Tips for Increasing Web Booking Revenue Participant Guide PRE-TRAINING INFORMATION COURSE OBJECTIVES

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1 PRE-TRAINING INFORMATION Thank yu fr enrlling in the Tips fr Increasing Web wrkshp. Please print this guide prir t yur scheduled sessin. Print multiple cpies if yu will be jined by thers frm yur prperty. The instructr-led wrkshp reinfrces yur ihtelier skills t drive bkings by utilizing the reservatin slutins best practices. Links t jb aids, user guides, and additinal training resurces are available in the ihtelier Online Help. Click the n any ihtelier page t access the Online Help. COURSE OBJECTIVES After cmpleting this curse, yu will be able t: Identify key best practices t increase bkings Identify hw t drive cnversin n yur bking engine Indicate the steps t maintain visibility in all channels Describe the cnsumer bking experience TravelClick. All rights reserved. TravelClick is a registered trademark f TravelClick Inc.

2 KNOWING YOUR CONSUMERS When implementing yur strategy, it s imprtant t knw what influences yur guests t bk. Knwing the kind f business yu need enables yu t fcus yur marketing strategy. Ask yurself imprtant questins. Wh are yur guests? Why are they travelling? What kind f business are yu lking fr? What are the mst imprtant factrs when bking a prperty? Is it just price r is it much mre? Where are yur guests shpping? Hw are yur guests bking? TravelClick. All rights reserved. TravelClick is a registered trademark f TravelClick Inc.

3 WHAT INFLUENCES YOUR GUESTS? The PhCus Wright Cnsumer Travel Reprt, Eighth editin states that Natural and Cultural Attractins were the highest influencers in travel in 2015, Price f Ldging had significant influence with prir experience clse behind. WHERE ARE YOUR GUESTS SHOPPING? A ttal f 87% f shpping is dne nline. This includes PC s, tablets and smart phnes. OTA sites are the mst frequently shpped channels at 59%. Surce: PhCus Wright, Cnsumer Travel Reprt Eighth Editin TravelClick. All rights reserved. TravelClick is a registered trademark f TravelClick Inc.

4 HOW ARE YOUR GUESTS BOOKING? While 59% f shpping is dne thrugh OTA sites, nte nly 14.8% f revenue is created thrugh this channel. Direct bkings lead the pack with yur bking engine (Web) fllwing in secnd psitin. BEST PRACTICES Increasing Cnversin Yur website is the mst ecnmical bking channel. T maximize revenue ptential: 1. Ensure yur bking mask is laded n all relevant pages. a. Hme b. Specials and Packages c. Lcatin d. Accmmdatins 2. Create a smth bking prcess. D nt make yur guests re-enter infrmatin TravelClick. All rights reserved. TravelClick is a registered trademark f TravelClick Inc.

5 Creating Clear Calls t Actin Prtect yurself against abandnment! Ensure yur primary call-t-actin buttns are: a. Abve the fld b. In a cntrasting clr t the backgrund c. The primary elements n the page Accrding t a recent Sales Cycle reprt, a ttal f 29% f guests abandned bkings due t cmplicated bking prcesses, technical and payment issues. Imagine the revenue yu culd gain just by simplifying yur bking prcess. Maximizing Rm Types Yur rm descriptins and images tell the stry f yur prperty. T maximize yur marketing ptential: 1. Limit the number f rms displayed. In the GDS, t many rm types limit yur ability t market mre than ne rate plan as the Travel Agent can nly view 20 lines. Large numbers f rm types create t many chices and may devalue prduct fferings. 2. Hide unavailable rm types. 3. Add descriptins that set yur prperty apart frm yur cmpetitin and clearly present the value f each rm type ffering. a. Use bjective terms b. Avid htel terms. Fr example: efficiency rm. 4. Sequence yur rm types frm Lw t High by price t shw value. 5. Add images fr each rm type. The bking engine allws 1 main image and 6 large detail images per rm as well as TVS vide TravelClick. All rights reserved. TravelClick is a registered trademark f TravelClick Inc.

6 Vide The hspitality wrld is changing quickly. 1. Use vide t stand ut frm yur cmpetitrs. 2. Vide cntent prvides an advantage ver the OTAs. 3. By 2018, it s estimated that 90% f web traffic will be based n vide. Managing Multiple Rate Plans Lading several rate ptins enables yu t market t guest needs. 1. Lad qualified (AAA and AARP/Senirs) and unqualified rates (Specials, prmtins, packages). 2. Crprate and Cnsrtia rates require cntracts but are great perfrmance drivers. 3. Remember with the bking engine yu can lad separate themes (r landing pages) fr crprate accunts, prms, grups and/r seasnal rates. 4. Use Linked Prducts t manage all rate plans autmatically. Linked Prducts are derived rates that change based n the frmula yu set. 5. Sequence yur rate plans t advertise yur target rates first TravelClick. All rights reserved. TravelClick is a registered trademark f TravelClick Inc.

7 Driving Incremental Revenue Deliver self-serve up sell items n yur bking engine. This increases yur incremental revenue! 1. Service items like spa treatments, breakfast, free wifi and parking drive the value f yur prperty. 2. Upsell early check-in and late check-ut. 3. Take advantage f the pprtunity t up-sell during and pst bking. Adding Value Seeing is believing! Effective use f images and TVS vide demnstrate yur prperty s value and prvides a visual experience. 1. Lad images fr each rate plan, service, package, and grup. 2. Lad TVS Vide fr yur prperty and rm types. 3. Ensure yu have images in yur pht gallery! Managing Restrictins and Plicies Use restrictins with care. Lnger length f stay restrictins limit the number f bkings yu receive, thereby reducing yur ptential revenue. Best Practice: Keep yur LOS fr unqualified and BAR rate plans at r belw the average stay f yur guests. Remember exceptins can be made fr special events. Targeted usage f LOS prmtins t drive lnger stays can be cnsidered as part f yur prperty s verall pricing strategy. Ensure yu have yur plicies laded mnths in advance. Did yu knw ihtelier enables yu t lad plicies up t 6 years in the future? Yu can lad rate plan specific plicies in ihtelier. Differentiate yur advance purchase rates frm yur standard rates with different guarantee/depsit/cancellatin plicies TravelClick. All rights reserved. TravelClick is a registered trademark f TravelClick Inc.

8 Respnses t Reviews Demnstrating that yu care abut feedback has a very real and measurable effect n cnverting a traveler frm a casual brwser int a ptential guest. 1. Manage yur Trip Advisr reviews and ask guests fr nline reviews yu t help build greater trust with yur prspective custmer base. 2. Respnd quickly t bth psitive and negative reviews. Using Scial Media In an etravel Benchmark study, 61% f cnsumers wuld be mre li psitive review. T capitalize n this trend: 1. Leverage yur Facebk page t supprt yur website with cntent, links, & traffic. 2. Maintain a bking mask within yur Facebk page t drive greater demand t yur direct web bking engine. Optimizing use f Demand Prgrams Demand cmpnents including scial media raise yur Ggle search results, drive psitin and awareness. 1. Use Metasearch sites like Kayak, Trivag, r Ggle Lcal t drive traffic t yur website. 2. Use media campaigns such as direct remarketing (DRM) and SEO t drive demand t yur website. Leveraging a strng demand strategy facilitates direct relatinships with custmers and psitins yur prperty t cmpete with OTAs TravelClick. All rights reserved. TravelClick is a registered trademark f TravelClick Inc.

9 Leveraging Display Remarketing Use display remarketing (DRM) t re-engage travel shppers that previusly visited and abandned yur website. This is effective as: 1. The custmer has already shwn interest in yur prperty 2. There is a high ptential fr brand recgnitin since they have already visited yur site. 3. TravelClick DRM clients n average have achieved an ROI f 10:1. DRM is an easy and cst effective slutin f trying ut display ads. Being Mbile Mbile visitrs accunt fr 44% f the glbal traffic n ur bking engines. Incredible increases in mbile traffic have been seen glbally. Nrth America 156% Increase Latin America 218% Increase Eurpe, Middle East and Africa 125% Increase Asia Pacific 139% Increase Can yu affrd nt t have a mbile bking engine? TravelClick. All rights reserved. TravelClick is a registered trademark f TravelClick Inc.

10 WORKSHOP EXERCISE The fllwing exercise is meant t test the skills yu have learned. Using the URLs belw and the best practices learned in this curse, create a recmmendatin that will increase revenue fr ur training prperty. This prperty is a resrt prperty lcated near metrplitan Trnt, Ontari Canada. It has 300 rms and caters t the leisure market. It has several meeting rms that are under-utilized and catering services that far exceed the prperty s 4 star rating. The prperty is currently using the GDS, ODD and Web Channels. They currently d nt subscribe t Cnsrtia prgrams. 1. G t a. Hw many images are displayed in the library? b. Are there bking masks available n mst pages? c. Are packages and specials marketed n several pages? d. Were scial media links listed n the pages? e. Hw wuld yu market the prperty t better utilize its crprate facilities? f. Which distributin channels wuld yu suggest fr this prperty? g. Wuld yu stay at this prperty? 2. G t: a. Bk a tw-night stay and upgrade yur rm type fr the date range yu select. Use the training credit card number Visa exp 08/2021 i) What is missing frm the bking experience? ii) Were yu able t upgrade yur rm? iii) Were yu able t add enhancements? iv) Are rates available fr the dates yu selected? TravelClick. All rights reserved. TravelClick is a registered trademark f TravelClick Inc.

11 SUMMARY AND NEXT STEPS OBJECTIVE CHECKLIST D yu feel able t use ihtelier Best Practices t drive bkings t yur prperty? Are yu able t: Drive cnversin n yur bking engine Indicate the steps t maintain visibility in all channels Describe the cnsumer bking experience If yu feel yu need additinal learning resurces n any f these areas, g t: Here yu will find jb aids, quick reference, and user guides as well as links t additinal training. NEXT STEPS Nw that yu knw the ihtelier best practices, it s time t apply what yu learned t yur wn business. Here are sme recmmended next steps: Review the best practices listed in this dcument Give yur ihtelier cntent a health check. CUSTOMER CARE Review yur rates Check the rate plan chart Ensure yu have rates laded mnths in advance Lad perfrmance drivers. (Cnsrtia and Crprate rates) Review yur rm types and descriptins Verify yur inventry levels Check the Inventry Overview reprt Review yur Prperty descriptins Ensure they are clear and cncise Check all amenities and add Premium Amenities t best market yur prperty Review yur Sales Channels Are yu bkable in the GDS, IDS, Web, OTA, and Vice Channels? Check yur plicies and restrictins Have yu laded yur rate plan level plicies? Check yur restrictins fr all levels Cntact yur TravelClick Accunt Manager t assist with adding additinal distributin channels and marketing ptins Additinal assistance is just a phne call r away. T cntact Custmer Care, visit and scrll dwn t the Custmer Care area t cmplete the shrt frm that will direct yur cncern t the crrect Custmer Care representative TravelClick. All rights reserved. TravelClick is a registered trademark f TravelClick Inc.