HOTEL

MARKETING
BENCHMARK
Q4 2016 Compiled by Sebastien Felix @fleexit & Martin Soler @martinsoler
INTRODUCTION
Its been a while, but the industry has been busy.

Were back with our collection of opinions, news, inspiration

and tech for the hotel marketing industry.

We quite think this is the best edition of the Hotel Marketing

Benchmark yet. Dozens of great and innovative tech and news
that are changing the industry. The big shift in hotel marketing
was undoubtedly the shift to online. But a big if not bigger shift
is about to happen with the shift to artificial intelligence.

But well let you read about that in the pages to come. Enjoy.

Sebastien Felix
Founder and CEO of Buzz&Go - buzzandgo.com

Martin Soler
Hotel and Tech Marketer - martinsoler.com

HOTEL MARKETING BENCHMARK Q4 2016 Sebastien Felix @fleexit Martin Soler @martinsoler Page 2
 RECENT
ADVANCES

HOTEL MARKETING BENCHMARK Q4 2016 Sebastien Felix @fleexit Martin Soler @martinsoler Page 3
#work FACEBOOK WORKPLACE

It is finally here: Facebook Workplace. After 18 months of beta (codename Facebook at Work), the
service was just launched early october. The familiar Facebook interface but now for work. Can it help
distributed teams, internal communications or reduce lengthy meetings? The jury is out on that. But it
certainly could assist, not needing to teach teams to use other tools.

HOTEL MARKETING BENCHMARK Q4 2016 Sebastien Felix @fleexit Martin Soler @martinsoler Page 4
#publicity OUTSOURCING PUBLICITY?

Pinterest launched the Pin Collective, a platform to reach out with influencers on Pinterest and have
them create your publicity campaign for you. A novel way to give publicity a much more authentic feel
and without the grey-zone of sponsored influencers that forgot to say they got paid a hefty check to
post that picture. Honest publicity is the best publicity there it. And while we never advise to chase
shiny object in marketing - being in the loop of those shiny objects is a good thing.

HOTEL MARKETING BENCHMARK Q4 2016 Sebastien Felix @fleexit Martin Soler @martinsoler Page 5
#tech COMMUNICATION APPS

The facility with which guests can communicate has never been greater. Not just to each other, to hotels
as well. They can log-on to a hotels Facebook page and instant message to the hotel, they can use
WhatsApp to send a message instantly to a hotel and they can message through Twitter buttons on a
hotels website. Even Google recently launched a similar service of their own. The question remains, are
hotels listening? Is there someone to pick up all those instant messages? Do guests believe someone is
listening? With tools like these, hotels have a unique opportunity to service guests and eventually
remedy anything that isnt going right, before, during and after the stay. So, no more excuses for bad
reviews?
HOTEL MARKETING BENCHMARK Q4 2016 Sebastien Felix @fleexit Martin Soler @martinsoler Page 6
#advertising NEW RETARGETING CHANNELS

Pinterest recently launched a retargeting program and it is good news for hotel groups, boutique and
luxury hotels. The ability to retarget visitors who havent booked, either with an alternative hotel or
remind them to stay with the hotel they just visited. Retargeting isnt the new news but the fact that
Pinterest offers it is. Pinterest is a great platform for travel inspiration and inspiration is the one part of
travel advertising that still needs work. Retargeting isnt the solution since it happens after inspiration
but being able to get back there if a traveler may have forgotten is worth it.

HOTEL MARKETING BENCHMARK Q4 2016 Sebastien Felix @fleexit Martin Soler @martinsoler Page 7
 OPINIONS
& PREDICTIONS

HOTEL MARKETING BENCHMARK Q4 2016 Sebastien Felix @fleexit Martin Soler @martinsoler Page 8
#artificialintelligence Trip Planning, AI and APIs

Google Trips has the possibility of becoming the most intelligent online travel planner, with deep access
to email for reservation data, pictures for all the moments that matter most (and this could be a huge
factor in travel suggestions), location and history, coupled with some smart predictive algorithms.
Google Trips potential for inspiration and online reservation is a force to be reckoned with and one that
very few, aside from maybe Apple or Microsoft could compete with. The alternative of course would be
that all providers create open APIs from which data could be shared, which wouldnt be bad either.

HOTEL MARKETING BENCHMARK Q4 2016 Sebastien Felix @fleexit Martin Soler @martinsoler Page 9
#directbooking DIRECT vs OTAs

Direct Bookings finally became a big deal in 2015. A big deal not because nobody was doing it before
but because the media started reporting on it. The important point with direct bookings is what is in it
for the guest. That OTAs take a commission isnt much concern for guests and the facility to have a
single place to check all hotels is a convenience that direct booking doesnt have. It is no secret that
OTAs arent too happy and some reports of penalized rankings are cropping up. Someone said rather
than bickering over rate parity issues, if hotels really want to make a statement to OTAs all theyd had to
do was end availability for a single day. Guests would book, but not through OTAs...

HOTEL MARKETING BENCHMARK Q4 2016 Sebastien Felix @fleexit Martin Soler @martinsoler Page 10
#metasearch POST COST-PER-CLICK ERA

Meta-search platforms are continuing their shift from clicks based advertising to commission based
models, blurring the lines between meta-search and OTAs. Two of the largest platforms have pretty
much completed their shift (Google and TripAdvisor), Several others are bound to follow. Commission
based models would be good for the industry once every platform has shifted. As discussed in a
previous article on attribution models, travelers go through multiple sites before booking and hotels are
liable to pay for clicks on each step for the way, whereas if they were all commission based - hotels
would only pay for the one that brought the reservation.

HOTEL MARKETING BENCHMARK Q4 2016 Sebastien Felix @fleexit Martin Soler @martinsoler Page 11
#tech BRANDS TO TECH CO.

In a previous edition we touched upon how hotel companies, the big brands, are turning into hotel tech
companies. There is a huge opportunity for the industry there, if they can successfully merge between
being a procedures company to a procedures, know-how and tech company they can bring great new
opportunities for hotel owners. Most recently The Standard launched its own last minute booking
app and opened it to boutique hotels. AccorHotels launched their booking platform and Marriott Hotels
started their travel incubator/accelerator. Is this the future of hotel brands? It certainly has the
potential of becoming that. [Image by Skift]

HOTEL MARKETING BENCHMARK Q4 2016 Sebastien Felix @fleexit Martin Soler @martinsoler Page 12
#tech ASSISTANTS & BOTS

Google Assistant, Amazons Alexa, Apples Siri and Microsofts Cortana are the big ones. Lola, Facebook
M and many others are being created through Chatbot platforms. The fact is the future of travel search
is going to shift into a more narrative and artificially intelligent model. Fewer choices but more relevant
choices. The platforms will shift, of course those who have availability, rates and inventory data (ARI)
will be pushing through those platforms, but there will only be one spot available. Which is both good
and bad for the consumer - faster reservations but the risk of less competition on commissions and
distribution. So while OTA vs Direct is being battled dont forget the whole system is about to change.

HOTEL MARKETING BENCHMARK Q4 2016 Sebastien Felix @fleexit Martin Soler @martinsoler Page 13
#history MODERN HOTEL MARKETING

If youre into Hotel Marketing (and we assume you are), The Definitive History of Online Travel by
Dennis Schaal from Skift is a must read. Whilst we have passed the era of converting travel from offline
to online, there are still many, many things that can be made better in travel. What will the next big
shift in travel be? For example. could we use technology to change the industry from being the best
firefighters to being able to predict trouble and errors before guests even notice them?

HOTEL MARKETING BENCHMARK Q4 2016 Sebastien Felix @fleexit Martin Soler @martinsoler Page 14
 FUTURE
TECH

HOTEL MARKETING BENCHMARK Q4 2016 Sebastien Felix @fleexit Martin Soler @martinsoler Page 15
#futuretech ASCAPE

VR (Virtual Reality) is booming and will be one of the key topics in 2017 and the years to come. With
Samsung and now Google launching their mobile VR headset we can expect to see an explosion of new
travel apps. Ascape.com aims to become the number one travel website dedicated to VR. You can
already download the app on both Android and Apple appstore to start the experience.

HOTEL MARKETING BENCHMARK Q4 2016 Sebastien Felix @fleexit Martin Soler @martinsoler Page 16
#tech BEACONS IN HOTELS

Beacons, turning guest TVs into communication channel that actually make some sense. Beacon
technology will most definitely help hotels - the larger ones at least - understand guest movement, assist
operations to provide services and people in locations that need it. But what about communicating to
guests things that are most relevant to them. It is nice when a hotels TV system knows ones name. But
thats about all they know, how about showing the minibar prices when a guest moves there, or the
room-service menu when going to the desk? And those are the easy ones.

HOTEL MARKETING BENCHMARK Q4 2016 Sebastien Felix @fleexit Martin Soler @martinsoler Page 17
#businessmodel UNLIMITED HOTEL STAY

Changing the business model of hospitality with a subscription model? This startup is trying. Its only
available on the French market for the moment but we really believe in this startup: Supertripper.
Travellers pay a monthly subscription (starting at 139/m) and have unlimited travel within the
portfolio of hotels. Could this be the future for hotels?

HOTEL MARKETING BENCHMARK Q4 2016 Sebastien Felix @fleexit Martin Soler @martinsoler Page 18
 FRESH
INSPIRATION

HOTEL MARKETING BENCHMARK Q4 2016 Sebastien Felix @fleexit Martin Soler @martinsoler Page 19
#inspiration YOUR ROOM, EVERYWHERE

Scandic-to-go, taking a part of a hotel to places around the world so guests can keep staying at the hotel,
a brilliant brand awareness campaign by Scandic.

See more here:

https://www.scandichotels.com/landing-pages/scandic-to-go

HOTEL MARKETING BENCHMARK Q4 2016 Sebastien Felix @fleexit Martin Soler @martinsoler Page 20
#inspiration DONT TRAVEL!

Dont go to Paris, or Tokyo, or New York - Live there. Brilliant and simple ad by Airbnb.

Watch the video here:

https://www.youtube.com/watch?v=TNCJh9WwU6w

HOTEL MARKETING BENCHMARK Q4 2016 Sebastien Felix @fleexit Martin Soler @martinsoler Page 21
#inspiration LOVE/HATE FOR FRENCH TRAINS

A history of advertising for the French train system SNCF (in French). The love/hate relationship between the
French and their (rather large) train system has gone on forever. Even their first commercial right after WW2 is
about someone complaining. Some great, some corny but all interesting ads. (12 minutes)

Watch the video here:

https://www.youtube.com/watch?v=SkEvnrNPPps

HOTEL MARKETING BENCHMARK Q4 2016 Sebastien Felix @fleexit Martin Soler @martinsoler Page 22
#inspiration WEIRD BUT WORTH IT

This almost deserves a spot on Adobes Stock Photo T-Shirts, perma-smiles that won't wash off for a
concept we still dont quite understand (a stand-in for birth?!) but it is worth the watch just for the
weirdness of it all.

https://www.youtube.com/watch?v=jbpunPd8PIw

HOTEL MARKETING BENCHMARK Q4 2016 Sebastien Felix @fleexit Martin Soler @martinsoler Page 23
 About us
Martin Soler
A passionate marketing guy with
experience in the hotel and travel
tech sector, having brought to
market multiple hotel technology
products to market in record time.
I work as an advisor and
marketing agent to hotels and
hotel technology companies
around the world. Reach out on
martinsoler.com
HOTEL MARKETING BENCHMARK Q4 2016
Sebastien Felix
Formerly head of online
marketing for a luxury hotel
group, I co-founded Buzz&Go the
first influencer marketing
platform for hospitality.
Currently building what will be
the new generation of storytelling
and content for travel brands.
Reach out to me on my
About.me/sebastien-felix page.
Sebastien Felix @fleexit Martin Soler @martinsoler Page 26