Hotel Digital Marketing Web, Mobile & Social
As mobile technology advances and the world of social media expands, more and more hotels are turning towards the internet to increase revenue and generate greater brand awareness. In this wild world of Twitter, SEO,
and analytics, failure to adopt early is social suicide - see how the most social-savvy hotels are marketing themselves in this exploding market.
A new frontier. The migration of hotel services to online offerings
- Percent of hotel bookings that took place online: 1) 2000 - 1%; 2) 2010 = 50+%.
- Online travel agents cost hotel operators about $2.5 billion in 2010.
- Online booking costs $2-$6.
- Phone booking costs $6-$10.
- 61% of Internet users in the US research travel online before purchasing.
- Bottom line: Bookings made from a property's website cost less.
Social media presence. How to win and influence brand identity
- 7 in 10 Americans consider reviews before making purchases.
- Social sharing significantly improves hotel site exposure: 1) Only 40% of hotels enable social sharing; 2) Hotels with social sharing experienced a 12% increase in pageviews over three months; 3) Hotels without sharing
experienced a 2% decrease in pageviews over three months.
- 27% of hotels offer live chat.
- Give people what they want: 1) What content is most popular on hotel Facebook pages?: Hotel feature (rooms, photos, etc) - 0.31%; contest - 0.25%; Company news/events - 0.20%; Local tourism - 0.19%;
Promotion/deal - 0.15%; 2) Hotel adoption of social media strategies: Facebook (keys: global & property, property pages, global pages only, no presence) - 2011 (global & property - 73%, property pages only - 7%,
global pages only - 5%, no presence - 15%), 2012 (global & property - 95%, property pages only - 2%, global pages only - 2%); Twitter (keys: global & property, property pages, global pages only, no presence) - 2011
(global & property - 56%, property pages only - 12%, global pages only - 8%, no presence - 2%), 2012 (global & property - 70%, property pages only - 10%, global pages only - 20%).
- 10% of hoteliers offer full booking capabilities on their Facebook page.
* Global: A worldwide brand or franchise. Property: A specific, individual hotel location.
- Hotels with the greatest growth rate of Facebook "Likes" (Feb 2011 - Feb 2012): 1) Hilton hotels & resorts - 101%; 2) Radisson - 63%; 3) Park Hyatt - 33%; 4) Concorde hotels & resorts - 30%; 5) Intercontinental
hotels & resorts - 22%; 5) Conrad hotels & resorts - 21%; 6) Waldorf Astoria hotels & resorts - 19%; 6) renaissance hotels - 16%; 7) Hotel Indigo - 16%; 8) Sofitel - 14%.
- Spreading their social trends: 1) 63% of hotels are on Google Plus; 2) 58% of hotels are on foursquare; 3) 19% of hotels are on Instagram; 4) 17% of hotels are on Pinterest; 5) 13% of hotels are on Tumblr.
Hotels gone mobile. Keeping customers engaged with branded hotel content
- Hospitality is the #2 industry for mobile engagement (behind retail). 2/3 of hotel brands support a mobile-optimized site with mobile-booking functionality.
- Largest profit margins come from mobile users: 70% of mobile bookings are more expensive same day bookings.
- Mobile services have led to an 18% increase for in-room dining orders.
- MGM's mobile phone apps (downloaded 800.000= times) allow users to: 1) Make reservations; 2) Buy show tickets; 3) Order room service; 4) Enjoy geo-targeted content and offers.
- iPads allow guests to: 1) Control temperature and lighting; 2) Order room service; 3) Arrange ar services; 4) Make restaurant reservations; 5) Set spa appointments.
- A growing industry. Mobile booking is poised to increase exponentially: 1) 2010 - $160 million; 2) 2012 - $2.6 billion (2.4% of total online bookings); 3) 2013 - $8.0 billion (6.5% of total online bookings).
- Mobile increases: 1) iPhone app - (2011 - 54%, 2012 - 68%); 2) Mobile website - (2011 - 63%, 2012 - 68%); 3) Android app (2011 - 10%, 2012 - 46%); 4) iPad app (2011 - 12%, 2012 - 44%); 5) Blackberry app
(2011 - 20%, 2012 - 22%).
The big payoff. How individual hotels have leverages online marketing to increase revenue and brand awareness to unbelievable heights
- The Lenox hotel. social media promotion generated $55.000 in revenue and 257 room nights. E-mail campaign earned $40.000 and 144 room nights.
- Roger Smith hotel. Food and beverage sales up %32. event revenues up 37%. 75-175 rooms per month filled directly due to social media efforts.
- The Washington Court hotel. Prior to social media campaigns, online resources generated $68.000 in revenue each year. After 6 years, online services now account for $4.000.000 a year.
- Rancho Caymus Boutique hotel. Internet reservations up 224%. room nights up 252%. Websites revenue up 330%.
- The Orlando hotel. Website revenue increased 100%. conversion up 280%. Total revenue increase from $50.000-$60.000 a month to over $120.000 a month.
- Inn at Eagle mountain. Internet reservations up 372%. Room nights up 345%. Total revenue up 58%.
- Buuteeq is the world's first digital marketing system for hotels. Their Cloud DMS allows hotel marketers to publish hotel websites, mobile optimized websites, feature-rich Facebook applications, commission-free
booking engines and iPhone eConcierge apps, all integrated into one system. Visit www.buuteeq.com for more information. Contact them at firstname.lastname@example.org or +1 (800) 734-1769.
Sources: http://www.zeromomentoftruth.com; http://www.hospitality.org/news/4055361.html; http://contently.com/blog/4-brands-that-use-instagram-for-killer-social-media-marketing; http://www.eyefortravel.com/mobile-
and-technology/mobile-web-ignore-it-your-peril; http://www.gcommercesolutions.com/case-studies; http://blog.businessmediasolutions.com/roger-smith-hotel.