Expanding Your Engagement in Google My Business Program

2019 Miles Snapshot Meet Miles A few of our Clients Miles Google DMO Program

Carrie Koenig Vice President - National Sales DMO 65 Google Program Years experience in travel & tourism 75+ 84M Destinations Views on Google participating in Destinations Google-DMO content Partnership uploaded Miles Google DMO Program

75+ DMO Participants

21,314 total assets added to Mar 1

84,746,50 views and counting to Mar 1

+13,000,000 actions a month Google’s Pivot to Own the OWNING THE JOURNEY

Traveler Path to INTERACTION OFF-CHANNEL Purchase MANAGING YOUR FOOTPRINT 90% Search Share Google Google used to be focused on sending direct, out-bound traffic to your site.

There is a pivotal shift underway that is changing everything. Why Is This Important? 5,000,000,000,000 That’s the number of Google searches made in a year.

of search results won’t result internetlivestats.com40% in an outbound click Travel and tourism websites are seeing a huge decline in organic search traffic Organic Website Traffic Hotel Websites Organic Traffic – Aggregated Average Users per Website 450000 400000 350000 300000 250000 200000 150000 100000 50000 0 Hotels 2013 2014 2015 2016 2017 2018 Online Travel & Technology Changes

The pivotal shift from Google to retain travelers in the Google Travel eco- system is changing the path-to- purchase for travelers With a Google My Business Account, you get more than a business listing. Your free Business Profile lets you easily connect with customers across and Maps. You can post photos and offers to your profile to show what makes your business unique, and give customers reasons to choose you every time. Your customers are ready to connect – by calling, messaging, or leaving reviews.

Now, with more ways to transact, you can do more business. Google Travel is becoming the place where travelers decide where to go, where to stay and what to do. Google has empowered businesses to influence information through Google My Business listings, which gives businesses the tools to improve the quality and accuracy of information available within Google’s products. Google My Business signals are the leading rank factor in 5x local search Increase in Consistently maintained GMB listings increase your reach views by 5x and your likelihood of being featured in the coveted Local Pack

Fresh visual assets increase reach by 10-30%

7x Complete GMB listings experience on average, a 35% increase in More likely to clicks

click Users who view complete listings are 30% more likely to visit or purchase from your business

Businesses with complete information are more trusted by 50% consumers Of mobile users visit 50% of mobile users who view a GMB listing, visit the next day the next day Your Google My Business Information is displayed in the Knowledge Panel and is pushed to all Google Travel products.

Is your business profile the best it can be? This is the Knowledge Panel It contains everything Google knows about your business. Google Travel Products

Search Daydream VR

Hotel Finder YouTube

Trips App Flights

Street View Assistant

Travel Guides Lens

Maps Where your GMB listing info is surfaced Why Is This Important? 1 Your KP is an enormous source of exposure for your business. In many cases the largest source! It’s a much larger amount of screen space. This business received 7,000 site visitors over a quarter.

Google drove 104,000 views. This is the Knowledge Panel It contains everything Google knows about your business.

Different views, showing the same information from your GMB listing 2 The information about your business gets used in a whole bunch of different places. The information about your business gets used in a bunch of different places

• SERPs & Local • Lens Pack • Street View • Hotel Finder • 360 • Maps & Waze • Earth • Trip App • Travel Guide • Top Sights • Assistant 3 Much of that information is coming from your customers not from you. Much of this information (an estimated 80%) is coming from your customers, not from you

Google “Local 50,000,000+ Local Guides Worldwide Guides” are able to add info about your 700,000+ Places Added/Mo. business including:

• Reviews • Ratings • Photos/video/360 • Edits • Places • Factual information • Questions & Answers INCREASE VIEWS

Google My Business DRIVE CONVERSIONS

UNDERSTAND YOUR AUDIENCE Audit Miles Support Services Five services that help Insights Google My Business Set-up businesses understand, Program optimize and measure their exposure within Google’s products and platforms. Management Content 240 experts with 65 years of experience in Compelling footprint 1 Travel & Tourism with photos, video, 4 360, & posts with on- going content Key performance management 2 benchmarks to track results Insights to inform your Deep-dive audit of your 5 marketing strategy existing presence 3 (owned & UGC) Understanding how visitors search for your business, Audit and what they see when they do. • Factual information • Visual assets: photos, video, 360, street view • Reviews • Categories & Amenities • Questions & Answers • Posts UGC Influences Decisions

Which beach would you visit? Implement facets of your Google My Business profile that will increase visibility, Set-Up create engagement and drive conversions. Instructions for back-end set-up “How to” instructions:

• Notifications allowing you to quickly respond to reviews and questions (Consider taking advantage of our reputation mgmt. service!) • Write a review button • Menus • Hotel reservations • Ticket sales The Local Pack – key source of organic exposure

• We know what 5x drives the local pack Increase results and can in views increase your chances of showing there.

• Check out our 2 partner properties in Honolulu. OnThe-Going Local Category Pack & Amenities Drive Local Pack Results

3,929 DISTANCE US English Categories Currently

RELEVANCE PROMINENCE Expanding visibility of existing assets and implementing new content Content on a consistent basis to engage and convert travelers Visual assets drive action and extend 10%-30% your reach Increase in exposure, just by uploading a few 35% photos every month. More click- throughs 42% Increase in driving directions Posts* appear in your knowledge panel and provide a huge amount of real estate for your business.

We’ll consistently manage your feed of News, Events, Offers and Products and will track all engagements through custom tracking links.

*Hotels are excluded by Google Questions & Answers are a great way to interact with customers.

We build a robust FAQ section, flag incorrect answers and up-vote correct answers On-going audit of UGC content and management of Management Questions and Answers Weekly check for user-generated content including photos, 1 video, reviews, answers and factual information

2 Monthly upload of new visual assets driving a 10-30% lift

3 Flagging inappropriate content to Google

4 Up-voting correct local guide answers Weekly check and flagging of inappropriate user-generated content:

• Photos • Video • Reviews, • Answers • Factual information Elevating Useful Information

Upvote the best questions and answers Understand your audience and opportunity, inform your overall marketing Insights strategy and measure off- channel signals of intent to travel Transparent Metrics in a Visual Quarterly Dashboard

Views, queries, comp set benchmarking, DMA’s and more

KPI’s including: • Clicks to website • Clicks to call • Requests for directions • Photo & video views • Views of Google Posts • Map Views • Direct searches • Discovery searches Case Studies 78% Resort KPI Increases Increase in Engagement and Action photos Actions Taken

40 000 In Q4 2018, this hotel 35 000 partner had 2.9 Million 21% 30 000 photo views, compared to Increase in 25 000 only 1.65 Million in Q4 actions 2017 and realized a 21% 20 000 increase in actions taken.

15 000

10 000 Adding new content 50 00 is driving increased 0 Hotel A views and actions! 2018 2017 Restaurant KPI Increases 71% Increase in clicks! Conversions through Clicks and Directions

Website Clicks In Q1 2019, this restaurant 30 00 partner had 295k photo views compared to 196k for their 97% 25 00 competition. They realized a increase in directions 20 00 71% increase in clicks and a 97% increase in driving

15 00 directions!

10 00 The Miles Partnership 50 0 Google My Business

0 Program is driving increased Restaurant A web traffic, views and 2019 2018 signals of intent to dine! 1000x! Attractions KPI Increases Lift in Views following audit, optimization and maintenance

Views on : 11,082,365

Views on Google Search: 252,397

Website Visits 11,585

Information provided by Nicole Woods for Independence Visitor Center Corp. YoY Lift From GMB Program Lift in Views following audit, optimization and maintenance

Listing Views 300000

250000

200000

150000

100000

50000

0 Jan '18 Feb Ma r Apr Ma y June July Aug Sept Oct Nov Dec Jan '19 Feb Ma r

Restaurant A Restaurant B Restaurant C Restaurant D Google My Business Program

Options and Timeline Google My Business signals are the leading rank factor in local search

Consistently maintained GMB listings increase your reach by 5x and your likelihood of being featured in the coveted Local Pack

Fresh visual assets increase reach by 10-30%

Complete GMB listings experience on average, a 35% increase in clicks

Users who view complete listings are 30% more likely to visit or purchase from your business

Businesses with complete information are more trusted by consumers

50% of mobile users who view a GMB listing, visit the next day Resort Partner Sample & Program Rates Get in Carrie Koenig Touch Vice President of National Sales Miles Partnership

303-810-6512 [email protected] Q&A

Thank you

www.MilesPartnership.com/Research

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