1 THE ELEMENTS OF HOSPITALITY MARKETING AGENDA MARKETING PRIORITIES FOR 2013 WHAT DO WE KNOW? OUR TRAVEL TRENDS FOR 2013 OTHER TRENDS

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1 THE ELEMENTS OF HOSPITALITY MARKETING AGENDA Overview of Hospitality Landscape for 2013 Today s Traveler and Your Guest HOW TO UNDERSTAND AND USE THESE TOOLS TO FILL BEDS! THE INNKEEPING SHOW LAS VEGAS, 2013 Evolution of Technology Social The Essence of Hospitality Today s Innkeeper Q & A PRESENTED BY RICK WOLF THE B & B TEAM, INN CONSULTANTS AND BROKERS WHAT DO WE KNOW? MARKETING PRIORITIES FOR was a good year for lodging National Occupancy up National Average Daily Rate (ADR) up National Revenue per Available Room (RevPar) up Survive? you bet and many thrived! Did they earn an A or did they get a D? Decide where to spend your precious resources Time $$$ Decide what s important How to evaluate / learn / select / implement Hint Website, mobility, blog.. Create a plan to make sense of all this and still remain the Hospitable Innkeeper OUR TRAVEL TRENDS FOR 2013 OTHER TRENDS Technology Turn-On Powering Down Adventure / Experience the New Catch the Culture Bug A Family Affair Value International Tourism the s are coming! Social Media gaining as a place for reviews Personalization (less structure) is desired Its about us our Experience Travel continues to more challenging and $$$ Competition: Disney, Vegas, Cruises, airbnb Luxury is returning Time has Value Cocooning Singles Pets 30 million households Other Niches 1

KNOW? MARKETING PRIORITIES FOR 2013 2012 was a good year for lodging National Occupancy up National Average Daily Rate (ADR) up National Revenue per Available Room (RevPar) up Survive?

2 CONCEPTS TO EMBRACE SOME BASICS FOR SUCCESS Your Brand is only as strong as the product Treat existing guests like gold Simplifying life for your guests and solving issues is essential Personalization is a key to success Cater to desires rather than consumption patterns Be proactive vs. reactive Human interaction is a most valuable commodity bring it back into your Brand Website is your biggest asset are you treating it accordingly? 3 second rule Quality and Freshness Pictures 3-5 year shelf life Make it WORK for you Understand Search Engine Marketing (SEM) Cleanliness and Hospitality WHO IS YOUR GUEST? WHAT IS IMPORTANT TO GUESTS? Today s contemporary traveler is Informed, Intelligent, Independent, Imaginative, Interested, Internet-savvy, and Identified and Intimately involved with Social Media 8 of 10 travelers consider user reviews important 6 of 10 travelers book their trip online 7 of 10 same day reservations made from a smartphone 5+ of 10 reviews written by women and give reviews 7 of 10 travelers are using Social Media / Consumer Generated Media / Conversational Marketing Communicate with them in the language they speak Is there a message here? Creating an Emotional Connection through the Experience Perceived and Real Value Bundling/Packaging addresses the needs of your guests Themes (gardening / cooking) Threads (destination connections) Trends (niches) Traditions (history / heritage) Customized Journeys Collecting Experiences Thoughtful Rooms It s all about the Guest WHAT ELSE DO WE KNOW? Personalization is increasingly important Guests will pay more for what THEY want When you understand their emotions, you understand their needs. There is an urgent need for Brand clarity with unique lodging properties A new Customer Sensibility is maturing family values authenticity special occasion vacations truth and transparency Value is King for today s Guest THE EVOLUTION OF TECHNOLOGY IN OUR WORLD The 3 screens TV / Computer / Smart Phones Phones / Online / Now a Mix Why? Give good phone Mobility is rapidly gaining in importance Search Engine Marketing has changed the traditional Marketing Landscape 2

3 YOUR NEW TOOL BOX SOCIAL MEDIA 101 Search Engine Marketing Social Media Blogs facebook Twitter / Pinterest Trip Advisor / Yelp / bb.com / Google / YouTube Word Of Mouth (WOM) Search Engine i Optimization i (SEO) Pay Per Click (PPC). Alerts Voice search Local Analytics Constant Contact, My Emma Permission based only! Good old fashioned social interaction If you are going to participate in the dialogue, have a strategy Why are you doing this? What are your goals and objectives? Are you measuring (tracking) results? Always have a Reality Check! Are you getting results? Or simply doing this? Have a purpose otherwise it s a time suck Lets understand what s behind different social channels to gain insights If you don t know where you re going, pretty much any road will get you there! BLOGS FACEBOOK For newbies, we believe Blogging is the #1 place to start this trip Start looking at Blogs you might like to see how they work Visit the major blogs Wordpress / Blogger / Typepad Visit blogs you like for inspiration Experiment without publishing Go live when comfortable Why Blog? Blogging for SEO! Connects you to guests What to blog about Be in in former not a me former Soft sell your property but sell: the Experience, the Area Be interesting not a lightening rod Set your (ideal) schedule of 1 a week or 4+ a month yes, you do have lots to say! Facebook is going to be your second foray into Social Media 850,000,000 monthly users Average user has 130 friends 23% of users check their account 5+ times a day 1 million websites are integrated 250 million images uploaded every day Get in on the dialogue Largest demographic women over 55! Guess who makes the reservations? Can target advertising too! How many likes do you have? TWITTER PINTEREST Twitter and Pinterest can be an optional #3 or #4 choice When your Blog is up and you re connecting on Facebook take a look at Twitter Open an account Find other industry folks to follow Understand the culture Get used to 140 characters Understand Tiny urls Tools to organize Tweetdeck for example As a stand alone, may not be that useful for unique lodging properties for generating business But link to Facebook, your Blog posts and create a tool for expanding presence Be relevant, not just a Re-Tweeter Online social catalogue platform that is on the rise Post images that link back to your website 80% of users are women Average American user is on more than 1 hour a day Pinterest referrals spend 70% more $$$ than others Driving more traffic to websites than YouTube, LinkedIn and Google+ combined 3

Good old fashioned social interaction If you are going to participate in the dialogue, have a strategy Why are you doing this? What are your goals and objectives? Are you measuring (tracking) results?

4 SEARCH ENGINE MARKETING Top Search Engines 2012 Blogs / E-news Pay Per Click Search Engine Optimization Social Media SEM - Search Engine Marketing, or SEM, is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages. SOCIAL MEDIA STRATEGY Start by following the social media strategy funnel. Before diving into tactics, you need to define social media goals that align with business objectives. "80 percent of marketers incorrectly begin with tactics instead of goals." -emarketer Report **SO FREEKING WHAT?** IMPORTANT! Recognize these are the tools your guests are using Check this out for understanding the importance of social media to your business and your future Use these tools to increase your business your importance in your community and your ultimate value Refer to the previous charts often to understand the relationships and connectivity that all have to your website! Recognize no one element provides a silver bullet effect Social Media Video 2013 Socialnomics2.flv Success will come from a well organized and executed plan that utilizes all the tools together 4

Before diving into tactics, you need to define social media goals that align with business objectives. "80 percent of marketers incorrectly begin with tactics instead of goals.

5 YES, THE GLASS IS HALF FULL REVIEW SITES: LOVE THEM OR HATE THEM BUT THEY RE HERE Social Media is the future. Just like newspapers, radio, TV and so on have been before. It's not scary that people want to stay in touch, it's normal for us. A person always wants to know. 60 million unique visitors per month 75 million reviews and comments Beginning to hear of some rumblings from users Reputation Management is still critical! Others THE ESSENCE OF HOSPITALITY DO YOU WANT TO SEEN LIKE THIS? You never have a second chance to make a 1 st Impression Initial Communications Website Phone Basic Hospitality = Important Technology Exterior Appearance is critical OR LIKE THIS? IT S ALL IN THE DETAILS Greeting your Guests Your Staff Your Rooms / décor/ comfort / cleanliness The Stay Thank you, Goodbye and do Come Again 5

60 million unique visitors per month 75 million reviews and comments Beginning to hear of some rumblings from users Reputation Management is still critical!

6 NOTHING REPLACES THE BASICS THE HUMAN TOUCH Genuine warmth and hospitality Genuine interaction with Guests Old fashioned recognition Anniversaries Birthdays Honeymoons Frequent stay programs (loyalty) Great food Great beds Clean Clean Clean Still at the Heart of Hospitality! TODAY S INNKEEPER AND MOST OF ALL Is in tune with their Guests and understands their needs and wants Uses this knowledge and executes a plan with these tools to put heads on beds! Uses all the tools (comfortably) available to connect with past and future guests HAVE FUN! Constantly and regularly works to Be the Best! THANKS TO: THANK YOU! Greg Dugal / Maine Innkeeper s Association Scott Thomas / Brewster House B&B Rick Litchfield / Captain Lord Mansion Dennis Snow Lisa Kolb / Acorn Internet Services Joe Veneto / The Opportunity Guy David Berkorowitz / 360i Maine Biz Laura Bly / USA Today Gary Leopold / ISMBoston Amber Naslund / Altitude Branding and Alvin Toffler Inn Consultants and Brokers Since Rick Wolf 6

TODAY S INNKEEPER AND MOST OF ALL Is in tune with their Guests and understands their needs and wants Uses this knowledge and executes a plan with these tools to put heads on beds!

Guide to Social Marketing for Tourist Destinations & Travel Agents Introduction

Guide to Social Marketing for Tourist Destinations & Travel Agents Introduction There has been a dramatic increase in the number of people who are becoming self-reliant travelers; using online communities,