This document discusses how hotels can use traveler data to win more direct bookings. It outlines the three main pillars of travel data that hotels should analyze: destination, guests, and competitors. Understanding data about these areas can help hotels optimize their content, pricing strategies, and positioning to attract the right travelers. Analyzing metrics like search volume, price, traveler types, and competitors' strategies allows hotels to tailor their offerings to anticipate travelers' needs. This targeted approach using insights from traveler data can increase direct bookings compared to a one-size-fits-all strategy.

1. How to win more direct
bookings from data
TLearn webinar – March 30, 2017

2. kevin@tnooz.com
Senior editor and moderator
lfox@tnooz.com
Deputy editor and producer
Kevin May
Linda Fox

3. aly.thompson@trivago.com
Industry Manager for UK and Ireland
Aly Thompson

4. 4
1.3+ million hotels
200+ booking sites
1.4 billion visits per year

5. 5
55
Localized websites
33
Languages

6. Setting the scene
anticipate what travelers want and when they want it

7. 7
~3.38 million check-ins every day1.2 billion people traveled across the globe in 20163.9% more than the previous year
Source: UNWTO (World Tourism Organization)

8. 3 major challenges when
looking at data

9. Volume VarietyVelocity
9
The V-Factor

10. Do you know where
travelers start searching
for a hotel?

11. 11
Hotel Search & Booking Journey
1) Source: Phocuswright Report, "Search, Shop, Buy: The New Digital Funnel. June 2015”
Metasearch
OTA
Inspiration Search Compare Booking
More than 1 out of every 2 online hotel bookers
(travelers) uses metasearch when looking for hotels. 1

12. The 3 travel data pillars

13. 13
Destination Guest Competitors

14. Do you know the value of
your location as a
destination?

15. 15
Super Bowl 2017 Groundhog Day

16. 16
Super Bowl 2017 Groundhog Day
$340 $450Average hotel rates

17. 17
Time frame
Search volume
Price
Search volume

18. Who is your guest?

19. 19
2 million
Domestic travelers
79% of clicks go to profiles that
have a description
13 million
International travelers
Source: Institut d‘Estadistica de les Illes Balears, “Flujo de Turistas (FRONTUR) Diciembre 2016 y acumulado 2016”

20. Traveler types
Business traveler
looking for a trip during
the week
+ searches on
Monday mornings
Vacation traveler
looking for a trip of at
least 1 week
+ searches during weekends
Weekend traveler
looking for a
weekend getaway
+ searches on Thursday
and Friday evenings
20

21. 21
Is your content optimized?
Hotel A Hotel B
vs
Summer festival Business event

22. 22
Same content throughout the year
Hotel A
Hotel Amenities
Hotel News
Images
none
Hotel Amenities
Hotel News
Images
none
Summer festival Business event

23. 23
Targeted content to attract the right traveler
Hotel B
Summer festival Business event
Hotel Amenities
Hotel News
Business-related photos
Stay with us during ITB and enjoy WiFi in your
room and shuttle service to the fair venue
for free
Hotel Amenities
Hotel News
Leisure-related photos
Take advantage of our special offer for free
access to our terrace pool and buffet breakfast
during the summer festival

24. 24
Who wins? Content based on data
Hotel A Hotel B
vs
Optimized content + special hotel news = average +82% clicks
➔ more direct bookings

25. What are your
competitors doing?

26. 26
Take a look at their pricing strategies
181 €
199 €
219 €
116 €
179 €
120 €
147 €
Holiday Out
Sleep Inn
City Hotel
Harbor Plaza
Best Northern
Rindner Hotel
Western Resort

27. 27
Setting your price: 2 questions
Is your rate attractive? Is it competitive?

28. 28
Is your rate attractive?

29. 29
Is it competitive?
Competitive pricing
-5% leads to +50% booking conversion
+5% -5% 0%

30. How do you use
this data to win more
direct bookings?
30

31. 31
Destination Guest Competitors
Positioning / USP (unique selling proposition)
Price & Promotion

32. 32
Discover your hotel’s data:
www.trivago.com/hotelmanager/

34. Thank you
aly.thompson@trivago.com
info@tnooz.com