Presentation on theme: "Marketing Results Through Technology. Hotel Distribution Options Prior to the Internet oTravel Agents oHotel & Travel Index oGlobal Distribution System."— Presentation transcript:
Marketing Results Through Technology
Hotel Distribution Options Prior to the Internet oTravel Agents oHotel & Travel Index oGlobal Distribution System (GDS) oPrint Advertising oTelevision & Radio oBillboards o o CD ROM o Airline Reservation Systems o Telecom (800 numbers, phone & fax) o Direct Sales o Wholesale o Corporate Contracts
Hotel Distribution Options Since the Internet o Search Engine/Directory Listings o Banner Ads o Property Web Site o marketing o Print tracking through Property Web site o Web Portals o Regional Web Guides o Wifi Channels o Hotel & Travel Index (print & online) o GDS with Internet distribution channels o Third Party Discounters Hotels.com Travelocity Rogue Web Sites o CD/DVD with Web Site Links o PMS System with Web site integration and real time booking o Pay-per-click Web Advertising
Impact Of The Internet On Hotels o The Internet modifies all distribution channels requiring a new marketing and management model. o Attempts to integrate Internet distribution channels into their current management and marketing models often create confusion and mixed results. o The new model requires placing the Internet at the center of a distribution and marketing strategy. The Internet is the ultimate “Direct Distribution Medium”. o Internet communication has become the hub for all distribution methods.
Impact Of The Internet On Hotels o Hoteliers can lose control of their revenue management by not shifting focus to the Internet. o Internet services are complex and fragmented offering few if any overall solutions. o Coordination of these diverse and often contradictory products and services falls on the shoulders of hoteliers. o Poor understanding and coordination results in rate dilution and control falling into the hands of online discounters. o By changing focus and gaining control over the Web, hoteliers can regain control of revenue management and have a significant edge over their competition who remain mired in the confusion the Web has created. (Cont.)
Internet Services Are Fragmented o Internet service options are fragmented. o Properties often use multiple providers with overlapping or contradictory services. o Our focus as a company is to help a property integrate and effectively make use of these fragmented services. o This approach allows us to provide our own products and services when appropriate and to use other vendors where appropriate without undermining our business. o The need for consulting and integration will continue regardless of the directions the Internet takes.
Internet Services Are Fragmented (cont.) o Overall coordination of Internet Services are lacking. o Overall coordination of Internet efforts with property and revenue management is lacking. o Coordination and effective use of Internet marketing with other marketing channels is lacking. o Internet companies may offer a consolidated approach to the marketing of a property Web site, but they rarely touch on overall revenue management or the management of third party distribution channels. o Internet services and distribution options are constantly changing and success depends on the property’s ability to act quickly when these changes occur.
Our Solution: Control The Internet oBegin from the top and let us help you control the Internet and not let it control your business and revenues Perform overall evaluation of properties distribution channels and use of the Internet Develop overall plan and strategy for property Recommend & provide Internet solutions based upon overall strategy and plan Provide ongoing oversight and management of property’s revenue management with primary focus on Internet channels Coordinate integration of new products and services
C.I. Interactive Services o Consulting and Management o Internet Services o Products
C.I. Services: Consulting and Management oRevenue and distribution channel evaluation oRevenue and distribution channel management oProperty management and consulting services through Master Link Club and Hospitality Management
C.I. Services: Internet Services o Online & Offline Ad Tracking o Services and Event Marketing o Copy Writing Services o Photographic Services including Virtual Tours o Competitive Intelligence o Newsletter Service o Web Site Management o Proactive Web Site Traffic Analysis o Evaluation of Current Use of Online Resources. o Search Engine Optimization and Positioning o Pay-Per-Click Marketing o Marketing Services o Travel Agent Marketing o Online Media Buying o Linkage Research and Interactive Advertising Management o Web Database Mining, Profiling and Marketing
C.I. Services: Products o Web Site Design and Hosting o Interactive Web Site Tools o Reservation Software (individual and multi-property versions) o Marketing Software (individual and multi-property versions) o Meeting and Event Planning Software o Wedding Planning Software o Menu Software o Newsletter Software o Lead Tracking Software o Integrated reporting (including reservations, arrivals, cancellations, web tracking) o Custom solutions