E-marketing plan 2015

Organic search Results Visitors: 1.85mi + 24% Revenue: £2.3mi +23% Conclusion Largest e-marketing channel Use of MOZ helps improve rankings and increase traffic Content marketing activity will be the driver in 2015.

Search engine marketing Results Visistors: 641k +12% Revenue: £1.6mi + 18% Conversion rate: 0.94% Conclusion Increased commission has worked Could do better in coordinating key landing pages for brand and hotel keywords e.g. hand picked hotels voucher codes.

marketing stats Sent36,051,80934,506,39226, Opens7,350,6937,006,7094,065,519 Open Rate20.62%20.35%15.43% Clicks538,817463,571342,818 Click Rate1.512%1.35%1.30% Revenue£804,000£766,000£656,000 Unsubscribe Rate0.246%0.239%0.6% Bounce1.156%2.063%n/a

marketing Top Campaigns 2014 VisitsTransRevenueConv %SentRev/ sent OpensClicks Group Leisure 151,7251,015£260, ,171,784£0.032,051,345180,978 Calendar of Events 14,39629£7, ,472£0.0197,6308,744 Hotel Solus 214, £299, ,104,271£0.032,564,072227,679 Group Exclusives 100,681730£176, ,293,252£0.031,500,894118,590 Loyalty 8,764102£29, ,991£0.1670,2018,130 Welcome 2,69339£8, ,443£0.785,9822,637 TOTAL615,6343,089£804, %36,751,158£0.027,556,111694,490

marketing Summary performance is challenging Recommend more targeted and personalised content to improve engagement with campaigns.

Online display (retargeting) Results Impressions: 8.4 million vs 10.5 million (-17%) Post engagement revenue: £321k vs £292k Summary Opportunity to grow channel through better creative Opportunity to target top 3 sites where banners appeared to target new customers. Opportunity to review supplier.

Mobile marketing Results Revenue: £255k +14% Visitors: 602k % Conversion rate: 0.14% +26% Conclusion Growth area New mobile website next year will see big increases With focus this channel becomes as big as

Affiliate marketing Results Revenue: £193k -8% Traffic: 298k – 0.35% Summary Tripadvisor is driving the growth Recommend more focus on increasing exposure on Tripadvisor e.g. tripconnect, database, banner display advertising Need to identify new opportunities in segment Hotel/content banners specific drives improvement

Marketing campaign elements Campaign plan – creative, objectives, schedule, internal communication Website (Organic) Search advertising MobileDisplay & Affiliate SocialOffline Landing page SEO Content marketing Devise set of keywords and adverts and drive to landing page (by brand and by hotel) Brands newsletter Hotel solus Spa & Health Solus Meetings Late escapes Special occasions Weddings Mobile optimisation Mobile search targeting Devise set of banner adverts for brand and hotels. Distribute promo codes and banner creative via affiliate network. Offer commission increase for additional placements Establish budget for FB advertising Regular posting by all FB accounts. Create FB tab/app with direct to booking engine integration. In-hotel collateral Periodical press releases Mention in general press releases where possible Partner marketing activity

campaign support HP Champagne Heritage breaks Late escapesPremium & Special occasions Business traveller & Meetings etc Spa & HealthWeddings Launch campaign (full database & then to new subscribers) Hotel solus bounce back with you may also like (1 week after checkout) Hotel solus re- booking previous stay with you may also like (5 & 4 months prior to previous stay date) Feature on Late Escapes (active excluding above customers) Banner feature on monthly brand newsletter (full) Launch campaign (full database & then to new subscribers) Brand with relevant hotels based on last stay (3 & 2 months prior to previous stay date) Feature on Late Escapes (active excluding above customers Banner feature on monthly brand newsletter (full) Launch campaign (full database & then to new subscribers) Monthly with selection of featured hotels (active excluding customers with stay date anniversary between 6 and 2 months away) Panel of featured hotels on monthly brand newsletter (full) Suite life rate programme to feature on all promo codes as an upsell option. Feature on s in line with event calendar e.g. valentines, mothers day. Brand with relevant hotels with drink voucher or free upgrade, heritage breaks and private dining offer (event date less 3 months) Button feature on monthly brand newsletter (full) Monthly e-blast to full corporate + meeting booker. Weekly re-send to meeting booker. Button on monthly brand newsletter. Spa panel on monthly brand newsletter (full) Monthly Spa solus with spa days, treatments, discount codes, retail, other spas, membership offer (previous spa guests, female members, female local, brides to be) Health club solus male focused content (local male, Welcome programme to new enquiries Hotel solus showcase & offers (all ENQ) Wedding gold club programme

Marketing programmes to plan Hand Picked Champagne Breaks (advanced booking programme) Heritage Breaks Late Escapes Spa breaks, Spa days & treatments Health club Loyalty club Business traveller Meetings etc. Weddings Private dining Suite life Non-residential dining Gift vouchers Calendar of events & Festive season