Maximizing the Digital Opportunity for the Hospitality Industry in India. https://iol.digital

1. From
Mouse
to
Money
Maximizing
the
Digital
Opportunity
for
the
Hospitality
Industry
in
India
iOL
Digital
Marke.ng
January
2014

2. Hotels
and
the
Rise
of
Internet
in
India
Over
125
million
internet
users
in
India
97%
prefer
to
book
a
hotel
online
Source:
MakeMyTrip
August
2013
Survey

3. Hotels
and
the
Rise
of
Internet
in
India
• Key
Purchase
ConsideraIons
Include
Price
Service
LocaIon
Favour
Three
&
Four
Star
Hotels
over
Luxury
ProperIes
Source:
MakeMyTrip
August
2013
Survey

4. Hotels
and
the
Rise
of
Internet
in
India
72%
Trust
web
search
&
TripAdvisor
ra.ngs
18%
Trust
word
of
mouth
3%
Trust
newspaper
and
TV
reviews
Source:
MakeMyTrip
August
2013
Survey

5. How
can
we
capitalize
on
these
changes
to
maximize
your
hotel
bookings?

6. How
can
we
capitalize
on
these
changes
to
maximize
your
hotel
bookings?
1.
Reach
Prospec.ve
Customers
Right
Before
they
Book
Online
2.
Stay
Top
of
Mind
Once
They
Visit
Your
Website
3.
Make
it
Easier
for
People
to
Find
you
on
Online
Travel
Review
Communi.es
4.
Make
your
Customers
fans
on
Facebook
&
Adver.se
to
their
Family
&
Friends
5.
Adver.se
on
Websites
Related
to
Tourism
for
Your
City

7. 1.
Reach
ProspecIve
Customers
Right
Before
they
Book
Online
– With
Google
Search
Ads
• Text
based
ads
that
appear
as
Google
Search
results

8. 1.
Reach
ProspecIve
Customers
Right
Before
they
Book
Online
– These
ads
link
back
to
your
website,
enabling
the
website
to
be
discovered
by
the
relevant
searcher,
at
the
.me
of
search
• Each
text
ad
is
linked
to
a
set
of
keywords,
which
one
or
many
adver.sers
bid
for
at
the
same
.me

9. 2.
Stay
Top
of
Mind
of
Recent
Website
Visitors
– With
Website
Remarke.ng
Ads
on
Websites
&
Facebook
• Online
banner
or
Facebook
newsfeed
ads
–
only
visible
to
your
most
recent
website
visitors
• The
objec.ve
of
these
ads
is
to
stay
top
of
mind
subsequent
to
a
prospect’s
visit
to
our
website
–
encouraging
them
to
revisit
and
confirm
their
booking

10. 3.
Make
it
Easier
for
People
to
Find
you
on
Online
Travel
Review
CommuniIes
– With
Business
Lis.ngs
on
Top
3
Travel
Review
Forums
especially
TripAdvisor
• Online
travel
communi.es,
lead
by
TripAdvisor,
have
now
become
extremely
popular
amongst
online
users
when
it
comes
to
travel
research
and
bookings

11. 3.
Make
it
Easier
for
People
to
Find
you
on
Online
Travel
Review
CommuniIes
– These
websites
typically
list
all
1-­‐5
star
hotels,
homestays,
guest
houses
and
more,
across
India–
ranking
them
basis
the
feedback
received
by
the
visitors
of
the
travel
community
– All
listed
proper.es
&
reviews
are
available
for
public
viewing,
and
in
addi.on
to
the
property’s
rank
and
reviews,
also
shared
are
images,
videos,
expected
prices
&
basic
contact
informa.on

12. 4.
Make
your
Customers
Fans
on
Facebook
and
AdverIse
to
Their
Friends
and
Family
– With
Facebook
Newsfeed
Ads
• Using
email
address
of
present
and
past
customers,
we
can
adver.se
to
them
on
their
Facebook
news
feeds,
asking
them
to
‘Like’
our
page
on
Facebook
and
leave
us
a
one
line
review
of
their
travel
experience
to
our
property

13. 4.
Make
your
Customers
Fans
on
Facebook
and
AdverIse
to
Their
Friends
and
Family
• Once
a
past
or
present
customer
‘Like’s
our
Facebook
page,
we
can
then
begin
adver.sing
special
offers
to
their
friends
and
family
who
are
also
on
Facebook
–
in
the
ci.es
and
age
groups
we
target!

14. 5.
AdverIse
on
Tourism
Centric
Websites
for
Your
City
– With
Targeted
Google
Banner
Ads
• Online
banner
ads
displayed
only
on
websites
related
to
tourism
for
your
city,
visible
only
to
audiences
in
the
countries
and
ci.es
we
target
Top
Tourism
Websites
Related
to
Your
City
Your
Ads
only
seen
by
people
in
the
ciIes
and
countries
you
wish
you
target

15. RECAP
-­‐
How
we
can
capitalize
on
these
changes
to
maximize
hotel
bookings
1.
Reach
Prospec.ve
Customers
Right
Before
they
Book
Online
2.
Stay
Top
of
Mind
Once
They
Visit
Your
Website
3.
Make
it
Easier
for
People
to
Find
you
on
Online
Travel
Review
Communi.es
4.
Make
your
Customers
fans
on
Facebook
&
Adver.se
to
their
Family
&
Friends
5.
Adver.se
on
Websites
Related
to
Tourism
for
Your
City

16. From
Mouse
to
Money
Maximizing
the
Digital
Opportunity
for
the
Hospitality
Industry
in
India
For
Further
Informa.on
please
contact
Varun
Gambhir
on
gambhir.varun@gmail.com
or
0
98339
04120
iOL
Digital
Marke.ng
January
2014