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The power of meta-search: It can do more for your hostel business - PowerPoint PPT Presentation

Sep 24, 2022 •29 likes •239 views

The essential global youth travel industry event The power of meta-search: It can do more for your hostel business than you might think Speaker: Brian Reeves Wednesday, 24 September | 14:00 15:00 www.facebook.com/wystc @WYSTC | #WYSTC2014

  1. The essential global youth travel industry event The power of meta-search: It can do more for your hostel business than you might think Speaker: Brian Reeves Wednesday, 24 September | 14:00 – 15:00 www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org

  2. Overview What is Meta Search Who uses it How to prepare for it How to engage www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org

  3. What is Meta Search? www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org

  4. www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org

  5. Hotels Combined www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org

  6. Who uses Meta Search? www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org

  7. Who uses Meta Search? www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org

  8. Just for OTAs? HOSTEL Website Traffic x Conversion Rate x Average Booking Value BOOKING.COM: Traffic x Conversion Rate x Average Booking Value www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org

  9. Understanding Cost of Sale Marketing Calculating Bid Price for Profitable Traffic Average Booking Value on Hostel Website £300 Budgeted Cost of Room Sold 10% Website Conversion Rate – Stage 1 50% Booking Conversion Rate – Stage 2 3% Overall Conversion Rate 1.5% Max bid price per new visitor 45p www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org

  10. Passive v’s active selling booking engine www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org

  11. Value…Loss Aversion…Reassurance www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org

  12. Value…Loss Aversion…Reassurance www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org

  13. The power of conversion optimisation Booking.com - $11.50 ad spend per room night sold ($1.27 billion ad spend in 2012)* Expedia - $22.28 ad spend per room night sold ($ 870 million ad spend in 2012)* * Source: VFM Leonardo 2013 www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org

  14. Top areas of focus to improve conversion Value, Urgency & Risk Mitigation Speed – page response times Availability Optimisation for Multi-night requests Wait List Function Abandonment Analytics Reservations Recovery www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org

  15. Using Travel Meta Search www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org

  16. Middleware Solutions Hostel Website Booking Engine www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org

  17. Middleware Solutions MVT Hostel Website Booking Engine Hostel Website www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org

  18. Channel ROI reporting & On/Off Control? www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org

  19. Bid Control www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org

  20. Summary Understand cost of sale based marketing for paid search and meta search Work hard on conversion optimisation Consider meta search middleware solutions Apply COS based controls to protect ROI www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org

  21. brian@goppardigital.com

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