Tailored and Targeted Webinar


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Tailored and Targeted Webinar

  1. 1. Copyright © 2014 Leonardo Worldwide Corporation Technical Difficulties? Contact Citrix GoToWebinar 1-800-263-6317 support@citrixonline.com Tailored and Targeted: Reaching Desired Guest Segments March 20, 2014 Darlene Rondeau, VP, Best Practices, Online Merchandising, Leonardo Sandra Taylor, Director, Worldwide Sales, Best Western International Dan Schetter, General Manager, Best Western Premier Waterfront Hotel Technical Difficulties? Contact Citrix GoToWebinar 1-800-263-6317 support@citrixonline.com
  2. 2. Darlene Rondeau Vice-President, Best Practices, Online Merchandising Leonardo @darlenerondeau
  3. 3. Sandra Taylor Director Worldwide Sales Corporate Government and Travel Agency Programs Best Western International
  4. 4. Dan Schetter General Manager Best Western Premier Waterfront Hotel & Convention Centre
  5. 5. “The average business traveler will check their smartphone 34 times a day - PC Housing “
  6. 6. 60% of business travelers plan to spend more time researching before booking travel because finding value is important 64% of business travelers start travel booking and planning process with search - Google 2013 Traveler
  7. 7. “ 72% of business travelers are interested in the ability to view hotels on a map using their mobile devices. - Sabre
  8. 8. Sandra Taylor Director Worldwide Sales Corporate Government and Travel Agency Programs Best Western International
  9. 9. Corporate Travelers…
  10. 10. ► More than 37,000 types of Businesses ► Employees 34% of U.S. Private sector ► Account for approx. 50% of all corporate travel spend in NA ► On average spend between $2M-$12M in Travel and Entertainment Middle Market… Source: GBTA
  11. 11. ► Sales efforts ► Property descriptor program ● 3 descriptors in the U.S. and Canada How Best Western International Attracts the Middle Market
  12. 12. Location, Location, Location
  13. 13. Rates, Rates, Rates
  14. 14. Value Added Amenities
  15. 15. ► Travel Agencies ● Regional Travel Agencies ● Travel Management Companies  Self Booking Tools ► Brand.com ► Consumer websites ► Property direct How They Book
  16. 16. ► Does your hotel “attract” the buyer through good rate descriptions? Descriptions
  17. 17. ► Make sure your hotel is accurately and consistently presented on other sites Additional Touch Points ◦ Brand.com ◦ Social media ◦ Review sites ◦ Online travel agencies ◦ Mobile sites and apps
  18. 18. ► Enrich shopping experience by utilizing current photo and video capabilities Hotel Photos and Video  Show your rooms ◦ Travelers more interested in interior images than exterior images  Make sure media reflects what business travelers want
  19. 19. ► Loyalty programs ● If they’re part of it, recognize them when they’re on site ► Taking care of the “guest” is key! Guest Experience
  20. 20. ► The “middle market” represents ~ half of corporate travelers ► Show your rooms & anticipated experience ► Corporate guests are looking for value; which is anticipated experience vs. price; communicate this! Key Takeaways
  21. 21. Dan Schetter General Manager Best Western Premier Waterfront Hotel & Convention Center
  22. 22. Visual Storytelling Sells Rooms Our VPowered Web Gallery allows us to share panoramic photos, still photos, and videos. • Shared across numerous channels • Shows guests every detail of our spacious amenities • Allows us to give short, accurate descriptions for each photo • Travel Shoppers feel more confident in their purchase because they can see the quality before they arrive and experience it after they arrive
  23. 23. VPowered Multi-Media Web Gallery
  24. 24. ► Integrated and consistent media display and distribution ● Allows us to categorize our web gallery into different tabs ● We showcase separate galleries for sleep, celebrate, special offers, tours, and meetings ● All galleries in the same, easily accessible format ► Bridged gap between our important channels ● Standalone website and Facebook page ● Enhanced user experience on both channels through ease of use Why VBrochure?
  25. 25. • Shows Best Western Premier as a unique hotel • “Downtown” Oshkosh located close to other dining and nightlife options and UW-Oshkosh – Corporate travelers like selection especially for multiple night stays • Visually displays our differentiators – Only hotel located directly on the Fox River; Only full service hotel with franchised on-sight& on water restaurant with exclusive water view meeting space • Total hotel renovated and modern design – newest product in the market • Potential guests can “view” the luxurious accommodations & amenities • Whirlpool Fireplace Suite; Executive Suite; Meeting Rooms; Pool; Fitness Center; Meeting Space • VBrochure allows us to showcase the hotel • Shows our hotel’s sophistication and services while promoting a spacious and polished atmosphere • Visually differentiates our hotel from the competition with #1 hotel in Oshkosh on Trip Advisor supporting the confidence of their purchase. • Integrated VBrochure with standalone and Facebook websites • Branded their hotel as the Oshkosh destination for corporate travelers Benefits of VBrochure
  26. 26. ► How Best Western Premier Waterfront Hotel and Convention Centre uses VBrochure ● Facebook ● http://www.oshkoshwaterfronthotel.com/ ● OTAs ● Corporate Booking Tools Writing Our Story
  27. 27. • VBrochure relatively new for us • Implemented VBrochure in the middle of January 2014 • Relationship with Best Western International made it easy to get started • We expect that it will compliment our independent website, Facebook, BWI website and Co-op website • Big selling point was the ease of distribution to OTA’s • Differentiators are needed to put us in front of the competition • With a limited corporate supply in the market, VBrochure helps us to take market share • Our independent site has high traffic due to weddings, local meetings and events, franchised restaurant and regional conference. VBrochure becomes an enhancement • The expectation is to have increased conversions of room reservations and increased RFP’s and inquiries from conference and meeting clients Why VBrochure and Anticipated Results
  28. 28. ► Use all the marketing tools available to you ► Visuals really help tell your hotel’s story ► Showcase your differences (e.g. location, amenities, dining) ► Engage your guest before, during & after their visit on social channels like Facebook Key Takeaways
  29. 29. The Ultimate Visual Storytelling Solution for Hotels VBrochure VScape Media Publishing VNetwork Analytics Customer Success BestSTART ++ + ++ Online Players Mobile Web Gallery Facebook
  30. 30. ► About Leonardo ► Invitations to upcoming webinars ● April is about “Leveraging Social Media for Hotels” ● May’s topic is “Optimizing Your Story on Mobile” ► Recording of this webinar ● Share it with your colleagues It’s a Wrap
  31. 31. Copyright © 2014 Leonardo Worldwide Corporation