In this webinar O'Rourke Hospitality Marketing shared emerging marketing opportunities that hotels should be evaluating for 2013. Specific topics covered included mobile websites, responsive web design, mobile search, Google+, Pinterest, conversion rate optimization, retargeting and remarketing.

1. PREPARING YOUR HOTEL‟S 2013
DIGITAL MARKETING STRATEGY
PRESENTED BY:
Brian Fitzgerald
VP, Digital Strategy | O‟Rourke Hospitality Marketing
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

2. Webinar Goals & Objectives
1. Share emerging marketing channels and opportunities
2. Equip hotels with the tactics necessary to evaluate and
leverage these channels
3. Help properties plan their budgets and marketing plans
for 2013
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

3. Webinar Agenda
About O‟Rourke
Mobile Trends and Strategy Development
Web Design & Development Trends
Pinterest
Retargeting and Remarketing
Targeted Content and Conversion Rate Optimization
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

4. ABOUT US |
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

5. Who We Are
O‟Rourke Hospitality Marketing
Award-winning marketing firm based in
Newburyport, MA.
Almost twelve years of experience
working exclusively with the hospitality
industry.
Providing full-service marketing solutions
Sister company Mobile Media Applications
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

6. Who We Are
Mobile Media Applications, LLC
Mobile app development company,
founded in 2010
Specializing in the hospitality industry
Ustay is an easy to use software platform
that‟s affordable, measurable and creates
iPhone and Android apps for hotels
Mobile Media Applications also builds
custom mobile applications for various
hospitality needs
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

7. What We Do
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

8. MOBILE
We‟re running out of time to address mobile
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

9. By 2015, more U.S. Internet users will access the Internet
through mobile devices than through wired devices
Source: IDC – Worldwide New Media Market Model
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

10. Mobile Website Strategy Best Practices
Mobile users DO have time and DO scroll
Don‟t sacrifice content just because it‟s mobile
Speed, your mobile website should be lightning-quick
Use mobile site redirects
Consider a responsive solution (more on that later)
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

11. Mobile Website Design Best Practices
Know what is important and make it
easy to find:
- Getting „Home‟
- Calling
- Booking
Mobile optimized booking engine
Big user interface (UI) elements
Take advantage of phone features –
tap to call, GPS, touch, etc.
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

12. Mobile Website Case Study – The Trend
Spruce Point Inn – Percentage of Mobile Visits
% of Mobile Visits
30.00%
25.00%
20.00%
15.00%
% of Mobile Visits
Linear (% of Mobile Visits)
10.00%
5.00%
0.00%
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PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

13. Mobile Website Case Study – The Strategy
Developed a mobile sitemap
- Keeping all content available
- Organizing it for a mobile user
Created designs to accurately
reflect the brand
Used design elements optimized
for a mobile user
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

14. Mobile Website Case Study – The Results
Within two weeks the cost of the mobile site investment was recovered
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

15. MOBILE SEARCH
How to show up in mobile search results
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

16. Mobile, Local Overlap
Mobile refers to a device and/or the method
that a consumer is using to find information
Local refers to the type of information or
search query they are looking for
Google officially says that 40% of mobile
queries are local in nature
Microsoft has said this number is roughly 53%
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

17. Mobile Search Opportunities & Best Practices
Many of the fundamentals for local/mobile search optimization have not changed
It‟s still important to:
• Have an address in the city that‟s being searched
• Have an address close to the city center
• Associate your business with complete and proper categories.
• Have a mobile website
• Ensure your data is accurate and complete across the Local Ecosystem
• Focus on Google + Local
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

18. The Local Search Landscape is Extremely Complex
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

19. Google + Local Ranking Factors
The number, authority and velocity of +1‟s
on a hotel website.
Google provides „+‟ badges and widgets that
you can place on your site.
Getting more follows and “+‟s” for your website can
help you rank better in local search.
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

20. Google + Local Ranking Factors
The number, authority and velocity
of Adds/Shares on Google+
Setup your Google+ profile, post often,
interact with others
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

21. Google + Local Ranking Factors
Google is heavily pushing
their reviews product
They are not promoting third
Parties like TripAdvisor, Yelp
and Expedia any more
Find ways to encourage
customers to leave reviews
on Google+
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

22. Thoughts for Local & Mobile Search in 2013
Ensure your data is accurate and complete across the Local Ecosystem
Setup and ensure your Google+ Local page is optimized
Get more involved with the Google+ environment, add a link from your website to your
Google+ profile
Optimizing for Google+ is not a “silver bullet” for Local SEO, but it matters
Consider a mobile website
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

23. WEB DESIGN + DEVELOPMENT
Responsive Web Design
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

24. What is Responsive Website Design?
Responsive web design is a
technique used to build websites that
allows the same website code to be
accessed across all devices at a
single URL
This design approach ensures that no
content is ever inaccessible to a
mobile user and provides a
streamlined user experience on any
device
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

25. “Day by day, the number of
devices, platforms, and browsers that
need to work with your site grows.
Responsive web design represents a
fundamental shift in how we‟ll build
websites for the decade to come.”
Jeffrey Veen
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

26. Why Responsive Design?
 It‟s What Your Guests Need
As we‟ve discussed, more and more guests are going mobile
 It‟s Easy To Manage
Manage all of your content, for all devices, in one place
 Google Likes It
They've stated publically that responsive design is the preferred approach
 It‟s “Future-Proof”
Sites that are designed responsively can adapt to any screen size
 It‟s Content-Focused
It challenges us to focus solely on the content that matters to users
 It‟s Affordable
Instead of building 2+ separate sites, build one
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

27. Case Study
DEMO
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

28. Considerations for future website projects
Strongly consider a responsive solution
Get several proposals and evaluate the pros, cons and pricing
Think about the future and how consumer interactions will continue to evolve
Responsive Website Promotion – Contact us to learn more
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

29. PINTEREST
An emerging social channel you should know about
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

30. What is Pinterest?
It‟s a place to bookmark
(Pin) images and videos
you find from around the
web
Your “pins” are visible to
other Pinterest users and
you can see the pin boards
of others.
Search for topics and ideas
that are of interest
Pinterest Business Pages
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

31. Pinterest – Who and How?
Source: Mashable
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

32. How Can It Benefit My Hotel?
Visually show off your property and brand through images and video
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

33. How Can It Benefit My Hotel?
Demonstrate local area expertise, itineraries
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

34. How Can It Benefit My Hotel?
Target specific business segments like weddings, meetings, family/kids, romance, etc.
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

35. How Can It Benefit My Hotel?
Adopt early – differentiate from competitors
SEO
- No direct inbound link benefit but strong social signal
- Optimize pins for search on Pinterest
Add Pinterest integration to your site through follow buttons & pin buttons
Pinterest for Business
- Post case studies & tips for success
- Eventually – Buy now button, targeted ads and business analytics may be in the
works for businesses on Pinterest
Setup an account and experiment
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

36. SEARCH REMARKETING & DISPLAY
RETARGETING
The next big digital marketing opportunities
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

37. Search Remarketing Example
After visiting a site the user sees PPC ads in Google search results
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

38. Why Search Remarketing?
Leverage information you have about a consumer to impact you‟re messaging and
bidding strategy within your SEM campaigns to improve performance.
Maximize your PPC ad copy
Manage CPCs better – Spend more to get the click from the consumer that already
knows your brand
More personalized landing pages
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

39. Display Retargeting Example
After visiting a site the user sees targeted messaging on other sites across the web
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

40. Why Display Advertising?
US Online Display and Search Ad Spending, 2010-2015 (billions)
eMarketer projects that display $60.00
will overtake search as the
largest online ad spending $50.00
$49.50
category by 2015. $45.50
$41.20
$40.00
$36.80
Google reports that the
average travel shopper uses $31.30
Total Online Ad Spending
$30.00
Display
10.2 information sources $26.04 Search
before buying. Being present $20.19
$21.53
$18.85 $21.99
on as many of these channels $20.00
$17.03 $19.66
$14.38
as possible is becoming more $12.00 $14.82
$17.06
critical. $10.00
$12.22
$9.91
$-
2010 2011 2012 2013 2014 2015
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

41. Retargeting Case Study – Spruce Point Inn
Situation
- Spruce Point Inn had two months before they closed for the season
- They had select inventory available to fill during the remaining 8
weeks
Strategy
- Developed a Autumn Romance package to target couples looking to
escape for a weekend
- Decided retargeting would be a perfect opportunity to message
previous website visitors with targeted message about the package
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

42. Display Case Study – The Creative
Creative set 1 – Getaway, romance, memories
Creative set 2 – Getaway, autumn, Botanical Gardens, memories
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

43. Display Case Study – Campaign in Action
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

44. Display Case Study – The Results
Total Impressions = 426,194
Total Clicks = 434
CTR = .10%
Direct revenue = $2,430
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

45. Considerations for 2013
Consider budgeting some additional advertising spend for display opportunities
Display opportunities can help differentiate and shift-share
What segments can you create? Broadly retargeting everyone, or targeting people based
on certain actions?
Budgets can start as low as $50/week and can easily turned off/on
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

46. TARGETED CONTENT
Personalize content & increase conversions
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

47. Conversion Rate Optimization
As everyone gets familiar and comfortable with marketing tactics like email, SEO and
PPC, everyone now knows how to do a better job of getting people to their site
The next phase of this evolution is how to better convert those people once you get them
to your site. Enter Conversion Rate Optimization.
Conversion rate is impacted by many factors:
– Site usability
– Site content
– SEO keyword strategy
– Paid search keyword strategy
– Rate
– Occupancy
– Targeted content
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

48. If you know something about a visitor to
your website, why wouldn‟t you use that
information to improve their experience?
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

49. Personalization is What We Do
Many hospitality companies and hotels around the world have perfected personalization
at a property level
Personalizing and customizing things like:
- Room preferences
- Rate preferences
- Meal/snack preferences
- And more
This level of service does wonders for guest service and makes guests come back
Technologies exist that allow us to bring this same level of service to our website
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

50. Targeted Content Case Study – The Wentworth
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

51. PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

52. PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY
52

53. Considerations for 2013
Think about how you can better convert
the visitors you are already getting to your
website
Look at targeted content methods to
deliver the right message to the right
customer at the right time
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

54. RECAP
Takeaways
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

55. Takeaways
1. Think about what you need to do with your mobile strategy in 2013
2. Understand the options that are available when it comes to website
development
3. Get ahead of competition through channels like Google+ and Pinterest
4. Consider retargeting and remarketing to differentiate and shift share
5. Bring personalization philosophies to the web through targeted content
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

56. THANK YOU
For more information, please contact:
O‟ROURKE HOSPITALITY MARKETING
phone 978.465.5955
Email bfitzgerald@orourkehospitality.com
PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY