Your hotel’s direct booking strategyTargeting the guests of the future

Introductions

PRESENTEREmaad Ahmed,Sales Executive

MODERATORCassandra White,

Marketing Coordinator

• Consumers are exposed to more than 3,000 marketing messages every day

• Reaching niche groups of travellers is increasingly difficult

• And getting them to book direct is even harder

Cutting through the noiseis difficult

Who are these future hotel guests?

• Quick and seamless booking experience - with no more than two steps

• Mobile-friendly booking process - most tasks are completed on their mobile

The Time-Poor Urbanites“I’m all about convenience and taking shortcuts.”In 3 words:RELAX | REFRESHED | DAYCATION

Direct booking requirements

• Booking via social e.g. Facebook is important - ensure your booking engine integrates with your Facebook page

• Offer this group of travellers loyalty incentives for booking direct

The Social Media Nudgers“I like to ask questions – and publicly, too!”

In 3 words:DEMANDING | IMPULSIVE | FORGIVING

Direct booking requirements

• Give them an aspirational website so they can dream about their next holiday

• Offer them relaxing extras, such as sleep-kits or an evening massage

The Sleep-Deprived Travellers“I see sleep as more of a lifestyle choice.”In 3 words:TIRED | ACTIVE | DIGITAL

Direct booking requirements

• Provide local information and recommendations of fun and interesting things guests can do when they stay

• Sell conveniently-packaged extras and hotel facilities, like spa days or dinner and drink options

The Energised Ageing Baby Boomers“I use my pension to book holidays.”In 3 words:GENEROUS | CULTURED | ACTIVE

Direct booking requirements

• Unique booking engine features such as room order auto optimisation will help them skip pages of irrelevant information on your website

• Provide a mobile-friendly website combined with a positive social media presence. Your web presence is your online reputation and this group will definitely be engaging with you.

The Spending Singles“I have few commitments, and I spend big.”In 3 words:PREMIUM | AUTHENTIC | CREATIVE

Direct booking requirements

• Use aspirational images to inspire them to visit not just your hotel, but your destination, too

• Ensure you send pre and post-stay communication that creates loyalty and gets them excited about staying at your hotel

The Solo Travellers“I’m all about adventure and experiencing new things.”In 3 words:SINGLE | SOCIABLE | EXPLORERS

Direct booking requirements

What are the key tactics your hotel should be implementing to drive more

direct bookings?

1. Use data to identify your target markets

The Time-Poor UrbanitesLook at bookingwindow + device

The Spending SinglesLook at numberof guests +spend per guest

The Social Media NudgersLook at social booking channel + promo code

The Energised Ageing Baby BoomersLook at lengthof stay +booking channel

The Sleep-Deprived TravellersLook atcheck-in time+ bookingchannel

The Solo TravellersLook atnumber ofguests + page views

2. Adapt to the upsurge in mobile device data

Source: Google & TNS, reported by Tnooz

3. Provide a seamless, user-friendly booking experience

Source: SaleCycle

Attract, reach and convert these groups of travellers with smart and simple

technology...

Add TheBookingButton to your website and increase your direct bookings with a seamless booking experience for guests"Since going live with TheBookingButton, we have received a substantial increase of reservations from our website as it looks more professional, it’s easy..."

Newmark Hotels, South Africa

Canvas can help delivera beautiful hotel website in aninstant – without the need fordesign skills

“Working with Canvas I was very pleased with the results immediately. And now I can make changes to my website directly without risking its design or visual elements. As someone with only basic computer skills, this is a key benefit of the product for me.”

Thelma Gray, Cowra Country Gardens Motor Inn

The Channel Manager can help you reach these travellers on the booking sites they frequent… and identify them using metrics like Length Of Stay and Average Revenue Per Booking"What we enjoy about SiteMinder's technology is its simplicity and practicality, and its ability to provide us with accurate data. And, because the products..."

BIRD Hotels & Residences

See how Prophet allows you to respond to the market in real-time“Being a property of nearly 90 rooms, we find that even half a dozen rooms moving on any single date can result in major changes to occupancy percentage, and ultimately result in lots of changes to how we manage our revenue overall. So, speedy and visually easy-to-read data is vital – and SiteMinder’s Prophet provides that to us. It’s definitely made comp set rate analysis easier and quicker.”

Jeremy Longstaff, general manager, Quest Southbank - Melbourne

For more on direct bookings, visit:www.siteminder.com/resources