Presentation by Robert Cole of RockCheetah to Wisconsin Hotel & Lodging Association (WHLA) Conference & Tradeshow on October 26, 2010 in Green Bay, Wisconsin.
2.0 → Web 3.0 • Four Traveler Mandates • Five New P’s of Marketing • Six Business Impacts • Seven Phases of Travel October 26, 2010 • Green Bay, WI WH&LA • Future Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 1
26, 2010 • Green Bay, WI WH&LA • Future Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 2 Photo: ஆ ன ந் த ம் / a n a n d h a m (flickr)
Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 12 Google using Microformats & RDFa • Associate Reviews with Hotels • Specify Image Licensing • Drive Context-sensitive Ads Relevance – The Semantic Web Making Sense of Unstructured Data Photo: Mr. Physics (flickr)
Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 17 Why Mobile Can Not Be Ignored Smartphone use is on the rise. Mobile web adoption is ramping up 8x faster than Internet in the mid-90s. In the Travel vertical, purchase intent on Mobile ads is 5x higher than on desktop ads. Mobile Travel bookings are projected to grow 700% in 2 years. 0 500 1000 1500 2000 Mobile travel searches $20M 2008 $160M 2010 Projection Data Sources: : Forrester, 2009. Google Internal Data, February 2010. InsightExpress, February 2010. PhoCusWright, January 2010
Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 30 Community – Social Computing If You Want the Job Done Right… Get Help. Experts • Friends • Groups with Common Goals Photo: 3[3] (flickr)
Exploit Paradox and Create New Category • Perspective – What Consumer Need is Satisfied? / How Differentiated? • Paradigm – From Product (Features) to Brand (Who & What You Are) • Persuasion – Speaker Credibility/Message Content/Audience Involvement • Passion – Must Have Passion for What You Do Source: Tom Patty, President - TBWA/Chiat Day 1997 October 26, 2010 • Green Bay, WI WH&LA • Future Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 32 Photo: pfala (flickr)
Attract Customers • Retain Customers • Grow Revenues • Increase Margins • Reduce Expenses If Any Strategy Does Not Target One of These… Stop. October 26, 2010 • Green Bay, WI WH&LA • Future Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 33 Photo: Mr. T in DC (flickr)
WI WH&LA • Future Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 40 Mobile Phone for Key Entry • Guests Register Online • No Stop at Front Desk • Supports All Cell Phones • Uses Existing Locks • Cards Keys Still Work • Code Change – 12 Seconds • More Secure than Cards • Support for Future NFC Uses Unique Sound Patterns
Search/Interface/Technologies • More Platforms & Walled Garden Sites • Must Be Relevant/Mobile/Personal/Social • Market Segmentation is Getting Personal • Marketing Must Differentiate Product Offering • Multiple Methods to Impact Business • Multiple Phases of Travel Process to Consider October 26, 2010 • Green Bay, WI WH&LA • Future Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 43 Photo: Sam Cockman (flickr)
Needs – Guests Want Honesty / Transparency / Respect • Strategic Business Objectives Define Actions – Avoid Activities if Strategic Benefit is Missing • Marketing Must Break Through Clutter – Paradox/Perspective/Paradigm/Persuasion/Passion • Technology is Only a Tool to Support Strategy – Get Past the Hype - Select the Right Tool for the Job • Fix Guest Experience Before Using Social Media – Communicate on Guests’ Preferred Terms & Channels • Target Personas for Travel Itinerary & Travel Process Step – Easier Task to Target Family Leisure Travelers Planning Phase October 26, 2010 • Green Bay, WI WH&LA • Future Lodging Trends & Emerging Technologies Robert Cole • RockCheetah | 44
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