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Hotel Kungfu: Digital Marketing for Hotels
The document discusses the complexities of online marketing for hospitality, highlighting the challenges independent properties face due to the rise of distribution channels and changing consumer behavior. It presents Hotel Kungfu's services designed to enhance online presence, reduce guest acquisition costs, and increase revenue through effective website management, SEO, social media engagement, and reputation management. The document also provides insights on return on investment and strategies to optimize online marketing efforts for hotels.
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Hotel Kungfu: Digital Marketing for Hotels
- 1. ONLINE MARKETING FORHOSPITALITY
- 2. Hello HOW MAYWE HELP YOU?
- 3. WHY WE EXIST • Increasing complexity of selling rooms today •More distribution channels e.g. Web, OTA, Voucher deals • Big changes to personal behaviour and advertising techniques • Although these changes offer benefits to smaller organisations, Independent properties do not have the resources to benefit •Working with Hotel Kungfu allows independent properties to focus on operations. (making the customer experience perfect)
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- 6. Priceline and ExpediaRevenues since 2006 Expedia Priceline ESPECIALLY OTA
- 7. We rely ononline marketing channels to enhance our brand awareness and to generate a significant amount of traffic to our websites Priceline Annual Report 2013
- 8. Priceline and ExpediaRecent Ad Spend Expedia Priceline OTA ONLINE AD SPEND
- 9. OTA AD SPENDIN CONTEXT • For every room night booked Expedia spend 750 THB, Priceline spend 370 THB
- 10. OTA'S STEAL YOURGUESTS! •Hotel Kungfu help hotels ensure that they protect their brand from the dubious ethical practices of OTA's. •Our online marketing experts will help you drive online bookings to your website.
- 11. LET'S TALK RESULTS The Passage Samui Story 2010-2012
- 12. TOTAL REVENUE (MTHB)
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- 17. DISTRIBUTION CHANNEL TRENDSTHE LAST 3 YEARS The Passage Samui now has a balanced channel portfolio
- 18. DISTRIBUTION CHANNEL DEFINITIONS AN ONLINE PERSPECTIVE •OTA - Expedia, Agoda, booking.com and the rest •ONLINE - Website and email direct bookings •VOUCHER - Groupon, Ensogo, Living Social et al •OFFLINE - Travel Agents, Wholesalers, Local & Domestic Agents •Other - The rest, walk-in, corporate, etc
- 19. CHANNEL BREAKDOWN 2010 ONLINE OFFLINE OTA VOUCHER DEAL OTHER
- 20. CHANNEL BREAKDOWN 2011 ONLINE OFFLINE OTA VOUCHER DEAL OTHER
- 21. ONLINE OFFLINE OTAVOUCHER DEAL OTHER
- 22. CHANNEL BREAKDOWN 2012 ONLINE OFFLINE OTA VOUCHER DEAL OTHER
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- 24. HOW WE AFFECTYOUR BOTTOM LINE •Reduce guest acquisition costs • Increase market share • Increase market size • Allow small price (rate) increases due to improved branding
- 25. ROI MODEL •Weestimate a ROI of between of 300% to 600% depending on resort size, Room rate and current occupancy •Give us your current numbers and we can give you a projected revenue forecast.
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- 27. 3. Measure andrefine 2. Drive potential guests to visit 1. Build/update website STEPS TO SUCCESS
- 28. 1. Build/update website STEPS TO SUCCESS
- 29. GRAPHIC & WEBSITEDESIGN •Nowadays, your website is the first touch point you have with your guests. • First impressions matter. • If your website is poorly designed, hard to navigate and has errors. Guests will assume your property is the same. •Telling a compelling story about what makes your property unique and special will turn your rooms into a luxury rather than a commodity which means higher room rates
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- 34. CONTENT AND WRITING •The words on your website are very important. They can show people where to find what they are looking for – or leave them completely lost. •They can make people fall hopelessly in love with you – or head directly for your competitors. •Our expert writers will ensure your property is presented to potential guests in keeping with your brand.
- 35. Love at fir!sight Delight in Koh Samui's magical skies, breathtaking sunsets and cr ystal clear seas that secure our position as one of the premier romantic resor ts in this holiday par adise . Our Koh Samui resort chef will take your palate on a culinary journey through the progressive twists of hot, sweet, tangy and tart fl av o r s t h a t r e s o n a t e i n T h a i fusion cooking. Elevate yourself COPYWRITING SAMPLES SEE OUR SAMPLE WEBSITES FOR MANY MORE!
- 36. PHOTOGRAPHY • Professionalphotography is the foundation stone of your media assets •High resolution images are essential. 10MPixel min. •We provide room, resort and aerial photography. • If you have amazing sunset/sunrise view time lapse movies can capture it for your properties YouTube channel and viral sharing on social media.
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- 39. BOOKING ENGINE •Criticalfunctionality. Turns lookers into bookers. •We have worked with more than 5 of the most popular booking engines, doing initial setup and ongoing optimisation and management. • If you don't have an existing contract we can recommend the best fit for your property.
- 40. LIVE CHAT •Think"online concierge" •View who is on your website and where they are from, then offer to assist them. • Allows reservations/ front office to stay active during idle times.
- 41. WEBSITE HOSTING •It's no use having a great website if no one can reach it because the servers are down. • Speed is also important as research shows that for every half second a visitor has to wait for your website to appear leads to a 5% drop in visitors •Our fast, reliable, secure hosting has been proven to work under heavy load spikes (Groupon USA deal traffic) • Premium option available to receive Text message in the event of outage.
- 42. 2. Drive potentialguests to visit STEPS TO SUCCESS
- 43. SEARCH ENGINE OPTIMISATION • Search engine optimization (SEO) is affecting the visibility of your properties website in a search engine's "natural" or un-paid ("organic") search results. •Higher ranked websites receive more clicks from potential guests. •On of the most important ways to get your property noticed
- 44. RESEARCH FROM GOOGLE •This data shows the importance of SEO and ranking highly on the page. •Chitika insights June 2013 • US data • http://searchenginewatch.com/article/2276184/No.-1- Position-in-Google-Gets-33-of-Search-Traffic-Study
- 45. SOCIAL MEDIA •Facebook has changed the way people live forever. •With 1 billion users now sharing their lives online; Facebook and other social media offer a unique opportunity for resorts to generate word of mouth referrals from your guests. • Facebook users love to share their holiday experiences, encourage them to do so by publishing great images, videos and running competitions on your Facebook page.
- 46. REPUTATION MANAGEMENT 2012SURVEY FROM PHOCUSWRIGHT •57% of users agree that seeing hotel management responses to reviews generally "makes me more likely to book it (versus a comparable hotel that didn't respond to travellers)." •84% of users agree that an appropriate management response to a bad review "improves my impression of the hotel." •78% of users agree that seeing a hotel management response to reviews "makes me believe that it cares more about its guests." •64% of users agree that an aggressive/defensive management response to a bad review "makes me less likely to book that hotel.
- 47. REPUTATION MANAGEMENT HOWWE HELP •Monitoring guest comments. • Preparing management responses for your approval •Analysing activity, performance, competitor results and trends. •Developing strategies to increase reviews and boost ranking.
- 48. NEWSLETTER AND EMAIL • Stay in touch with guests after they leave with a monthly newsletter. • Share great stories from guests and staff, good reviews and the latest offers and promotions • For guests researching vacations ensure they can sign up on your website. • After sign up, send a series of timed emails to entice the guest to book.
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- 51. LOCAL LISTINGS •Local listings are becoming more important as smartphone usage increases. • Essentially, local listings are shown when the query has a place in it e.g. Koh Samui resort or the device used for the search is location aware e.g. A smartphone. •We ensure your property is setup on all important local listings so your property is easily findable. •This also helps guests find you when they use services like Google Maps.
- 52. ONLINE ADVERTISING •Promote your property to potential guests searching on Google or Bing (PPC text ad) • Show images and animations to capture users attention whilst browsing websites on their computer or mobile (PPC display ad)
- 53. Branded Property KeywordTargeted Searches PPC TEXT ADVERTISING SAMPLES
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- 56. BANGKOK POST CASESTUDY • In 2011, we compared Google Adwords with a direct media buy from the Bangkok Post Sales team • 10,000 THB was spent on both campaigns which showed ads on the Bangkok Post website •The Google ads proved six times more effective.
- 57. VOUCHER DEAL MANAGEMENT •Not for everyone! • If your average occupancy is below 60%, highly recommended! •We have worked with voucher deal companies globally from USA to Europe to South Africa to Australia.
- 58. REVENUE, RATE, CHANNEL MANAGEMENT •Rate parity headaches? •Too many channels to manage? • A channel manager can save many hours of time each week, as well as reduce manual errors that can cause your property to be removed from OTA distribution channels • Also allows management more flexibility on pricing.
- 59. 3. Measure andrefine STEPS TO SUCCESS
- 60. ANALYTICS AND REPORTING •Measuring your websites performance is one of the most important tasks. •Unfortunately, it's often the most overlooked. Usually this is because of a lack of technical/analytical skills on the part of the persons responsible for the website.
- 61. ANALYTICS AND REPORTING •We provide a understandable weekly and monthly report that show metrics covering online outcomes, acquisitions and behaviours: •The value of bookings generated. •How much you spend on advertising •The total business value generated by website •Depending on your preference we can compare weekly data with previous week, or previous year for an instant indicator of how you are doing. • See which markets delivered visitors and which are under performing. This is extremely useful when meeting foreign partners and agents
- 62. SAMPLE WEEKLY REPORTSIMPLE
- 63. SAMPLE WEEKLY REPORTCOMPARISON WITH PREVIOUS WEEK
- 64. SAMPLE WEEKLY REPORTCOMPARISON WITH PREVIOUS YEAR
- 65. PROPERTY MANAGEMENT SYSTEMS • Is your PMS holding you back? •Too much manual entry for front office? • Is it connected to your distribution channels and website? •Our 40 years IT experience can recommend a modern system that will streamline your operations
- 66. CASE STUDY ThePassage Samui
- 68. SERVICE SUMMARY •Manageonline distribution channels to meet your goals: Website, OTA, voucher deals. • Build brand awareness in your key markets through advertising campaigns (and make recommendations for new markets to target) and content marketing. •Online reputation management: Facebook, Tripadvisor, Twitter, YouTube social media management and management feedback into strengths and weaknesses. •Competitive analysis, pricing and revenue management consulting. •Recommend best practices for sales connected operations e.g. Reservation Email Enquiry Management, CRM, Pre & Post stay emails, Front Office, Spa, F&B cross/up selling
- 69. OUR PRICES •Websitesfrom 40,000 •Management Services from 10,000 / month • All in retainer for properties of 50 rooms or more where we become part of the management team 2500/room/month (min 18 months)
- 70. NEXT STEPS Timewaits for no man!
- 71. WHAT'S YOUR BIGGESTPAIN?
- 72. SEAPINE HUA HIN • Flash banners, not viewable on iPad or iPhones. ( high revenue guests that make up 20 % of traffic share ) • English language selected still only changes menu, the main body text is still Thai •Ugly popup greets visitors to the site... Reminding them of checkin checkout times.
- 73. TANAWIT HOTEL &SPA •Color scheme does not fit with logo and branding •Reservation links are broken •Contact us link is broken •Gallery link broken • Facilities link broken
- 74. CHOM VIEW HOTEL • Promotion page empty • News releases on right is eyesore •Have newsletter sign up... Hw many subscribers? When was it last sent? • Lack of compelling story and feel for the copy •Using one of the best booking engines... Travelclick... But cannot be reaching their potential with existing website
- 75. TRAVELCLICK V HOTELKUNGFU •Travelclick marketing team optimise for conversion rate. •That's bad business for most mid market properties because they pay high prices for ads with your budget. • A more balanced approached with lower priced ads will give your property a bigger boost in visibility and brand awareness •Result: online revenue fell from 3.2M THB to 1.6M THB even though their conversion rate increased. Data from Google Analytics
- 76. ROADMAP •Contract: MOI,Partnership, min 12 months. •Credit card detail and budget for online PPC advertising campaigns •Upfront payment (3 months in advance) •Webmaster contact details •Marketing Assets, Branding docs etc
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