NEW YORK, NY February 25, 2015 – HeBS Digital, the leading hotel digital technology, full-service digital marketing and website revenue optimization consulting firm co-hosted a Google Partners Luncheon at the Google Headquarters in New York City this week on Monday, February 23rd.
The event brought together over 100 hospitality guests and a panel of industry experts to discuss the technologies to invest in, the strategies to employ to drive revenue to their hotel, and how to stay on top of their customers’ minds throughout the traveler consumer’s path to purchase. Representatives from Major Hotel Companies, Google Experts, and Industry Leaders shared best practices, case studies, and trends for how to achieve success in 2015.
Guest Speakers and Presentations Included:
- Isabelle Hawking, Head of Industry Travel at Google presented, “The New Path to Purchase: Traveler’s Road to Decision Making.”
- Max Starkov, President and CEO at HeBS Digital presented, “2015 Digital Technology & Marketing MUSTS Dos to Boost Property Revenues.”
- Jason Thielbahr, Senior Vice President, Revenue Optimization and Distribution Services at Red Lion Hotels Corporation presented, “Engaging the Connected Traveler,” including a multi-channel campaign case study.
- Nicole Ferrer, Corporate Director of Sales & Marketing at Triumph Hotels presented a Case Study on a Cyber Monday Multi-Channel Marketing Campaign.
- Seema Vashi, Product Solutions Specialist at Google presented, “A Better Way to Build Brands through Video Content.”
- Jason Price, Executive Vice President at HeBS Digital moderated the Q & A session.
The following are a few memorable quotes from the presentations.
Isabelle Hawking, Head of Industry Travel at Google:
- “Over 50% of travelers have no idea where they want to go when they think about their next trip.”
- “85% of travelers don’t have a specific brand in mind when they start the travel planning process.”
- “It was the year of mobile. It came and went and nobody did anything about it.”
- “Smartphone usage during travel is a continuum. 50% use their smartphone for the experience part of the process.”
- “The cost of getting mobile wrong is that 40% will go elsewhere (to a competitor, an OTA, etc.).”
- “67% of leisure hotel bookers view online travel videos when thinking about taking a trip.”
Max Starkov, President and CEO of HeBS Digital:
- “The hotel website serves two purposes – sell rooms and engage users. What’s your merchandising strategy?”
- “95% of your hotel property website visitors will abandon your site before booking.”
- “Every single page on your website should be dedicated to selling rooms. Second priority to engaging the visitor.”
- “Personalizing the content on your hotel website can boost conversions by up to 40%.”
Jason Thielbahr, Senior Vice President of Distribution and Revenue from Red Lion Hotels Corporation:
- “Before partnering with HeBS Digital we only thought of the last point before purchase.”
- “You have to have a partner like HeBS Digital to see the full chessboard. Otherwise you’re playing checkers.”
- “Our campaigns traditionally were for the summer when our properties were experiencing the high season. We now see our campaigns generating these kinds of great returns in the winter, our low season.”
- “Multichannel campaigns generated the highest revenues in our brands’ history.”
- “We now set aside a “nurturing spend” for upper funnel activity.”
- “Going forward we won’t do a campaign unless it’s multichannel.”
Nicole Ferrer, Corporate Director of Sales & Marketing at Triumph Hotels:
- “Traditionally we invested most of our budget on the property level marketing initiatives. With HeBS Digital we focused on the brand-level, multi-channel campaigns, and we have seen great results.”
- “Revenue and Awareness increased by over 181% and 158% respectively. The email opt-in list increased by over 550% year over year.”
- “We got the message out there via Paid Search (SEM), email, Google Display Network, Online Media, Press Release, Social Media, and more. The combined effort produced results of over 6,400% ROAS.”
Seema Vashi, Product Solutions Specialist at Google:
- “Skillfully deployed paid media is a key contributor to success. Hero content doesn’t just go viral.”
- “More people are watching more video and it’s not just the young audiences. 14% are ages 55 and older.”
- “Hero, hygiene and hub video content can help you achieve brand marketing goals.”
- “Hero content is geared towards people who are looking to be entertained. Hygiene content is geared towards people who seek relevant content. The Hub is the destination that houses all the content (i.e. a YouTube channel).”
About the HeBS Digital and Google Partnership
HeBS Digital is an official Google Partner and has a dedicated team at Google. Being a Google Partner means that Google trusts HeBS Digital to provide best practices and generate the best returns for our hotel clients. HeBS Digital earned the Google Partner badge by passing Google advertising certification exams, following best practices and delivering quality results for our clients. Though we are not part of Google, we meet their standards for agency quality and work with them to serve the hospitality industry better.
As a member of Google Partners, we have access to tools and insights that can help us grow our business. The program also gives us a direct connection to Google; and with access to special events, trainings and Google product updates, our agency is on the cutting edge of digital advertising.
Read more about the HeBS Digital/Google relationship:
HeBS Digital & Google Co-Host “Digital Breakfast” at Google’s NYC Chelsea Market Office
HeBS Digital and Google to Co-Present Webinar on Maximizing Hotel Website Revenue in 2015
HeBS Digital Interviews Google’s Rob Torres, an Industry Innovator
HeBS Digital Partners with Google to Launch the “Complete Marketing Package”
HSMAI Industry Event to Feature HeBS Digital & Google Discussing “Why Search Matters More than Ever”
