2. Digital

3. Digital landscape trends
MOBILE
SOCIAL
VIDEO
DATA STACKS
Mobile is the fastest growing space for both travel searches and travel sales
Social Media is constantly looking for ways to improve their offering
New creative units that drive engagement and allow for lower funnel actions
TV is no longer linear. With new technologies there are a myriad of ways to target and build a connection with consumers
With the level of data available staying on the edge of technology is crucial to brand success

4. Search Trends Trend #1 Trend #2 Trend #3
Mobile Search continues to grow and is more important than ever
Search advertisers can target the right audiences like never before
Search engines are increasingly monetizing hotel search results

5. Trend #1 – Audience targeting
Advertising can be targeted to audiences like never before
We can control messaging to audiences, devices, geographic locations, decision stage/funnel, and more.
Desktop or mobile devices
Interested in or physically near Points of Interest
Existing CH customers vs new customers
Targeting allows us to control the efficiency of our spend and optimize our ROI.
Customer
CRM
Look-a-like
1 on 1 conversations
Business vs. Leisure
Messaging
Landing page

6. Trend #2 - Mobile growth
Mobile channel importance cannot be understated
Today, 40% of U.S. travel site visits come from mobile devices.
60% of searches for destination information come from mobile devices.
46% of travelers with smartphones say they make their decision on mobile, but then book on another device.

7. Trend #2 - Mobile growth
3 of 4 travelers who shop hotels on mobile book elsewhere

8. Trend #3 – Search monetization
Search engines are increasingly monetizing hotel search.
Search engines send 54% of all traffic to Hospitality websites – 47% from Google alone.
Because of this dominance, Google and others are monetizing traffic by increasing the space given to paid advertising and creating their own premium products, like Googles Hotel Product Ads.
Google Desktop
Paid Search
Google Local/HPA
Local/Maps
(3-Pack)
HPA
Organic Search

9. 2010 – Majority of traffic free
Paid Search
Natural Search

10. 2016 Paid Ads Dominating Shelf Space
Click share goes towards local 3-pack and Paid Search
Competing directly with OTA’s for shelf space
Driving traffic to internal products where comparison shopping is prevalent

11. CHERP

12. CHERP Overview Answers 600,000 questions daily
Live on +1M keywords and quickly growing, supporting properties
Answers 600,000 questions daily
Operates in 100+ source markets and 2 languages (FRA/ENG)

13. CHERP overview
Pay-for-performance program built to compete against hoteliers and OTA’s to drive growth in key digital acquisition channels
A strong contributor to CH.com bookings
Strong alignment with Choice Hotels book direct strategy
No risk, all benefit
Economies of scale
World class subject matter expertise
State of the art technology platforms
Strong strategic partnerships with global travel empires

14. Strategic partnerships

15. Strategic approach Awareness Awareness and consideration Meta growth
Non-brand
Mobile
Audience targeting
Consideration
Intent
Purchase

16. CHERP evolution SMARTER BIDDING CONTENT TAILORED TO YOU CHANNEL GROWTH3 4
CONTENT TAILORED TO YOU
SMARTER BIDDING 5
CHANNEL GROWTH 2 6
REACHING THE RIGHT CUSTOMER
REAL-TIME MEASUREMENT 7
INTL. GROWTH 1
MOBILE FOCUS

17. Our ask Leverage the Digital Performance team!

18. Our ask
Work together to avoid duplication in search advertising campaigns
Complement our efforts by considering a richer website experience for your property

19. Questions?