Consumers Use of Travel Web Sites for Booking Still Strong

Image by danielbroche via Flickr

Great news for those of us in the hotel eCommerce business. There is no report of our early death yet.

In fact, according for PhoCusWright monthly visits to supplier and OTA sites were up 13% in Q2 2009 vs. same time last year. The PhoCusWright Online Traffic and Conversion Report just released tells a tale of the continuing importance of the internet channel to supplier performance. Additionally, hotel suppliers are also doing a better job than the OTAs of converting those visits to reservations.

The reality is that people are spending more time online researching and shopping for their travel. According to Carroll Rheem, Director of Research at PhoCusWright,

"We found that visitation to planning and review sites drives dramatic differences in hotel conversion rates. Understanding the intricate relationships that connect all travel sites is essential to setting the right strategic path."

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Slowing Economy Got You Down? Use the Internet Dummy!

While many have already come to the conclusion, the economists aren't ready to admit it. We are in a recession. It may not be a "full blown" recession as economists define it, but to the average Joe it feels like things are getting worse not better. To that end, with gas prices going up and the cost of everyday necessities such as food increasing as well - the money left over for travel is way down.

The travel industry and hotels in specific are feeling the pinch. If you haven't been a part of the internet revolution in the travel space - you need to check into the 21st century and get a clue. If you have been, it's now time to reexamine your online strategy and make sure that you are covering the essentials. Lodging Interactive has a good starting point for that internet marketing reevaluation in this blog post.

They claim that. . .

Eighty-three percent of travel planning is booked online. This means that the internet has emerged as the premier distributor of hospitality. Since this is the case, it only makes sense that we work through the internet for the best possible ROI.

The keys to your success can be found in the following areas of your online strategy - website optimization, strategic linking, email and search marketing and web analytics and performance tracking. If you don't have plans in each of these areas, you should reevaluate your strategy. Much of what is covered in these areas are long term strategies for success, but supplemented by the email and search marketing you have powerful tools for filling in need times and building occupancy for terms you can't organically optimize for.

How do you move forward?

1. Take a look at what has been successful thus far. Keep it or expand on it. If it isn't working and it is costing you ROI - then eliminate it.
2. Use your hotel web site as an extra person selling 24 hours a day. Is the message consistent with how you sell your hotel in person? What can you learn from your site and change the process on property?
3. What makes your hotel unique? Location? Facilities? Staffing? Make sure that the message is lound and clear.
4. Goals are important for everything. Measure. Assess. Change. Constantly be looking for improvement.
5. Get involved in online conversation. Word of mouth marketing is out there whether you are a part of it or not. Make sure that you know what is being said about your hotels on review sites. Search for your hotel on the search engines and see how you are being sold. Are the images correct? How about the information - when was the last time it was updated?

You may be surprised at what you find. You'll definitely be surprised at the impact that internet marketing can have to your bottom line.

Technorati Tags: economy, internet marketing, SEO, search marketing,

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Economic Downturn Got You Worried?

Are we in a recession or not? There are varying opinions on just what state our economy is in right now. I am not convinced it is a full blown recession. However, I do know that in the hospitality industry things are definitely slowing down, largely in leisure business. Why? The answer is simple. . . the rising cost of fuel translates in to increased costs for just about every consumer product we purchase, from food to clothing. What's left for most families isn't much. So everyone wants to stretch their dollar right now. Some are taking the wait and see approach.

Right now everyone from grocery stores to us in the travel industry have their hands out trying to get a piece of the "economic stimulus" checks that tax paying families are receiving, but this is short sighted. We need to think long term in the current economy. The immediate reaction for most operators is to start cutting costs to achieve budgeted flow through. This strategy is very shortsighted. Instead, I think we should be looking to invest more, smarter. This article from Guy Maser in iMedia connection gives 7 Strategies for Marketing in a Downturn.

Most of these things we should already be doing. That is why we have taken such a big move into online marketing. We get that are messages need to be targeted and we need measurable results. One item that Guy talks about is seeking assistance from our media partners. What can they do to help us achieve our goals? He suggests that we ask them some key questions:

• Do they have your target audience's attention?
• Can they keep your company visible to prospects and customers at all times?
• Do they offer a variety of integrated marketing solutions aligned with your goals?
• Can they provide both visibility and lead generation?
• Do they deliver targeted, quality leads with full contact information?
• Do they provide reports you can use to measure the performance of your marketing and justify your marketing investments?

This is smart business. It is important for us to understand the full offering that our media partners bring to the table. I think we should constantly be pushing them for improvements and results. We shouldn't be afraid to pull out of a partner that isn't giving us the results we need.

Technorati Tags: marketing strategy, integrated marketing

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How Do You Keep Up - The AdAge Power 150 Media and Marketing Blogs

There could not be a better place to start your online marketing education than the blogs listed in the Power 150. Thanks to Jacob Morgan for sending this out via Twitter.

Not every blog is going to work for you, but the goal is to find the one or two that you regularly get information from. I was amazed to see how many of the top 150 I am already looking at regularly.

Technorati Tags: marketing, advertising, resources, blogging

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Did the Hotel Come First or the Web Site?

That's an easy one to answer? The hotel was there way before web sites were around.

However, it today's age of transparency and information surfing. The days of having an average hotel and a super flashy web site are out. We need to go to an integrated approach of marketing our hotel consistently across channels to the customers we are targeting. This post from Blizzard Internet Marketing, shows how one hotel, the Hotel So in Chrischurch, New Zealand got it right.

Brand identity commands a price premium.

Here are a few items I noticed while walking through the site:

• You see the curved edge boxes on the site are repetition of the similar wall panels found in the public space of the hotel.
• The repetition of the patterns on the guest room walls to the web site.
• The color palletes are similar
• The contiuation of the hip minimalist hotel to the site.

By properly branding the site and the marketing message with the hotel, you can get so much more.

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HSMAI Travel Internet Marketing Conference - 1st Presentation

Bobby Bowers, Smith Travel Research, was the first presenter. He talked about the current trends in demand and supply and what to think about in the near future. Here are the key points from his presentation:

1) Supply growth is accelerating, but they expect pipeline attrition due to the current financial markets.

2) The slowing economy is a precursor to slowing demand growth.

3) The top 25 markets are expected to out perform the US overall.

4)The weak dollar makes the US a good target for international travel.

5) The greatest demand slow down factor is coming from leisure travel.

6) It is important to maintain revenue management discipline.

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