Understanding the Guest Experience
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Ever wondered what your guests experience during the entire booking process? Join Liz Day as she helps you market your property better by understanding how guests find your website on the search engines, what they want when they arrive on your website, and how to guide them through the booking process. Don’t forget about the analytical reporting review as she helps you understand what you need to look at and how to process that information.
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Understanding the Guest Experience
- 1. Guests Booking Experience Liz Day 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210
- 2. OVERVIEW 1 of 34 www.rezstream.com 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 • Today’s traveler • Online marketing channels • Lodging websites • Lodging booking engines • Conclusion
- 3. ABOUT ME 2 of 34 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 • Liz Day • Senior Digital Marketing Account Manager • California born, Illinois raised, and Colorado transplant • Want to be a dog mom • Went to Cabo for the first time last weekend! www.rezstream.com
- 4. ABOUT REZSTREAM 3 of 34 www.rezstream.com • RezStream has been providing online solutions to the hospitality industry since the company was founded in 2005. • Located in Denver, Colorado • 21 employees • Majority of our clients are independently owned properties. • RezStream’s hospitality solutions include: • Reservation Software • Online Booking Engine • Website Design Services • Digital Marketing Services 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210
- 5. 4 of 34 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com TODAY’S TRAVELER
- 6. 5 of 34 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 The Internet is the top source for both leisure and business travel planning. TODAY’S TRAVELER www.rezstream.com
- 7. 6 of 34 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 Search engines are the most popular online planning sources for travelers. TODAY’S TRAVELER www.rezstream.com
- 8. 7 of 34 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 TODAY’S TRAVELER www.rezstream.com
- 9. 8 of 34 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 TODAY’S TRAVELER www.rezstream.com Travelers go to the same types of sites on smartphones as they do on desktop/tablet.
- 10. 9 of 34 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com ONLINE MARKETING CHANNELS
- 11. 10 of 34 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 ONLINE MARKETING CHANNELS www.rezstream.com Organic Search Email Marketing Paid Search Referral Display Social OTA’s Direct On average, consumers use 6.5 devices and websites to research travel. – Webtrends
- 12. 11 of 34 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 ONLINE MARKETING CHANNELS www.rezstream.com How to attract qualified visitors to your website? Search Engine Optimization (SEO) Pay Per Click (PPC) Advertising Remarketing Social Media Email Marketing Referral, i.e. Review sites First Priority
- 13. 12 of 34 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 ONLINE MARKETING CHANNELS www.rezstream.com 96% of website visitors leave a website without converting! – Forrester Research
- 14. 13 of 34 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 ONLINE MARKETING CHANNELS www.rezstream.com New visitors, i.e. first time website visitors Qualified visitors, i.e. viewed popular pages, but did not access booking engine Cart abandoners, i.e. viewed booking engine, but did not complete desired action Converters, i.e. people who booked
- 15. 14 of 34 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 ONLINE MARKETING CHANNELS www.rezstream.com Google Analytics Benchmark Reports Free Google Analytics Setup
- 16. 15 of 34 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com WEBSITE
- 17. 16 of 34 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 WEBSITE www.rezstream.com Responsive Website
- 18. 17 of 34 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 WEBSITE www.rezstream.com Wide, Rich Imagery
- 19. 18 of 34 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 WEBSITE www.rezstream.com Videos
- 20. 19 of 34 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 WEBSITE www.rezstream.com Horizontal Navigation
- 21. 20 of 34 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 WEBSITE www.rezstream.com
- 22. 21 of 34 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 WEBSITE www.rezstream.com Compelling Content
- 23. 22 of 34 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 WEBSITE www.rezstream.com Booking Engine Widgets on Every Page
- 24. 23 of 34 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 WEBSITE www.rezstream.com
- 25. 24 of 34 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com BOOKING ENGINE
- 26. 25 of 34 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 BOOKING ENGINE www.rezstream.com Looks Like Two Different Websites
- 27. 26 of 34 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 BOOKING ENGINE www.rezstream.com Matches Your Website
- 28. 27 of 34 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 BOOKING ENGINE www.rezstream.com Shows the Reservation Steps
- 29. 28 of 34 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 BOOKING ENGINE www.rezstream.com Amenities Filter & Price Slider
- 30. 29 of 34 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 BOOKING ENGINE www.rezstream.com Inconsistent Room Names, Images and Descriptions Missing
- 31. 30 of 34 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 BOOKING ENGINE www.rezstream.com Robust Room Descriptions and Images
- 32. 31 of 34 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 BOOKING ENGINE www.rezstream.com Displays Available Units Before Unavailable
- 33. 32 of 34 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 BOOKING ENGINE www.rezstream.com Point of Sale Items and Packages
- 34. 33 of 34 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 BOOKING ENGINE www.rezstream.com Other factors that play a role … Minimum night stay Deposit Cancellation policy
- 35. 34 of 34 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 CONCLUSION www.rezstream.com Invest in developing a strong online presence for multi-device users Organic search should drive majority of your website’s traffic Develop a website that reflects today’s best practices to keep visitors on your website Utilize a booking engine to convert your website visitors
- 36. CONCLUSION Email: Liz.Day@RezStream.com Direct Line: 303-872-0214 Social Media: – www.Facebook.com/RezStream – www.Twitter.com/RezStream – www.Plus.Google.com/+Rezstream – www.RezStream.com/Blog 3801 E Florida Ave. Suite 800 Denver, CO 80210 Sales: 866-360-8210 www.rezstream.com
Editor's Notes
- So we’re a small company, but we have a lot of love for the travel industry which really appealed to to me when I took the job 4 years ago because well, I love travel and I was going to be able to become an expert in the field, not just a jack of all trades Reservation software is the foundation of the company and we’re currently in Beta testing for the new reservation software release which is expected to launch in the next few months Online booking engine includes a desktop and a mobile booking engine Website design services include custom and template website solutions Digital marketing services include SEO, PPC, Social Media and Email Marketing services
- The Internet is the top source for both leisure and business travel planning
- Although desktops continue to drive the most online revenue for our clients, you can see the importance that smartphone users play in each step of the booking/post booking process!
- 77 percent usually or always reference TripAdvisor reviews before selecting a hotel. – PhoCusWright
- Website visitors expect to find the information they’re looking for and fast
- Mobile travel bookings will reach $39.5 billion in 2015, contributing to 25% of the total online travel market. Only 29% who encountered a non-mobile-optimized website actually pushed through.
- Studies show that 55% of travelers list photos as helpful content when looking for trip ideas and 81% of online travel bookers – Expedia Media Solutions and ComScore
- 81% of online travel bookers consult videos before deciding to purchase a product! – Expedia Media Solutions and ComScore