Slideshow used for a recent VFM Leonardo webinar hosted by Darlene Rondeau, featuring guest speakers Glenn Squires of Pacrim Hospitality Services Inc. and Craig Perch of The Georgian Terrace Hotel. The webinar covered current hotel marketing trends, predictions for 2013 and recommended best practices.
New Year, New Plan: Planning Your Hotel's Digital Marketing for 2013
1. New Year, New Plan:
Planning Your Hotel’s Digital Marketing for
2013
December 12th, 2012
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2. Darlene Rondeau
Vice-President, Best
Practices, Online Merchandising
VFM Leonardo Inc.
@darlenerondeau
4. What you will learn today
What transpired in 2012
How to meet growing consumer demands
Tips for using social media to increase
engagement and bookings
How to optimize for travel shopping on mobile
devices
5. Glenn Squires
Chief Executive Officer
Pacrim Hospitality Services Inc.
Immediate Past Chairman, IHG
Owners Association
6. Craig Perch
Area Director of Revenue
Management
Crescent Hotels & Resorts
The Georgian Terrace Hotel
8. Digital shopping has
grown at a rate of
16%
iMedia Connection: Today’s biggest digital marketing challenge
9. 48%
of mobile phone users in
the US own a smartphone
iMedia Connection: Today’s biggest digital marketing challenge
10. The use of social
media has risen by
30%
iMedia Connection: Today’s biggest digital marketing challenge
11. Facebook accounts for
60%
of the social market share
iMedia Connection: Today’s biggest digital marketing challenge
12. The number of daily Pinterest
users has increased by
145%
since January 2012
Factbroswer: Pinterest Facts and Statistics
13. Travel is one of Top 10 Categories on Pinterest
Source: Mashable, What People Are Pinning on Pinterest
14. Glenn Squires
Chief Executive Officer
Pacrim Hospitality Services Inc.
Immediate Past Chairman, IHG
Owners Association
15. Market Outlook 2013
More of the same as we experienced in 2012.
Global GDP should rise about 2.5%, Europe will continue to be
slow.
The US Fiscal Cliff is something to watch.
Business and corporate travel will be good. Expect RevPar
growth of about 5%, but 80% will be rate as demand growth
slows.
Manage your KNR and LNR - use the right channels; more
stringent management of rates needed.
16. Market Outlook 2013
Leisure travel will depend on whether there are tax hikes
◦ This will impact middle market, but top-end should continue to travel as normal
College-educated unemployment will continue to fall, which is good
for hotel sales
Economy segment will still be soft, with luxury, upper up-scale and
upscale performing well. Upper mid scale will also do well
Review the Distribution study conducted by AH&LA last year
◦ Will be a valuable resource and reference tool for 2013.
Raise your rates at least as much as inflation
Be diligent on revenue and profit management
17. Social Media
How to manage your online reputation…
What people are saying about you…
How do you respond…
18. Social Media
How do I get more consumers/members to
participate?
Facebook and Twitter will continue to be strong
and dominate
Pinterest (dominated by women) and
FourSquare will be good
19. Tips & Advice for 2013
Focus on
enhancing
your core
capabilities
21. Tips & Advice for 2013
There is a
steady steam
of new media
that shifts with
how people
consume
22. Tips & Advice for 2013
Be diligent and
monitor regularly
23. Tips & Advice for 2013
Always look out
for new
technology,
apps, etc.
24. Tips & Advice for 2013
Get involved
in new hot
media like
Instagram
(Taking a photo and
posting to generate
comments)
25. Tips & Advice for 2013
Be careful of
over discounting
& watch out for a
discount mentality
(Groupon/deal sites used
properly can = new business)
26. Tips & Advice for 2013
Integration of
social and mobile
will accelerate
and become
more important
(Stay diligent and look
for innovation)
27. Craig Perch
Area Director of Revenue
Management
Crescent Hotels & Resorts
The Georgian Terrace Hotel
28. Website Strategy
Regular audits ensure accuracy
of information
Video/ 360 degree virtual tours
huge part of selling process
29. Website Strategy
Regular audits ensure accuracy
of information
Video/ 360 degree virtual tours
huge part of selling process
Interactive agency manages
several marketing aspects
Search Engine Optimization
Linking strategy
Paid search advertising
Remarketing/retargeting
Trigger campaigns
30. Website Redesign 2013
Complete redesign of current hotel website with strong emphasis on
the Tablet and Mobile platforms as we continue to see very positive
trends through these channels.
New website will focus on:
1. Ease of use – We understand if the site is more user friendly and
less congested it will drive more traffic.
2. Rich media – Will have rich media throughout the entire site with
links to navigate around the site easily.
3. Best prices – Will highlight our best prices, offers and loyalty
programs on our homepage
41. Mobile – Next Steps
Continue matching any mobile only promotions
extended to the OTA sites through our own site.
Currently reviewing Customer Relations Management
tools (CRM) which will enable us to blast our clients
while in-house about the offerings in our outlets.
Looking at implementing QR codes on property as a
way to quickly interact with our customers.
42. Results & Projections
2012 shows positive YOY RevPar
growth of 8.3% for the hotel
In 2013 the midtown Atlanta market
projection is expecting a 4.2% RevPar
growth (PKF data, September 2012)
We believe the hotel will be
somewhere in line with that projection
44. Key Takeaways
Digital and mobile shopping are expected to
continue rising
Facebook, Twitter and Pinterest are the top social
platforms to monitor
Multi-device shopping is a evolving trend
Optimizing for mobile devices is essential for
consumer satisfaction
46. Watch your inbox for…
Recording of this webinar
◦ Share it with your colleagues
Free whitepaper
◦ 2013 Hotel Marketing Trends: From standout social media
to marvelous mobile marketing
Invitations to upcoming webinars
◦ January’s topic: Visual Storytelling on Social Media
The great thing about incorporating our VFM Multimedia viewer is the fact that we now have a reservation widget available for anyone who would like to make a reservation directly from our facebook page without having to close out and go directly to the website. While we have not seen tremendous revenues from this channel what's most important is that the option is there to be used.By also having the Multimedia viewer we are able to display the hotel’s video and 360 virtual tours on facebook as well.
Teaser questions-To just keep the Interaction with our fans.