Cutting through the channel clutter: How hotels can get back in control of their distribution in 2016
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SiteMinder's David Chestler recently presented to an audience at the Caribbean Travel Marketplace deep-diving into all things online distribution for hotels, and asking the important question - how can your hotel cut through the channel clutter?
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Cutting through the channel clutter: How hotels can get back in control of their distribution in 2016
- 1. Cutting through the channel clutter: How hotels can get back in control of their distribution in 2016 David Chestler, SiteMinder
- 2. 26 years in the travel technology industry Held strategic roles with BirchStreet Systems, Pegasus Solutions, Utell International, RateGain, Visual Data Corp and Sceptre Hospitality Resources First co-chair of HTNG’s Software Resource Team David Chestler Executive Vice President, Global Enterprise Sales & Business Development at SiteMinder
- 3. Exponential growth in online distribution The great power shift in travel What drives the reservation: inspiration to reflection How the hotelier can keep pace What is next? Search and research Own your customers! What we will cover today
- 4. Exponential growth in online distribution
- 5. “There are an estimated 480 online hotel bookings per minute.” AHLA Online distribution is growing at a faster pace than the entire travel market.
- 6. More people are traveling than ever before Millions of tourists arrivals Source: UN World Tourism Organisation 1950 1990 1995 2000 2005 2010 2014 0 275 550 825 1,100 25 434 528 677 807 948 1,140 2015 1,184
- 7. “The coming year will herald an era of change for the hospitality industry. As … travelers become ever more discerning and reliant on digital platforms, our industry is obliged to step up technologically.” Caribbean Hotel and Tourism Association
- 8. The great power shift in travel
- 9. The changing balance of power
- 10. Understand today’s traveller Source: “5 Min Guide: What’s happening to bookings?”, Spring Metrics Where they’re booking What they’re searching for
- 11. Travellers have more information than ever 9 in 10 holidaymakers carried out research before booking their last trip Source: “Engaging the empowered holidaymaker”, Deloitte UK Online travel agencies Online review sites Meta search sites Hotel websites Social media Traditional travel agents
- 12. Source: “Engaging the empowered holidaymaker”, Deloitte UK
- 13. Let’s go back to the beginning Distribution before the cloud disruption…
- 14. Distribution in 2016 Source: DPFOC, 2015
- 15. Understand cross-platform consumer behavior We live in a multi-screen world. Consumers move between multiple devices to accomplish their goals… Source: Google/Ipsos/Sterling, 2012
- 16. One size does not fit all… Source: Booz Allen Hamilton, 2007
- 17. What is the property business mix? Source: “TravelClick North American Distribution Review”, 2015 CHANNEL Q1 2015 Q2 2015 Brand 28.5% 29.1% CRO 13.1% 13.3% Direct to hotel 23.1% 22.0% GDS 20.6% 19.3% OTA 14.8% 16.4%
- 20. What next? Source: Atmosphere Research Group, LLC, 2015 Home sharing: The latest challenge for hotels
- 21. Hotels cost more than home share rentals Source: Atmosphere Research Group, LLC, 2015
- 22. What drives the reservation: Inspiration to reflection
- 24. Source: “5 Min Guide: What’s happening to bookings?”, Spring Metrics What will keep bookings on site
- 25. Direct booking source comparison, 2011-2014
- 26. What is next? Search and research
- 27. The evolution of direct to property… Metasearch: New OTA or hotel’s direct partner?
- 28. The GDS still holds power Source: “Booking trends: Don’t ignore impact of GDSes”, Hotel News Now, 2015
- 29. Know how travelers are searching for you Source: “Today’s traveler: The shift to online bookings”, Spring Metrics, 2015
- 30. “A pessimist sees the difficulty in every opportunity; an optimist sees the opportunity in every difficulty.” Winston Churchill See the opportunity.
- 31. How the hotelier can keep pace
- 32. How can you get your share? Do your homework: Assess the impact and effectiveness of your individual streams Determine which online channels provide the best ROI for your hotel Analyze your business mix Establish your hotel’s true level of supply – to maximize inventory online Analyze your competitor set and your performance as a benchmark Know Google and TripAdvisor direct to property!
- 33. Look at connectivity Use automation for better yield Look at what the biggest drivers of business are in your destination Learn with HSMAI, HEDNA, associations, schools and consultants Know what your competitors are doing Define a new strategy for managing your distribution
- 34. It’s still about supply and demand
- 35. Analyze where you can make the biggest impact in the consumer decision-making cycle Implement an online distribution platform with true two-way XML integrations Use images and content to improve bookings and deliver value to partners Remember that merchandizing is a strategy Insure fail-safe delivery of bookings Build a strategy that values connections
- 36. Concentrate your efforts Concentration will allow you to multiply your success rate. Find a solution that: Allows you to concentrate all your available inventory online, via multiple channels Enables flexibility and mobility – to keep up with rapid the changes to online bookings Insures parity for your partners.
- 37. Have single-image inventory How you benefit: Easily manage your rates and availability from one platform Distribute to multiple sales channels Receive correct data directly to your PMS/CRS Enable automation to drive better business. How online channels benefit: Able to reserve rooms from a single source Can trust that inventory listed as ‘available’ can be sold Can work on building productive relationships with hoteliers.
- 38. Better merchandized hotels get more bookings Why? They stand out from their competitors They successfully market themselves as ‘attractive’ options to the consumer They carefully manage their data, rates and display They insure their inventory is “on the shelf”
- 39. Spend wisely Marketing technology is growing. But do you have the tools to convert on the traffic? At what cost? Source: “Survey Report: A look at the content and technology driving today’s demand generation”, Spear Marketing Group, 2015 Marketing technologies July 2015 (% of respondents) In 12-18 months (% of respondents) Content marketing 85% 60% SEO 70% 41% CRM 68% 29% Marketing automation 62% 56% Social media management 59% 32% Lead lifecycle/attribution reporting 42% 45% Testing & optimization 41% 37% Personalization 33% 34% Big data/analytics 25% 32% Database health & optimization 25% 17% Predictive analytics 16% 37% Programmatic advertising 13% 17% Click-to-call 8% 7% Most important marketing technologies according to US B2B marketers
- 40. Engineering seamless online distribution SiteMinder’s Channel Manager is at the center of the travel ecosystem
- 41. Trusted by more than 20,000 hotels in 160 countries on six continents Cloud platform provides hoteliers with more control over the online success of their business, and connects them to travelers across the globe Powered US$10.8 billion+ booking revenue and 27 million+ reservations for hotels from July 2014 to June 2015 Extensive network of 400+ travel and technology suppliers Provides real-time solutions that respond and react instantaneously – when you need them! Market leader in online distribution SiteMinder
- 42. SiteMinder enables seamless, two-way XML integrations with simple APIs API for PMS/CRS/RMS integrations API for channel integrations
- 43. 300+ connections to the world’s top booking channels
- 44. 120+ integrations with the world’s leading connectivity partners
- 46. “The momentum for change becomes unstoppable.” Gladwell Tipping point: Let your success online generate itself.
- 48. “A 100-room hotel with 1.4 guests per room running between 55% and 60% occupancy gathers data from roughly 30,000 guests every year.” Tim Peter, Hotel News Now
- 49. Leverage your data to drive conversions Source: “The future of personalized marketing In travel”, Skift/Boxever, 2014
- 50. How can your hotel gain back the power?
Notas del editor
- More people are traveling now than ever before, because it’s easier and less expensive. Think about budget airlines, accommodation and last-minute deals. In just six decades, travel has seen a dramatic rise both in breadth and scope. A mere 25 million people travelled the globe in 1950, and mainly to and from the traditional destinations of Europe and North America. In 2015, international tourist arrivals reached nearly 1.2 billion, a 4.4 percent increase over the previous year, with emerging economies increasingly capturing the imagination of travelers.
- In the Caribbean, annual visitor numbers are approaching the 30 million mark, a goal the Caribbean Tourism Organization (CTO) hopes to reach by the end of 2017. According to the CTO, a record 26.3 million people traveled to the region in 2014, an increase of 5.3% over the previous year. And, room inventory is growing to cater for the demand to create greater competition for your hotel. Last December, it was reported there were 171 hotels totaling 28,570 rooms under contract in the Caribbean/Mexico region. This represents a 4.4% increase compared with December 2014, with Mexico leading the way at 7,536 rooms in 50 hotels under construction.
- As recently as 1950, travel was limited by budgets and technology. Travel was dominated by the global chains. Travel offers and tour operators along with airlines created ease and simplicity. The cloud has leveled the playing field for independents to compete with global chains. But today’s traveller is in control, thanks to greater access to travel via low budget airlines, budget accommodation and last-minute deals. And, technology… mobile, social, online review sites. Of course, we can’t forget the sharing economy. Today, homes and apartments are competing with hotels for the same share of traveller monies.
- In 2013 the amount of digital information in the world was growing at 50% YoY. Two-thirds of this digital content is consumed/created by people: video watching, social media, image sharing. Why is this relevant to travellers? Info on OTAs, flights, hotels, cars. Comparing prices easily. Finding deals. Review sites – Millions of ratings and reviews. Hotels. Restaurants. Attractions. Direct booking – More info than ever on a hotel’s own website about the hotel, prices, local attractions. And its easier than ever to book directly with a hotel Social media – Facebook, Twitter and Pinterest make it easy to see where your friends and family are going and where they want to go. Your social network is the go to resource to figure out where to travel and when. On Instagram you see amazing photos. And more videos are shared on YouTube than ever before. Traditional travel agents – let’s not forget the expertise of travel agents and the access to information that they have at their fingertips. With more information than ever available to travellers, it’s much easier for people to learn about where to go and what to see.
- Read out slide
- Source: Phocuswright and h2c’s Independent Lodging Market Report, co-sponsored by SiteMinder
- Source: Phocuswright and h2c’s Independent Lodging Market Report, co-sponsored by SiteMinder
- TripAdvisor and Airbnb will have a 100% growth rate. How is your website performing?
- TripConnect instant booking is one of SiteMinder’s fastest-growing channels
- SiteMinder is here to help, delivering hotels a cloud platform that enables them to attract, reach and convert guests globally, with a simplicity that makes it easy to stay ahead of changing traveling trends. The Channel Manager is the leading platform for online room inventory and rate management. TheBookingButton is a wholly branded booking engine for your hotel’s website to attract, reach and convert guests directly. GDS by SiteMinder is a single point entry to 500,000+ travel agents and the world’s major GDSs.