TravelZoo - MyrtleBeachAreaMarketing.com

Myrtle Beach Marketing Conference
May 6, 2015
Myrtle Beach Marketing Conference – May 6, 2015
www.travelzoo.com
What is Travelzoo?
Myrtle Beach Perception Study
What Does Travelzoo do for Myrtle Beach?
Turning Lookers Into Bookers
Myrtle Beach Marketing Conference – May 6, 2015
www.travelzoo.com
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Get to know us
Myrtle Beach Marketing Conference – May 6, 2015
www.travelzoo.com
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Getting into the consideration funnel: Travelzoo inspires travel
Melanie,
member since 2008
Jim,
member since 2003
“With Travelzoo,
I find adventures you
don’t typically find in
a guidebook.”
“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
Myrtle Beach Marketing Conference – May 6, 2015
www.travelzoo.com
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What is Travelzoo?
Myrtle Beach Perception Study
What Does Travelzoo do for Myrtle Beach?
Turning Lookers Into Bookers
Myrtle Beach Marketing Conference – May 6, 2015
www.travelzoo.com
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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
Myrtle Beach Marketing Conference – May 6, 2015
www.travelzoo.com
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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
Myrtle Beach Marketing Conference – May 6, 2015
www.travelzoo.com
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Travel intentions to Myrtle Beach
“What would inspire you to vacation in Myrtle Beach?”
Family-friendly Golf
1%
Within driving activities
6%
distance
8%
Convenient
flights
4%
Invited by
family or
friends
8%
A great deal
60%
More info
about Myrtle
Beach
13%
Source: Travelzoo U.S. Myrtle Beach Perception Study, April 2015, n = 1,375
Myrtle Beach Marketing Conference – May 6, 2015
www.travelzoo.com
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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
Myrtle Beach Marketing Conference – May 6, 2015
www.travelzoo.com
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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
Myrtle Beach Marketing Conference – May 6, 2015
www.travelzoo.com
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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
Myrtle Beach Marketing Conference – May 6, 2015
www.travelzoo.com
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What is Travelzoo?
Myrtle Beach Perception Study
What Does Travelzoo do for Myrtle Beach?
Turning Lookers Into Bookers
Myrtle Beach Marketing Conference – May 6, 2015
www.travelzoo.com
11
Myrtle Beach top 10 searched destination on Travelzoo.com in 2014
MYRTLE BEACH RANKING
+ June #7
+ July #9
+ August #13
Myrtle Beach Marketing Conference – May 6, 2015
www.travelzoo.com
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What we’re doing for Myrtle Beach in 2015?
53,500,000 emails
198,000 clicks
172,000,000 impressions
Myrtle Beach Marketing Conference – May 6, 2015
www.travelzoo.com
Top 20 email
Myrtle Beach Marketing Conference – May 6, 2015
www.travelzoo.com
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Fly.com and Premium Placements “Best Atlanta & Southeast Hotel Deals”:
Myrtle Beach Travel Deals (U.S. website)
Myrtle Beach Marketing Conference – May 6, 2015
www.travelzoo.com
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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
Myrtle Beach Marketing Conference – May 6, 2015
www.travelzoo.com
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Myrtle Beach Marketing Conference – May 6, 2015
www.travelzoo.com
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Myrtle Beach Marketing Conference – May 6, 2015
www.travelzoo.com
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Myrtle Beach Marketing Conference – May 6, 2015
www.travelzoo.com
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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
• $143.34 ADR
* Some deals were featured in other Travelzoo media programs
Myrtle Beach Marketing Conference – May 6, 2015
www.travelzoo.com
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What is Travelzoo?
Myrtle Beach Perception Study
What Does Travelzoo do for Myrtle Beach?
Turning Lookers Into Bookers
Myrtle Beach Marketing Conference – May 6, 2015
www.travelzoo.com
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Step 1:
Identify your Push Marketing Objectives
Question:
What are your need
periods?
Last-minute dates
Early-bird bookings
Myrtle Beach Marketing Conference – May 6, 2015
www.travelzoo.com
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Step 2:
Structure your offer to achieve your objectives
Target
last-minute dates
Myrtle Beach Marketing Conference – May 6, 2015
www.travelzoo.com
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Step 3:
Create a sense of urgency
76% of travelers
book later after seeing
an offer
Myrtle Beach Marketing Conference – May 6, 2015
www.travelzoo.com
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Step 4:
Offer cross-sell opportunities to increase onsite revenue
Perk preferences
Free breakfast
53%
Food and beverage
credit
26%
Room upgrade
Spa discount
www.travelzoo.com
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3%
Golf discount
0%
Bottle of wine upon
check-in
0%
Sweeten the deal
Myrtle Beach Marketing Conference – May 6, 2015
19%
Step 5:
Leverage Social Media to Influence Travel Decisions
Positive Brand Engagement
Traveler Endorsement
Incremental Bookings
Myrtle Beach Marketing Conference – May 6, 2015
www.travelzoo.com
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Step 6:
Are you mobile optimized?
1200
1000
Thousands
800
600
400
200
0
Q1
Q2
Q3
2011
45%
of total traffic is via
mobile devices
Myrtle Beach Marketing Conference – May 6, 2015
www.travelzoo.com
Q4
Q1
Q2
Q3
2012
3,000,000+
app downloads
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Q4
Q1
Q2
Q3
2013
Q4
Q1
2014
1 sale every 1.5 minutes
on mobile
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
Myrtle Beach Marketing Conference – May 6, 2015
www.travelzoo.com
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JOIN US.
Seth Forman
Patrick Grimes
General Manager, Destinations
Senior Sales Director, Hotels Southeast
Travelzoo Inc.
Travelzoo Inc.
212.484.4939
407.952.1078
sforman@travelzoo.com
pgrimes@travelzoo.com
www.travelzoo.com
Myrtle Beach Marketing Conference – May 6, 2015
www.travelzoo.com