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1、Targeting the guests of the futureYour direct booking strategy:Are these 6 groups of travellers your future hotel guests?Are these hotel guests the future of your direct bookings?Thanks for downloading this informative SiteMinder eBook-Your direct booking strategy:Are these 6 groups of travellers yo

2、ur future hotel guests?This SiteMinder eBook looks at the groups most relevant to the hotel and travel industry in order to help hoteliers get to grips with potentially untapped target markets.Well help you convert those groups direct on your website.We hope you find the information insightful and u

3、seful.Dont forget to visit SiteMinder Resources for more great free eBooks!Your direct booking strategy:Are these 6 groups of travellers your future hotel guests?/2Todays digital-savvy consumer is subjected to 3,000 marketing messages a day.Thats a staggering statistic proving just how difficult it

4、is for businesses to cut through the noise in order to be heard.For hoteliers,it can be even harder to know how to reach the right people-and thats assuming they have their target audiences fully marked out.Attracting new guests should be the central pillar of every hotels marketing and direct booki

5、ngs strategy-and each one should be adaptable to the fast-moving and ever-changing consumer world.Thats the key message in a report from Euromonitor International identifying the Top 10 Global Consumer Trends.The global economic problems of recent years have turned consumers into savvy value hunters

6、.Overwhelmingly,consumers shop not only for greater convenience,but also greater control.Your hotels website plays a key role in their hunt for the right booking decision-and we know its something the guest is increasingly in control of.But who are these evolving hotel guests?Euromonitors report ide

7、ntifies many groups which it calls changemakers and among them are six socio-demographics that we at SiteMinder believe hoteliers should be paying attention to in order to maximise direct bookings.Lets take a look at who they are.Consumers shop for controlYour direct booking strategy:Are these 6 gro

8、ups of travellers your future hotel guests?/3The time-poor urbanitesIn three words:Relax|Refreshed|DaycationWho are they?You know when you ask people how are they are,and they always reply-.busy,really busy!-thats who were talking about here.Theyre constantly overrun with life admin.Constantly frant

9、ic trying to get everyday tasks done.Constantly looking for solutions that save them time.The people in this group are all about taking shortcuts and making their lives easier.How are hotel brands responding?Keeping in mind theyre a time-poor group,they keep their travel options short and sweet.Hote

10、l stays including the use of amenities such as spas and pools are a hit with this group-especially when its just for the day.One example,is HotelsByDay which lists US hotels rooms available for a day cheaper than overnight rates.The Flatiron Hotel in New York sells this to guests who want to:“.feel

11、refreshed,business people who want to work in a more relaxed space and residents of a broader area coming into the city centre to shop”.Did you know.Did you know that a household goods store in the UK called Argos piloted pedestrian fast lanes after almost half of UK shoppers bemoaned the slow pace

12、of the pavement as their biggest shopping issue?Your direct booking strategy:Are these 6 groups of travellers your future hotel guests?/4The time-poor urbanites1.Quick and seamless booking experience A simple guest booking experience is key to increasing your websites conversions.Ideally your guests

13、 should be able to book a room at your hotel in just two steps.Using an online booking engine,such as SiteMinders TheBookingButton,you can build repeat customers by offering a quick and hassle-free path to purchase.2.Mobile-friendly booking process The time-poor urbanites do everything on their mobi

14、le devices and will be turned off by a hotels website and direct booking solution that isnt compatible.Ensure your website is a stress-free experience with clean navigation and clear calls-to-action.You can read more about creating a beautiful and profitable hotel website in our free guide available

15、 by clicking here.How do you get them to book direct?Sources:Euromonitor InternationalYour direct booking strategy:Are these 6 groups of travellers your future hotel guests?/5The time-poor urbanitesThe social media nudgersIn three words:Demanding|Impulsive|ForgivingWho are they?They like to ask bran

16、ds questions-and publicly too!Theyre fairly impatient and feel like they need to be acknowledged and answered immediately.In todays age of multitasking across multiple devices,guests are increasingly turning to online channels such as Facebook and Twitter to ask a question.Often theyve already tried

17、 other means of contact,such as calling your property,and as a result could be frustrated and demanding.But alls not lost with the social media nudgers as answering their queries in“real time can help satisfy them.If improvements need to be made at your hotel,this group of travellers will be the one

18、s to let you know,so take their feedback seriously.How are brands responding?Twitter houses plenty of examples of social media nudgers who are turning to the social channel to ask questions.Often these questions can influence a booking decision.In 2015,Delta Airlines boosted its social media team by

19、 30%and customer satisfaction rose as a result,as a representative explains:“Weve seen a rise in our customer satisfaction because we can get ahead of it before they go home for the day and start stewing about it.”Did you know.More than half of independent hoteliers in the US(54%)told a Phocuswright

20、 study,co-sponsored by SiteMinder,that managing their online reputation was the most effective way of generating bookings.So it pays to keep the social media nudgers happy.Your direct booking strategy:Are these 6 groups of travellers your future hotel guests?/6The social media nudgers1.Booking via s

21、ocial media such as Facebook The social media nudgers are spending so much of their time on,you guessed it,social channels.They turn to platforms like Facebook for research and information-especially during the booking process.Having an online booking engine that can integrate with Facebook is a cru

22、cial factor for converting this group of travellers.You can read more about how TheBookingButton plugs into Facebook here.2.Loyalty-incentives for booking direct Your social media nudgers can easily become your hotels most loyal guests because they love brands that deliver a great guest experience-a

23、nd they remain loyal to hotels that acknowledge them and make them feel special.Be smart about attracting and converting this group of travellers by creating loyalty incentives for booking direct.Have a bottle of wine ready on arrival for your guests or follow up post-stay with a next booking discou

24、nt.How do you get them to book direct?Sources:Euromonitor International|Phocuswright&SiteMinderYour direct booking strategy:Are these 6 groups of travellers your future hotel guests?/7The social media nudgersThe weary sleep-deprived travellersIn three words:Tired|Active|DigitalWho are they?Modern-da

25、y working hours,late-night TV,and of course our mobile devices,are all resulting in travellers sleeping less than ever before.Statistics show that now we get 1.5 to 2 hours less sleep per night than previous generations.And this group of travellers regard sleep as a lifestyle choice instead of categ

26、orising it with equally-important diet and exercise regimes.How are brands responding?Sleep scientists say that switching up your surroundings can help to secure a better nights sleep.And a holiday is the perfect time to kick start that new sleep routine as the downtime signals a break from work and

27、 bad bedtime habits,such as checking emails late at night.Hotels are jumping on the snooze-bandwagon in order to sell sleep to guests.The Four Seasons in the US,for example,has soundproofed rooms and turndown services that include soft music and temperature control.The MGM Grand in Las Vegas uses da

28、wn simulators to gently wake guests.And The Benjamin Hotel in New York offers a phone call an hour before bed to remind guests to turn devices off and prepare for sleep.Pillow menus are offered to guests at The Hermitage Hotel in Nashville because staff at the property believe sleep doesnt take a on

29、e-size fits all approach.Did you know.A German company called Milchkristalle has created night milk from cows that are milked at night time.Studies show that night milk contain more of the sleep hormone,melatonin,and so the company is making a smart strategic move in selling sleep to The weary sleep

30、-deprived travellers.Your direct booking strategy:Are these 6 groups of travellers your future hotel guests?/8The weary sleep-deprived travellers1.Give them a beautiful website experience Aspirations are key with this group of travellers as they dream about their next holiday.The Billboard Effect su

31、ggests that prospective guests will visit your website after seeing your property on a third partys site,and so you need to ensure that their first impression of your website inspires them to find out more and book direct.If your hotels website needs a redesign(but you dont have an endless marketing

32、 budget),then consider using a website creator such as SiteMinders Canvas.Its quick and easy to manage,and delivers everything a profitable hotel website needs.You can read more about creating an aspirational hotel website in our FREE guide available by clicking here.2.Make sure they can purchase re

33、laxing extras Your online booking engine should allow for the upsell of extras.Think about the concept of selling sleep and how you can upsell relaxing extras such as an evening massage or a turndown service.Create sleep-kits that include luxury pillows,earplugs,aromatherapy oils,etc.And sell the eq

34、uivalent extras package for children that feature bedtime stories and special nightlights.Use an online booking engine,such as SiteMinders TheBookingButton,that allows for flexibility and creativity in the upsell of extras.How do you get them to book direct?Sources:Euromonitor International|ShareCYo

35、ur direct booking strategy:Are these 6 groups of travellers your future hotel guests?/9The weary sleep-deprived travellersThe energised ageing baby boomersIn three words:Generous|Cultured|ActiveWho are they?The energised ageing baby boomers(born between 1946 and 1964)might be perceived as the altern

36、ative solution to expensive childcare for their grandchildren.However,theyre increasingly active.They enjoy keeping busy and like to use their pensions to book holidays and cultural excursions in new places.Theyre a group willing to sacrifice future luxuries in order to enjoy their time exploring bo

37、th domestically and internationally.How are brands responding?The UNWTO predicts that by 2030 there will be 30 million over 65s travelling overseas from the Asia-Pacific region alone.And travel brands and hotels are tapping into the potential.From cruise companies to luxury hotel brands,marketing to

38、 senior citizens has become increasingly valued.One example is Warner Hotels in the UK which doesnt allow guests under the age of 21 preferring to market to older people who the company says crave their me-time.Did you know.The grey pound,as its known in the UK,refers to the economy-boosting over 50

39、s group.Theyre a demographic that,according to Euromonitor,is accounting for the majority of the UKs travel and tourism spend.They enjoy spending big on domestic holidays and cruise trips.Your direct booking strategy:Are these 6 groups of travellers your future hotel guests?/10The energised ageing b

40、aby boomers1.Give them local information and recommendations Your hotels website should be packed with local information outlining some of the fun and interesting things your guests can do when they stay.Ask your local tourist boards for help compiling the information to ensure its accurate and in l

41、ine with any campaigns or promotions they might be running.Local information is great content and will boost your search engine optimisation(SEO)efforts.Using a website creator,such as SiteMinders Canvas,is a great launchpad for your websites well-structured pages that are cleverly-built if you dont

42、 have the design or technical skills yourself.Good information will keep your visitors on your website for longer and subsequently more opportunity to convert them directly.2.Package the extras and your hotels facilities A big sell for the energised baby boomers is convenience and access in the form

43、 of packages.Think about the extras you can sell to this demographic group.Tours and attractions are key here.Add in some facilities too such as a spa or early dinner options.Use your online booking engine to create packages that appeal to this group.How do you get them to book direct?Sources:Euromo

44、nitor InternationalYour direct booking strategy:Are these 6 groups of travellers your future hotel guests?/11The energised ageing baby boomersThe spending singlesIn three words:Premium|Authentic|CreativeWho are they?With no children or the consideration of partner,the spending singles have a higher

45、disposable income-and they enjoy living like big spenders.They have fewer commitments and a lifestyle that centres on convenience.With subscriptions to meal-delivery services and premium entertainment brands,they spend their money on themselves.Experiences form a key part of this disposable income a

46、nd the spending singles are a captive audience for hotel and travel brands.How are brands responding?Were used to hearing our industry talk about attracting millennials and the spending singles are a sub-group-although not strictly from generation millennial.Phocuswright research shows that 70%of al

47、l 18-34 year olds took a leisure trip in 2014-and those are numbers that the global hotel industry is paying attention to.Best Western has its brand GLo offering smaller rooms with free high-speed internet.Starwoods Aloft offers emoji-based room service,WiFi for working poolside,and a menu with a ha

48、ngover kit(Vitaminwater,Advil,and bananas for those wondering).Did you know.The spending singles told Expedia in a recent survey that they wish they were more like the images they portray on social media.40%who travel internationally admit they want to be like the idealised versions of themselves th

49、at they create on social channels.Your direct booking strategy:Are these 6 groups of travellers your future hotel guests?/12The spending singles1.Ensure your booking engine uses room order auto optimisation Convenience is important for this group.When theyre visiting your hotels website,they dont wa

50、nt to be searching through pages and pages of irrelevant information.By using an online booking engine,such as SiteMinders TheBookingButton,you can display the right information that the spending singles are looking for.One feature is room order optimisation which displays the most relevant rooms to

51、 their search first.Dont show these travellers family rooms in their search results-itll only put them off.2.Offer a mobile-friendly website combined with solid social media presence Youll have noticed that free WiFi plays a crucial part of securing a booking from a spending single.And it all begins

52、 with your own web presence.Ensure its mobile-friendly with a quick and seamless booking experience.Combine this with your active social media channels and youll appeal to this group.You can read more about marketing your hotel via social media such as Twitter,Facebook,Snapchat,and Instagram,by clic

53、king here.How do you get them to book direct?Sources:Euromonitor International|Phocuswright|ExpediaYour direct booking strategy:Are these 6 groups of travellers your future hotel guests?/13The spending singlesThe solo travellersIn three words:Single|Sociable|ExplorersWho are they?Primarily considere

54、d to be explorers,this group goes on holiday in search of life-changing experiences and adventures.With 25%of adults having never married or now divorced or widowed,the solo travellers are turning to hotel and travel brands to help them meet others and experience different cultures.Connecting is a b

55、ig draw for the solo travellers.How are brands responding?A 2015 review of singles holidays by Gil Charlton in the British newspaper The Telegraph revealed that tour companies were experiencing a surge in solo travellers,with some small companies reporting an increase by as much as 50%.Brands from t

56、he cruise sector through to the hotel industry are creating mini-brands in response and single supplements appear to be a thing of the past.A ship called the Norwegian Escape has more than 80 single cabins,plus a dedicated lounge for mingling singles.Moxy,a hotel group from Marriott,is another great

57、 example of a brand appealing to the solo travellers with facilities such as lively common areas for socialising.Did you know.Storm chasing holidays are increasing in popularity so much that there are now guided tours throughout Tornado Alley in the US.Tours are sold out for the 2016 season.So its n

58、ot surprising to hear that every year,casual weather enthusiasts head to Americas mid-west to chase tornadoes with the professionals looking for “.one of the most exciting experiences in your life.”Your direct booking strategy:Are these 6 groups of travellers your future hotel guests?/14The solo tra

59、vellers1.Use aspirational images on your website Social media channels such as Instagram prove how in-touch your guests are with great photography and 70 million images are shared every day.Your website should be a place where the solo travellers can dream and aspire to visit.Use an online booking e

60、ngine that can house plenty of pictures of your rooms and facilities to inspire guests.SiteMinders TheBookingButton offers a photo gallery containing up to 25 images helping to convert your prospective guests from lookers to bookers.Read more about creating an aspirational website in our FREE downlo

61、adable A-to-Z guide.2.Inspire your guests through your pre-and post-stay messaging Communicating with your guests is a key strategy for nurturing a relationship with them-both pre-and post-stay.You should be using an online booking engine that gives you flexibility and creativity with these guest em

62、ails.The solo travellers will want to hear about upcoming events,once-in-a-lifetime experiences,and the great experiences of other travellers.They love to explore so include any positive reviews that have been left by adventure-lovers-and of course singles!How do you get them to book direct?Sources:

63、Euromonitor International|StormCYour direct booking strategy:Are these 6 groups of travellers your future hotel guests?/15The solo travellersAttract,reach,and convert these groups of travellers with technology.can help increase your direct bookings with a seamless booking experience for guestsTake c

64、ommission-free direct bookingsExpand your online reachFeel like a website pro with CanvasGain real-time pricing intelligencecan help you reach these travelers on the booking sites they frequentcan help deliver a beautiful hotel website in an instant-without the need for design skillsallows you to respond to the market in real-time