Myrtle Beach Marketing Conference. May 6, 2015 Myrtle Beach Marketing Conference May 6, 2015

Transcription

1 Myrtle Beach Marketing Conference May 6, 2015

2 What is Travelzoo? Myrtle Beach Perception Study What Does Travelzoo do for Myrtle Beach? Turning Lookers Into Bookers 1

3 Get to know us 2

4 Getting into the consideration funnel: Travelzoo inspires travel Melanie, member since 2008 With Travelzoo, I find adventures you don t typically find in a guidebook. Jim, member since 2003 Travelzoo prompts us to visit places we haven t been before. Travelzoo 2 out of 3 Travelzoo members let the deal influence their destination OTAs 3

5 What is Travelzoo? Myrtle Beach Perception Study What Does Travelzoo do for Myrtle Beach? Turning Lookers Into Bookers 4

6 61% of Travelzoo members plan to take a U.S. beach vacation this year Capture the demand of 10.1 million travelers Source: Travelzoo U.S. Myrtle Beach Perception Study, April 2015, n = 1,375 5

7 Traveler perceptions of Myrtle Beach When you think about traveling to Myrtle Beach, what s the first word that comes to mind? Source: Travelzoo U.S. Myrtle Beach Perception Study, April 2015, n = 1,375 6

8 Travel intentions to Myrtle Beach What would inspire you to vacation in Myrtle Beach? Family-friendly Within driving activities distance 6% 8% Convenient flights 4% Golf 1% Invited by family or friends 8% More info about Myrtle Beach 13% A great deal 60% Source: Travelzoo U.S. Myrtle Beach Perception Study, April 2015, n = 1,375 7

9 Traveler interests in Myrtle Beach Why are you interested in vacationing in Myrtle Beach? Responses from members who said yes or undecided. Never refers to I have never been there before. Source: Travelzoo U.S. Myrtle Beach Perception Study, April 2015, n = 1,375 8

10 Traveler interests in Myrtle Beach Why are you not interested in vacationing in Myrtle Beach? Responses from members who said no. Source: Travelzoo U.S. Myrtle Beach Perception Study, April 2015, n = 1,375 9

11 Travel intentions to Myrtle Beach Would you consider traveling to Myrtle Beach? 19% No 54% Yes 24% undecided Source: Travelzoo U.S. Myrtle Beach Perception Study, April 2015, n = 1,375 10

12 What is Travelzoo? Myrtle Beach Perception Study What Does Travelzoo do for Myrtle Beach? Turning Lookers Into Bookers 11

13 Myrtle Beach top 10 searched destination on Travelzoo.com in 2014 MYRTLE BEACH RANKING + June #7 + July #9 + August #13 12

14 What we re doing for Myrtle Beach in 2015? 53,500,000 s 198,000 clicks 172,000,000 impressions

15 Top

16 Fly.com and Premium Placements Best Atlanta & Southeast Hotel Deals : Myrtle Beach Travel Deals (U.S. website) 15

17 CPC listings on Travelzoo s Network of over 60 million travelers Reach travel intenders at all stages of the travel purchase funnel RESEARCH/INSPIRATION SITES SEARCH/COMPARISON SITES COMMERCE SITES * Partial list of Network partners 16

18 17

19 18

20 19

21 Executive summary: Partner feedback Note: Not all partners responded when asked for feedback Marina Inn at Grande Dunes: $79 Myrtle Beach 4-Star Spring Escape, Reg. $129 RESULTS: 123 total vouchers sold Mar Vista: $109 Myrtle Beach: Oceanview Condo at Top Resort, 45% Off * RESULTS: 36 bookings 113 room nights $16,197 in total revenue $ ADR * Some deals were featured in other Travelzoo media programs 20

22 What is Travelzoo? Myrtle Beach Perception Study What Does Travelzoo do for Myrtle Beach? Turning Lookers Into Bookers 21

23 Step 1: Identify your Push Marketing Objectives Question: What are your need periods? Last-minute dates Early-bird bookings 22

24 Step 2: Structure your offer to achieve your objectives Target last-minute dates 23

25 Step 3: Create a sense of urgency 76% of travelers book later after seeing an offer 24

26 Step 4: Offer cross-sell opportunities to increase onsite revenue Perk preferences Free breakfast 53% Food and beverage credit Room upgrade 19% 26% Spa discount 3% Golf discount Bottle of wine upon check-in 0% 0% Sweeten the deal 25

27 Step 5: Leverage Social Media to Influence Travel Decisions Positive Brand Engagement Traveler Endorsement Incremental Bookings 26

28 Step 6: Are you mobile optimized? Thousands Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q % of total traffic is via mobile devices 3,000,000+ app downloads 1 sale every 1.5 minutes on mobile 27

29 Summary Identify what needs to happen Identify when: Last Minute Campaigns, Base-loading and Advance Purchase Campaigns What is your story: An exciting and unique message for your business Optimize your Mobile experience 28

30 JOIN US. Seth Forman General Manager, Destinations Travelzoo Inc Patrick Grimes Senior Sales Director, Hotels Southeast Travelzoo Inc