2014 introduces the largest disruption of hotel internet marketing in years, with changes in mobile, content marketing, and search putting more pressure on hotels and resorts. This presentation delivered to HSMAI highlights those changes and how travel marketers can take advantage to help their brands and their businesses succeed in a complex marketplace.

1. Digital Marketing Directions
Three Trends Shaping Hospitality
Internet Marketing and E-commerce
in 2014

2. A Rapidly Changing Landscape

3. Internet Everywhere

4. More People Own Mobile Phones Than Own
Toothbrushes

5. 2013: 45% of Searches on Mobile
Source: Google

6. Have We Reached “Peak Search”?
Source: Google

7. Overall Mobile Use
Source: eMarketer – Digital Travel Outlook – June 2012

8. X
Overall Mobile Use
Source: eMarketer – Digital Travel Outlook – June 2012

9. Actual Smartphone Use
Source: Google 2013 Traveler Study

10. Cross-Channel/Cross-Device

11. Embrace
Responsive Design

12. Improve Mobile Booking

13. Content Streams… Rivers… Floods

14. Every Minute on the Internet
30 hours of video uploaded
100,000 tweets
204,000,000 emails
Source: Intel

15. © 2013 - Tim Peter & Associates

16. Mike Moran
16
© 2012 Mike © 2010GroupMoran
Moran Mike LLC

17. Where Guests Learn About You

18. Content Strategy – Guest Focused
• Who are you talking
to?
• What messages
resonate with that
guest?
18

19. Content Strategy – Message First
• Choose formats that
support story,
message and guest
• Tailor the medium
to the message
19

20. Content Strategy – Make it Shareable
• What makes it
memorable?
• Why would guests
want to tell their
friends?
• Is it easy for guests to
share?
20

21. Content Strategy – Validation
• What are your
success metrics?
• Review
performance
relative to
objectives
21

22. Content Strategy – Test and Learn
• Test multiple
messages to find
what captures
customer interest
and action
• “Fish where the
fishing’s good”
22

23. Rise of Intermediaries

25. Costs of Customer Acquisition
• Watch expenses you
don’t write checks for
• Not all “good deals”
benefit your hotel

26. Conclusion
•
Think mobile-first
•
Tailor experience to guest context (i.e., mobile, tablet, desktop)
•
Invest in content to answer guest needs
•
Test and learn / “fish where the fishing’s good”
•
Manage costs across channels

27. Thank You
Web:
Phone:
Email:
Twitter:
timpeter.com
201-305-0055
tim@timpeter.com
twitter.com/tcpeter