
direct
access
to
booking
plaEorms
on
each
touch
point,
with
the
“price
comparison
booking
boxes”.
More
about,
next
slide!

7. Google’s
“Price
Comparison
Booking
Box”…
…is
now
present
on
Google
Search,
which
makes
of
the
laDer
an
addi<onal
touch
point
for
customers.
Google
Maps
G+
Local

8. What
Does
This
Mean
For
Hotels
?
Ø Google
values
a
lot
businesses’
informa;on
coherence
online.
If
Google
can
rapidly
iden<fy
a
same
hotel
on
several
touch
points,
this
hotel
is
more
likely
to
be
ranked
among
the
top
results
on
search
engines.
Ø G+
Local
having
integrated
all
the
touch
points
hotels
are
using
to
target
poten<al
clients,
it
means
that
Google
values
the
hotels’
presence
and
ac;vity
on
each
touch
point.
Hotels
have
to
update
all
their
lis;ngs
and
accounts
on
each
touch
point
in
order
to
provide
Google
with
coherent
informa<on
about
their
business,
so
that
Google
can
recognize
a
same
business
on
different
touch
points.
G+
Local
is
therefore
the
opportunity
for
hotels
to
review
their
online
presence
and
make
it
coherent.

9. Updating
the
Online
Presence
of
a
Hotel
=
a
Heavy
Task?
NO,
it’
s
easy
Time
c
on suming !
but
ea
sy
You
need
to
dis<nguish:
-­‐ Which
touch
point
needs
to
be
handled
in
priority
-­‐ What
are
the
most
important
pieces
of
informa;on
to
update*.
Follow
the
graph
next
slide
!
*The
update
of
a
touch
point
consists
in
checking
and
modifying
(if
necessary)
all
the
points
listed
on
the
top
lec-­‐hand
corner
of
the
graph
next
slide.

11. 2
A
Step-­‐by-­‐Step
Process
1
“Show
Google
You
Know
Its
Requirements”
• Update
your
hotel’s
lis;ngs
on
Google
Places,
because
Google
is
currently
merging
these
pieces
of
informa<on
within
G+
Local
pages.
1
• It
only
consists
in
verifying:
-­‐
if
the
pieces
of
informa<on
concerning
the
hotel
are
correct
-­‐
if
the
hotel
has
only
one
lis<ng
created
per
street
address
(if
the
hotel
is
present
on
different
loca<ons).
2
“Show
Google
How
Popular
You
Are”
• Focus
on
social
media
because
if
this
touch
point
is
well-­‐maintained,
hotels
can
gain
visibility,
which
compensates
the
loss
of
traffic
many
hotels’
website
affected
by
Google’s
new
algorithms
(Google
Panda
and
Penguin)
experienced.
• The
objec;ve
is
to
gain
in
popularity,
because
Google
values
the
web-­‐user
experience.
The
more
a
page
is
followed
by
web-­‐users,
the
more
it
gives
Google
proofs
of
the
real
existence
of
the
business.

12. A
Step-­‐by-­‐Step
Process
3
“Show
Google
You
Are
A
Real
Business”
4
• Update
your
hotel’s
presence
on
local
and
3
recommenda<on
sites.
• It
consists
in
finding:
1-­‐
the
sites
on
which
the
hotel’s
compe<tors
are
present
2-­‐
crea<ng
lis<ngs
on
these
sites.
• It
is
important
to
be
present
on
sites
that
are
valued
by
Google.
In
general,
the
ones
ranked
on
top
results
and
the
ones
who
display
Google
devices
(like
maps)
or
visuals
(photos,
videos,
etc.)
are
efficient.
4
“Show
Google
Your
Website
Provides
A
Customer
Experience”
• Review
the
performance
of
your
hotel’s
website.
Google
algorithms
analyze
every
detail
of
the
website
to
see
if
the
business
related
to
is
s<ll
exis<ng,
and
if
it
provides
web-­‐users
with
relevant
informa<on
(likely
to
enhance
good
consumer
experience).
• A
website
has
to
be
well
organized,
dynamic
and
interac;ve.
The
best
way
to
improve
a
hotel’s
website
is
to
have
a
web-­‐developer
and
a
web-­‐marketer
working
together
on
it.

13. 2
The
op;miza;on
of
each
of
these
touch
points
will
be
further
developed
in
-­‐
Guide
3
for
Hoteliers
-­‐
,
in
order
to
sa<sfy
the
hoteliers’
need
to
visualize:
4
3
-­‐ Where
they
lack
performance
-­‐ How
to
relieve
the
situa;on
1
Did
you
miss
-­‐
Guide
1
for
Hoteliers
-­‐
?
You
can
s<ll
find
it
on:
-­‐ FutureMKRS
blog
hDp://futuremkrs.blogspot.com/
-­‐ My
own
blog
hDp://marketmyrooms.wordpress.com/
Follow
us
@futuremkrs
Follow
me
@em_nicolas