About this Episode
The next revolution in online hotel marketing will focus on behavioral targeting which enables hoteliers to provide shoppers with more relevant content based on how they get to the site and what look at while they are there. In this episode, Felix Laboy, President and General Manager at Sabre Hospitality Solutions, offers insights on the advantages of behavioral targeting and what hoteliers can do to increase conversions:
- Present hotel and offers consistently across all channels
- Use marketing budgets efficiently
- Use visitor-to-look and look-to-book ratios to find ways to improve
- Guest: Felix Laboy
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- Episode #33
- Posted on April 26, 2010
- Duration: 12:10
- Captions:
0:00 The Next Revolution in Online Hotel Marketing
2:00 behavioral targeting is an opportunity for hotels to provide information in context
2:55 provide relevant content based on referring sites and activities on hotel website
3:55 convergence of all channels and marketing opportunities will be important in future
5:40 create a comprehensive plan that presents hotel cohesively across all channels
6:20 hoteliers are saying “help me understand how to take advantage of the channels”
7:10 offers need to be consistent on all channels
8:10 hotels have to use marketing budgets efficiently for highest conversions
8:40 visitor-to-look ratio: how many visitors that come to your website look at the booking engine?
8:55 look-to-book: how many visitors that look at the booking engine make a reservation?
9:10 hoteliers can use ratios to figure out how to increase conversions
10:10 imagery in the booking engine makes consumers more likely to book
10:40 content makes it easier for consumers to compare and contrast different options
11:15 use information about consumers to make smarter marketing decisions - Tags: Felix Laboy, hotel, hotel marketing, increase conversions, Marketing, next revolution in online, online, online hotel, online hotel marketing, revolution in online hotel, vtv, vtv channel, vtv.vfmleonardo.com
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One Comment
I certainly agree that this the case. Potential customers wishing to book a Hotel need to feel that the Hotel is able to customize its offerings according to the customer’s needs. In the Hospitality industry we always say that the customer is always right and that we are there to serve them. This is exactly the same case in the electronic market and it is merely just an extension of this hospitality mentality.
Anadixis Hospitality
Anadixis Hospitality
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