Editor’s Note: This post originally appeared on the blog of the hospitality digital marketing company, buuteeq, prior to its acquisition by Booking.com in June 2014. The opinions expressed here are specific to buuteeq, though many of the technology insights remain relevant to customers and admirers of our new business, BookingSuite, a unit of Booking.com. Visit suite.booking.com for our latest thought leadership in the hospitality digital marketing space.
We’ve partnered with Killer Infographics to produce this hotel marketing infographic that combines some of the best hotel marketing knowledge out there with buuteeq’s unique insights. Here are some of the key things to take away from our hotel marketing infographic:
- It is cheaper to gain an online booking from your website than from both online travel agencies (OTAs) and phone bookings.
- Hotels that engage with social media increase bookings, while those that ignore it lose bookings.
- The largest margin of profit comes from mobile bookers.
- Social media campaigns encourage more bookings than traditional email campaigns.
Hotel Marketing Infographic
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Hotel Marketing Infographic Transcript:
Hotel Digital Marketing – Web, Mobile and Social
As mobile technology advances and the world of social media expands, more and more hotels are turning towards the internet to increase revenue and generate greater brand awareness. In this wild world of Twitter, SEO and analytics, failure to adopt early is social suicide. This hotel marketing infographic shows the most social-savvy hotels are marketing themselves in this exploding market.
A New Frontier
The Migration of Hotel Services to Online Offerings
Online travel agents cost hotel operators about $2,5 billion in 2010
- Each booking from an online travel agency costs the hotel between $40 and $120.
- Online bookings cost between $2 and $6.
- Phone bookings cost between $6 and $10.
- 61% of Internet users in the US research travel online before purchasing.
- The percent of hotel bookings that took place online: 2000, 1%. 2010, 50+%.
- Bottom line: Bookings made from a property’s website cost less.
Social Media Presence
How to win customers and influence brand identity
- 7 in 10 Americans consider reviews before making purchases.
- Social sharing significantly improves hotel site exposure.
- Only 40% of hotels enable social sharing.
- Hotels with social sharing experienced a 12% increase in pageviews over three months.
- Hotels without sharing experienced a 2% decrease in pageviews over three months.
- 27% of hotels offer live chat.
Give People What They Want
What content is most popular on hotel Facebook pages?
- Hotel Features Rooms, Photos, etc… .31%
- Contests: .25%
- Company News & Events: .20%
- Local Tourism: .10%
- Promotions & Deals: .15%
10% of hoteliers offer full booking capabilities on their Facebook page.
Hotel adoption of social media strategies
- Global & Property Pages: Facebook 2011, 73%; 2012, 95%. Twitter 2011, 56%; 2012, 70%.
- Property Pages Only: Facebook 2011, 7%; 2013, 2%. Twitter 2011, 12%; 2012, 10%.
- Global Pages Only: Facebook 2011, 5%; 2012, 2%. Twitter 2011, 8%; 2012, 20%.
- No Presence: Facebook 2011, 15%; 2012, 0%. Twitter 2011, 24%; 2012, 0%.
Hotels with the greatest growth rate of Facebook ‘likes’; Feb 2011-Feb 2012:
- Hilton Hotels & Resorts: 101%
- Radisson: 63%
- Park Hyatt: 33%
- Concorde Hotels & Resorts: 30%
- InterContinental Hotels & Resorts: 22%
- Conrad Hotels & Resorts: 21%
- Waldorf Astoria Hotels & Resorts: 19%
- Renaissance Hotels: 16%
- Hotel Indigo: 16%
- Sofitel: 14%
Spreading Their Social Seeds
- 63% of hotels are on Google+
- 58% of hotels are on Foursquare
- 19% of hotels are on Instagram
- 17% of hotels are on Pinterest
- 13% of hotels are on tumblr
Hotels Gone Mobile
Keeping customers engaged with branded hotel content
- Hospitality is the #2 industry for mobile engagement (behind retail)
- 2/3rds of hotel brands support a mobile-optimized site with mobile booking functionality
- Largest profit margins come from mobile users: 70% of mobile bookings are more expensive same-day bookings
- Mobile services have led to an 18% increase for in-room dining orders
- MGM’s mobile phone apps (downloaded 800,000+ times) allow users to:
- make reservations
- buy show tickets
- order room service
- enjoy geo-targeted content and offers
iPads allow guests to
- control temperature and lighting
- order room service
- arrange car services
- make restaurant reservations
- set spa appointments
A Growing Industry
- Mobile bookings are poised to increase exponentially.
- $160 million in 2010
- $2.6 billion (2.4% of total online bookings) in 2012
- $8.0 billion (6,5% of total online travel bookings) by 2013
Mobile Service Increases
- iPhone App: 54% in 2011, 68% in 2012
- Mobile Website: 63% in 2011, 66% in 2012
- Android App: 10% in 2011, 46% in 2012
- iPad App: 12% in 2011, 44% in 2012
- Blackberry App: 20% in 2011, 22% in 2012
We hope you enjoyed our hotel marketing infographic. Please leave a comment with your thoughts and contact us if you have any other ideas for future infographics.