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Digital strategy sarovar hotels
The document discusses current hospitality trends in India and opportunities for digital strategy at Sarovar Hotels & Resorts. Key points include: - The branded budget hotel segment is driving growth in India's hospitality sector. However, digital platforms are truly driving their expansion. - Sarovar faces challenges with visibility, user experience, and reputation on digital platforms compared to competitors. - A proposed digital strategy includes responsive brand websites, search optimization, social media engagement, and personalized communications to increase online bookings.
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Digital strategy sarovar hotels
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- 2. x The Sarovar Hoteland resorts brands
- 3. x Current hospitality trendsIndia 204 Million smart phone users by end of year 2016, and most of them will book hotels online 3.5 M 8.4 M Growth in Online bookings 2014 - 2016 The Indian hospitality sector is undergoing a revival, with demand rising rapidly for the branded affordable hospitality segment. online hotel booking industry will be worth $1.8 billion from the current $0.8 billion Over 10,000 new rooms are expected to be added online in the branded budget hotel segment in 2016 and it could double up. Apart from affordability, the consumer is now spoiled for choice with a range of options, provided through rampant cross-branding and bundling of services, that were well beyond their reach earlier.
- 4. x Current hospitality trendsIndia The branded budget hotel segment might be the driving force behind the explosion, but it is digital platforms driving their growth. The Google Travel Trends Report indicates that while queries for the hospitality sector grew at 37%, the branded budget segment’s grew by at a whopping 179% y-o-y, *Google India
- 5. x Current hospitality trendsIndia 59% bookings are done through offline channels. 25% bookings are done online of which OTA’s own 18% bookings. 18% Online travel agents 7% Hotel websites Makemytrip.com owns the largest market share of online bookings followed by Goibibo.com and Booking.com Makemytrip.com has 27,500 hotels and guesthouses as part of it’s inventory In India and rooms are available through mobile app, mobile site and website.
- 6. x Hospitality consumer trendsIndia Only 29% of the users book hotels online at present, 83% of users who research for hotels online are comfortable transacting online and do an online transaction once a month, the report said. More women (about 50%) research and book hotels online compared to men (41%). Users in the age group of 35-44 year are the most savvy and mobile phones have emerged as the preferred choice of device for accessing the Internet. 72% consumers prefer doing advance bookings for hotels before travel.
- 7. x Hospitality consumer trendsIndia Indian travellers are increasingly preferring short trips of less than five days. Budget accommodation has emerged as the most popular option for travellers in India with 49% users choosing them. 32% users book economy hotels and 19% users book luxury hotels. 37% prefer to travel with friends. as opposed to 31% who said they prefer family members as the travel companions. Online payment continues to be a challenge with two-third of Indian travellers preferring to pay offline; half of them pay directly at the hotel. Complicated terms and conditions, concerns about online cancellation policies, better rates and discounts available offline as well as offline personalised services were some as the other reasons for users to still book hotels offline. Short Trips Economy / budget hotels Search Online Book offline
- 8. x Sarovar hotels andresorts – Digital experience The Sarovar Portico, Hometel ,Park Plaza / Inn and Radisson brands already cater to requirement of the 3-4 star and budget accommodation. The majority of this branded budget accommodation is spread over Tier 2 and Tier 3 cities, including some properties in Tier 1 cities as well. These branded budget accommodations cater to two set of consumers: The business travel – Short stays of 2-3 days through the week, typically booked last minute or few days before travel. The leisure traveller – With the increase in Internet penetration and competitive flight tickets, more travellers are looking to travel for leisure to popular destinations. They normally look for budget accommodation packages/offers and good amenities. These bookings are done in advance.
- 9. x 3 Challenges forthe Sarovar budget accommodation brands on digital Visibility Booking experience Reputation Sarovar hotels and resorts – Digital experience
- 10. x Visibility A search forbudget hotels does not show up Sarovar brands on the 1st page of results Or in the Google hotel meta search. If travellers can’t find you on the 1st page, they won’t even know about your presence. Sarovar hotels and resorts – Digital experience
- 11. x Sarovar hotels andresorts – Where to play in digital Visibility The Sarovar hotels and resorts has a parent website, which allows consumers to book hotels across India. However in some cases we found individual websites for budget hotels in few destinations with different equity. This can be challenging for consumers, who are looking for a common experience while booking accommodation.
- 12. x Visibility Makemytrip.com is the#1 OTA in India. Our budget hotels are not getting featured in the top 7-10 search results on their website for popular destinations like Shimla or Jaipur (rated by popularity) Sarovar hotels and resorts – Digital experience
- 13. x Booking experience The userexperience while booking through a hotel website, can reduce cart abandonment and quick conversions. Sarovar hotels and resorts – Digital experience
- 14. x Booking experience Sarovar hotelsand resorts – Digital experience
- 15. x Booking experience Sarovar hotelsand resorts – Digital experience
- 16. x Reputation Sarovar hotels andresorts – Digital experience
- 17. x Sarovar hotels andresorts – Digital experience Reputation
- 18. x Sarovar hotels andresorts – Digital strategy
- 19. x Sarovar hotels andresorts – Digital strategy Increase visibility and grow share of online bookings for branded budget accommodation.
- 20. x Sarovar hotels andresorts – Digital strategy Positioning is the key on digital platforms Leisure + Business Accommodation Budget + Economy Accommodation
- 21. x Sarovar hotels andresorts – Digital strategy A responsive website each for Sarovar portico, Radisson and Park Plaza is required to build a common equity for the consumers, as currently it is disparate. These will be backed by Sarovar booking engine. These responsive websites will cover all locations where the respective brand hotels are present. This will ease out management of online inventory and bookings across properties and exemplify consumer experience for Leisure and business accommodation.
- 22. x Sarovar hotels andresorts – Digital strategy Digital branding across channels is required for Sarovar portico, Radisson and Park Plaza, to make them more alluring for Leisure and corporate consumers. The branding is used across search, media banners, Social media and 3rd party aggregator websites. The Last meeting @ Sarovar Portico Delhi Starts at 6999/ Per night
- 23. x Sarovar hotels andresorts – Digital strategy Working lunches at Radisson Gurgaon Buffet starts at 899/- per person Promote dining facilities through Digital channels across properties and highlight prices
- 24. x Sarovar hotels andresorts – Digital strategy Never miss an email at Park Gurgaon 24/7 Wi-Fi connectivity Promote all the facilities through Digital channels across properties for business users.
- 25. x Sarovar hotels andresorts – Digital strategy Crush wine at the Sula Vineyard 3KM’s from Sarovar Portico, Nashik Starts at 4999/ Per night Promote all the facilities through Digital channels across properties, based on location and uniqueness.
- 26. x Sarovar hotels andresorts – Digital strategy Yoga mornings at Ambrosia Sarovar Portico, Haridwar Starts at 7999/ Per night create innate curiosity about locations . Exotic experiences but within reach by Sarovar Portico
- 27. x Sarovar hotels andresorts – Digital strategy Easy conferences At Hometel Pune Rooms start at 2999/ Per night Affordability and business benefits need to be called out clearly for Hometel brand, calling out for conferences and making group bookings.
- 28. x Sarovar hotels andresorts – Digital strategy PPC/GDN across properties Ongoing optimisation based on offers, rates , location and inventory SEO for all hotel websites and mobile sites dedicated to brands Promoted posts on social media Digital penetration Promoted social Media stories personalised e-mailer 3 Months 3-6 months 4 months Retargeted mobile/desktop Ad’s on browsing personalised SMS Hotel bookings Lead generation plan SEO and SEM Dedicated brand Responsive websites Abandoned cart, potential leads New and existing properties
- 29. x Sarovar hotels andresorts – Digital strategy Intent Pricing Location contextual facilities Nearby targeted Long tail keywords Branded Keywords Search strategy for Sarovar brands People are going to search for the same thing in different ways. Target terms travellers use to describe your hotel. Why are people traveling to your location? What are they looking to do? What do they like about your property? What is the price people are searching for ?
- 30. x Search strategy forSarovar brands Sarovar hotels and resorts – Digital strategy Local SEO increases visibility for businesses interested in ranking for geographically-related keywords. The Google hotel meta search listings allow users to purchase accommodation without leaving the search page.
- 31. x Search strategy forSarovar brands Sarovar hotels and resorts – Digital strategy Promoting corporate meetings through display Ad’s Lowest rates through direct bookings
- 32. x Sarovar hotels andresorts – Digital strategy Search strategy for Sarovar brands Insight – Majority of the consumers search online and book offline. Search solution – Click to call mobile PPC Ad’s for Sarovar brand hotels will increase leads and conversion through the hotel reception. Location based mobile search results , need to be optimized to increase visibility and reach.
- 33. x Sarovar hotels andresorts – Digital strategy Social media strategy for Sarovar brands Platforms Community Size Updates Total Engagements Engagements Per Update Facebook 16.9K 34 522 15 Twitter 1.2K 34 86 3 LinkedIn 17.3K 16 483 30 Google+ 459 15 18 1 Pinterest (Total) 9 145 NA NA Sarovar Hotels & Resorts is active on all major platforms but the interaction levels are on the lower side across all the platforms. But, across all the platforms, the brand isn’t actively engaging or responding to users.
- 34. x Sarovar hotels andresorts – Digital strategy Social media strategy for Sarovar brands
- 35. x Sarovar hotels andresorts – Digital strategy Social media strategy for Sarovar brands
- 36. x Sarovar hotels andresorts – Digital strategy Responding to consumers improves personalization and brand efficacy. It also shows that the brand cares and is responsive to consumer sentiments.
- 37. x Sarovar hotels andresorts – Digital strategy Managing social response for Sarovar brands
- 38. x Social media strategyfor Sarovar brands Promoted social content needs to have clear “book now” call outs. This should then lead to dedicated mobile pages or allow for in-app purchase for hotel rooms. Sarovar hotels and resorts – Digital strategy
- 39. x Sarovar hotels andresorts – Digital strategy Personalized emails to new and existing consumers helps in promoting offers and brings in potential leads.
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