The WIHP offices

Home > Insights & Publications > Stimulus in hotel marketing part 1 of 4

Stimulus in hotel marketing part 1 of 4

Sep

2011

WIHP_MOT_1

As published on Tnooz. Stimulus and the Moments of Truth in hotel marketing is a series of four articles we are publishing about hotel marketing and the four steps in the booking cycle of a new guest. These articles are specifically oriented at direct bookings to hotel websites.

Moment of Truth is a concept proposed by Procter and Gamble to describe a step on the purchase cycle of a customer in which the customer discovers about the product and which helps him decide if the product is right for him. See below for more information about the four steps on the buying cycle.

This short info-graphic explains the source of hotel bookings, the stimulus.

The data here is based on an actual survey of guests to find out how they heard about the hotel. In other words what stimulated them to go and search to that hotel rather than another one.

The data here is based on an actual survey of guests to find out how they heard about the hotel. In other words what stimulated them to go and search to that hotel rather than another one.

The data here is based on an actual survey of guests to find out how they heard about the hotel. In other words what stimulated them to go and search to that hotel rather than another one.

Friends and Family:

It’s the biggest source of new guests, the internet hasn’t changed that if anything it has probably enhanced it.

OTAs:

As a hotel marketing company we believe strongly that hotel’s need to sell direct through their website. However here is proof that selling through OTAs is healthy for direct selling as well as selling through the OTAs. Vincent Ramelli the CEO of WIHP published an article about it recently. Distribution is about being everywhere.

TripAdvisor:

While many will tell you that TripAdvisor is a very important step in the Zero Moment of Truth (the next step in the booking cycle), Tripadvisor and other review sites generate new guests. See the other study we published on what Tripadvisor means for hotels high and low on the scale.

Search Engine Optimization in hotel marketing

SEO is used by some on the Stimulus point of the booking cycle. We believe that for individual hotels this is a misuse of SEO. An individual hotel getting themselves positioned on keywords such as HOTELS IN NEW YORK isn’t going to help guests make a good choice. What people are looking for when they search such a broad term is a choice. This is where OTAs will always have a better SERP ranking since they can give a better answer to the user.

Creating Stimulus in hotel marketing

Stimulus is the most expensive form of advertising since one it is the broadest target zone. We published an article that covers the three levels of pay-per-click advertising for hotels that describes this in more detail.

The moments of truth defined for hotels

- Discovery / stimulus: Guest finds out about the hotel and gets interested.

- Zero Moment of truth: Guest goes online to research the hotel and “do his homework”.

- First Moment of truth: Guest finds the hotel website and finds out if this product is for him.

- Second Moment of truth: Guest arrives and discovers the product and is either happy or disappointed, which then cycles to Stimulus (or lack thereof) for his friends and family.

Leave a Reply

Current month ye@r day *

Author

Martin Soler

VP Marketing and Sales

WIHP expertise

Expert of online marketing and hotels sector, WIHP's experts are at your disposal.

Contact an expert
'