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Increasing your Hotel’s Revenuein

the New Age Travel Industry

by Tarun Gulati,Co-Founder, DJUBO

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Don’t be a LATE ADOPTER…

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So What Really Has Changed in Travel?

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Meanwhile in India…

• The overriding theme is the shift from offline to online.• 70% airline tickets being booked online in India. (Source: IBEF Tourism & Hospitality Report)

• 97% people in India prefer booking hotels online over traditional sources. (Source: http://www.travelbizmonitor.com/97-indian-travellers-book-hotel-rooms-online-makemytrip-survey-21475 )

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More Transparency...

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More Transparency...

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More Power to The Single Traveler

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More Hospitality in Hospitality

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Trip Inspiration & PlanningHas Transformed…

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Small Hotels Taking on Big Brands…

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Our Take on What's Next…SHIFTING RELEVANCE OF BOOKING CHANNELS

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Key Takeaways for Hotels…

• Need to focus on online presence- OTAs- Direct Website- Search Engines- Mobile

• Offline travel agencies are dying- Domestic FIT movement except affluent travelers has moved to OTAs almost entirely.- All domestic groups and MICE has moved to Direct sales channels.- Large portion of Foreign FITs have moved to OTAs.- Inbound group movement is the last remaining bastion for offline travel agencies.

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Lets Get More Specific.

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How Do I Improve My Online Sales?

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How Do I Improve My Online Sales?

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SEO/SEM is Pointless!!

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Google Places is of Value

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Heat Map of Organic vs Ads

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Heat Map of Travel Search Results

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Some Hacks for Google Places…• Claim your Google Place page and interlink your official URL

• Get people with large google + circles to review you on googleplaces

• Invest in the 360 view option with a Google certified agency –appears in See Inside section

• Luckily Google Place is still not IP tracked like Tripadvisor soyou can get results sooner

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How Do I Improve My Online Sales?

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Better websites, Yes… BUT avoid the pitfalls!!

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Typical Pitfalls to Avoid in Hotel Websites

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Google Now Rewards Mobile-friendly Websites with Higher Ranking

Source: http://blog.hubspot.com/marketing/google-algorithm-change-mobile-friendlySource: http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/bid/361535/Google-to-Start-Penalizing-Non-Mobile-Sites

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• Separate URL for all group properties

• Each URL should have visibility on Google places

• More pictures & videos…Less clutter

• Responsive UI

• Packages and Add ons – incentivize bookers with deals

• Easy booking modification / cancellation options to bookers

• Get a good payment gateway

• Get a quick payment link activated

• Get a pre-auth machine activated at your head office

• Get a credit card info capture facility on the booking engine

Critical Factors to MakeYour Website Work Harder…

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• Tripadvisor !!!

• Get a Tripadvisor business listing – 30-40% jump in direct hits on your website; 100-300% increase in direct bookings

• Get a Tripconnect friendly booking engine – 5-10% savings on OTA commissions

• Controversial: OTAs don’t maintain parity, why should you!!

• Tight Google map and Google places integration with your website

Some Hacks to Multiply Eyeballs forYour Website…

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How Do I Improve My Online Sales?

Impact of Reviews on Price

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Source: http://www.tnooz.com/article/travel-reviews-effect-conversion-pricing/

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Some Tripadvisor Hacks

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Don’t risk faking reviews• IP tracking, ample evidence of stern action• Keep it regular and post responses to negative ones for sure• Get real friends to review using real facebook profiles – search results

in tripadvisor are personalised already

Some Tripadvisor Hacks

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• Nothing beats being actually good !

• Start a review solicitation process at the front desk- Review Us cards for satisfied guests- Follow up emails after checkouts – 7 days works well

• Look at your property rank versus rates from a travellers viewpoint

• Consider reporting a major renovation – it works- Don’t jump into it…keep building some positive reviews before wiping out theold ones

• Reply well to bad reviews…people are reading them the most

Some TripAdvisor Hacks

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How Do I Improve My Online Sales?

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• Chicken and egg problem.

• Most hotels believe just listing is enough.

• The biggest OTA pain area – which hotels do they prefer to push more ?

• How do you achieve great fulfillment for OTAs?

• OTAs are not just agents…they are the biggest marketing platforms for small hotels.

The Elusive High OTA Search Rank

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Source:https://www.hotelschool.cornell.edu/research/chr/pubs/reports/abstract-15139.htmlhttp://www.wihphotels.com/publication/hotel-distribution-and-the-billboard-effect/

The Billboard Effect

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I am already listed on all OTAs, what more can I do?

High OTA Sales

Real time Rate & Inventory

Sync

ContentReviews

Omni-presence and

Page Rank

Our Take

FAQs by Hoteliers

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OTAs take too much commission, I am happy selling through walk-ins.

Our TakeOTAs are the biggest marketing platform for small hotels.

FAQs by Hoteliers

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I already have my segment and takers for my price point and my occupancy is satisfactory… I don’t need to change.

Our Take

HighSpending

Early Planners

Late bookers – deal hunters

Last Minute Unplanned Walkins

FAQs by Hoteliers

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FAQs by HoteliersI already use a PMS which my team is used to.

Why do I need something more?

Our Take

PMSes take care of post arrivalHotel’s still need a new age tool to help in better pre-arrival management – most complex in today’s world

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• All OTAs rank hotels based on the likelihood of sales– default result page is usually the ‘most popular’ list

• Keep pictures updated and put lots of them

• Provide detailed info about inclusions & rooms

• Think rationally about rates - don’t get emotional

• Use packages on OTA extranets more frequently to get higher visibility– Last minute / Early bird / Long Stay discounts etc

• Expose more to sell more

Hacks for OTAs

Hacks for OTAs

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How Do I Improve My Online Sales?

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We know what you are thinking......Like sales management wasn’t hard

enough already!!

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We Know it is Not Easy• Sales & Marketing function has become very complex even for standalone hotels:

• Sales & Marketing desks of standalone hotels are facing the following issues:

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WHAT is DJUBO?

DJUBO is backed by NASPERS, one of the largest tech funds in the world and investors behind FLIPKART, GOIBIBO, OLX, PAYUMONEY and REDBUS among others.

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What DJUBO Does?

So What Really Has Changed in Travel?

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Thank You