The Science of Digital Marketing

Robert A. Rauch, CHA

HotelGuru.com

The use of digital sources based on electronic signals like Internet, digital display advertising and other digital media such as television and radio.

Digital Marketing

Digital Marketing Trends

• Online Booking

• Mobile Bookings

• More Sophisticated Revenue Management

• Distribution Channel Management

• Social Media

• Internet Marketing

Online BookingsMore than 128.8 million people will research travel online this year

63 percent of travel is made on the internet

Photo Credit: Buuteeq.tumblr.com

Mobile Bookings

31.6 percent will actually book their travel on mobile device

47 percent of travelers will research travel options using their

mobile device online this year

Photo:Marriott.com

How to Maximize Mobile Growth

• Deliver well targeted information• Provide quick and easy booking options• Create a mobile app to enhance the user

experience

Photo Credit: Openhotel.com

Distribution Channel ManagementHoteliers must preserve rate parity and their brand by utilizing the most cost-effective distribution channels, instead of using desperate measures to sell inventory.

Social Media Marketing• Capitalize on guest created content• Create a virtual concierge through the property’s website

or other digital app• Implement concise and impactful videos to enhance

dramatic imagery • Utilize content marketing and real-time marketing • Give your brand an informal and youthful voice to develop

better relationships with guests

90% of travelers trust

recommendations from their friends and family more than any advertising

Social Media Continue to transform

connections with travelers

• Half the travel industry currently engages with travelers via social media

• Social media helps a website’s ability to rank

• Guests buy based on loyalty which social media content and engagement helps build on

• Conversational Marketing

Internet Marketing

• Fill gaps and gain visibility

• Double online promotions in addition to brand sites

• Enhance Search Engine Marketing (SEM) Focus on Search Engine Optimization (SEO) Prioritize quality content above all else Pay Per Click (PPC) campaigns when necessary

Develop a proprietary web site

The Path Forward

• Be prepared to respond to all these trends and more

• Establish market presence and a level of sophistication

• Travelers are looking for the best value propositions

• Consumer demand is pushing for hotels to make upgrades and improvements

{

• Size of market hinges on the number of buyers.

• Market potential is the maximum amount of revenue in the market

The Bottom Line

Estimate the Market Potential

X= nrp

where n = number of buyers

r = number of room nights

p = price per room night

Now is the time to develop your marketing strategy

Read more on digital marketing in

the hospitality industry here

Thank You

@truehotelguru

HotelGuru.com

Robert A. RauchCEO & Founder, RAR Hospitality