This document summarizes a webinar about 4 hotel marketing trends for 2017: 1. Fundamentals like loyalty programs are losing their effectiveness as competition from OTAs increases and guests expect more personalized experiences. Content remains important. 2. Mobile usage is growing rapidly and becoming mandatory for hotels. Google is prioritizing mobile-friendly content and usability. 3. Paid search effectiveness may be declining while search engine optimization grows in importance. Quality content wins over keyword stuffing. 4. Social media platforms like Facebook are changing their algorithms to prioritize engagement over reach. Hotels must test new strategies to reach customers.

1. Copyright © 2016 Leonardo Worldwide Corporation
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4 Hotel Marketing
Trends for 2017
November 17, 2016
Darlene Rondeau, VP, Best Practices, Online Merchandising, Leonardo
Tim Peter, President, Tim Peter & Associates
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Copyright © 2016 Leonardo Worldwide Corporation

2. Darlene Rondeau
Vice-President,
Best Practices, Online Merchandising
Leonardo
@darlenerondeau

3. Follow:
@VFMLeonardo
Tweets & Questions:
#LeoWebinar

4. President
Tim Peter & Associates
@tcpeter
linkedin.com/in/timpeter
timpeter.com
Tim Peter

5. Trend 1:
Fundamentals

6. The Competition is Fierce
Expedia acquires Trover
TripAdvisor’s Instant Booking functionality
now available in Australia, Canada, India,
Ireland, Malaysia, New Zealand,
Philippines, Singapore and South Africa
Google launches Book on
Google, Google Trips &
revamps Hotel Ads website
#LeoWebinar

7. Example of
Google Hotel Ad
unit with paid ads
for the Lotte New
York Palace from
Booking.com and
Hotwire.com
The Competition is Fierce
#LeoWebinar

8. OTA Woes Continue
64%
Asia
Pacific
In 2016, OTA bookings accounted for:
(Skift, 2016)
41%
of all hotel bookings in
USA
Europe
69%
#LeoWebinar

9. Over 3 billion ”loyalty”
memberships in the
United States alone
A country with a
population of roughly
~350 million
Loyalty Ain’t All It’s Cracked Up to Be
#LeoWebinar

10. Airbnb City Hosts
#LeoWebinar#LeoWebinar

11. Content Is Still The King, Context Is Queen
#LeoWebinar

12. Trend 2: Mobile

13.  Mobile travel searches up 25% YoY from
2015 – 2016 (Google, 2016)
 Conversion rates on mobile travel sites up
88% (Google, 2015)
Google Announcements
 April 2016: Rewarding mobile-friendly
websites with higher rankings
 October 2016: Moving to mobile-first index
in the coming months
Mobile is Mandatory
#LeoWebinar

14. More Mobile Changes Coming
January 2017: Inaccessible mobile content will be penalized
More info at blog.leonardo.com
#LeoWebinar
Google’s example of inaccessible content
Google’s examples of pages that would not be
affected with accessible content

15. Who Owns the Guest Experience?
“I think of mobile in the short term as a
positive to drive some bookings, but really
in the longer term it is increasing our
value to the customer that would be very
difficult for an independent hotel to do.”
– Darren Huston, Priceline CEO
#LeoWebinar

17. Tim’s Slides
#LeoWebinar

18. Trend 3: Search

19. Paid Search – A State of Decline?
#LeoWebinar
(Christian Kameir, noGDS) (Tnooz, 2016)
Average cost of
travel-related click
on Google AdWords
Average
Conversion rate
total spent by
Priceline on online
advertising 2015
total spent by
Expedia on online
advertising 2015
$2.18 1.45% $2.8 Billion $3.3 Billion

20.  Search Engine Optimization has evolved
 2016: Google Penguin update
 Quality content wins over keyword stuffing
Organic Search / SEO
#LeoWebinar

21. Which Is Better?
#LeoWebinar
Scenario A Scenario B
Cost-per-click €0.10 €1.00
Conversion rate 1% 10%

22. Scenario A Scenario B
Cost-per-click €0.10 €1.00
Conversion rate 1% 10%
Cost-per-conversion €10.00 €10.00
Which Is Better?
#LeoWebinar
 They’re exactly the same
 Focus on cost-per-conversion, not just cost-per-click

23. Trend 4: Social

24. Is It Time to Unfriend Facebook?
#LeoWebinar
2016: Facebook updated newsfeed algorithm
(Skift, 2017)
(Paul Adams, VP of Intercom, formerly from Facebook & Google)
(Internet Marketing Inc., 2015)
One Post
Shared Three Times =
10,000 Views

25. Facebook Custom Audiences
#LeoWebinar

26. Store Visits
© 2016 Tim Peter & Associates
#LeoWebinar

27. Content Is Still The King, Context Is Queen
#LeoWebinar

28. Questions & Discussion
#LeoWebinar

29. #LeoWebinar

30.  Recording of this
webinar. Share it
with your colleagues
 The Science Behind
a High-Performing
Hotel Website
(December 8, 2016)
It’s a Wrap
#LeoWebinar

31. Connect With Us!
#LeoWebinar
leonardo.com
1.877.593.6634
@VFMLeonardo
blog.leonardo.com
timpeter.com
1.201.305.0055
Tim PeterDarlene Rondeau
@tcpeter
timpeter.com/blog