The Book Direct Show • Barcelona • 16 May 2023
Coffee & Pastries Served
Optimal Website Design
VRMs are not just in the hospitality industry - they're also in eCommerce. The OTAs spend billions of dollars acquiring your guests on their websites. To compete, VRMs must understand the OTA's digital tactics. Evan will identify the best eCommerce practices so VRMs can passively cultivate rich guest intent data that drives repeat direct bookings. If you're building a roadmap for your long term digital direct booking strategy - this seminar is for you.
Let your (Brand) personality shine
Why do so many people choose Coca Cola over non-branded Cola?
Why did Levis outsell Wrangler?
Why is Primark so popular?
These big brands have worked hard to create a brand personality to influence buyers to buy their brands.
Cool. Friendly. Original. Young. Trendy.
But Brand Personalities are not only for big brands.
In this session we’ll look at what a Brand Personality is, and how you can use it to influence more guests to book directly with you.
How OVO Network generated 2500 direct bookings in 2022 with 145 properties
Where is the Love?
In a world that's becoming increasingly obsessed with AI platforms like ChatGPT, are we losing all soul and emotion in our content? Some may call it "fluffy", but human beings are biologically wired to make decisions based on feelings first, and logic later. If your guests fail to "feel anything" after reading your content - no matter how many statistics you've crammed into it - then you're giving them no reason to book with you, over an OTA. The fact is, no matter how much tech advances over the years, it will never have emotional intelligence, which is an indispensable ingredient for your STR brand's content and copy. In this session, we'll cover why it's important to work with AI tools for your writing, but not rely on them completely. Let's bring the love back into our words - your guests haven't morphed into robots just yet.
How to drive direct and repeat bookings with WhatsApp
How to use WhatsApp to achieve 90% direct booking and 50% repeat by being in your ideal client's face every day.
- What is Whatsapp business?
- Why you should use it?
- How are you going to make it work for you?
There’s your website, what now?
The blueprint to getting guests onto your website and book.
- Marketing mix, what to do and where. From No Cost to Low Cost
- Search: being found is not enough (Google Ads, Google Places, Bing Ads)
- Social: Get your properties out to the people (Facebook For Business & Instagram)
- YouTube: Show them what you got (Pre-Rolls, Interstitials etc.)
- Get the communication and website right (KPIs, Prices)
- Measure, optimize and retarget: Analytics and campaign tracking on-site.
The one hire that everyone is missing in their hospitality business that will boost revenue and guest experience.
This talk will explore the one hire you're missing in your business that can help to boost revenue and guest satisfaction. The focus will be on identifying the right role and hiring the right person to fill it. The talk will cover the importance of understanding your business needs, the different roles that could be beneficial, and how to effectively recruit, select and train the right candidate. It will also address how to measure the impact of the new hire and the importance of ongoing support. Businesses can increase revenues and provide a better customer experience by making the right hire in the proper role.
Tightening the Niche - A Journey in Focused Marketing
In today's crowded market, it can be challenging to stand out from the competition. But rather than trying to appeal to everyone, successful operators know the power of narrowing their focus and honing in on a unique niche. In this session, you'll hear stories from hosts and managers who have achieved great success by catering to a very specific audience, You'll learn how to identify your own niche and develop targeted marketing strategies to reach guests who are looking for exactly what you have to offer. From creating the right amenities to providing exceptional customer service, you'll get practical tips for building a loyal following and standing out from the crowd.
Panel Discussion & Open Mic
In this final session of the day we will invite our main headline and show sponsors on stage to share their unique tips to generate more direct bookings. We will also open up the discussion to everyone in the audience to share and learn.
Post-Show Drinks & Networking
Evening Boat Trip
This exclusive invite-only event is the perfect opportunity to mingle with fellow show attendees whilst enjoying stunning views of the Mediterranean Sea. With a top-notch DJ, delicious food and drink, and a lively atmosphere, this boat party is sure to be one of the highlights of your trip.