News for the Hospitality Executive
by Sue Wiker and Tara Dyer
October 15, 2012
In an ever-increasing world of user reviews, TripAdvisor has become a mainstay in the research phase of travel purchases. With over 54 million monthly visitors and more than 75 million reviews, it is clear that TripAdvisor is a cornerstone in the travel industry.
Over the past few years, TripAdvisor’s “Show Prices” hotel rate shopping functionality has become an extremely important travel decision and travel purchasing tool. Last year alone, the “Show Prices” functionality generated over one billion clicks, making it a powerful distribution channel for all hoteliers. Until recently, only the major OTAs and major hotel brands qualified for and could afford the minimum monthly spend required for participation in the TripAdvisor “Show Prices” CPC Program.
How does the TripAdvisor CPC Program work for independent hotels, resorts and casinos? HeBS Digital has been involved with the TripAdvisor CPC Program for several years now with undeniable success. On average, our clients’ return on ad spend is between 1,000% and 1,500%, varying by location, brand equity, and rate parity.
By creating state-of-the-art “TripAdvisor CPC Program Single-Property Budget Management” technology, HeBS Digital has opened the door to independent hotels, resorts and casinos to participate in the TripAdvisor CPC Program at the same level as the major OTAs and hotel brands. HeBS Digital is the only digital marketing firm in hospitality to enable any client – hotel or resort, casino or country inn, independent or branded hotel, small or large – to participate in TripAdvisor’s CPC program, including the “Show Prices” program, which was only open to OTAs and major brands until recently.
HeBS Digital’s proprietary TripAdvisor CPC Program Single-Property Budget Management platform, coupled with our long-standing partnership with TripAdvisor, allows hotel clients to participate in the CPC Program with a minimum spend of just $500 per month. With HeBS Digital, participating hotels receive campaign set-up, participation in the “Show Prices” CPC program, monthly budget caps, and deep links to the property booking engine for direct bookings. In addition, any hotel can now participate in the AIM Links CPC Program, which features the properties’ official amenities and images and connects users directly to the property website. The end result is highly-qualified buyers landing on the property’s site instead of OTA sites that undermine the direct online channel.
Case Study: Is TripAdvisor’s “Show Prices” CPC Program a Viable Direct Online Distribution Channel?
In the case study below, we have reviewed the results for a selection of clients that have participated in the TripAdvisor CPC “Show Prices” Program. These clients were among the first to take advantage of our monthly cap abilities to keep monthly budget spend in check. For each hotel we detail spend, revenue, return on ad spend, their overall rating out of five, and what percentile they are in within their destination (e.g. “Ranked #4 out of 132 hotels in Chicago”).
-HeBS Digital, Sept 2012
Year-to-date in 2012, participating hotels generated an average return on ad spend (ROAS) of 1131%. Our analysis shows that revenues generated and ROAS from the TripAdvisor CPC Program are directly correlated to the property’s TripAdvisor rank and percentile rank in the respective destination, as well as level of brand recognition.
In our view the TripAdvisor CPC Program offers a way for hoteliers to compete on even footing with the OTAs. With such high returns, budgeting for TripAdvisor CPC is a must for any 2013 hotel marketing budget– HeBS Digital recommends allocating five to ten percent of your 2013 budget to the “Show Prices” program. Not only does it bring highly-qualified online travel consumers directly to the property’s booking engine, but it also levels the playing field with the OTAs, providing a direct booking option to users.
TripAdvisor’s “Show Prices” CPC Program is a major distribution channel that provides high return on ad spend for hotels big and small, branded or independent. Used as a tool to lessen dependency on OTAs, this program can boost direct bookings, thereby increasing overall revenues and strengthening brand identity. Contact HeBS Digital today at [email protected] to see how you can get started with TripAdvisor’s “Show Prices” CPC Program.
About the Authors and HeBS Digital:
Sue Wiker is Manager, Copy + SEO Department and Tara Dyer is an online media planner at HeBS Digital, the hospitality industry’s leading full-service digital marketing, hotel website design and online channel strategy firm, based in New York City (www.HeBSdigital.com).
HeBS Digital has pioneered many of the best practices in hotel Internet marketing, social and mobile marketing, and direct online channel distribution. The firm has won over 220 prestigious industry awards for its digital marketing and website design services, including numerous Adrian Awards, Davey Awards, W3 Awards, WebAwards, Magellan Awards, Summit International Awards, Interactive Media Awards, IAC Awards, etc.
A diverse client portfolio of top-tier major hotel brands, luxury and boutique hotel brands, resorts and casinos, hotel management companies, franchisees and independents, and CVBs are benefiting from HeBS Digital’s direct online channel strategy and digital marketing expertise. Contact HeBS Digital’s consultants at (212) 752-8186 or [email protected].
Mariana Mechoso Safer
Email: [email protected]
Digital Wins 2012 Travel Weekly Magellan Awards For Excellence in
Website Design and Multichannel Marketing / September 2012
Digital to Present at EyeforTravel's Travel Distribution Summit North
America 2012 / July 2012
Digital Wins 'Best of Show' Mobile Website for Loews Hotels in the
MobileWebAwards / May 2012
Digital Releases a Next-Generation Solution to Manage the Hotel's
Digital Content; HeBS Digital Announces its New CMS Premium (Content
Management System) to Manage the Desktop, Mobile and Tablet Website
/ May 2012
Can Hoteliers Take Full Advantage of Pinterest? / Erica Garza / May
Digital to Present at EyeforTravel's Online Marketing Strategies for
Travel 2012 / May 2012
Digital Announces Loews Hotels Website Re-Launch / April 2012
Website Analytics: Is There Such Thing as Free Lunch? A Comparative
Analysis of Adobe SiteCatalyst and Google Analytics / Adam Hammock
and Lindsay Denninger / April 2012
the Hospitality Industry Tango with Tingo? / Max Starkov / April
Digital Wins Big with Two 'Best of Industry' Advertising Competition
Awards / March 2012
Ten Search Engine Marketing Do's and Don'ts in 2012 / Tara
Rattigan and Toby Tornay / March 2012
Social & Mobile: Why 2012 is going to be 'The Year of SoLoMo' Part
II / Margaret Mastrogiacomo & Ritesh Gupta / March 2012
New Google Venice Update - Is Your Hotel Website Optimized for
Hyper-Local SEO? / Sue Wiker & Eric Rattner / March 2012
Plan to Ensure Your Hotel Website is ADA-Compliant / Gabriel Aponte
/ March 2012
TripAdvisor Transform Itself From an Industry Foe to an Industry Friend?
/ Max Starkov / February 2012
Digital Launches Landmark Sixth Annual Benchmark Survey on Hotel
Digital Marketing Strategies / February 2012
Price of HeBS Digital to Receive 'Top 25' Most Extraordinary Minds in
Travel Industry at HSMAI'S Adrian Awards; HeBS Digital Honored a Second
Time in Three Years / January 2012
Hotelier's 2012 Top Ten Digital Marketing Resolutions / Max Starkov
and Mariana Mechoso Safer / January 2012
2011 Top Ten Internet Marketing Resolutions / Max Starkov and
Mariana Mechoso Safer / January 2011
HeBS Perspective: Members-Only, Flash Sales and Group Buying Sites –
Are These New Retail Concepts a Good Idea for Hotel Distribution? /
Sara O’Brien / December 2010
HeBS Perspective: Hotel Mobile Apps vs. Hotel Mobile Websites / Max
Starkov / December 2010
on ROI Driven Hotel Website Design and Multichannel Marketing Results
in Significant Hotel Online Revenues and … Major Awards / November
eBusiness Strategies to Speak at EyeforTravel’s Customer Centric
Strategies for Travel 2011 in Atlanta / November 2010
eBusiness Strategies Continues its Tradition of Excellence in Website
Design with Eight W³ Awards / November 2010
eBusiness Strategies Wins One Gold and Two Silver Magellan Awards for
Web 2.0 and Multichannel Marketing Initiatives / September 2010
|Hospitality eBusiness Strategies to Present during Mobile Technology & Travel Keynote Session at EyeforTravel s Travel Distribution Summit / August 2010|
|Hospitality eBusiness Strategies Wins Best in Class Interactive Media Award for the Silver Legacy Resort Casino Website / July 2010|
|HeBS to Address Mobile Marketing at HSMAI Conference; Max Starkov of Hospitality eBusiness Strategies to present on mobile marketing at HSMAI s Revenue Management & Internet Marketing Strategy Conference on June 21, 2010 in Orlando, FL. / May 2010|
|Hospitality eBusiness Strategies (HeBS) to Present at the European Hospitality Technology Educational Conference (EHTEC) / January 2010|
|Hospitality eBusiness Strategies Unveils its Latest Web 2.0 Application: A Multi-Channel Interactive Scavenger Hunt for the City of Indian Wells / January 2010|
|Hospitality eBusiness Strategies (HeBS) Wins the Prestigious Best in Class Interactive Media Award / January 2010|
|Hospitality eBusiness Strategies (HeBS) Dominates Again in HotelMarketing.com s Most Popular Articles of 2009 / January 2010|
|Hospitality eBusiness Strategies Announces the Fourth Annual Benchmark Survey; Survey to Measure Hotel Internet Marketing Strategies, Budget Planning and Best Practices / December 2009|
|HeBS Wins Major Web 2.0 Design & Development Awards / November 2009|
|Hospitality eBusiness Strategies Wins Three W3 Awards for Outstanding Achievement in Web 2.0 and Website Development / October 2009|
|Hospitality eBusiness Strategies (HeBS) Announces Hotel Indigo New York City-Chelsea Website Launch / July 2009|
|HeBS Awarded “Best in Class” Interactive Media Award for Outrigger Lodging’s Grafton on Sunset Hotel Website / May 2009|
|Max Starkov of HeBS to Present at the CRM & Loyalty Strategies for Travel Conference in Atlanta; Chief Strategist Will Discuss How to Use Your Website as a Retention Tool at EyeforTravel Conference / February 2009|
|Max Starkov of Hospitality eBusiness Strategies to Receive Top 25 Most Extraordinary Minds in Sales and Marketing 2008 Honor At HSMAI Adrian Awards Gala Annual Gala Dinner to be Held Jan. 26 in New York City / December 2008|
|Hospitality eBusiness Strategies Wins Five Prominent Interactive Media Awards including Best in Class; Luxe Worldwide Hotels' New Brand Website Honored as Best in Class in Travel and Tourism 2008 / December 2008|
|Hospitality eBusiness Strategies Partners with The Tides Inn Chesapeake Bay Virginia; HeBS to increase direct online bookings and boost Internet marketing presence for The Tides Inn / October 2008|
|Hospitality eBusiness Strategies Announces the 2009 Benchmark Survey; Survey to Measure Hotel Internet Marketing Strategies, Budget Planning and Best Practices / October 2008|
|Hospitality eBusiness Strategies (HeBS) Announces Luxe Worldwide Hotels New Website Launch / October 2008|
|Hospitality eBusiness Strategies to Present at MICE Asia 2008 in Kuala Lumpur / July 2008|
|Hospitality eBusiness Strategies Receives Top International Creative Awards - 2008 Summit International Awards / May 2008|
|Hospitality eBusiness Strategies Receives Official Honoree Distinction for the 12th Annual Webby Awards in 2008 / May 2008|
|Hospitality eBusiness Strategies Wins Gold Adrian Awards in 2007 / December 2007|
|Hospitality eBusiness Strategies Wins Three W3 Awards / November 2007|
|Hospitality eBusiness Strategies Wins Gold Adrian Awards in 2007 / December 2007|
|Hospitality eBusiness Strategies Receives Seven New Website Excellence Awards; Highest 2006 Interactive Media Awards and W3 Awards / November 2006|
|Hospitality eBusiness Strategies Wins Five Web Marketing Association Awards; 2006 WebAward for Best Travel Website / October 2006|