Wojciech Szymański | Piotr Zając
Hotels on the Internet - reputation management Integrated taking care of consumer in the hotel industry
Hotels on the Internet
Prosumer = professional consumer Prosumer is more than a consumer. It is a person who has extensive knowledge of the products and services of a favorite brand and shares this knowledge with others. Prosumer is an active consumer who is not just a passive consumer of advertising materials
www.ideoagency.com
Hotels on the Internet
Prosumer = professional consumer The consumer of the 21st century is a courageous consumer, conscious of oneself and one’s needs, demanding and curious of new things .
www.ideoagency.com
Hotels on the Internet
www.ideoagency.com
Hotels on the Internet
How do customers behave on the Internet? 57% of Internet users surveyed left product reviews online, and each of them did so in a location accessible to many consumers (auction sites, online forums, online stores websites)
78% of Internet users surveyed found information about a product online
www.ideoagency.com
Hotels on the Internet
How do customers behave on the Internet? Users aged 25 - 34 are the most active when it comes to looking for information about products, businesses, and services on the web.
According to a survey conducted by Gemius, as many as 76% of respondents reported the Internet as a place to look for real-estate offers.
www.ideoagency.com
Hotels on the Internet
How do customers behave on the Internet?
www.ideoagency.com
Hotels on the Internet
Internet is creating a brand
www.ideoagency.com
Hotels on the Internet
Online hotel reviews
www.ideoagency.com
Hotels on the Internet
Online hotel reviews
www.ideoagency.com
Hotels on the Internet
Online hotel reviews
www.ideoagency.com
Hotels on the Internet
Online hotel reviews
www.ideoagency.com
Hotels on the Internet
Statistics All it takes is 10 positive reviews to validate your business or product and confirm the high quality. 3 negative reviews will be enough to change this quality.
www.ideoagency.com
Hotels on the Internet
Internet users looking for feedback …
www.ideoagency.com
Hotels on the Internet
Internet users looking for feedback …
www.ideoagency.com
Hotels on the Internet
Internet users looking for feedback …
www.ideoagency.com
Hotels on the Internet
… and what do they find?
www.ideoagency.com
Hotels on the Internet
… and what do they find?
www.ideoagency.com
Hotels on the Internet
www.ideoagency.com
Hotels on the Internet
SERM – Search Engine Reputation Management
In the age of prosumer – that is professional consumers who do not believe in marketing messages and seek their own sources of information – a search engine belongs to some of the most important and most popular ones - it is worth to take a look at your search engine reputation. www.ideoagency.com
Hotels on the Internet
SERM – Search Engine Reputation Management
Includes two activities: striving to remove websites with negative information from the top ten links placing on a higher position positive information about the company or a person.
www.ideoagency.com
Hotels on the Internet
Phrases with the highest PR meaning „Hotel” + hotel's name – e.g. ”Hotel Novotel” hotel's name + „feedback”, e.g. „Novotel feedback” hotel's name + city + „feedback”, e.g. „Novotel kraków feedback”
www.ideoagency.com
Hotels on the Internet
Strategy of action Firstly, their own business websites, e.g.: hotel-opinie.pl, hotel.pl, and theme websites. Second online forums - take care of positive information, including word of mouth marketing Thirdly, social sites : e.g. tripadvisor.com, booking.com, holidaycheck.pl Fourth, business cards in portals, e.g. linkedin.com, facebook.com www.ideoagency.com
Hotels on the Internet
Monitoring Google has a great free tool - Google Alerts The user receives email messages about new pages including defined keywords
www.ideoagency.com
Hotels on the Internet
www.ideoagency.com
Hotels on the Internet
www.ideoagency.com
Hotels on the Internet
HOW TO SUCCESSFULLY MANAGE THE IMAGE:
- Using a website - Outside the website
www.ideoagency.com
Hotels on the Internet
We should strive to maximize the so-called „Billboard Effect” Increase the number of bookings made through the website and offline among potential customers that find hotel information on external sites. A good measure of its effectiveness is the number of direct booking but also the increase in hotel searches on the web.
www.ideoagency.com
Hotels on the Internet
We should strive to maximize the so-called „Billboard Effect” -1/3 of potential OTA (booking.com, hotels.com) visitors will find and check hotel websites to find out more, compare rates directly at the hotel, browse more photos 1/3 will also check the reviews on social media sites - then return to OTA (booking.com, hotels.com) or find the hotel website. However, 1/3 of your website visitors will go to sites (booking.com, hotels.com) known to them to compare bids, terms of purchase, reviews. Often they also go there because they "got used to it" and know the rules of using this site.
www.ideoagency.com
Źródło: Badania wihphotels.com / 2011
Hotels on the Internet
The „Moments of Truth” idea The „Moments of Truth” idea was developed at Procter and Gamble to describe the customer's decision-making processes in which one learns about the product and helps oneself decide whether the product is right for them.
Google has slightly modified this idea of using the Internet and created the publication Zero Moment of Truth. Moving this into our industry: Step 1. Discovery / stimulus – the customer learns about the hotel / his offer and begins to be interested in it Step 2. Zero Moment of truth – the customer does his homework by looking for more information about the hotel / online offers Step 3. First Moment of truth – the customer visits the hotel website to see if this offer is right for them Step 4. Second Moment of truth – consumption and it all becomes a reality; what then results in (not always of course) returning to the step 1 of the whole cycle ...
www.ideoagency.com
Hotels on the Internet
The „Moments of Truth” idea
www.ideoagency.com
Źródło: Badania wihphotels.com / 2011
Hotels on the Internet
Problems with building an online image... The coherence of the image in many channels Time needed to support multiple channels Many different administrative panels to handle
The necessity of laborious, repeatedly uploading the same things (pictures, content, prices)
www.ideoagency.com
Hotels on the Internet
Ways of solving problems – benchmark
Broker
Broker
Broker
Website
www.ideoagency.com
Broker
Broker
Hotels on the Internet
Ways of solving problems – benchmark
Broker
Broker
Application
www.ideoagency.com
Broker
Broker
Website
Broker
Hotels on the Internet
Ways of solving problems – benchmark OTA
OTA
OTA
Broker
GDS Application
GDS
Broker
Website
www.ideoagency.com
Hotel management
Hotels on the Internet
Website Image. Trust. Sale.
www.ideoagency.com
Hotels on the Internet
Website and the image We have conducted a quick analysis of a dozen sites (winners and distinguished in 2012) at an Annual International Competition organized by the Web Marketing Association.
www.ideoagency.com
Hotels on the Internet
www.ideoagency.com
Hotels on the Internet
www.ideoagency.com
Hotels on the Internet
www.ideoagency.com
Hotels on the Internet
www.ideoagency.com
Źródło: Badania wihphotels.com / 2011
Hotels on the Internet
www.ideoagency.com
Hotels on the Internet
Website and the image Our observations: 100% of websites are based on fullscreen graphics
All websites include professional photos that evoke positive emotions. They are well displayed on the web pages and
capture the public’s imagination Wherever it’s possible, the USP (Unique Selling Proposition) consists of a graphic and a slogan Photos take up most of the home screen space Large images also appear on subpages The content is limited and rather supports the picture. Texts are not too long, not filled with marketing ideas, but display the advantages and benefits in a natural way
www.ideoagency.com
Hotels on the Internet
Website and image Our observations: Abandoning the use of FLASH for html purposes
Some already use the potential of html5 / css3 (though for now to some extent)
Most supported by external online reservation system (mostly linking outside)
Limiting structure’s depth to the optimum minimum
Most visited (research results) sections (gallery, rooms / offers, price list, reservation, location / contact) Most often repeated elements on the main page: big picture; Go to the reservation; social icons Then: special offers, links to opinion sites www.ideoagency.com
Hotels on the Internet
Website and image What we lack in our opinion: Larger, but reasonable, use of novelties (html5, css3, etc.) Realization in the concept of Responsive Web Design - one site adapting to the user's screen Greater engagement with your own site (not just news, special offers and updated pricing) Implementing of motivating and pro-active solutions (loyalty programs, affiliate programs)
www.ideoagency.com
Thank you for your attention! Wojciech Szymański
[email protected] tel.: 500 226 626 www.ideoagency.com
