Digital Marketing Analytics: Driving Hotel Success (2016 May report)
8. Simon Kngsnorth, Chief Marketing Officer - City Relay
1. City Relay. London’s most trusted short-let management company
Blending the physical and digital world
in the human age
Simon Kingsnorth
CMO, City Relay
2. City Relay. London’s most trusted short-let management company
The world is changing.
Let’s dispel a myth - We live in the human age, not the digital age
But technology must augment the experience, not replace it
JOMO is replacing FOMO
“We DO NOT have Wifi”
Service is the differentiator
3. City Relay. London’s most trusted short-let management company
Physical and Digital in short letting.
The desire for the physical and digital extends to the travel market.
Airbnb has seen enormous growth
But there remains a level of resistance due to the inconsistent guest experience
Human interaction remains highly valued
4. City Relay. London’s most trusted short-let management company
Blending the hotel model with short letting.
City Relay Reception Spaces
Concierge services, keys, bags at check-out, other local services e.g. parcel delivery, free tap water
Personal interaction at all stages
24/7 guest help desk
Hundreds of check-ins every month
5. City Relay. London’s most trusted short-let management company
How we’ve grown enquiries by 60% in 3 mths
Highly targeted but broad strategy
● Social media, influencers, lead generation, communities, videos, infographics. Don’t over-promote
● Search locality and full journey with deep research, look-a-like targeting and retargeting
● Localised content strategy using the content bubble method with roundup posts, top 5s, old content updates and education vs entertainment
● SEO techniques using the SEO triangle including PR, outreach, content, localisation, snippets, url structure, mobile optimisation, PPC
insights. Optimise for user not for Google
Test & learn with structure
Content
Technical LinksContent Bubble
6. City Relay. London’s most trusted short-let management company
Community matters.
Without community humans wouldn’t exist
Targeted advertising and local community.
Creating communities has never been more important
Social lends itself well to this. Building helpful communities on and offline
Reviews are critical for success. We remain the most trusted short-let company in London
“Trustpilot now provides over 70,000 ecommerce businesses with TrustScores based on more than six
million reviews, adding 2,000 new merchants and over 300,000 new consumers to the Trustpilot
community every month”
7. City Relay. London’s most trusted short-let management company
Turning green.
Close to our heart but also a strong message for building loyalty
We use eco friendly products from electric vans to recycled toilet paper
This is a key deciding factor for an increasing number of consumers both
private and corporate
“42% of consumers also say that their buying habits have changed in reaction to the amount of
sustainably minded products in stores, agreeing that whether something is sustainable has a hand in
their decision to buy it.”