27
ECONOMIC PERFORMANCE • customers
ON-LINE
MARKETING
In spite the macroeconomic problems of 2012, the e-commerce
achieved a growth of 4% compared with 2011.
SEM & SEO
In 2012 a new specialized team in SEM and SEO areas has been
incorporated to position NH Hoteles brand in web and mobile
environment of Google, Bing, and Yahoo. This strategy enables
to optimize the bran presence in search engines.
Retargeting
A
retargeting
programme was launched in order to contact
users who left the NH Hoteles website without making any
reservation.
Online Partner Marketing
The Company has signed agreements with Trivago, Kayak,
Trabber, fostering the Affiliate Marketing area so related
companies publish NH-designed spaces in their websites in
order to redirect potential consumers to the commercial website.
Mobile Marketing
In 2012, NH Hoteles launched several mobile campaigns aimed
to increase apps downloads and the reservations generated
through them. As a consequence of these
campaigns, the Company achieved the
first ranked position on free downloads
at Apple Store in the General and Travel
categories.
NH Hoteles Mobile Web
Now NH Hoteles customers may enjoy in
their mobile phones the main functions
they can find in the website. This new
improved and simpler version has been
awarded several recognitions and the
Mobile Marketing Association and
Interactive Advertising Bureau took it
as an example, including it in its mobile
efficiency guide.
Mobile Apps
In 2012 apps for iPhone, Android and iPad have been
developed, implementing a new improved interface with
a “Reservation Guide in 3 Steps” as the SoLoMo (“Social,
Local & Mobile”) strategy where customers can find
hotels closed by and see the comments on TripAdvisor.
Furthermore, adaptations for iPhone 5 and Passbook have
been made, being NH Hoteles the first company in the
industry making an adaptation of this exclusive Apple
app. In all the versions are also integrated the NH Hoteles
loyalty programmes.
NH World Redesigned
In 2012, NH Hoteles redesigned the loyalty programme
NH World website with a more appealing image and an
exclusive area where members can check their credit
balance. It was also developed a mobile app providing its
members all the functions they are used to.
CENTRAL RESERVATION OFFICE
New tool allowing to send information to customers in a
fast and efficient way. Customers can received by e-mail
the information about hotels they check while searching
(
for country, city and hotel) once they have chosen dates,
number of rooms and the number of adults and children. This
tool may send information to customers in eight different
languages and it allows that companies see the agreed rates
and rates with promotional codes.
WEBSITE
USABILITY
AND NEW
RUSSIAN DOMAIN
NH Hoteles website is settled, after its launching in 2011,
and it extends its scope to more than 25 countries, making it
more attractive and fulfilling the best practices on usability
and conversion to appeal and promote NH experience. Due
to the increase on Russian customers, NH Hoteles has also
added a new domain in Russian to make the reservation
process easier for them because only 20% of them
understand a different language.
NH Hoteles’ Commercial Website in Russian
